The impact of mobile on patient driven treatment, adherence and outcomes. Exclusive research.

1. The impact of mobile on patient driven treatment, adherence and outcomes. Exclusive research. • GEOFF MCCLEARY • VP Group Director, Mobile Innovation • Digitas Health Presentation > FOLLOW ME: @wapgeekboy

2. 56% of Americans are now smartphone owners http://pewinternet.org/Reports/2013/Smartphone-Ownership-2013/Findings.aspx

3. 52% of smartphone owners gather health info on their mobile device http://pewinternet.org/~/media/Files/Reports/2012/PIP_MobileHealth2012.pdf

4. About the study • Survey 2000 patients and caregivers to find out how they use smartphones to access disease related health information and services now, and what they want to access in the future. • Our survey was conducted across those who (or whose loved ones suffer) from 19 conditions across 5 disease categories in May/June of 2013.

5. Who is the mobile health Audience?

6. Majority are female, ranging in age from 25 to 64

7. Majority considered average or low income, but at least 30% considered affluent

8. Majority well educated with at least some college

9. Android leads over iOS

10. Connected stay connected, while activity trackers & wearables increase.

11. Condition & Treatment

12. 60% of active mobile health users diagnosed over three years ago

13. Mobile health users motivated by moderate to significant impact of conditions

14. Despite the impact, over a third were diagnosed but still not treating with a prescription

15. Nearly 60% of mobile health users at least considering switching this year 1 in 5 will change medications 2 in 5 are open to switching

16. Mobile Health experience in the physician office

17. 40% of patients report having a conversation with their physician using the doctor’s mobile device

18. Over a quarter of exam room seats occupied by care influencers

19. Significant opportunity in the waiting room & parking lot, physician’s office a primary trigger point for mobile.

20. Tracking symptoms & treatments as important as daily activity

21. What mobile health activity is conducted by users? MANAGE ACCEPT UNDERSTAND

22. Over a quarter of patients are asking physicians for mobile health validation. Have you discussed an app or mobile website with the physician?

23. Patients more likely to take an app than a pill. • 9 out of 10 patients will use an app if it is recommended by their physician. • Compared to only 2/3rd of patient’s who will fill a prescription that is written by a physician

24. Over half have condition related apps on their phone.

25. Mobile Health patients willing to invest in their own healthcare

26. Who do they trust?

27. Pharma a valued source across multiple channels

28. Mobile strategy should be multi-channel, including email, apps & SMS

29. Pharma must leverage brand expertise for more respect

30. A number of personas are Emerging

31. “Gadget Dad”

32. Gadget Dad • 25-44 • Home IT professional • self-tracker • multi-screen maximizer • 2nd smartphone • tablet • 3-5 additional devices • married with children • university educated • makes more than $50,000 salary

33. “NURSE MOM”

34. Nurse Mom • 25-44 • caring for family (children or adults) • self-tracker • multi-screen user • 2nd smartphone • 50% own a tablet • 1-2 additional devices • more likely married with children • some university • likely to make between $25,000 and $74,000

35. “Mobile Fabulous”

36. Mobile Fabulous • 35-64 • single screen expert • no additional smartphone • does not own tablet • no additional devices • identifies as single or divorced • some university • makes less than $50,000 salary

37. “Young at heart”

38. Mobile Young-at-Heart • 55-74 • no gender distinction • three screen dabblers • 40% own tablets • a third own eReaders • but no additional devices • married with children out of the house • university educated, even post-graduate • makes more than $50,000 salary

39. “MOBILE MAVEN”

40. Mobile Mavens • 18-34 • Young professional female • multi-screen dabbler • less likely to own tablet • may own an eReader • 3-5 additional devices • in university or university educated • earns less than $50,000 salary

41. what have we learned?

42. So far… • device, location and other factors provide the context that will matter for how you engage with each • mobile health users are using increased access to better understand their disease and current treatment • Diagnosed mobile health users are under treating, by as much as a third • mobile health users and influencers are not tied to their current treatment • will use other forms (apps) of treating their condition • mobile health users are your users

43. As we further explore the data... • how are you enabling the pre-exam experience • are you effectively participating in the post-office visit experience