Health 2.0: A Game-changer in the Health Care Industry
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CAP GEMINI C ONSULTING
Health 2.0: A Game-changer in the
Health Care Industry
With the growth of online technology Definition of Health 2.0: Web 2.0- across all age groups. The number of
Realizing Synergies and Maximizing Value through
and mobile innovations, health based online networks and mobile- users Post-Merger
looking for prescription drug
information has never been more enabled services where patients, information online grew from 25
Integration
accessible. Given the constraintsStrategies
of health professionals, biomedical million in 2002 to 100 million in 2008.
working in a tightly regulated researchers, life sciences companies, The Internet is now the top source of
environment, life sciences companies payers and government can interact health information for adults in the
(pharma, biotech and medical device) globally (see Figure 1). U.S., outranking their own physicians.1
have moved slowly to adopt Health Despite that growth, life science
2.0, treating it as a minor component Capgemini Consulting recommends companies spent less than 3 percent of
In collaboration
of their commercial with
strategies and that the life sciences industry embrace their total ad spend for prescription
marketing plans. Health 2.0 as a way to gain valuable medications on Internet ads in 2008
LOGO market LOGO
insights and heighten LOGO ($130 million) according to TNS
PLACEHOLDER
In contrast, patients, physicians and PLACEHOLDER
engagement PLACEHOLDER
with their customers. The Media Intelligence.2
other key health care(TABLE)
players have (TABLE)
evolution (TABLE)
is occurring now—it’s time
readily adopted Health 2.0. This to play or be played.
decreases the level of control that life
sciences companies have over the way The Rise of Health 2.0
their customers obtain product Adoption of Health 2.0 by patients and
information and marketing messages. physicians has continued to
Despite the potential risk associated, grow significantly
these companies need to ask
themselves, “Can we afford to
ignore Health 2.0?”.The next wave in driving value from your existing shared
service investment
Behind search engines and health
portals, social media are the third Figure 1: Examples of Health 2.0 Tools
main online tool used by U.S. adults to
find health information.1 Wikipedia, Wikis Mobile Devices
for example, is one common, well- Wikipedia: Health wiki provides articles on health, Connect patients in remote areas with physicians and
diseases, symptoms, treatments other health care resources
known social media source. A
confluence of factors has facilitated this Medpedia: Open access medical Send reminders to patients to stay on their
encyclopedia for medical community drugs and help improve compliance
shift, particularly the increased and persistency issues
expectations in consumers’ minds of
accessibility and active participation
in social communities. This shift will
Online Forums
PatientsLikeMe: Online
Networks &
Weblogs by Healthline
Microblogs
forum for patients with MS,
have greater importance as the professional, covering
Social
Parkinson’s, HIV, epilepsy and
Blogs
more to share their experiences aspects of health
pharmaceutical industry transitions
Sermo: Physician networking website DiabetesMine.com: Diabetes
from blockbuster to specialty drugs, blog offers personal
Patient community websites perspectives, experience
where marketing budgets are under (e.g., Crohn’s & Me)
Twitter: Micro-blogging service that
pressure to reach a smaller target enables users to send and read
Facebook: Patient
population, and in-depth knowledge of community
messages known as tweets
YouTube: Video sharing
the niche market is critical. website on which users can
iHealth Record, my PHR: Interactive upload and share videos
personal records of patient’s medical ICYou: Video sharing website on topics
There are several key factors that history. Patients can create, manage like health & wellness, diseases, treatments
and share their personal health
continue to drive the adoption of information with authorized physicians NIH Podcasts: Latest information about
NIH research findings, press conferences,
Health 2.0 practices: and health campaigns
n Maturing infrastructure Personal Health Records Videosharing &
Podcasts
and technology
- Mainstream Internet adoption
- Increased use of mobile devices perspective, the key health care 2). Respected by their fellow patients,
n Favorable market forces stakeholder groups are patients, they often provide coaching, best
- Transition from blockbuster to health care providers, payers, practices and assistance with navigating
specialty drugs government and researchers. the health care system and could be
- Government acceleration of key partners in kickstarting a Health
electronic health records Patient Opinion Leaders Become 2.0 strategy. The Kru report shows
n Change in patient and Stronger Influencers that POLs with unbranded websites
physician behaviors While the influence of Key Opinion have greater numbers of followers as
- Increased active engagement and Leaders (KOLs) remains important compared to branded websites.3
control of personal health among the physician community,
- Access to online community and Patient Opinion Leaders (POLs)— Physicians Embrace Health 2.0 with
social networks specific individuals sharing their Patients and Peers
personal experiences via a Patient Physicians are embracing social media
Health Care Stakeholders Support Network independent of primarily to access real-time data and
Already Embrace Health 2.0 geography—are wielding significant gain peer support on patient care. A
Where life sciences companies have influence among patients of specific 2009 Manhattan Research study
been slow to adopt Health 2.0 diseases. POLs use social media like shows that 61 percent of physicians in
practices, several health care YouTube, Facebook and Twitter, the U.S. use new media, such as blogs
stakeholders have leveraged online providing their followers a patient and video, and 18 percent use the
tools and communities with point of view that is well informed Internet during patient consultation
impressive results. In this health care about their specific disease (see Figure (see Figure 3).4 Through online
1
“How America Searches: Health and Wellness,” iCrossing, January 2008.
