What do Physicians Want from Mobile Pharma?

David Lee Scher, MD, FACP, FACC, FHRSDirector, DLS Healthcare Consulting, LLC

“The most valuable commodity that I know of is information”. –Gordon Gekko, “Wall

Street”

Mobile Health Tech: Basics

• Patients and caregivers are mobile• The technology is here• Healthcare sorely lagging behind retail & finance• Barrier is cultural. Technology is here, regs in place• Mobile is mandatory for patient engagement• Mobile neutralizes point of care

Developments Supporting mHealth Adoption by Pharma

• Cell phone ubiquity • EHRs and patient portals • Release of FDA Guidance on MMAs• Growth of patient advocacy, Social Media • 30/ Fortune Top 50 are in healthcare

Mobile Clinical Trials

• Recruitment via social media• Real-time adverse event reporting• Eliminate visits• Better communications among stakeholders

(regulators, sponsors, investigators)• Facilitates medication adherence (reminders, pill

sensors)• More efficient data collection, reporting, auditing:

-> pt safety

Turning Big Data Into Relevant Data

Different Data

Different Devices

Different Places

Different People

Different Views

Challenges Facing Healthcare Today

From Held In Needed By

Healthie Registry

Data Flow Designed Around Users

Clinicians

Legacy Data

Patients Researchers

EHR Genomics Outcomes

Quality

Visualization

Reports

Auditing &Benchmarking

Patient-specific

Mobile Pharma-Prescriber Interactions: A New Business Model

Digital Transformation of the Direct Sales Model

Industry-changing collaboration

What If….you could

contract with healthcare agents who

have established

relationships with your key

targets…

pay only for successful

interactions…

with no investment in

internal infrastructure

required.

Relationship of Pharma MUST evolve to providing value to HCP or it will cease to exist.

RIMEDIO facilitates interactions by leveraging the power of relationships

Life Science Companies

Practitioners

RIMEDIO Agents

Practitioners want to hear about products they care about at a convenient time from agent sources they trust

ExistingRelationships

Input:• Access times• Information type• Agent preference

Receive:• New opportunities• Training

New Push Model:

Building A Relationship Network

Protected by US Patent 8,548,870, and others pending.

©2016 RIMEDIO Inc.

All rights reserved. Proprietary and CONFIDENTIAL.

Create prescriber-driven interaction/improve customer satisfaction/Perception

HCPs to drive trusted and transparent relationship on their terms. Overwhelming interest in driving subject/timing of conversation

Publish “favorite” reps and encourage industry to use

Enable Pharma to efficiently and relevantly be responsive to HCPs and build relationships

Track/Observe/Respond to “needs” Interact in preferred manner with preferred channels Post opportunities for HCPs Generate useful data on behaviors, needs, and practice

Ultimate “Pull” Model

.

Internet/Social Networking

4/6 Most Used Mobile Apps are SoMe-Based*

*GlobalWebIndex, 2013

18

Over 1,800 Conditions

Mental Illness

Cancer

Depression

Diabetes

Heart Disease

Fibromyalgia

Scleroderma

Caregiving

RheumatoidArthritis

Chemotherapy

Bladder Cancer

Alzheimer's

Crohn's Disease

Taxol

Xanax

Wellbutrin

Eliquis

Lyrica

Tofacitinib

Solanezumab

Remincade

Dulaglutide

Plavix

Nexium

Lipitor

Abilify

Seroquel

Cymbalta

Humira

Diaries About…

100’s of Millions of Data Elements Captured

In the Diaries:Marketing Data & Social Research…

19

The User Profile & Proof

Why TreatmentDiaries?

100M Words Shared

Patient commitment 33 mins./visit

3-4x day

Trusted, secured and unbiased platform: reaching patients, caregivers & advocates who:

• Contribute Content• Connect • Interact (Scribble)• Educate• Exchange

Td User Demographic In Search of:

• Knowledge/Literacy• Resources• Solutions• Connections• Personal Experiences• Privacy• Anonymity• Encouragement

SUMMARY

• Digital mobile will become a significant part of Pharma

• Clinical trials are being transformed by digital• Huge opportunities for data collection via

analytics exist• Secure, private healthcare social media

platforms offer benefits to patients and Pharma

“If you ask me a question I don’t know, I’m not going to answer”

------Yogi Berra