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© 2015 Pharmaguy™
Mastering Mobile Social Media to
Improve Health Outcomes
PharmaGuy
Bayer Pharma AG
STEM4Health Meetup
Be...
© 2015 Pharmaguy™
2
1. >165,000 consumer mHealth apps in US app stores
2. 26K of most widely used apps analyzed by IMS Hea...
© 2015 Pharmaguy™
3
1. On Startups & Pharma
2. Lessons Learned from Awesome #FAILs
3. Lessons Learned from Awesome Success...
© 2015 Pharmaguy™
Options for Working with Startups
4
© 2015 Pharmaguy™
Easy entry into
mHealth offers
incredible opportunity
for innovation in
healthcare; however,
the open ma...
© 2015 Pharmaguy™
6
 Many technology companies are
novices when it comes to gov’t
regulations
 Anne Wojcicki, CEO of 23a...
© 2015 Pharmaguy™
Some Recent Social Media Faux Pas
(Branded)
7
© 2015 Pharmaguy™
Some Recent Social Media Faux Pas
(Unbranded)
8
© 2015 Pharmaguy™
9
The Pharma Social Media Hype Cycle
© 2015 Pharmaguy™
Most Mobile Apps Won’t Require FDA
Regulation, Says FDA
10
© 2015 Pharmaguy™
11
Concerns Beyond Regulations
 Undocumented Efficacy
 Flawed Privacy Protection & Data
Security
 Lac...
© 2015 Pharmaguy™
12
Test for Efficacy & Document!
“We have a profusion of healthcare apps with
undocumented efficacy and ...
© 2015 Pharmaguy™
13
Ensure Privacy & Secure Data
Unreliable eHealth Data Management
“Ambitious app designs are being stuc...
© 2015 Pharmaguy™
14
What Needs to Be Done?
 Options include:
 Independent Certification
 Patient Involvement
 Guiding...
© 2015 Pharmaguy™
15
Independent Certification: #FAIL?
IMS Health, for example,
mentions “certifications”
as part of its m...
© 2015 Pharmaguy™
16
Improving mHealth Apps
1. Improve connectivity &
integration into physician
workflow
2. Robust data c...
© 2015 Pharmaguy™
17
A Formula for Patient-Centric mHealth Apps
Quality mHealth App = Satisfy Patients’ Needs§ +
Transpare...
© 2015 Pharmaguy™
18
 Full Disclosure
 Assure Accuracy
 Informed Consent/Good Privacy Practices
 Good Privacy Practice...
© 2015 Pharmaguy™
19
1. Protect the privacy of a user’s health data
2. Clearly define who owns a user’s health data
3. Mak...
© 2015 Pharmaguy™
Bayer Healthcare Grants4Apps®
Looking for novel software,
hardware, technologies, or
processes that can ...
© 2015 Pharmaguy™
The Pharmaguy Mobile & Social Media
Pioneer Award
Recognizing pharmaceutical
executives or teams who hav...
© 2015 Pharmaguy™
Lessons from Pioneers
22
 2010: First Pharmaguy Social Media
Pioneer Award Given to Janssen's Alex
Butl...
© 2015 Pharmaguy™
Lessons from Pioneers
23
 2012: Sanofi US Diabetes Team Receives
the 3rd PharmaGuy Social Media Pioneer...
© 2015 Pharmaguy™
Lessons from Pioneers
24
 2014: Boehringer Ingelheim Global Social
Media Team Accepts the 5th Annual
Ph...
© 2015 Pharmaguy™
25
Socialize Your Patient Engagement
Strategy
‘As patients increasingly embrace technology
to learn, man...
© 2015 Pharmaguy™
 The Sorry State of Pharma mHealth Apps; http://bit.ly/mobcat-pmn1304-02
 “Leaky” Pharma Mobile Apps; ...
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Mastering Mobile Social Media to Improve Health Outcomes

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I gave this presentation at a Bayer Pharma STEM4Health Master Class Meetup in Berlin on 23 September 2015.