2 2
“Drug Makers to Press for Guidance on Web Marketing,” Wall Street Journal, November 12, 2009, p B4.
3
“The Pharma-Twitter Experiment: How Brands Can Achieve a 14% Response Rate,” The Kru Report: e-Patient Connections, July 2009.Even the FDA is participating in social
Figure 2: POLs Influence Other Patients’ Behaviors and Attitudes media, having launched Twitter feeds,
such as FDA_Drug_Info and FDA
Matthew Z. from “I’m too young for this” enables young adults with cancer to get better recalls, to notify the public on drug
information and support
Number of Twitter followers: 6281 approvals, safety alerts, recalls and
market withdrawals.
Community leaders such as Manny H. from tudiabetes use their influence and community
following to petition the FDA to improve access to and quality of diabetes treatments Health 2.0: A World of
Number of Twitter followers: 4495
Opportunities for Life Sciences
Companies
Amy T. uses her devoted diabetesmine community and crowdsourcing to improve
diabetics' lives
For life sciences companies, the
Number of Twitter followers: 2265 true value of Health 2.0 lies beyond
traditional marketing and branding.
Caregivers such as Nathan L. share their personal stories with millions of people to raise Health 2.0 has the ability to:
awareness for a rare life threatening condition such as Cystic Fibrosis (CF) n Drive new market insights
Number of Twitter followers: 1763
n Improve disease management
Source: Twitter. Retrieved on March 16, 2010. n Penetrate new markets
The Impact of Health 2.0 on the
communities like Sermo and to their customers and to contain costs Product Life Cycle
MedScape, health care professionals by managing care and reimbursement Integration of Health 2.0 can improve
can generate real-time discussions more efficiently (see Figure 4). overall sales across the product life
and share information across cycle (see Figure 5). Using social
geographies and medical specialties. U.S. Government and Public media to shorten the R&D cycle by
Agencies Use Social Media to Raise driving market insights can help
Payers Leverage Health 2.0 to Public Awareness on Specific Issues bring products to market sooner
Improve Revenue and Contain Costs As the health care industry evolves, and with better functionality. Social
Payers view Health 2.0 as an opportunity pharmaceutical companies can no media increases awareness which
to improve revenue generation by longer focus only on physicians, but compresses the adoption curve. With
offering better products and services need to consider other key stakeholders. improved disease management using
Health 2.0 tools, patients remain
compliant longer, resulting in longer
Figure 3: Physicians Continue to Adopt Usage of Social Media4 maturity and slower decline phases.
100% 800,000 Number of physicians in 2007
Health 2.0 can increase the adoption
rate and extend the product life cycle
93% 744,000
Physicians using internet
of new drugs, which is important for
the success of these drugs, especially
76% 610,000
Use search engines to find medical information for niche drugs or chronic diseases.
