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INNOVATION IN HEALTH

Hello!

Ritesh Patel Chief Digital Officer

Ogilvy Health & Wellness

Thomas Crampton Global Consulting Principal, Marketing Transformation

OgilvyRED

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TRENDS FOR 2018

•Mobile

•Connected devices

•Artificial Intelligence and Machine Learning

•AR and VR

•Voice & Chat

•Telehealth

•Blockchain5

Mobile at the center

The Mobile Phone is the FIRST INTERNET of THINGS device for everyone

Sensors – Smart - Powerful and …..Connected

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Frictionless Insights

Patient-Provider Connection

Transparency

Telehealth

Patient Scheduling

AskMD

Health Trackers

RealAge Test

Programs

Email Engagement

Dynamic Profile

Personalized Content

Medical Records

Prescription Apps

Brain Health

Patients and Mobile

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HCP’s and Mobile

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FIGURE 1Crowdsourcing Knowledge and Expertise

ADD ONS AND MOBILE

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DATA AND MOBILE

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Invented in 2013 – approved by the FDA in 2015

MOBILE PARTNERSHIPS

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CONNECTED DEVICES• Connected devices that will talk to each other and enable not only the

delivery of care but, from the data these devices will generate, enable precision medicine.

• Connected devices in the hospital will generate data for marketers and medical to better understand the patient and programs for patients and adherence

• Real time messaging at moment in time to devices based on data and location

• Consumer data for better outcomes and adherence via patient assistance programs that are tailored based on individuals and their data

• Collection of RWE data from sensors and wearables enabling transparency in market access and drug pricing

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14

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DELIVERY SYSTEMS ARE BEING CONNECTED

App is regulated medical device software that connects to an autoinjector via Bluetooth and USB, syncing data to the cloud

System is the result of a journey from marketing project in 2009 (the first branded app for patients available in the Apple App Store) to CE mark, regulatory approval, and global rollout starting in 2016

COMPLIANCE DATA

INTERVENTION

PATCHES & SENSORS

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CLINICAL TRIALS

CLINICAL TRIALS

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AI & MACHINE LEARNING• We have the ability to use massive computing power to crunch data and finally

achieve the dream of machine learning to power artificial intelligence.

• Clinical trial design and drug discovery will change rapidly as this computing power is applied to vast amounts of structured and unstructured data

• Imaging systems will not require humans to interact with. Radiologists will be replaced by machines

• The ability to predict behavior as well as disease prevalence will enable a change in the way we forecast our business

• Married with natural language processing, adherence programs, support and sales will move from delivery by humans to delivery by machines and bots

• Predictive modeling for all areas of marketing by using AI to predict ROI on spend by channel and media will become prevalent in 3-5 years

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DEEP 6 AIUsing artificial intelligence on medical records, Deep 6 AI finds more, better-matched patients

for clinical trials in minutes, not months, getting life-saving cures to patients more

quickly. 

P R O V I D E R S PH A R M A CR O s P A T I E N T S

DEEP 6 AI IN ACTION

Study 2: SGN-LIV1A in Breast Cancer Patients

MD referrals/IT queries

23 patients 6 months 8 patients 4+ months

AI 58 patients 8 minutes 52

patients33

minutes

Study 1: Non-Small Cell Lung Cancer Biomarker

BABYLON HEALTH• Raised $60m in April 2017

• Partnership with NHS

• Telemedicine capabilities to reduce the burden on the NHS111 service reducing consultation costs by 80%

• Integrated AI Diagnosis tool with Machine learning

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ZEBRA MEDICAL

This is what breast cancer looks like to AI

It has been color-coded to make it easier for a self-teaching neural network to identify breast cancer.

Zebra Medical claims to have been able to detect cancerous cells with 91 per cent accuracy.

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AR & VR• With the launch of the Apple VR SDK as well as on the heels of the popular

pokeman Go, AR is becoming mainstream and consumers are finally engaging with AR. Virtual Reality becoming mainstream in medical education and immersive training and learning

• HCPs will use AR to augment medical procedures, showcase MOA and treatment pathways to to patients

• Patients will use AR to understand how the medicine they are prescribed works and impacts their health

• HCP’s will learn using VR devices such as the Microsoft Hololens and 3D VR hardware like Zspace, changing how we create content and deploy it for education purposes

• Patients will use VR to understand how medicine works, explore worlds and environments to help with better outcomes and engage with their care team

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A/R PACKAGING

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A/R FOR PATIENT ENGAGEMENT

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Alder Hey Children’s Hospital in Liverpool

V/R FOR SALES

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MIXED REALITY FOR EDUCATION

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VR for Data Visualization

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V/R FOR PATIENT ENGAGEMENT

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VOICE & CHAT• The 3rd generation of human computer interaction is being enabled by machine

learning and natural language processing. Voice interaction is the norm on mobile phones with the likes of Siri and OK Google. With the advent of the Amazon Alexa device we are seeing the next generation of voice activation in the consumer space.

