Mobile technology is revolutionizing health management in three key areas: 1) For health care professionals, it increases knowledge sharing, interaction with patients, and improves clinical actions. 2) For consumers, mobile apps and devices create excitement and ease to drive engagement in healthy behaviors through relevant information. 3) Connected care integrates stakeholders like providers, insurers, life sciences companies and consumers to efficiently achieve health outcomes.

1. Mobile Health Engagement:
Information, Learning, and
Care Coordination
Steven Peskin, MD, MBA, FACP
EVP and Chief Medical Officer, MediMedia
Associate Clinical Professor of Medicine,
UMDNJ
May 23, 2011

2. "Every generation needs a new revolution."
-Thomas Jefferson
• Mobile technology has become ubiquitous in our consumer
lives…and it’s bridging to other areas
• Today, we are at the leading edge of it, revolutionizing the way
we manage our individual health
• Three major areas of mobile health that will drive this change:
– Health Care Professional: Knowledge building, increased interaction,
and improved clinical actions
– Consumer: Creating excitement and ease to drive engagement and
behavior change with relevant and actionable information and topics
– Connected Care: Integrating all key stakeholders (HCPs, life sciences
companies, payers, consumers) to efficiently achieve desired health care
outcomes
2

3. Mobile Health and the Health Care
Professional – Part 1
3

4. Part 1: Mobile Health and the Health Care
Professional
4

5. (Mobile) Social Community Benefits for Health
Care Professionals
• (Mobile) social communities facilitate sharing of clinical insights
and solutions to practical clinical problems in a way that
promises to hone “best practices”
• Allows physicians to:
– Access dialogue on best practices
– Source and disseminate immediate research
– Solicit useful feedback about preferred treatments, protocols, and
practice tools that yield best health and patient satisfaction
– Build business arrangements
5

6. Mobile Health Care Professional Communities
• QuantiaMD:
– Founded in 2005, has 140,000+ members
– Education and collaboration platform for physicians and other
clinicians accessible on computers, tablets, and smartphones
• Sermo:
– Founded in 2006, has 220,000 members
– Bills itself as “the world’s largest online community of physicians,
where you can exchange medical insights with colleagues spanning
more than 30 specialties across all 50 states”
• Medscape Mobile Physician Connect:
– Founded in 2008, has 250,000 members
– Invites clinical and nonclinical exchanges through video blogs and
user polls
6

7. Integrated HCP/Patient Engagement
HCPs visit Web/WAP disease state or brand portals driven by
QuantiaMD promotion from peer-to-peer educational initiatives
QuantiaMD
• Link to/from portal
• Access to
>300,000 HCPs
• Engagement &
promotion
• Educational &
resource materials
7

8. Clinical Decision Support
• Epocrates
– Founded in 1998, over 400,000 members
– Not strictly a social professional network
– Features immediate formulary checks and drug information, point-of-
care references, discussion topics, and an electronic game on Facebook
called “Diagnose the Disease.”
8

9. Point-of-Care Mobile Technology
• 87% of physicians who use a Most Influential on
PDA/smartphone said the PDA Prescribing
channel provides clinical PDA/Smartphone
Direct Mail
information that is most Journal Ad
influential in their prescribing Rep Visit
e-Detail
and treatment decisions Pharma brand web site
• 92% of physicians agree that 6% 3% 2% 1%
“clinical information on my 2%
PDA/S, smartphone improves my
knowledge and capabilities” 87%
“Effect of PDA-based information on treatment decisions.”
Mix of 594 primary care and specialty physicians.
Marlborough, MA: Skyscape; March 2008.
9

10. The App Revolution: iPhone, BlackBerry, and
Google Android
10

11. “There’s an App for That”
• Apps for electronic medical records
• The software developer, Epic, just released a
new suite of apps that feature PHR access for
a PDA
• Apps for patient information
delivery
• AirStrip Technologies: offers a suite of
HIPAA-compliant apps that collect all
relevant patient information and sends it
to your PDA (including lab results,
cardiology, temperature, etc)
• From QuantiaCare: EatSmart, with
content from Hope Warshaw, RD, MMSc,
CDE, BC-ADM
11

12. More Apps for Health Care Professionals
• Apps for medical education and reference
• Krames Patient Education: iPatientED is a quick reference tool for
physicians with 118 animations spanning 22 medical specialty areas,
many with narrations in English and Spanish
• Modality: this company features 120 apps, 55 of which are focused on
medical education
• MedCalc: a medical calculator with a wide array
of medical formulas and scores. Includes
information and bibliographic references for each
formula
• ICD-9 Lite: contains all 13,677 ICD-9-CM
diagnosis codes for quick retrieval by disease
classification in a drilldown format with no typing.
Code to the highest level of specificity every time
12