61% 487,000 In Capgemini Consulting’s opinion,
Users of new media (blogs, video, audio) social media have the potential to
18% 142,000 generate a significant positive impact
Use internet during patient consultation across the product lifecycle.
4
“Physicans in 2012: The Outlook for On Demand, Mobile, and Social Digital Media,” Manhattan Research, 2009.
Health 2.0: A Game-changer in the Health Care Industry 3Case in Point: Physician Benefits5
Figure 4: Payers Utilize Health 2.0 in Connecting with Key Stakeholders
The American Heart Association
(AHA) and American College of Blue Cross and Blue Shield of Minnesota’s Payers use sites like HealthGrades and Vitals
“The Healthcare Scoop” was launched in to access online quality ratings on providers,
Cardiology (ACC)’s Pinnacle registry 2007. They monitored the comments on
Access to
physicians and long term care
online health care
the site and used them to help with
helps cardiology practices provide product development
provider ratings
Social networks like MedBillManager,
physicians guidance on managing where consumers enter the real
Track medical prices they are charged for
their patients’ risk factors. Using Consumer insight
for product expenses treatment. This helps to spot
development
data from its computerized Payers misbillings and makes it easier to
document insurance disputes
medical record system to measure
performance across targets Cisco Systems and UnitedHealth Group Mobile CDH application helps people with
create a nationwide network for Smart high-deductible insurance and other
(e.g., patient cholesterol levels), telemedicine to encourage collaboration
Telemedicine
applications consumer-directed health plans estimate
among health professionals, promote prices for health services
physicians within a specific practice wellness and preventive care and extend
the reach of specialists into shortage areas
were able to help their patients hit
their goals, shifting from 70 percent
to 90 percent compliance.
Gaining Market Insight n Accelerating uptake at launch
The Internet offers a source of new n Improving post-launch management
insights for the life sciences industry.
Dedicated social communities provide Online communities can help prioritize
life sciences companies the opportunity development efforts. For example, UCB
to gain depth of knowledge about a has partnered with PatientsLikeMe
specific disease. This insight can help to create an online site to develop its
throughout the product life cycle, own epilepsy community to capture
from product development through real-world information from patients.
commercialization, by: This will enable UCB to develop more
n Increasing understanding of effective epilepsy drugs and to help
therapeutic areas UCB design value-added services,
n Improving product launch preparation which will attract customers and
reduce generics erosion (see Figure 6).
Figure 5: The Power of Health 2.0 to Impact the Product Life Cycle
Opportunities
Gain market Strengthen
insight Product Life Cycle marketing &
branding
Longer maturity
Slower decline
Ea
rlie Faster growth
ra
do
pt
Health 2.0 Model
ion
Traditional Model
Sales
Product Lifecycle Phases
Pre-Launch Launch Growth Maturity Decline
Penetrate Improve
new markets disease
management
5
“Battle with Heart Disease Moves to the Doctor’s Office,” Wall Street Journal, November 10, 2009, p. D4.
4Improving Disease Management Examples of Health 2.0 tools to Case in Point: Patient Benefits
The current regulatory environment has improve disease management include:
One of the benefits of Kaiser’s
a greater emphasis on risk management, n Diagnostic tools (e.g., iPhone apps)
from initial drug approval to Risk n Support communities
Integrated Electronic Health
Evaluation and Mitigation Strategies (social networks) Records is helping chronic patients
(REMS). Health 2.0 tools—online, n E-consultations (remote remain healthy.
mobile or both—can help with health diagnoses)
compliance and persistency, through n Online health stats monitoring
the increased access and frequency of (statistical health tracking)
communications with patients and the n Health reminders (notifications to
integration of patient health records. help patient compliance)
n Real-world outcomes research (shared
Life sciences companies can use treatment and symptom information
Health 2.0 as a key component of via Patient Support Networks)
their outreach. Health 2.0 provides
the opportunity to address compliance For instance, diabetes patients use
and persistency issues, bring together iPhone apps developed by individuals
key stakeholders faster and at lower like Diabetes Log that allow patients
cost, and track positive outcomes for to log their blood glucose data
drugs using real-world data. Social and export it. Johnson & Johnson
media tools can improve patient health LifeScan recently announced a new
monitoring by increasing patient iPhone app that will allow users
involvement, as compared to limited to upload blood glucose readings
monitoring through routine physician directly from their blood glucose
visits. While the end-result is meters to the iPhone.
improved patient health, the benefits to
improved disease management extend
to physicians and payers.
