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What do Physicians Want from Mobile Pharma?
David Lee Scher, MD, FACP, FACC, FHRSDirector, DLS Healthcare Consulting, LLC
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“The most valuable commodity that I know of is information”. –Gordon Gekko, “Wall
Street”
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Mobile Health Tech: Basics
• Patients and caregivers are mobile• The technology is here• Healthcare sorely lagging behind retail & finance• Barrier is cultural. Technology is here, regs in place• Mobile is mandatory for patient engagement• Mobile neutralizes point of care
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Developments Supporting mHealth Adoption by Pharma
• Cell phone ubiquity • EHRs and patient portals • Release of FDA Guidance on MMAs• Growth of patient advocacy, Social Media • 30/ Fortune Top 50 are in healthcare
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Mobile Clinical Trials
• Recruitment via social media• Real-time adverse event reporting• Eliminate visits• Better communications among stakeholders
(regulators, sponsors, investigators)• Facilitates medication adherence (reminders, pill
sensors)• More efficient data collection, reporting, auditing:
-> pt safety
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Turning Big Data Into Relevant Data
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Different Data
Different Devices
Different Places
Different People
Different Views
Challenges Facing Healthcare Today
From Held In Needed By
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Healthie Registry
Data Flow Designed Around Users
Clinicians
Legacy Data
Patients Researchers
EHR Genomics Outcomes
Quality
Visualization
Reports
Auditing &Benchmarking
Patient-specific
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Mobile Pharma-Prescriber Interactions: A New Business Model
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Digital Transformation of the Direct Sales Model
Industry-changing collaboration
What If….you could
contract with healthcare agents who
have established
relationships with your key
targets…
pay only for successful
interactions…
with no investment in
internal infrastructure
required.
Relationship of Pharma MUST evolve to providing value to HCP or it will cease to exist.
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RIMEDIO facilitates interactions by leveraging the power of relationships
Life Science Companies
Practitioners
RIMEDIO Agents
Practitioners want to hear about products they care about at a convenient time from agent sources they trust
ExistingRelationships
Input:• Access times• Information type• Agent preference
Receive:• New opportunities• Training
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New Push Model:
Building A Relationship Network
Protected by US Patent 8,548,870, and others pending.
©2016 RIMEDIO Inc.
All rights reserved. Proprietary and CONFIDENTIAL.
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Create prescriber-driven interaction/improve customer satisfaction/Perception
HCPs to drive trusted and transparent relationship on their terms. Overwhelming interest in driving subject/timing of conversation
Publish “favorite” reps and encourage industry to use
Enable Pharma to efficiently and relevantly be responsive to HCPs and build relationships
Track/Observe/Respond to “needs” Interact in preferred manner with preferred channels Post opportunities for HCPs Generate useful data on behaviors, needs, and practice
Ultimate “Pull” Model
.
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Internet/Social Networking
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4/6 Most Used Mobile Apps are SoMe-Based*
*GlobalWebIndex, 2013
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18
Over 1,800 Conditions
Mental Illness
Cancer
Depression
Diabetes
Heart Disease
Fibromyalgia
Scleroderma
Caregiving
RheumatoidArthritis
Chemotherapy
Bladder Cancer
Alzheimer's
Crohn's Disease
Taxol
Xanax
Wellbutrin
Eliquis
Lyrica
Tofacitinib
Solanezumab
Remincade
Dulaglutide
Plavix
Nexium
Lipitor
Abilify
Seroquel
Cymbalta
Humira
Diaries About…
100’s of Millions of Data Elements Captured
In the Diaries:Marketing Data & Social Research…
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19
The User Profile & Proof
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Why TreatmentDiaries?
100M Words Shared
Patient commitment 33 mins./visit
3-4x day
Trusted, secured and unbiased platform: reaching patients, caregivers & advocates who:
• Contribute Content• Connect • Interact (Scribble)• Educate• Exchange
Td User Demographic In Search of:
• Knowledge/Literacy• Resources• Solutions• Connections• Personal Experiences• Privacy• Anonymity• Encouragement
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SUMMARY
• Digital mobile will become a significant part of Pharma
• Clinical trials are being transformed by digital• Huge opportunities for data collection via
analytics exist• Secure, private healthcare social media
platforms offer benefits to patients and Pharma
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“If you ask me a question I don’t know, I’m not going to answer”
------Yogi Berra