13. Mobile Health and the Consumer – Part 2
13

14. Mobile Technology & Apps Will Redefine the Way
Consumers Manage Their Health…
• 4.7 billion mobile subscribers
worldwide1
• Mobile health apps have grown
by 78% in the United States
• Currently, there are
17,000mHealth apps ̶ 74%
adhere to the paid business
model
• 76% of mHealth market revenue
will come from related services
and products such as sensors
14

15. …And Address Many of the Challenges Traditionally
Associated with Poor Outcomes
Pre-diabetes
Lack of Engagement
Obesity
At-risk
Patients
Poor Compliance
Poor Prenatal
Care
Boredom Disconnection
15

16. Convergence – The Mobile Answer…
• Fitness games are very
popular
• 70% of mobile app
downloads are games
• Wearable sensors are
used by athletes and
nonathletes alike
Nike + GPS
16

17. Market Landscape: Wearable Devices and
Biosensors
• By 2014, more than 400 million
wearable wireless sensors are
expected to be in existence
• 90% of the market is in sports and
fitness but demand is increasing in
professional and home health care
markets
• Accelerometer/gyroscope market
forecast to exceed $1B by 2014
• Wearable and at-home biosensors
were a $7B market in 2004, growing
10% a year.1
17

18. Opportunity: Health eGames Bigger than
Disease Management
Consumers: Industry:
Health Health &
eGames Health eGames Productivity
$6.6 Billion1 +
$2.3B2
Social Media
+
Exergaming Mobile
Condition +
Management Analytics & Outcomes
Nutrition =
Brain Fitness …Superior Health & Performance
Professional
18

19. Optimizing the Consumer Experience
Before & After Web Mobilization
Mobilization allows your product to be accessed by more than
6,000 mobile devices in more than 600 countries.
Accessed via SMS keyword, 2-D codes, mobile browser – all with
SEO available, our WAPsite solutions drive visitation, registration,
and segmentation of visitor information for continued engagement
to your mobile patient community.
19

20. Secure Mobile Community Apps
Join Comply Interact
Bind to a community Security = HIPAA Compliance Secure Mobile “Community”
Subscribe
Server/Client Security Secure Mobile Community
1. Encryption 1. Admin Controls
2. Authorization 2. Access Mgt
3. Validation 3. Community Outreach
Download 4. Verification 4. Patient Diary Cards
5. Authentication 5. Collaborate
6. Upload Data
Service Management
7. Update
1. Availability
8. Confirm (activity)
2. Monitoring
9. Remind
3. Alerts
10.Educate
4. Tracking
Interact 11. Alert
5. Audit
6. Reporting
20

21. Interactive Mobile In-Office Materials
21

22. Connected Care – Part 3
22

23. Patient-centric Healthy Lifestyle Engagement
Associations PatientNet™ Portal
• Diabetes • Opt-in
• AHA Physicians • Outreach
• Others • Education
mProCare™ Pharmaceutical
Pharmacies Companies
Lifestyle Regimens
PCP Functions Sponsor Programs
• Reminders/Alerts
• Education • Opt-in   
• Patient Diary Cards Analytics • Surveys   
• Patient Data to EMR/EHR Database • Education  
• Mobile Regimens • De-identified 
Analytics
• Health Coaching
23

24. Example: POC Patient Engagement Workflow
Sam, remember to take
your morning meds on
an empty stomach. Dr
Other delivery options: Katz
Reply “Yes” to confirm.
eRx/EMR point-of-care – E-mail
HCP interface – Call Center
– IVR
To: 232-141-2567 To: 232-132-2076
From: 53016 To: 232-132-2076 From: 53016
03/25/11 8:00am From: 53016 03/25/11 8:05am
03/25/11 8:00am
Sam, remember to
take your morning Sam has replied
Sam, remember to “Yes” to confirm
meds on an empty
take your morning his morning
stomach. Dr Katz
meds on an empty
Reply “Yes” to regimen.
stomach. Dr Katz
confirm.
SMS or audio
dosage reminder
with caregiver
monitor Caregiver
alert options
24

25. Mobile Pain Care
25

26. Key Takeaways
• Mobile health and social media will
be a part of everyday health care
• Health care professionals will
embrace digital tools/communities
for clinical performance
improvement, time, and $$$
savings/revenue
• Increased availability, accuracy,
“searchability,” and dissemination of
Image from the January 2010
Information Consumer Electronics Show in
Las Vegas. Note “digitalHealth”
in the center.
26