Health Consumer/Patient centric e-Services on the Basis of the Human Life-cycle; Business model & Technological Solution
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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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Health Consumer/Patient centric e-Services on the Basis of the Human Life-cycle; Business model & Technological Solution
- 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
- 14. Approach Knowledge: Combining physical and virtual measures is the right way to proceed.
- 15. Consumer’s access to the healthcare market Virtual Channel / eServices −Health portals Consumer / Patient −Games live −mHealth (Apps) healthy Information, Products and Services, Contact −Social Networks / Virtual Communities stay healthy Healthcare market Physical Channel be − Communities & healthy Organizations − Events, media − Personal health network live sick − Family
- 16. Example: Quevita – First health and lifestyle community in Europe
- 17. Quevita: Focus on “healthy living” Preventive measures PHR
- 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