Figure 6: PatientsLikeMe and UCB Partnership6
PatientsLikeMe enables its members to track Pharma company, UCB, increases its disease
and learn from real-world outcomes knowledge through the epilepsy-focused patient
community
PatientsLikeMe enables patients suffering from life-changing UCB to collect, analyze and reflect on information received
diseases to: from people with epilepsy for:
Converse with one another Increased understanding of the effectiveness of
Share data on improving their outcomes and epilepsy drugs across the board
empathize with each other Confidentiality maintained with no personal
Learn other techniques to improve their health information divulged
Adverse events to FDA through round-the-clock
Physicians and researchers can use it to: surveillance, including pharmacovigilance platform for
Patient communities include: adverse event monitoring, utilizing an “unique patient
Find what treatments patients have tried
11,000 users multiple identifier”
Understand the outcome of the treatments
sclerosis UCB has 2 epilepsy drugs in the market and 3 more in
8,000 users with mood phase 3 clinical trials
disorders
3,500 users with amyotrophic
lateral sclerosis
6
“UCB and PatientsLikeMe Partner to Give People With Epilepsy a Voice in Advancing Research” June 15, 2009, http://www.patientslikeme.
com/press/20090615/18-ucb-and-patientslikeme-partner-to-give-people-with-epilepsy-a-voice-in-advancing-research; “UCB-sponsored Health 2.0: A Game-changer in the Health Care Industry 5
PatientsLikeMe Site is Live,” PharmExec.com, George Koroneos, Jan 27, 2010.Penetrating New Markets Strengthening Brand Equity managed, given the risk associated with
Patients and physicians are and resistance to the potential loss of
Niche Target Populations demanding greater transparency, and control of the marketing message.
As life sciences companies shift their life sciences companies can provide
development towards products for niche that while also improving their brand Life sciences companies are now
markets, Health 2.0 can help them image through social media. KOLs accepted as part of physician online
align those drugs to the smaller target and POLs have broader audiences communities, with 59% of physicians
populations. Social media can increase online than ever before. Establishing welcoming pharma participation on
access, with more directed marketing two-way communications with these physician social networks.9 With an
communication to physicians, patients opinion leaders and a company’s target average physician age of 47, Sermo allows
and payers. Shifting customer population enhances the company’s visitors to poll the community and
practices are also leading to other credibility. Health 2.0 also offers the post questions and also features icons
potential opportunities: opportunity to build awareness through located next to targeted conversations
n Increasing patient self-education, viral marketing campaigns. In a recent to facilitate access to relevant pharma
particularly using online sources, survey by ORC Guideline looking at 2012 information and services.10
illustrates the need for life sciences marketing plans, U.S. pharmaceutical
companies to participate in marketers weighted websites and Risk Tolerance for Improved
active outreach emerging media as more important Market Benefits
n Outcome-based pricing and changes than traditional marketing channels.8 Health 2.0 includes risk, which has
in formulary approval processes driven limited adoption by life sciences
demonstrate the need by physicians Capgemini Consulting recommends companies, especially in a risk-adverse
and payers for more scientific life sciences companies establish and uncertain health care environment.
