Smartphones: Fertile Ground for Health Information

Interesting stats on smartphone usage - more below

Pew Internet and American Life Project finds half of smartphone owners use their devices to get health information.

The Pew Internet and American Life Project recently published results from the Mobile Health 2012 survey. The findings from this survey offer significant insights into how US consumers use their smartphones to access health information and health apps. These findings are evidence that life science companies have significant opportunities to provide value-added services and products that help patients improve their health.

Key findings from the Mobile Health 2012 survey include…

* 85% of US adults own a cell phone
  - 53% are smartphones

* 31% of cell phone users use their phone to search for health information
  - In 2010 only 17% of cell phone users used their phones to search for health information
  - 52% of smartphone owners access health information via their smartphone

* 19% of smartphone owners have at least one health app on their phone
  - Exercise, diet, and weight apps are the most popular

* 9% of cell phone owners receive text updates and alerts about their health or medical issues
  - 80% of cell phone owners send and receive text messages

*  Those most likely to have signed up for health text alerts...
  - Women between the ages of 30 and 64
  - Smartphone owners

* Those most likely to use cell phones to search for health information…
  - Caregivers
  - Those who recently faced a medical crisis
  - Those who recently experienced a significant change in their physical health

Clearly adults in the US are more often using their cell phones and smartphones to manage their health, and use is growing at a moderate pace. As the life science industry continues to focus on patient outcomes, with an emphasis on adherence and compliance, there are opportunities for life science companies to provide mobile healthcare apps and services that provide significant value to patients, healthcare providers, and payers.

Key areas to consider when planning mobile health initiatives …

Mobile health sites and apps can have a significant impact; however, these are just two components of a potential solution. There are new technologies, such as telehealth devices that are powerful tools or capturing and sharing information between patients and healthcare providers. Additionally, don’t overlook the importance of educational websites and nurse educator programs that provide 24/7 assistance to answer patient questions.

At Tunstall AMAC we are focused on helping build and maintain relationships with patients, caregivers, and healthcare providers to drive awareness and knowledge, support patient adherence, and empower patients to take charge of their health. We offer a wide-variety of personal emergency response and telehealth devices that can be used in the home-setting, and we provide 24/7 monitoring and click-to-chat support services to provide support, information, and educational materials to patients, providers, and payers.

I’d like to hear your thoughts on mobile health information. Is this something you’re doing or considering as a value-added service? Please share your questions and comments, and let’s all learn from each other.

Industry Insights: Sales Forces Shift to Customized Approaches to Smaller Audiences

PharmaVOICE Year in Preview

The latest issue of PharmaVOICE magazine is available and it focuses on the key issues likely to challenge the industry in 2013. The issue provides insights from more than 150 executives with experiences that span the development continuum from clinical, research and development, regulatory, to sales, marketing, and global issues.

I contributed to the section titled “Sales of the Future: New Tools, New Roles, and New Strategies”, and shared insights on the evolving life sciences sales model. In the near future, sales representatives will focus on a smaller number of customers, and will be hyper-focused on meeting customers’ needs and providing value. The PharmaVOICE article provides insights into how the role of sales representatives will change as these new models are implemented.

As new models are implemented, sales activities to lower priority audiences and prospects will require different approaches. An efficient and impactful alternative is to use teledetailing representatives to reach out to and develop relationships with these audiences.

Additionally, new options for administrative support for healthcare providers and field-based representatives will be implemented. In the future, sales teams will focus on building relationships and providing value-added consulting services to healthcare providers and health systems. Handling administrative issues is important, yet time-consuming. These activities can be cost-effectively handled through telesales representatives.

Check out the November/December 2012 issue of PharmaVOICE for insights into how the role of sales representatives will evolve as new sales models are implemented.

I’d like to hear your thoughts and ideas on how sales models are changing. Do you agree with the opinions included in the PharmaVOICE article? Is your company moving towards implementing these changes? If so, please share some of the challenges you are encountering.
Here is a link to a white paper on this topic.
Shifting Pharma Sales Models to Focus on Providing Value