How Mobile Health can optimize the entire Pharma Value Chain

agosto 17, 2015

Megatrend #11: Pharma is in Prime Position to Utilize mHealth Across the Entire Value Chain

Mobile Health (mHealth) is leading to significant, positive impacts in patient outcomes. Several recent studies of the use of mobile diabetes management tools reported significant declines in A1C for users of the mobile tools over non-users. Patients using mobile tools also reported improved interactions with their providers.^{1, 2, 3}

Patients also expect mHealth will make healthcare more convenient, improve the quality of care and reduce costs.⁴ Not surprisingly, health and economic incentives have triggered the use of mHealth solutions, with 72% of patients in a recent study suffering from poorly managed conditions, and 68% spending 30% or more of their incomes on healthcare.⁵

A vast majority of pharma professionals (82%) believe that the industry is trailing other industries in the use of mobile media.^{6, 7} Tracking LinkedIn buzz on mHealth provides some key revelations, including: how mobile technologies are rapidly changing stakeholder healthcare expectations; how to leverage mobile to empower stakeholders and improve outcomes; how to implement mobile in a digital strategy; and whether to use a native app or a web app.^{8, 9, 10, 11, 12}

There are several logical starting points for mHealth initiatives, timed to coincide and support the pharmaceutical lifecycle. mHealth can reduce time to market, lower overall costs of development and improve quality and health outcomes. The end result is a longer product lifecycle and an improved revenue stream. mHealth optimizes the internal pharma value chain, delivering a solid ROI measured by time and cost reduction and quality improvement.¹³

Emerging markets are the trailblazers in mHealth, primarily due to the paucity of existing healthcare. The need for efficient means to deliver healthcare to more people – and the fewer entrenched interests seeking to impede adoption of new approaches – has led HCPs and payers to support mHealth solutions.⁵ Consequently, patients in emerging markets expect more from mHealth than their developed nation counterparts.⁵ As John Lechleiter, CEO of Eli Lilly has noted, “Today our medicines are within reach for about two billion people. How might we reach the other five billion?”

While pharma may be lagging other industries in mobile, it is well-positioned to quickly take advantage of mHealth: widespread access to doctors, payers and opinion leaders; a deep understanding of heavily regulated markets; ability to provide evidence of new products medicinal and economic benefits; ability to navigate the complex reimbursement system; and the necessary distribution channels to move innovative products quickly to market.¹³

The trend is a product of an evidence-based research study undertaken by the Healthcare Division in Valtech to map the pharmaceutical landscape of digital mega trends. The research study provides essential insights on how Pharma companies could utilize digital engagement to break down stakeholder barriers, impact stakeholder behaviour and demonstrate more cost-effective outcomes. The research study is based on information from 100+ trusted sources and has resulted in the identification of 14 mega trends.

Reach out to gain an understanding of how to execute on the underused digital opportunities

The Healthcare Division in Valtech has developed an analytical framework that can identify the engagement potential of your brand.

Please contact Healthcare Director Conny Carlzon for further advice or to set up an informal meeting.

If you want to read more about Megatrend #11 you can download more information here.

Make sure you did not miss the previous blog posts on pharmaceutical megatrends:
Megatrend #1: Pharmaceutical CEOs Lack Confidence to Act
Megatrend #2: Transforming to a Digital Business: A Fundamental Paradigm Shift
Megatrend #3: The “Trust” Gap: Leveraging Digital to Reconnect with Stakeholders
Megatrend #4: Reinventing the Marketing Function for a Digital Environment
Megatrend #5: Follow the 20-20-20 Rule for Digital Budgets
Megatrend #6: Big Data, Mobile and Social Create a More Level Playing Field; Pharma is Slow to Respond
Megatrend #7: In the New Era of Quantified Self, Patients Want Pharma on Their Side
Megatrend #8: Achieving Long-term, Sustainable Growth Starts with Meeting Patient Expectations
Megatrend #9: The Majority of HCPs are now Digital Natives; and they Expect Pharma to Follow
Megatrend #10: Pharma Must Deliver a Seamless Cross-channel Experience When, Where and How the HCPs Want it

Sources:
1. American Diabetes Association. Charlene C. Quinn. (2011). Cluster-Randomized Trial of a Mobile Phone Personalized Behavioural Intervention for Blood Glucose Control. www.care.diabetesjournals.org
2. Pubmed. Charlene C. Quinn. (2008). WellDoc mobile diabetes management randomized controlled trial: change in clinical and behavioural outcomes and patient and physician satisfaction. www.ncbi.nlm.nih.gov pubmed
3. Pubmed. Clinical Nurses. (2007). A nurse short message by cellular phone in type-2 diabetic patients for six months. www.ncbi.nlm.nih.gov/pubmed
4. PwC. (2012). Emerging mHealth: Paths for growth. www.pwc.com
5. PwC. David Levy (February 2014). Emerging mHealth: Paths for growth. www.pwc.com
6. IBM. Heather Fraser et. al. (2012). Benchmarking data reveals pharmaceutical industry not connecting social media data with marketing strategy. www.ibm.com
7. Digital Health Coalition. Unknown author. (November 2013). 2013 Executive Landscape Study. www.digitalhealthcoalition.org
8. Digital Health. Paul Sonnier. www.linkedin.com
9. HIMMS. Cari McLean. www.linkedin.com
10. Innovations in Health. Korstiaan van Wyngaarden. www.linkedin.com
11. Healthcare-IT/ EHR/HIS. Dr Pankaj Gupta. www.linkedin.com
12. Pharmaphorum. Paul Tunnah. www.linkedin.com
13. A. T. Kearney. Oliver Scheel et. al. (2013). Mobile health: Mirage or growth opportunity? www.atkearney.com