evidence and health outcomes data relationships with POLs to help broaden The challenges primarily focus on:
the reach of their message, increasing n Loss of control over messaging
Developing Countries their proportion of a consumer’s “share n Regulatory and compliance concerns
Developing countries offer new markets of mind.” Developing this type of n Measuring ROI
for life sciences companies, and the strong relationship for life sciences companies n Effective execution
mobile penetration in these countries is a challenge that must be internally
can be leveraged to access patients
and accelerate sales. SMS-based (text)
technologies can improve reach and Figure 7: Case Study on the Power of Mobile11
help increase patient compliance with
medications. In addition to SMS, Health
2.0 tools offer lower-cost methods of Voxiva, in collaboration
Mobile HCP
Disease Updates Vodafone, United Nations and
Networks
communication that can be delivered to with a Peruvian Regional Rockerfeller Foundation’s
Health Directorate mHealth Alliance teamed up to
smaller target populations (see Figure 7). developed Nacer, a phone aid health care in the developing
and web-based system for world. Projects include:
health professionals in Disease updates via SMS
According to Terry Kramer, strategy remote locations to Logging health data from the
director at British operator Vodafone, communicate and Mobile Health field (e.g, projects are
exchange information underway in Brazil and
“There are 2.2 billion mobile phones Uganda)
in the developing world, 305 million
computers but only 11 million hospital In South Africa, SIMpill is a In Mexico, a medical hotline
sensor-equipped pill bottle called MedicallHome lets
beds.”7 Through the use of mobile with a SIM card that informs patients send medical
technologies, life sciences companies can doctors whether patients are Health questions via SMS
Adherence
taking their tuberculosis Information
provide value-added health care services medicine
and increase their customer base.
7
“Mobile Phones to Serve as Doctors in Developing Countries.” ReadWriteWeb. S. Perez. February 20, 2009. Retrieved March 3,
2010 from http://www.readwriteweb.com/archives/mobile_phones_to_serve_as_doctors_in_developing_countries.php
6 8
“The “E-Dimensions” of Pharmaceutical Advertising,” ORC Guideline, Trend Report June 2009.
9
“Physician Online Communities: Physician Social Networking and the New Online Opinion Leaders,” Manhattan Research, Taking the Pulse v8.0 Study, 2008.Life sciences companies need to media, like display search engine ads, event reporting and the anonymity
holistically weigh the benefits against resulted in six life sciences companies of the web.12 FDA guidelines are not
the risks, as the opportunities can receiving fines by the FDA due to the expected until late 2010 at the earliest,
be substantial when looking at the lack of risk information; responsibility but the FDA recognized the need to
overall potential return across the for information that is not controlled address several issues:
product lifecycle. by those companies is even more n Clarity is needed on how life sciences
difficult to contain. Social media, like companies should handle adverse
Loss of Control over the Twitter with its limit on characters, event reporting while remaining
Marketing Message also restrict the feasibility of including compliant with FDA rules
Social media requires collaboration risk information. POLs and KOLs do - Techniques were suggested on ways
and transparency, leading to a natural not have vested interests in providing to collect the information directly
loss of control over the message. As balanced information. With this in and simplify the process, including
messages get re-communicated, they mind, the challenge facing life sciences consumer-friendly language
can get distorted. (Remember the companies is how they can enable - Challenges remain on the ability
telephone game from childhood?) these types of communication while to recognize and capture the
Traditionally, life sciences companies remaining compliant with FDA rules required information for an
provide complete product information for providing full disclosure. adverse event
and education in static forms: n Rules and guidelines for how
marketing collateral and company- The recent FDA hearings on social life sciences companies listen to
controlled product information websites. media on November 11-12, 2009 their customers
Marketing campaigns using viral or highlighted life sciences companies’ - Interest expressed in monitoring
social media should be designed interest in receiving clarity on this their customers for trends
to enable patient or physician topic, especially given the concern while containing exposure to
engagement while preventing dilution about potential increased adverse increased risk
or distortion.
Increased Uncertainty Surrounding Figure 8: Capgemini’s Integration Journey for Health 2.0
Regulatory Restrictions and Adverse
Health 2.0 Integration Journey
Event Reporting
Tight monitoring is required and fast As-is Assessment Cross-functional
Health 2.0 Vision Transformation Path Design and Launch
responses are needed if marketing and Gap Analysis Integration
messages are modified or misrepresented
when forwarded. As social media Assess current use Identify potential Determine right Define new Pilot programs
of Health 2.0 tools visions model (build / partner processes along when possible
evolves, newly released tools like / acquire) product lifecycle
Google Sidewiki can open up life
sciences companies to unauthorized Identify potential Build internal Identify required Assess impact Fully integrate with
gaps agreement on vision competencies / across departments other marketing
comments “alongside” their own partners / targets programs
company webpages, where they can
monitor but cannot control access, Outline missed Define and Build systems to
opportunities and implement KPIs capture insights /
heightening the need to be engaged elements of risk monitor results
with their stakeholders.
