This document discusses how health information management and eHealth services can support prevention and healthy living through the lifespan. It uses bone health as an example, outlining the bone health lifecycle and changing information needs at different stages. It proposes combining physical and virtual channels like health portals, games, apps, and social networks to raise awareness and motivate prevention efforts. Establishing these health eServices could create new marketing opportunities for companies while benefiting public health.
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Patient-centric eHealth Services for Bone Health & Osteoporosis Prevention
1. Health Consumer / Patient-centric e-Services
Business model & technological solution
Stefan Wild, External Affairs Director, MSD Switzerland
Silvio Frey, Head of Marketing & Sales Switzerland, InterComponentWare AG
2. Agenda
Questions:
− Where is the challenge in the prevention of widespread heart, lung
and bone health/risks/diseases?
For example: a person and their bone lifecycle pathway
− How can Health Information Management and eHealth Services
support living healthy as well as staying healthy through holistic
prevention and treatment?
Example: Bone Health and Osteoporosis – a widespread disease.
− What is the use in bringing the establishment of suitable Health
eServices to the commercial segment of health enterprises ?
3. Healthy
The human individual in the healthcare system
Consumer
• Saluto-genetic approach
• Prevention / Health promotion /Health Literacy
life time cycle
Patient
• Patho-genetic approach
sick
• Treatment / Rehabilitation / Care
4. Healthy or Sick?
Clear differentiation and corresponding definitions
Healthy
Healthy People
Patients
sick
5. STAY HEALTHY“ market as win-win opportunity
What about the immense risk group?
STAY HEALTHY“ Market
Healthy
Healthy People
Risk group
Health Consumers
Patients
sick
6. E-Health from the cradle to the grave
Lifecycle of the human individual (schematic)
Process: 1st Prevention 2nd Prevention Event 3rd Prevention
healthy
1 st Doctor‘s visit
Health Event
protection e.g. Broken bone Relapse prevention
and post-treatment
Avoid worsening
Rehab
In-/Out-patient
sick
treatment
e-health e-health e-health e-health
7. Bone awareness along the individual lifecycle
Bone cycle of the human individual (schematic)
“Mother
Individual (Father) Risk test
responsible and for Bones
“bone Bones” Ascertain
School: behavior” bone
Healthy/ s density Do bone
ne
End of building bones
diseased bo Ons
density scan
g et bo
bones? in
ild Onset ne d
eteri
Bu orati
menopause on
Osteopenia
risk
Osteoporosis
risk
bone lifecycle pathway
75 years
30 years
60 years
45 years
15 years
Death
Birth
8. Changing information needs during the bone
lifecycle pathway (schematic)
Phases of healthy bone behavior Phases of risk bone competence
School: “Mineralization” “Healthy Bone risk Bone literacy Ageing literacy
Our bones? • nutrition bones" • Clarifying • Knowing the • Knowing bone
• Dietary • Nutrition bone risk bone risk density value
• Vital organs/
backbone supplements • Sports • Preventive • Nutrition • Nutrition
• Nutrition • Sports • Treatment measures • Exercise • Exercise
• Exercise • Social possibilities • Treatment • Treatment
environment possibilities possibilities/
• Medication • Medication
s
ne Ons
bo
End of building
et bo
ng Onset ne d
il di eteri
orati
Bu Menopause
Osteopenia
on
bones
risk
Osteoporosis
risk
bone lifecycle pathway
15 years
75 years
30 years
60 years
45 years
Death
Birth
9. What does the health consumer know?
How health literate is the individual?
Example “Motor specs”:
A car Own body
• What‘s the HP? • Height
• Acceleration from 0 • Weight
to 100 km/h? • BMI?
• Gearbox? • Blood pressure ??
• “Turbo” • Cholesterol ??
• etc. • Blood sugar levels ???
• Lung volume ????
• Bone density ?????
• etc.
10. Steps towards becoming more health-literate
in all lifecycle phases
Basic Health Literacy
• Heart (“motor”)
• Lung (“fuel”)
• Bone (“chassis”)
Information understanding acting
Input Support Motivation/ Monitoring
11. Agenda
Questions:
− Where is the challenge in the prevention of widespread heart, lung
and bone health/risks/diseases?
For example: a person and their bone lifecycle pathway
− How can Health Information Management and eHealth Services
support living healthy as well as staying healthy through holistic
prevention and treatment?
Example: Bone Health and Osteoporosis – a widespread disease.
− What is the use in bringing the establishment of suitable Health
eServices to the commercial segment of health enterprises ?
12. Prevention and awareness along the bone
lifecycle pathway (schematic)
Fact: Target group has low awareness / no motivation
Challenge: How to bring that about
Starting point
for preventive Lower
measures osteoporosis
s risk
ne
building bones
bo
g
in Ons
ld
B ui et of
bone
End of
Onset
dete
Menopause riora
Osteopenia tion
risk Osteoporosis
risk
bone lifecycle pathway
75 years
30 years
60 years
45 years
15 years
Death
Birth
13. Approach
Prevention campaigns with widespread impact
Physical Channel (push principle)
− Communities & organizations (schools, clubs, state)
− Events, media, radio, television, newspapers
− Personal health network (family doctor / pharmacist / hospitals)
− Family
Virtual Channel / eServices (pull principle)
− Health portals
− Games
− Mobile Health (Apps)
− Social Networks / Virtual Communities
18. From social network to a personal health record
and mobile health
Specific portal Specific portal
Mobile Health Mobile Health
Physical Channel
Personal Health Record - LifeSensor
bone lifecycle pathway
75 years
30 years
60 years
45 years
15 years
Birth
Birth
19. Value proposition
− Creating awareness and motivation in the search for and
establishment of preventive measures among the population
− Procurement of products and services for prevention
− Electronic identification and linking of citizens in the context of
preventive products and services
− Establishing of Health eServices and with it the creation of new
marketing and sales channels for sustainable business
developments
20. Thank you
Contacts:
Stefan Wild
External Affairs Director
MSD Switzerland
Tel: +41 79 467 15 80
stefan_wild@merck.com
Silvio Frey
Head of Marketing & Sales Switzerland
InterComponentWare (Switzerland) AG
Tel:+41 44 209 92 14
Silvio.frey@icw-global.com