• On demand service at the moment it is required for HCP’s using Voice Systems will become the norm

• Patients will use voice activated systems to track things, log things and get help

• Patient support programs will use a combination of voice activated systems, combined with BOTS to provide the vast majority of services patients will need

• Humans will be replaced with machines that will learn and understand and carry out mundane tasks that are currently provided by armies of call center and MSL folks

• New Voice User Interface design, anthropology, human behavior, machine learning and NLP skills will be required for this brave new world

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VOICE WILL GROW SUBSTANTIALLY

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Voice Adoption Is Strong Over a third of consumers in the US use digital assistants weekly. This is equivalent to Netflix’s adoption level.

Source: Ovum Digital Consumer Insights 2017

Communicating With Enterprise By 2020 consumers will manage 85% of their relationship with enterprises without interacting with a human

Source: Gartner

Voice Search Mandatory By 2020, 50% of searches will be done completely via voice

Source: ComScore

Echo Plus

Echo Dot Echo Spot

Echo Show

ALEXA available today on arange of Amazon and a growing list of 3 rd party devices

Echo

Fire TV

ecommerce

“Alexa, ask Starbucks to reorder my coffee”

informational

“Alexa, ask Tide how to remove coffee stains”

gaming & entertainment

“Alexa, tell Dunkirk I’m ready to play”

branded experience

“Alexa, tell Johnnie Walker I’m ready for a

guided taste test”

PATIENT SUPPORT PROGRAM

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Proprietary + Confidential37

INTRODUCING GOOGLE ASSISTANT

VOICE IS RISING

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navigate home Search term

call mom Search term

call dad Search term

Sample voice-based query growth

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AVAILABLE EVERYWHERE

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Deliver seamless experience across 100M+ devices

AS YOUR NURSE

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AS YOUR PERSONAL DOCTOR

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AS YOUR PSYCHIATRIST

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PROVIDING QUICK DIAGNOSIS

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Telehealth and remote monitoring•Telehealth systems will become sophisticated and enable the delivery of care to the most remote parts of the world

•On demand access to specialists for remote areas of the world

•Ability to provide patient support to a larger population by using remote monitoring impacting adherence

•Delivery of educational materials to remote HCP’s via telehealth systems and connectivity with specialists

•Ability to bring clinical trials to remote parts of the world

•New content, capability and KOL management skills will be required

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AT HOME

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AT THE PHARMACY

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AT THE HOSPITAL

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BLOCKCHAIN• Blockchain will enable the creation of a private and secure data exchange

capability for patients, payers and HCP’s

• Enable the ability to exchange secure data efficiently and remove silos of data for marketers to access

• Enable infrastructure for collecting clinical trial data from participants for RWE and end point

• Provide a new capability for management of private data with HIPAA compliance

• Blockchain will create an environment of trust with health data and provide the ability to collect and manage data for marketing, clinical and medical purposes

• New data science capabilities and data lake capabilities will be required for Clinical and commercial business units

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AID AND FOOD

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HEALTHCARE

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GemBlockchain application platform for enterprises. For example, its first partner is Philips Blockchain Lab, a research center on Blockchain who is exploring the uses of Blockchain technology in clinical trials.

Blockchain security company, seeking to register every update and access to healthcare records in the Blockchain. They signed a deal with the Estonian e-Health Authority to secure the country’s health records, and created a network that can be used by patients, providers, private companies or the government to access information in a safe way.

Australian Blockchain company that built a platform CyphMD’s to improve and facilitate data sharing using smart contracts on the Ethereum Blockchain. Improved data sharing will influence the accuracy of the diagnosis and reduce the potential for common clinical errors.

Platform that helps manage medical records using Ethereum Blockchain. It was created by MIT graduates with the goal to give patients the control over their health data. Their prototype gives patients one-stop-shop access to their medical history across multiple providers.

Blockchain application company operating out of San Francisco seeking to revolutionize the relationship between medical researchers and users, so users can share their medical data while maintaining control.

Guardtime

Brontech

MedRec

Blockchain Health Co.

HEALTHCARE

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PokitdokPlatform company offering 5 types of solutions: clearinghouse (X12), private label marketplace, scheduling, identity management and payment optimization to improve communication among the medical community and reduce the inefficiency of the healthcare system.

Help insurance companies use the Blockchain for their record keeping, so that all parties involved are able to easily verify the accuracy of the claims and further increase efficiency in medical billing processes. They signed a deal with US health data software provider to imprint their documents on the Blockchain to guarantee authenticity of sequence of events.

French startup looking to improve the major issue of lack of transparency and trust panning from data falsification in pharmaceutical clinical trials. For example of 137 clinical trials it investigated during a study, 67 found outcomes they weren’t expecting, and only 9 reported their results properly.

Global Blockchain platform company looking to solve problems in several industries. The startup partnered with Philips Healthcare to work on the possible applications of Blockchain technology to improve the healthcare industry.

French startup using blockchain-based technologies to fight drug counterfeiting. Blockchain can improve drug traceability, allow participants in the supply chain interact easily and alert the labs of fake drugs.

Factom

Stratumn

Tierion

Blockpharma

E-ESTONIA

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Questions?

Ritesh Patel Chief Digital Officer

Ogilvy Health & Wellness

Thomas Crampton Global Consulting Principal, Marketing Transformation

OgilvyRED