Build transformation
road map
Online media and the mobile
environment make it difficult for life
Capgemini can help at each stage of the process, providing a comprehensive approach to
sciences companies to fully disclose all integrating Health 2.0
risks and benefits. In 2009, controlled
10
“Sermo Survey of US Physicians Indicates AMA No Longer Represents Them,” Sermo Press Release, July 8, 2009.
11
Retrieved March 20, 2010 from http://mobilewellbeing.info
12
Retrieved March 20, 2010 from http://www.fda.gov/AboutFDA/CentersOffices/CDER/ucm184250.htm Health 2.0: A Game-changer in the Health Care Industry 7Companies should design their A Partner to Successfully Help for increased compliance or outreach
commercial strategies to incorporate You Integrate Health 2.0 into in developing countries. A long-
adverse event reporting as an integral Your Commercial Strategies term strategy would integrate social
part of their social media campaigns. Capgemini Consulting has the media throughout the organization,
experience to assist life sciences from R&D to commercialization.
What Is the ROI for Increased companies with designing and With our experience in accelerating
Customer Engagement? implementing Health 2.0 strategies (see transformation, Capgemini Consulting
Measuring ROI for social media, Figure 8). Short-term opportunities can help life sciences leverage Health
even outside of life sciences, remains include outreach to KOLs and 2.0 as an essential element of its
difficult. For life sciences companies, POLs via social media, creation of overall commercial strategies and
where customers are often not able to a Health 2.0 company vision, or marketing plans.
buy their products directly, this added development of mobile applications
layer prevents direct tracking. ROI
can be partially quantified through
increased product and brand awareness About Capgemini
®
but should not be the main goal for
social media. The greater benefit is
Capgemini, one of the world’s Capgemini Consulting is the Global
increased market insight, driving a f o r e m o s t p r o v id e r s o f c o n s ult in g , Strategy and Transformation Consulting
positive effect on the product lifecycle, technology and outsourcing services, brand of the Capgemini Group, specializing
and deeper personalized relationships enables its clients to transform and in advising and supporting organizations
for increased customer engagement. perform through technologies. Capgemini in transforming their business, from
provides its clients with insights and the development of innovative strategy
Despite the difficulty in measuring
capabilities that boost their freedom to through to execution, with a consistent
ROI, social media offers a strong cost achieve superior results through a unique focus on sustainable results. Capgemini
benefit compared to other forms, way of working, the Collaborative Business Consulting proposes to leading companies
due to its low infrastructure cost for Experience.™ The Group relies on its global and governments a fresh approach which
tool development and maintenance, delivery model called Rightshore,® which uses innovative methods, technology
aims to get the right balance of the best and the talents of over 4,000 consultants
especially for developing countries or
talent from multiple locations, working worldwide.
smaller niche markets. as one team to create and deliver the
optimum solution for clients. Present in For more information:
Failure to Execute Social Media Well morethan30countries,Capgemini reported www.capgemini.com/consulting
Along with life sciences companies’ 2009 global revenues of EUR 8.4 billion
(approximately USD $11.6 billion) and
concerns on participating, these
employs 90,000 people worldwide.
companies have often failed to
implement Health 2.0 well, treating it
as a traditional one-way communication Benoit Berthoux Suman Datta
method. In response, patients and Life Sciences Practice Strategic Research Group
physicians ignore it, resulting in low Capgemini Consulting Capgemini Consulting
engagement. Case in point, a life +1-415-200-9869 +1-267-258-0566
sciences company promoted its product benoit.berthoux@capgemini.com suman.datta@capgemini.com
on YouTube, with the end-result of
only 32 subscribers after two months Kim Liu Poonam Shirke
007_CC_HLTHPOV_022310
and no opportunity to capture patient Life Sciences Practice Strategic Research Group
complaints or adverse events. Capgemini Consulting Capgemini Consulting
+1-510-229-8348 poonam.shirke@capgemini.com
kim.liu@capgemini.com
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