© 2014 Pharmaguy™

A Formula for Creating Patient-Centric Mobile Health Apps

PharmaGuy

8th Digital Pharma East21 - 24 Oct 2014 * Philadelphia, PA

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The Sorry State of Pharma Mobile Apps

#1: Low Functionality

16,000+ Consumer Health Apps90%

Score Below 40

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The Sorry State of Pharma Mobile Apps

#2: Undocumented, Untested Efficacy

“At the moment,” said Carolyn Gauntlett, Senior Innovation Consultant with IMS Health, “we have a profusion of healthcare apps with undocumented efficacy and basically existing in a vacuum of scientific evidence.”

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.”

Were these apps tested and certified by a third-party?

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The Sorry State of Pharma Mobile Apps

#3: 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.

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Easy entry into mHealth offers incredible opportunity for innovation in healthcare; however, the open market comes with certain concerns, namely, “how credible are the apps I am (or my patients are) using?”

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The new breed of developers are novices when it comes to regulations

Anne Wojcicki, CEO of 23andMe, e.g., ignored FDA for the sake of preserving the “customer experience.” What is the best customer experience? Fast but unreliable results ?

Who’s Your App Developer?

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Full Disclosure Assure Accuracy Informed Consent Good Privacy Practices Data Security Assurance Regulatory Compliance HIPAA Compliance (where applicable)

Pharma mHealth Guiding Principles

The industry should pro-actively develop “Guidelines for Mobile Health Apps Developed by the Pharmaceutical Industry” in much the same manner as it developed DTC advertising guidelines.

Based on eHealth Code of Ethics

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Pharma mHealth Best Practices Survey

Should Pharma develop best practices or self-regulatory guidelines for developing trustworthy mHealth apps for consumers and physicians?

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To get the perspective of patient advocates, Pharma Marketing News accessed the Truvio health consumer influencer panel in August, 2014. Truvio is powered by the WEGO Health Activist Network of more than 100,000 opted-in and vetted consumer health influencers from more than 130 health conditions and topics.

WEGO Health Patient Activists Focus Group

We asked: “In your opinion, what can the pharma industry do to ensure that the mobile apps it develops meet the highest possible ethical standards? Should the industry develop mhealth Guiding Principles? If so, what organizations/individuals should help develop such principles? If not, why not?”

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“Patient advocates have the patients' best interests at heart and, know what patients would feel comfortable with and what they wouldn't. They would be the ones that would be familiar with what a person with a chronic illness is going to want in an application.”

“Pharma can show some real leadership here and build some trust with patients by getting in front of this before they are made to do it.”

“The more mobile health apps are able to do things for us, the more a need arises to have guiding principles. Who better to come up with these and enforce them than the big pharma companies who developed the apps?” “While I do think developing

a set of standards for mobile health apps is very wise, I don't think it should be developed by pharma in any way.”

“My suggestion is that the major patient advocate associations ... convene a pharmaceutical round table ... to look at these apps, and to give some guidance to the drug industry. But I'd hate to see the consumer friendly nature of this be so over-regulated that we end up with nothing.”

Some Comments from Patient Activists

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#mHealthPharma Tweet Chat

“Having patient's perspective ... from the very beginning is key to achieve success.”

“Get grassroots patients to help design, then they will be more likely to download, use and promote.”

“Give the patient what they want instead of what pharma wants to give them.”

“Industry rarely co-creates tools collaboration w/actual patients. If they did, apps will improve, guaranteed.”

© 2014 Pharmaguy™11

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

© 2014 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

#mHealtMobile Chat Takeaway; http://bit.ly/mHeathChat

LinkedIn Debate; http://bit.ly/LinkedInDebate

eHealth Code of Ethics; http://www.virsci.com/code0524.pdf

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Resources

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Thank You!

http://bit.ly/PGpioneer