David Blair, Head of Industry for Health, Google: From point of care to care everywhere
Screens – phone, tablets, PCs, televisions – are driving internet traffic:
In addition, there is a proliferation of devices blurring the lines between devices, e.g., the phablet – combination of phone and tablet
Consumer activities are now based on multiscreen usage and multitasking across devices
This is resulting in a merging of physical and digital lives, e.g., Google glass
In 2007, there were no mobile health apps; in 2012, there were 44 million downloads, such as PingMD, which is intended to facilitate doctor-patient interaction
Digital health begins with search: 77% online health seekers begin with search. Of those:
There were 7 billion mobile health searches at Google in 2012
Where are you? What time is it? What device are you using?
Intent + context + relevance = right solution
Are you winning the moments that matter?
Healthcare industry has a long way to go: Only 40% of Google clients' sites are mobile-optimized
” Alfred North Whitehead
Todd Kolm, Director, Emerging Channel Strategy, Pfizer: Using
Penetration and usage of mobile phones:
Had 200% growth in mobile visitors to primary care consumer-facing brand web sites
But the sites were not mobile-optimized
Question: How to bring the core values of Pfizer brand websites to mobile users?
Pillars of mobile experience:
Decision was made to create a centralized mobile platform:
Erin Bryne, EVP, Managing Partner, Chief Engagement Officer, ghg: Learn about broad and integrated mobile opportunities to drive patient health outcomes
Doctor-patient communications are becoming more complex
Therefore, the traditional roles of healthcare brands and physicians have to change
Doctors are categorizing patients by behavior, e.g., the Scrutinizer or Mobile me
Context and location are important – includes privacy element
Healthcare participants must shift their focus from products to healthcare outcomes
Healthcare brands can learn from consumer brands, such as by following the Forrester model:
Take advantage of the mobile environment:
Thoughts for engaging to drive healthier outcomes:
Joe Shields, former Global Strategic Marketing & New Product Development, Lifescan, a Johnson & Johnson Company: Ready for Healthcare Anywhere?
What does it mean to be born mobile?
Eric Topol - evangelist of mobile health: “The smartphone will be the hub of the future of medicine, … and your health-medical dashboard.”
Why? Why now? Because of convergence:
Currently, healthcare is delivered in two places - doctor's office and hospital
The new healthcare context: connected health – healthcare without borders
Mobile doesn't just describe devices, it describes people
Healthcare anywhere creates a 3rd place: the Patient, where the care is patient-centered. Attributes:
Implications for us - trends impacting your business and your career:
The customer experience must be retooled to meet new requirements of mobile customers
The pace of innovation of consumer electronics is colliding with the slower pace of medical/pharma
Blurring of medical devices and fitness devices, which have no medical vetting and are not necessarily based on science
What is the role of MNOs, mobile network operators?
Mobile allows people to manage conditions more discreetly, allows more normal life, minimizes impact, allows invisibility
Content that is digital and social must be mobile
What is multi-device engagement?
Ingredients for multi-device engagement
Brendan Kelly, Manager, Cancer.net Operations, American Society of Clinical Oncology: Cancer.net Mobile: Helping Patients Take an Active Role in Their Cancer Care.
Patient needs – reliable information, accessibility, practical tools
Objectives – be more than a mobile website
iPhone app was launched in April 2011 with Android launched in
Panel Discussion and Q&A
Q: What's changed in the last year?
Joe: there has been a shift from tech-focus to focus on the patient. The healthcare provider also needs to provide mobility in their care.
Todd: Mobile has changed from a question mark to an exclamation point. Also, there is now an emphasis on speed to market.
Lynn: Mobile will eventually drive most patient communication with doctors and providers.
Brendan: There has been a repackaging of consumer information. The advance of responsive web design was important in that development.
David: Velocity has increased. It has changed Google products – now keywords go everywhere. Video has also become more important – there are 72 hours of video uploaded onto YouTube every minute.
Q: What has been a standout recent mobile effort?
Todd: The MIT tuberculosis effort in developing countries: their device generates a daily test strip, and patient compliance then generated free cellphone minutes. Compliance rates increased significantly.
Lynn: The Text4baby SMS program to improve prenatal health care effectively and cost-efficiently.
Brendan: The immediacy of information contained in electronic health records.
David: Uber, which provides just-in-time filling of unused doctor appointment inventory.
Lynn: Mobile and healthcare are inherently local. Healthcare is now in the customer service business. It has developed cures for most diseases; now communications with patients is the challenge. Communications is also the cure.
Joe: Major challenge: it will be difficult for pharma to shift from providing products to providing service.