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360 Overview of HealthPads in Medical Practice
Mary J Cronin Boston College
[email protected] www.medhealthworld.com
Most Frequent Use Categories
How Are Doctors Using Tablets (and Smartphones) Today?
Source: QuantiaMD ”Tablets Set to Change Medical Practice” June 15, 2011 based on online survey of 3,798 physicians
QuantiaMD Survey of Mobile Physicians in May 2011
LEARN: iPads in Medical Training and Keeping Up to Date
Yale University
HumanSim, a medical training simulation program
Incoming Med Students, Yale University
LOOK UP/KEEP UP: Sample iPad Apps
DIAGNOSE/DECIDE/ORDER LABS
INTERACT: Educating Patients
“At least half of our staff here in the emergency room has their own iPad and carries it and uses it.” Dr. Richard Watson, ER, MetroSouth Medical Center
“The iPad is useful because we can now seamlessly bring scans to our patients for discussion and review.” Dr. Aaron Rogers
“Showing a patient their labs, particularly around chronic diseases that the patient has to manage such as diabetes, is so useful… Many patients commented it was the first time they understood their disease.” Dr. Henry Feldman, Beth Israel Deaconess
Marketing In a Healthpad360 World
The “HealthPad” at BIDMC
John D. Halamka MD
By the numbers
• 18000 user accounts • 9000 desktops/laptops/tablets • 3000 printers • 600 iPads • 1600 iPhones • 450 servers (200 physical, 250 virtual) • 1.5 petabytes of storage
A history of innovation • First web-based Healthcare Information Exchange,
CareWeb - 1997
• First Personal Health Record, Patientsite - 1999
• First web-based provider order entry system -2001
• First fully electronic medication reconciliation system - 2007
A history of innovation • First hospital to achieve federal
certification of its systems - 2011
• First hospital in the US to achieve meaningful use - 2011
• First hospital to receive federal IT stimulus - 2011
• Information Week #1 Healthcare IT organization in the US - 2011
A history of innovation
• Emergency Department will be paperless this year
• Handwritten orders will be eliminated this year
• We’ve been filmless (x-rays) since 2000
• We’re experts in mobile, wireless, disaster recovery, security, and standards
The ideal mobile device for physicians
• Under a pound
• 12 hour battery life
• Disinfectable
• Can be dropped from 5 feet on to carpet without significant damage
• Small enough to fit in a coat pocket but large enough for order entry
The ideal mobile device for nurses
• Vital sign capture
• Inputs/outputs
• Medication workflow
• Lab workflow
• Nurse call workflow
HEALTHPAD 360
Jill Guimont Sr. Marketing Manager Medtronic, Inc.
Medtronic and Apple
• Who is Medtronic? • A world leader in medical equipment
and therapies for cardiovascular, neurological, and musculoskeletal disorders, chronic health conditions, and surgical procedures
• Why Medtronic and Apple? • Medtronic purchase 4,500 iPads for
employees in year one of the iPad launch; largest purchase for one company
• Primary purpose: provide an interactive platform to showcase companies products and therapies
http://www.apple.com/ipad/business/profiles/medtronic/
Medtronic App Store
Leverage Technology in Relevant Manner
• Incorporate a digital strategy into your marketing strategy where meaningful and relevant • Avoid a digital tactic because it’s cool and you can. Utilize where
appropriate so that it aligns to and optimizes your marketing strategy.
• “Mistakes are made. But, fundamentally, if you're sound, you eliminate as many mistakes as possible” – Wayne Gretzky
Medtronic ITB Therapy iPad Project
• App for sales reps to use in customer facing discussions • Goals
• Reduce costs by significantly reducing printed pieces • Improve efficiency and effectiveness of sales call • Improve overall productivity of sales organization
• iPad to address today’s challenges • MD time • Resources limitations (financial and human) • Version control
App Strategy – Contained Content
Content Organization
Library → Consultative Selling → Infographic Message Delivery
Additional Features • MY Binder – pre-call prep
• Shopping Cart/ Email – post call follow up
• Sync – allows for most up-to-date content “real time”
Lessons Learned
• Less is more • Effects download time • May prevent successful download
• Create enduring pieces • When the rep leaves, the iPad leaves • Where can customers find the pieces and programs
for their use
Lessons Learned
• Sales Training is critical • Assume the lowest common denominator • Create training materials that can be accessed 24/7
• Vendor Selection and Management • Frequent and consistent communication • Ask for references • Consider capability and capacity • Prioritize: Budget, Timeline, Quality
Consider this…
• What is the role of the sales rep in the future? • Information concierge
• Who will win in the competitive space? • Assume safety, therapeutic effectiveness and cost effectiveness at parity • Companies that make it easy to utilize their product
• Know your customer • 50% of MDs expected to own at iPad in 2012
• Is that your customer base? • Is this for clinical application or personal use?
• Suggest observational research • Treat your app like a product
• Only 5% of customers use apps 1 year post-launch • Keep it fresh, intriguing and valuable
• Expand imagination beyond today’s technology • “A good hockey player plays where the puck is. A great hockey player
plays where the puck is going to be.” – Wayne Gretzky
WD BOS.
WD SF.
GRAPHIS DESIGN ANNUAL 2011 PLATINUM AWARD
Identity Web/Mobile Photo Print Video Services Video
For more information: www.weymouthdesign.com/healthpad360