This document provides an overview of how mobile technologies can enable innovations in the healthcare industry. It discusses how mobile can [1] reduce healthcare costs by substituting digital communications for in-person and phone interactions, [2] improve patient services, and [3] help healthcare organizations achieve marketing goals. The document also presents case studies and statistics on existing mobile healthcare programs and their benefits.
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Webinar deck: Mobile enabled Healthcare Revolution
1. Mobile Enabling the Health Care Revolution
MedAgenda Alert An overview of concepts, strategies, tactics
Itâs 9am take your and technologies for mobile enabling the
morning Lipitor with
water on a full stomach.
health care industry.
Reply OK within 60 Prepared by:
minutes.
Michael Ahearn, VP Strategic Marketing
michael.ahearn@iloopmobile.com
2. What Mobile Means to Health Care
Mobile is part of your overall digitization and ROI strategy for health care
â˘âThe move from paper based information, mailed information and phone
consultations that are rarely reimbursed
â˘âMobile substitutes automated touch points for unneeded and inefficient human
touch points (get people off the phone)
â˘âAchieve mission critical marketing objectives
â˘âImprove patient or customer service
â˘âHigh impact, low cost opportunities for the industry
3. Reducing the Cost of Health Care
Mayo Clinic Study: In 2 year study, e-visits were able to replace in-office visits in
40% of 2531 cases. Patients could log on online where detailed histories were taken
and could upload pictures and other files as needed. Physicians would respond
within 24 hours and patients could view results via the Web.
PriceWaterhouseCoopers HRI âHealthcare Unwiredâ 2010
4. Mobile Health By the Numbers
â˘â40% of consumers would pay for mobile remote monitoring with a monthly fee to
send data to their doctors
â˘â1 out of 3 physicians said they make decisions based on incomplete information.
The greatest benefit of mobile is that it will help them make decisions faster as they
access more accurate data in real time.
â˘â40% of physicians said they could eliminate up to 30% of office visits through
mobile health technologies such as mobile monitoring, email and SMS
â˘âPrimary care physicians are most interested in prescribing medication wirelessly,
specialists in accessing EMRs (electronic medical records) wirelessly
â˘âCell phones are ubiquitousâ80% of Medicaid patients text regularly
â˘âMen are twice as likely as women to use their cell phones to get health reminders
â˘âPatients in good health with health insurance are more likely to pay for mobile
health monitoring
â˘âPhysicians use mobile Internet twice that of other mobile users
PriceWaterhouseCoopers HRI âHealthcare Unwiredâ 2010 & Health Research Study
5. Mobile Health Efforts From Multiple Stakeholders
Lowering employee health
insurance premiums
Outpatient care with access to
records, track vitals, order
meds
Physician to physician
consultation
Find physician in network and
check claims
Patient self monitoring
Prescription management
Image data transfer
Proprietary remote monitors
PriceWaterhouseCoopers HRI âHealthcare Unwiredâ 2010
6. Why Mobile Now for Health Care
â˘âWe know biggest challenges are financial issuesâthe cost of services and operating
costs
â˘âMobile has higher penetration than Internet & more people have phones than
Internet access
â˘âMobile offers digital reach to hard to reach people e.g. lower income demographicâŚ
mobile is the only way to reach them other outside of a voice call
â˘âBecause patients and customer are already using the channel now
â˘âBecause your competitors are doing it
7. The Strategic Advantage of Mobile
â˘âTalking to people in the channel they use most
â˘âAllows health care providers to focus on their most import jobâŚtaking care of people
(efficiency factor)
â˘âAgain the mantraâŚ.reduce operating costs
â˘âPre-existing solution platforms are available, no expensive or proprietary
infrastructure foundation required
â˘âIntegrates into whatever you are already doing or usingâŚmarketing channels or IT
â˘âOffers immediacy of communication or interactionâŚno time lag
â˘âEverything that happens is measurable for analysis
8. The Mobile Channels
â˘âSMS
â˘âMMS: advantage of unlimited text (think HIPPA & DDMAC compliance copy)
â˘âMobile Internet
â˘âApps: their utility merits a permanent place on usersâ phones
â˘âMobile Enabled IVR (integration of text and voice calls)
â˘âMobile Coupons & Promotions with POS redemption integration
â˘âLocation Aware Service (LBS)
â˘âUPC/2D barcodes and picture recognition
9. mHealth Verticals
â˘âHealth Care Enterprise Messaging/IT: Utilitarian communication between people that are
already talking with each other, either care giver to care giver or doctor to patient
â˘âHospitals
â˘âPrivate doctors/health care providers
â˘âClinics
â˘âHealth care administrators
â˘âHealth care IT systems
â˘âHealth Care Brand/Product Marketing: Used to sell something, marketing related
â˘âDrug/Pharma brands
â˘âHealth care insurance providers
â˘âHealth care providers: health care services, clinics, hospitals etc. looking to promote
and sell to health care to consumers
â˘âRetail Pharma: Pharmacies or retail stores who sell pharmaceutical products
â˘âWalgreens, CVS, Longâs etc.