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Mastering Mobile Social Media to Improve Health Outcomes

  1. 1. © 2015 Pharmaguy™ Mastering Mobile Social Media to Improve Health Outcomes PharmaGuy Bayer Pharma AG STEM4Health Meetup Berlin, 23 September 2015
  2. 2. © 2015 Pharmaguy™ 2 1. >165,000 consumer mHealth apps in US app stores 2. 26K of most widely used apps analyzed by IMS Health 3. 10% capable of connecting to device or sensor 4. 50% of downloads generated by 36 apps, 40% have fewer than 5K downloads! 5. 65% of top mHealth apps connect to social media 6. Studies are needed to evaluate effectiveness in improving patient outcomes or lowering healthcare costs IMS Health Study Source: “Patient Adoption of mHealth: Use, Evidence and Remaining Barriers to Mainstream Acceptance,” IMS Institute for Healthcare Informatics. September 2015.
  3. 3. © 2015 Pharmaguy™ 3 1. On Startups & Pharma 2. Lessons Learned from Awesome #FAILs 3. Lessons Learned from Awesome Success Stories 4. mHealth App Guiding Principles 5. Lessons from Pioneers What I Have to Say Today
  4. 4. © 2015 Pharmaguy™ Options for Working with Startups 4
  5. 5. © 2015 Pharmaguy™ Easy entry into mHealth offers incredible opportunity for innovation in healthcare; however, the open market comes with certain concerns... 5 Who’s Your App Developer?
  6. 6. © 2015 Pharmaguy™ 6  Many technology companies are novices when it comes to gov’t regulations  Anne Wojcicki, CEO of 23andMe, creator of “Spit for Science,” for example, ignored FDA for the sake of preserving the “customer experience.”  LESSON: Be Creative Within the Limits Imposed by Regulations Startups Must Keep FDA in Mind
  7. 7. © 2015 Pharmaguy™ Some Recent Social Media Faux Pas (Branded) 7
  8. 8. © 2015 Pharmaguy™ Some Recent Social Media Faux Pas (Unbranded) 8
  9. 9. © 2015 Pharmaguy™ 9 The Pharma Social Media Hype Cycle
  10. 10. © 2015 Pharmaguy™ Most Mobile Apps Won’t Require FDA Regulation, Says FDA 10
  11. 11. © 2015 Pharmaguy™ 11 Concerns Beyond Regulations  Undocumented Efficacy  Flawed Privacy Protection & Data Security  Lack of Useful Functionality  User Experience Issues
  12. 12. © 2015 Pharmaguy™ 12 Test for Efficacy & Document! “We have a profusion of healthcare apps with undocumented efficacy and basically existing in a vacuum of scientific evidence.” - Carolyn Gauntlett, IMS Health  Janssen PASI Calculator did not cite the source used to perform calculations  Pfizer’s Rheumatology Calculator App recalled via “Dear Doctor” letter because of a “bug in the app ... gives wrong results.”  LESSON: Test, Test, Test  LESSON: Document
  13. 13. © 2015 Pharmaguy™ 13 Ensure Privacy & Secure Data Unreliable eHealth Data Management “Ambitious app designs are being stuck down by internal medical/legal reviews because of concerns about the storage and use of healthcare data,” said Gauntlett.  Don’t Be another Ashley Madison (or Lilly or Pfizer)!  LESSON: Use Best Available Security Measures  LESSON: Have a Privacy Policy & Train Employees!  LESSON: Limit the Amount of Personal Data Collected in the First Place!
  14. 14. © 2015 Pharmaguy™ 14 What Needs to Be Done?  Options include:  Independent Certification  Patient Involvement  Guiding Principles  Rewarding Innovators Who Get It Right
  15. 15. © 2015 Pharmaguy™ 15 Independent Certification: #FAIL? IMS Health, for example, mentions “certifications” as part of its mHealth App ranking process. But certification programs are tricky, resource intense, and prone to failure.
