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NCCR'16 Deloitte Presentation Karin Wellbrock 20160715
1. 10th National Conference for Clinical Research 2016
27 – 28 July 2016 | Hotel Istana, Kuala Lumpur, Malaysia
What about me?
Will Big Data enable patient centricity?
Presented by:
Karin Wellbrock
Senior Manager – Deloitte Consulting Pte Ltd
BIG DATA DRIVING CLINICAL RESEARCH
FOR HEALTH
2. All players in the healthcare ecosystem are zooming in
on the patient
With the healthcare ecosystem’s focus on the patient, pharma companies have to
overcome the barrier that regulators place limiting their access to patients
Understanding the patients
In depth interviews ahead of launches
and marketing – “Catalytic Contacts”
Engaging patients
Use of online and mobile solutions to
engage patients – Digital Patient Journey
Providing financial support
Providing payment process support to
patients – Guidance and Patient Support
Closing the gap between pharma companies and the
healthcare consumers
Patient
Physician
Pharmacy
Pharma Co
Insurance Co
$
?
Patient Centricity
Source: Kantar Health Unlocking Rich Patient Insights, Vertex Guidance and Patient Support Programme Information,
Deloitte Digital Patient Journey
3. • Actively seeks value
• Financially prepared
• Prefers alternative
medicine
• Cost-conscious
• Least compliant
• Heavy healthcare users
• Financially prepared
• Adheres to treatment
recommendations
• Open to electronic
communications
Patients are becoming more demanding and engaged
healthcare consumers
Shop and Save
Out and About
Casual and Cautious
Sick and Savvy
Content and Compliant
Healthcare Consumer
Segments
Trust in doctors
Use of online
resources
Use of and interest in
health technologies
Selected
Features
ModerateHigh Low
Source: Deloitte Center of Health Solutions Survey of US Health Care Consumers, 2009-2015
Size of
Segment
11%
22%
6%
34%
8%
Online and Onboard
19%
4. Deloitte study finds those health consumers most interested in
digital are also in need of care
Level of engagement
HighLow
High
Useofsystem(needforcare)
Casual and
Cautious
34%
Content and
Compliant
22%
Sick and
Savvy
11%
Online and
Onboard
19%
Out &
About
8%
Shop&
Save
6%
Consumers’ use of the health care system and
level of engagement by segment
Most digital users
43%
39%
27%
18%
14% 20%
25% 43%
19% 18%
19%
15%
5%
7% 17%
17%9%
9%
8%
6%10% 7%
2% 1%
Millennials Gen X Boomers Seniors
Segment profiles by age group
Casual and Cautious Content and Compliant Online and Onboard
Sick and Savvy Out and About Shop and Save
Source: Deloitte Center of Health Solutions Survey of US Health Care Consumers, 2009-2015
5. Big data enables better understanding of health consumers and
will ultimately led to enhanced patient treatment
Big data will be critical at all stages of the patient and product life cycles of pharma
companies and will enable patient centricity
Outcomes Demographic
Lab value
Diagnosis
Medical history
Hospital
dispensing
Prescriptions
Hospital stays
Procedures
Specialist
care
Future types of patient data
Sources: Mckinsey&Co Pharma Medical Affairs 2020 and Beyond, Tata Consultancy Services The New Frontier for the
Pharmaceutical and Life Sciences Industry: Real Big Value from Big Data, SAS Real-world evidence: Why pharma firms are
investing
Clinical Trials
Production &
distribution
Strategy
development
Launch
Lifecycle
management
Big data use in patient and product life cycles
Enables personalized medication
Use of demographics and genome
sequence data
Improves patient care quality
Through outcome feedback from multiple
sources
Uncovers underserved markets
From disease trends and drug outcomes
data
Enhances drug safety
RWE helps to unveil undesirable drug
effects early
Hospital / Specialist Care Primary Care Others
6. The Malaysian Healthcare vision should assist the players in the
health eco-system to move towards patient centricity
Patient
• Wellness
• Registration
• Health records
• Self Monitoring
• Health Apps
Clinics / Hospitals
• Health Education
• Counselling
• School Health
• Billing and Payment
• Administration
• Patient Management
Government
• EMR
• eGov Apps
• Real world evidence
• Health surveillance
Patient Centric
Data Driven
Malaysia’sHealthcareVision
7. However, the current Healthcare IT landscape in Malaysia still
needs to overcome hurdles to connect and link the players
Public
Local Taxes Government General Revenue
Local Authority Ministry of Health
Government
Health and
Wellness
Programs
Government
Healthcare
Providers
Local Health
and Wellness
Programs
Other
Ministries and
Departments
• Hospitals
• Clinics
• Doctors
EPF and
Soc.Security
Urban
Population
General
Population
Universal
Coverage
Special
Population
Groups
Private
Employers Individuals
Private Insurers, Managed
care schemes
Private Providers
• General
Practitioner
• Family
Medicine
Specialists
• Specialist Clinics
• Hospitals
• Dentists
• Pharmacies
• Pathology Providers
• Traditional &
Complimentary
Medicine
Population that can afford private insurance