10. Mobile Enabled Health Care Enterprise Messaging/IT
â˘âDecrease operating costs for delivering health care related information or content
â˘âDeliver time sensitive content (from doctor to patient or vice versa)
â˘âOffer 24/7 access to medical information and content
â˘âMake internal and external organization/enterprise communications more efficientâe.g.
information delivery within a hospital or from a health care organization to doctors or
pharmacists
â˘âEnable doctor initiated communications to patients or patient initiated communications to
doctors
â˘âAggregation of medical/health care information or data for public service needs
â˘âEmergency medical information resourceâvirtual doctor/nurse
â˘âImportant Factor: HIPPA compliance with patient data in mobile channel
11. Mobileâs What the Doctorâs OrderedâŚ
Physicians Want Patients to Track/Monitor Health at Home
PriceWaterhouseCoopers HRI Physicians Survey 2010
12. Mobileâs Benefit to the Physician
Percent of physicians surveyed who said mobile health would have these impacts
13. Case Studies: SMS Reminders
North Carolina Health & Trust Fund Smoking Cessation Alerts
â˘â Quiz questions around smoking cessation
â˘â Cessation reminder texts twice a week
â˘â âQuit tipsâ mirror phone based advice on their QuitlineNC
Ignite Health HIV Meds Alerts MedAgenda Alert
Itâs 9am take your
â˘â Pill reminder morning Lipitor with
water on a full stomach.
â˘â Physician appointment reminder Reply OK within 60
minutes.
â˘â Refill meds reminder
Horizon Marketing & Research âMedAgendaâ
â˘â Web application that allows physicians to enroll patients into mobile
alerts
â˘â Patients can be organized into groups e.g. respiratory, diabetes etc.
â˘â Physician logs all medications used by each patient, and can select
medication from a master list with dosage and medication type
â˘â Patient created SMS notes are available
â˘â Email integration
â˘â Physician can measure patient compliance via patient SMS reply
âOKâ (Iâve taken my meds) after theyâve received their reminder
14. The Virtual Nurse: iTriage
â˘âSmartphone app & website
â˘âLook up symptoms and causes
â˘âGuide to appropriate treatment path
â˘âLocates the closest healthcare provider
â˘âInfo on thousands of symptoms,
diseases and medical procedures
â˘âTurn by turn directions to all facilities
using GPS, IP address or specified
location
â˘âMillions of downloads in 80+ countries
General Mobile User Stats
â˘â36% of all mobile users use their
phones to search for doctors
â˘â23% use their phones to find hospitals
15. Mobile Enabled Health Care Brand/Product Marketing
â˘âIncrease customer acquisition
â˘âIncrease brand awareness
â˘âProvide value add information for customers e.g. a mobile site that delivers geo-relevant
pollen count, or an allergy guide. This is utility based information that can increase brand
awareness or loyalty.
â˘âDelivery of health care related content
â˘âDelivery of non-drug/product/service content e.g. drug brand has NASCAR sponsorship,
delivery of branded NASCAR content and brand interactivity
â˘âPromotional campaigns: sweepstakes, coupons, promos, event based interactivity
â˘âOTC product sampling: try a new aspirin, allergy medication, antacid etc.