  16. 16. © 2015 Pharmaguy™ 16 Improving mHealth Apps 1. Improve connectivity & integration into physician workflow 2. Robust data confidentiality, privacy, and regulatory compliance 3. Scientific evidence to measure efficacy (clinical trials for apps) 4. Involve patient advocates and healthcare providers in development, testing, & promotion
  17. 17. © 2015 Pharmaguy™ 17 A Formula for Patient-Centric mHealth Apps Quality mHealth App = Satisfy Patients’ Needs§ + Transparency + Reliable Health Data Management* §Satisfy Patients’ Needs = Useful Functionality + Efficacy *Reliable Health Data Management = Good Privacy Practices + Data Security
  18. 18. © 2015 Pharmaguy™ 18  Full Disclosure  Assure Accuracy  Informed Consent/Good Privacy Practices  Good Privacy Practices  Data Security Assurance  Regulatory Compliance  HIPAA Compliance (where applicable) Pharmaguy’s mHealth App Guiding Principles “Guidelines for Mobile Health Apps Developed by the Pharmaceutical Industry” (alone or in conjunction with technology startups) Based on eHealth Code of Ethics
  19. 19. © 2015 Pharmaguy™ 19 1. Protect the privacy of a user’s health data 2. Clearly define who owns a user’s health data 3. Make it easy for users to accurately interpret their data 4. Integrate validated scientific evidence into product design 5. Incorporate evidence-based approaches to health behavior improvement 6. Be accessible to marginalized populations Vitality Institute Guidelines Industry* guidelines for the responsible use of wearables, smartwatches & health apps *Vitality Institute, Microsoft Corporation, the University of California San Diego and others
  20. 20. © 2015 Pharmaguy™ Bayer Healthcare Grants4Apps® Looking for novel software, hardware, technologies, or processes that can be applied on particular areas contributing to improve health outcomes or pharmaceutical processes. 20
  21. 21. © 2015 Pharmaguy™ The Pharmaguy Mobile & Social Media Pioneer Award Recognizing pharmaceutical executives or teams who have “pioneered” in the use of mobile apps & social media for engaging patients, healthcare providers & other stakeholders with the goal of improving health outcomes. http://bit.ly/PGpioneer 21
  22. 22. © 2015 Pharmaguy™ Lessons from Pioneers 22  2010: First Pharmaguy Social Media Pioneer Award Given to Janssen's Alex Butler: First Pharma Facebook Page to Allow Comments  2011: AZ's Tony Jewell Receives 2nd Annual Pharmaguy Social Media Pioneer Award: First Pharma Twitter Chat  LESSON: Don’t Be Afraid To Be First!
  23. 23. © 2015 Pharmaguy™ Lessons from Pioneers 23  2012: Sanofi US Diabetes Team Receives the 3rd PharmaGuy Social Media Pioneer Award: Excellent Patient Engagement via Social Media & Real World  LESSON: Engage Patients!  2013: Roche Italy Receives the 4th Annual Pharmaguy Social Media Pioneer Award: Roche Digital Academy  LESSON: Train Employees!
  24. 24. © 2015 Pharmaguy™ Lessons from Pioneers 24  2014: Boehringer Ingelheim Global Social Media Team Accepts the 5th Annual Pharmaguy Social Media Pioneer Award: Twitter Chat Playbook  LESSON: Share Your Lessons!  2015: Who Will It Be? ?
  25. 25. © 2015 Pharmaguy™ 25 Socialize Your Patient Engagement Strategy ‘As patients increasingly embrace technology to learn, manage, and track their own health outcomes, providers and vendors seeking to engage or motivate consumers to take action (or change behavior) must embrace a patient-focused strategy within their overall marketing and communications strategy. Affinito and Mack provide a historical overview of the market trends as well as a future roadmap that is helpful to anyone charged with making the shift to patient- centered care today - and planning for what is possible tomorrow.’ Mark Bard, Co-founder Digital Health Coalition Order Here: http://bit.ly/gowerSMbook Use Code G15JNY35 to Get a 35% Discount!
  26. 26. © 2015 Pharmaguy™  The Sorry State of Pharma mHealth Apps; http://bit.ly/mobcat-pmn1304-02  “Leaky” Pharma Mobile Apps; http://bit.ly/LeakyPharmaApps  Many Smartphone Apps Lack Privacy Policies; http://bit.ly/PharmaAppPrivacy  Pharma mHealth App Best Practices Survey; http://bit.ly/PharmaMoSurvey  Patients Demand High Quality mHealth Apps; http://bit.ly/pmn1307-01  Vitality Institute Guidelines; http://bit.ly/vitalityGLs  eHealth Code of Ethics; http://www.virsci.com/code0524.pdf  PharmaGuy SoMo Pioneer Award; http://bit.ly/PGpioneer 26 Resources

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