System
Funding
Sources
Purchasers
Providers
Coverage
Community
Health
Individual
Health
Within the government between
public health programs and
healthcare providers
Between public and
private healthcare
providers
No interaction
8. We see pharma companies are increasingly more taking a
holistic view on patient programs …
Patient engagement examples
• Research
oriented by
patient
insights
• RWE driven
development
• Personalization
of packing to
serve patient
needs
• Direct patient
supply (for rare
diseases)
• Capture patient
insights during
trial
• RWE driven
primary
outcomes
• Patient managed
services
• Personalized
reimbursement
• Patient pathway
analysis
• Education
through remote
technologies
• Patient
reference groups
• Homecare
collaboration
• Adherence
programs
• Affordability
programs
• Social listening
• Patient
outcome &
experience
monitoring
Exploratory clinical
development
Full clinical
development
Production &
distribution
Strategy
development
Launch
Lifecycle
management
R&D
Manufacturing
Logistics
Strategy
Market Access
Sales and marketing
Post LOE
… and their design spans across all phases of their product as well as patient life cycles
Source: Deloitte Research
9. Currently, the maturity levels of patient programs vary greatly
and do not correlate with the maturity of
pharma organizations as such
Awareness of need for patient engagement
but not defined strategy and/or lacking enabling technology to realize
Defined engagement strategy and enabled basic service offerings, such as
• Patient websites with educational materials
• Start-up assistance
• Reimbursement support tools
• Access to health care providers for questions (e.g., nurse hotline)
Integrated, cloud-based platform offering more complex services, such as
• Self-tracking tools to help patients manage own care
• Click-to-chat for on-demand support
• Reminder/alert tools for treatment adherence
• Portal access for both patients and providers
Leveraging analytics from data gathered and novel offerings, such as
• Predictive interventions based on medication adherence behaviors
• Site-of-care-matching based on patient location
• Wearable therapy tracking and drug administration
1
2
3
4
Source: Deloitte Research
10. While maturing patient programs, pharma companies need to
overcome multiple internal roadblocks
People, culture and
organization within the
pharma organization
Governance and
processes pertaining to
patient data
Technology adoption and
democratization for big data
analytics
3 typical challenges impeding the realization
of patient centricity
1 2
3
11. Usual challenges related to organization culture hindering
patient centricity and use of big data are
Limited local presence in
CXO teams
Skewed incentive structure
across functions
No intra-team collaboration
within pharma org
• Regional COEs take on functions
of local organizations in South
East Asia resulting in lack of in-
depth local expertise
• SEA markets are used as
leadership training grounds for
global talent
• Mis-aligned objectives and
resulting incentive structures
for sales and medical affairs
hinder realization of patient
centricity
• Functions work in isolation on
their interpretation of patient
centricity and lack
communication, e.g. R&D,
Regulatory, Compliance,
Medical Affairs, Government
Affairs, Marketing and Sales
Patient centricity needs to embraced cross-functionally and programs tailored to meet
the local patient needs
Source: Deloitte Research
12. Lack of data governance and poor internal and external
linkages hinder effective use of big data
Decision Decision Decision Decision
Product Mger
Sales Mger
MSL Engineer External Partners
Source: Deloitte Research
The ‘asset’ data needs to be strictly governed yet made available to all stakeholders
R&D
Marketing
& Sales
Medical
Affairs
Engineering
Manufacturing
External
Researcher
13. Technology barriers impede optimal use of analytics
to drive patient centricity
Analytics organization
in pharma companies
A pure technology function –
disjoint from business needs
with no clear mandate
Business lacks
empowerment to
employ analytics for their
own insight generation
Technology decision not
accounting for business
needs
Missing data ownership
and data aggregation
A ‘single source of trust’ of patient data must be established and managed
Source: Deloitte Research
14. Connecting with patients to provide
access to and support with
treatment and care options
A holistic approach and common understanding within the
organization allow effective use of big data
Making treatments affordable
and providing resources to stay
on therapy
Active engagement with patients
during trials and assisting with
transitioning from clinical to
commercial drugs
Granting patients access to
programs via traditional and
emerging channels to support
their unique treatment journeys
and enable better long-term
treatment outcomes
Delivering educational insights to
patients for better decision
making and behavior change
Underlying layer
of big data