â˘âLoyalty & customer retention: again with promotions and other campaigns that give
something of value to the customer building loyalty to the product
â˘âImportant: FDA/DDMAC drug marketing regulations and best practices
16. Case Study: Pfizer/Advil
â˘âBrand awareness campaign using
mobile opt-in to sweepstakes to win a
âpersonal Black Friday shopperâ
â˘âPromoted with out of home posters in
major malls
â˘âHook is âprovide congestion reliefâ for
shoppers with a personal assistant
for holiday shopping trips
â˘âTargeted holiday shoppers during
cold & flu season wanting to avoid
congested store lines filled with sick
shoppers
â˘âWinners received Black Friday
âDecongestersâ who will wait in line,
run mall errands and carry bags
17. Marketing Health Care Services: UPMC Health Plan
University of Pittsburgh Medical Center Health Plan mobile optimized site
â˘âVirtual ID card and access to personal health records via the mobile site will soon be
available
18. Mobile Enabled Retail for Health Care
â˘âStore/pharmacy loyalty e.g. useful alerts around health products or services. This is utility
based help to customer.
â˘âPromotions and coupons to build loyalty and drive store traffic
â˘âCustomer service e.g. easy mobile prescription refills or prescription management, alerts
prescriptions are ready to be picked up etc.
â˘âDelivery of health related information (a site or alerts to high pollen counts etc.)
â˘âConsumer managed messagingâŚself-service alerts scheduled/managed by customer
reminding them when and how much medication they need to take
â˘âPharmacist to customer communicationsâŚe.g. 1 to 1 question answeringâcustomer can
send a SMS with a question and a pharmacist (either local store or centralized SMS
response center) sends back a response
19. Case Study: Walgreens Multi-Modal Mobile Offering
â˘âConsumer touch points across
multiple mobile channels: SMS, mobile
Internet site and apps (iPhone,
Android, Blackberry)
â˘âTransactional Messaging: SMS alert
signup for prescription pickup,
checking orders, delivery status, text
chat with pharmacists (WALGREENS
to 21525)
â˘âIn one year since launch more that 1M
customers have subscribed to alerts
â˘âmCommerce Site & Smartphone Apps
â˘âPrescription refills
â˘âProduct information
â˘âLocate nearest store (manual
entry & now GPS for apps)
â˘âCreate accounts to upload photos Mobile Site: Walgreens.com (auto redirect
from iPhone for prints to mobile site) or m.walgreens .com
â˘âCheck product availability
â˘âView prescription history
20. Case Study: Walgreens Prescription Scanning
â˘âApp scans prescription labels to
confirm prescription info and then click
to refill
â˘âRefill to Scan has been added to
existing iPhone and Blackberry apps
â˘âChecks availability of inventory in
Walgreens stores
â˘âPlanned GPS to inform consumers of
product promos at nearby stores
â˘âWalgreens reports in less than 4
months its Refill by Scan in iPhone
and Android apps account for +50% of
all mobile refill orders indicating very
high and fast uptake of this service
21. iLoop Mobile HealthTouch⢠Mobile Programs
HealthTouch Connect⢠(SMS/MMS)
ďźâ 1 to 1 doctor/patient communications
ďźâ Prescription refills and fulfillment alerts
ďźâ Medication reminders
ďźâ Public health alerts
ďźâ Delivery of health care records and information with embedded links to rich media medical documentation
ďźâ Patient compliance reporting for clinical tests
HealthTouch Promote⢠(SMS/MMS)
ďźâ Coupons and promotional messaging for pharmaceutical drugs
ďźâ Mobile marketing programs for health care services
ďźâ Mobile marketing programs for health care products
ďźâ Promotional marketing campaigns: giveaways, product sampling, sweepstakes, quizzes, polls, surveys etc.
HealthTouch Engage⢠(Mobile Sites & Apps)
ďźâ Informational mobile sites/apps: pharma products, health care provider directories, health care services etc.
ďźâ Prescription refills with barcode recognition
ďźâ Mobile sites for customer/patient surveys and clinical tests
ďźâ Delivery of rich media (video) via the mobile Web or apps
ďźâ B2B health care mobile sites/apps ex. insurance company sites/apps for doctors
ďźâ Management and delivery of rich media medical records and documentation (video, images, audio etc.)
ďźâ Public health sites/apps (local pollen count, air quality etc.)
ďźâ Promotional marketing including barcode coupons
22. Thank You
Visit www.iloopmobile.com to learn how we can help you mobile
enhance your health care marketing.
Contact sales@iloopmobile.com (408) 907-3360 and weâll help you
get started.
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