Case Study: Ready for Healthcare Anywhere? While many focus on the “what” and “how” of mobile health, it’s also important to understand the “why?” and the “why now?” In addition to mobile technologies, there are forces at work colliding to create the perfect environment for radical disruptions in the current healthcare delivery model. And yes, these disruptions include how we market and sell prescription medicines, medical devices, software and services. So get ready. Presented by: Joe Shields, Global Strategic Marketing & New Product Development, Lifescan, a Johnson & Johnson Company www.bdionline.com

1. 2/13/13
READY FOR
HEALTHCARE
ANYWHERE?
Joe Shields
Innovator @ Large
February 14, 2013
DISCLAIMERS
⊕ The following ideas are my own, or
they are cited if I have borrowed them
from someone else
⊕ All content & photos
©2013 Joe Shields. All rights reserved.
unless otherwise noted
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2. 2/13/13
What
does it
mean
to be
BORN
MOBILE
? Image credit: Qualcomm.
PLAY VIDEO PLEASE
⊕ http://www.youtube.com/watch?v=Qtf3VtVqDOQ
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3. 2/13/13
HIGH-PROFILE
ADVOCATES
"The smartphone will be the hub
of the future of medicine, … and
your health-medical
dashboard.”
- Dr. Eric Topol, director of the Scripps
Translational Science Institute, chief academic
officer of Scripps Health, January 25, 2013 on
NBC’s Rock Center with Brian Williams
SEEN THIS BEFORE?
⊕ eHealth ⊕ mHealth
⊕ eBusiness
⊕ eCommerce
⊕ eStrategy
⊕ eLearning
⊕ eDetailing
⊕ eCME
⊕ eCRM
⊕ eClinical
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4. 2/13/13
WHY?
WHY NOW?
Convergence.
HEALTHCARE DELIVERED
IN 2 PLACES
⊕ Periodic
measure-
ment
⊕ Treatment
of disease
⊕ Opaque
⊕ Providers
have
control
Source: Ernst & Young, 2012. Image credit: E&Y.
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5. 2/13/13
NEW HEALTHCARE
CONTEXT
Cost Empowered
Containment Patients
Outcomes - Technology-
driven enabled
Ubiquitous Connectivity
‘MOBILE’ DOESN’T
JUST DESCRIBE
DEVICES. IT
DECSCRIBES PEOPLE.
Tweet-worthy
quote ?
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6. 2/13/13
HEALTHCARE ANYWHERE
The ‘3rd place’ is the patient:
• Continuous monitoring
• Prevention, behavior
• Transparent
• Patients have control
Source: Ernst & Young, 2012. Labeled ‘Healthcare Everywhere’ by E&Y. Image credit: E&Y.
HEALTHCARE WITH
BORDERS
HC
= Usual Suspects
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7. 2/13/13
HEALTHCARE WITHOUT
BOUNDARIES
HC
= Usual Suspects
HEALTHCARE WITHOUT
BOUNDARIES
HC
= Usual Suspects
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8. 2/13/13
IMPLICATIONS FOR US
Trends impacting
your business +
your career
STUCK IN THE
MIDDLE?
Care Delivery
Communications
Where is your company?
Where are you?
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9. 2/13/13
CUSTOMER
EXPERIENCE
must be retooled to meet new
requirements of mobile customers.
comms
cx
mobile
MOBILE = NEW FACE
OF ENGAGEMENT
⊕ “Mobile engagement
empowers people to take the
next most likely action in their
moments of need”
Source: Forrester, “Great Mobile Experiences Are Built on Systems of
Engagement,” November 2012.
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10. 2/13/13
MOBILE ENGAGEMENT
DEFINED:
⊕ Physical context plus digital
intelligence, not just online access
⊕ Proactive service, not just self-
service
⊕ Task-oriented action buttons, not
menus or lists
⊕ App Internet, not just app or Internet
Source: Forrester, “Mobile is the New Face of Engagement,” January 2013.
TECH PURCHASE +
USE TRENDS
⊕ Fewer, multi-function devices
⊜ PC, HDTV, smartphone & tablet
⊕ Platform agnostic
⊕ Comfort with the Cloud
⊕ Consumerization of IT in the
workplace
Source: Accenture, 2012.
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11. 2/13/13
CAPABILITIES SHIFT
SHIFT
Visualization
Connectivity
Fitness or
medical Memory
device
Processing
Battery life
Integration
Image credit: Samsung.
PAYING FOR mHEALTH
APPS 
⊕ Individuals
⊛ Pay out-of-pocket for apps that improve
quality of life
⊕ Employers
⊛ Reduce or manage employee & retiree
healthcare costs
⊕ Integrated payers/providers & ACOs
⊛ Long-term stake in members’ health
Source: Mobile Health Market News, February 4, 2013.
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12. 2/13/13
SELF-TRACKING 
Source: New York Times, January 27, 2013.
MOBILE VIDEO 
Source: eMarketer, January 2013.
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13. 2/13/13
COMING SOON . . .
Talking about the future is easy.
Being right – not so much.
SOME
CATALYSTS+INHIBITORS
⊕ Customer demand ⊕ Data privacy +
⊕ Cheap tech, security
including ⊕ Regulatory
smartphones confusion
⊕ Non-traditional ⊕ Outcomes data
players (CE, MNOs, ⊕ Standardization
software, etc.) ⊕ Reimbursement
⊕ Startups
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14. 2/13/13
WHAT’S NEXT?
⊕ For HCPs, tablets > smartphones
⊕ Pharma makes big move into digital
health
⊕ More clarity on success criteria &
process for outcomes & efficacy
⊕ Reimbursement trickles in
⊕ Regulatory hurdles lowered
Source: Adapted from MobiHealth News webinar, January 31, 2013.
CALL ME
Joe Shields
Twitter:
@joeshields1000
LinkedIn:
linkedin.com/in/joeshields
Image credit: Dreamstime.com.
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