Big Data, Health Outcomes & Marketing by Ben Wolin

1. Big Data,
Health Outcomes
& Marketing
Presented by Ben Wolin,
Co-Founder & CEO of Everyday Health

2. What is BIG DATA?
Big data is data sets
so large and
complex that they
can’t be processed
using traditional data
management tools.

3. How Big is
BIG?
In just TWO DAYS, we create as much data as
we did from the dawn of civilization through 2003!
-Eric Schmidt, chairman of Google

4. 170M
Consumers
Go Online for
Health Info
Every Month…
…which equates to 36 BILLION health-related
interactions a year to capture and analyze.

5. 500M
Health Searches
on Google
each month…
…or 56 BILLION per year!

6. 340M
Prescriptions
per Month
That’s 4 Billion Rx
that are filled and
tracked annually.

7. 500M
Health
Claims Filed
per Year

8. 220B
Monthly Health
Interactions on
Mobile Devices
by 75M App Users

9. 9out of10
Doctors
Interact
with Digital
Health Info
to stay on top of
medical news,
learn and make
critical decisions

10. If you stored all of this
data on iPads, they
would circle the Earth
12+ times!
But this blur of information
is useless if nothing is
done with it.
You need to step
back, make sense of
it all, then drive an
outcome or action.

11. Whether a pharmaceutical
manufacturer, an agency, a
health insurance company, a
publisher or a provider, we’re all
asking the same question:
How can we use data to
make people healthier?
It’s what you do
with the data
THAT MATTERS

12. Big Data to Drive
HEALTH OUTCOMES
Everyday Health is working hard to use data
to make a change. We want to know:
How can we predict disease outbreaks?
What will be the next health epidemic?
How can we make marketing more efficient and
effective?
How can we help people harness data to
improve their lives?

13. Data to MANAGE DIABETES
26 million Americans have diabetes
Welldoc’s FDA-approved mobile app helps
diabetics better manage the disease—it’s shown
a significant lift in adherence and improved
health outcomes
The app offers data-driven alerts and
coaching, integrating clinical analysis and trends
so users can stay adherent
Data is sent to healthcare providers for
better patient/doctor communication, called the
Automatic Expert Analytic System

14. Zydoc created a product that
can detect pre-diabetes
The system assesses data
from Ophthalmologist and
Retinal Specialty EMR
transcripts—this analysis
has identified 4 million
pre-diabetics that would
have previously gone
undetected
Data to PREVENT DIABETES

15. Rescue inhalers are often overused, which decreases
their efficacy over time
Propeller Health has created a sensor that attaches to the
top of the inhaler, tracking when and where it’s used
The data connects wirelessly to a mobile device,
where users can input attack-causing triggers
Users can assess the data with their healthcare
provider to better manage their disease—
resulting in fewer ER visits and
healthier patients
Data to MANAGE ASTHMA & COPD

16. Medicine adherence rates currently hover around 55%
Proteus is combining wearable sensors with ingestible
sensors embedded in medications
The sensor in the medication communicates with a
wearable patch to track heart rate, activity, rest,
and the exact time the medication was ingested
This allows us to know what the effect of the
medication was on some of a
patient’s critical functions
.
Data to MANAGE COMPLIANCE

17. Everyday Health created CORE, a new data tool to power
the 2B newsletters we send annually—it customizes
content based on user behavior
CORE goes through 400 billion comparisons a day, using
150 TB of data
We have increased the engagement rate by 75%
In the diabetes category this drove 2M additional
patient interactions/month
THIS RESULTS IN…
Data to
DRIVE HEALTH ENGAGEMENT

18. 20%More
Adherence &
$2.3B
OF SAVINGS

19. Big Data For
MARKETING

20. AIR QUALITY DATA for Marketers
Many companies are tying
data and marketing together
in smart, innovative ways—
including The Weather
Channel
Weather.com aligns
marketing messages with
the current pollen count or UV Index
This data can be used to send a patient a coupon or
marketing message the exact day BEFORE the pollen
count sky rockets!

21. DATA TO INFLUENCE the Influencers
Pharma marketers have
long targeted Key Opinion
Leaders—influencers ranging
from doctors to consumers
Companies like Klout can
identify the most influential,
behavior driving consumers
across all categories
Influencing the influencers can be dynamic—why not
spend a disproportionate time on those who can have a
multiplier effect?!

22. PREDICTIVE MODELING
for Better Targeting
Everyday Health’s Health Reach uses
data and the power of predictive modeling
to extend a marketer’s reach of a specific
health audience across the web
We harness the power of predictive
analytics— registration info, content
consumption, visit history, time of day,
demographics, and shopper history— to define the ideal profile
and allow a marketer to reach them
We then focus the marketer’s display, mobile, and social tactics
to that specific audience to efficiently deliver a true 1:1
marketing initiative

23. Data To Prove
EFFICACY

24. With Great Data Comes
GREAT RESPONSIBILITY
To make the most of data – and really change
healthcare – we must also be responsible and
not abuse our power

25. Everyday Health’s
GUIDING PRINCIPLES
NOTICE: let users know what’s happening
CHOICE: let them opt out, if desired
THE GOLDEN RULE

26. What should
MARKETERS
DO?

27. It’s not hard to be a data-driven champion
of marketing - the principles are still the
same
Market to the right person, at the right
time, with the right message and then
prove that it works…data makes it better
or more exact
You just need to ask the right questions
to get the right data
No matter the initiative, you simply have
to ask:
CAN DATA MAKE IT BETTER?
Data Makes Marketing BETTER

28. It’s daily monitoring and constant adjustments based on data
It’s continuous, connected care
It’s making more informed decisions
and identifying risks before they happen
It’s personalized, patient-centric
marketing
It’s improving compliance through data
tracking and data-driven feedback
It’s closed loop measurement that
removes guesswork
IT’S ALL ABOUT THE DATA!
The FUTURE

29. THE
FUTURE
IS
NOW