Fresh insights into what people with diabetes want

Richard WoodFounder, dQ&ADiabetesMine Innovation Summit November 2014

“74% of users surveyed are highly satisfied with the video experience on their phone”

Warning – market research data ahead!

Consumer/patient satisfaction can be highly cyclical, but still important to know where you stand at any given point in time.

Pens (12)

Meters (31)

Basal insulin (2)

Rapid-acting insulin (3)

GLP-1 therapies (3)

Infusion sets (9)

CGM (4)

Health apps (60)

Diabetes apps (13)

Pumps (7)

Meter software (14)

CGM software (6)

Pump software (9)

Insurance health portals (7)

Satisfaction: What do people think of what we do?Product & service satisfaction across 14 categories

50%of respondents highly satisfied

(number of products measured in brackets)

‘Best in class’ not good enough if:- other categories doing much

better- non-diabetes products/services

doing much better(Apple?Amazon?)

“Oh hi Diabetes.... ummm.... yes, I can fit you in between 11.30 and 12 on Wednesday. But I have a hard stop at 12 ...”

21%

54%

23%

15%

39%

42%

9%

43%

42%

Diabetes is Job #1in my life

I pay a lot ofattention to mydiabetes but it's

not the mostimportant thing in

my life

Diabetes is justone more thing in

my life to dealwith

T1 T2I T2NI

Real life intervenes...

What motivates you?

o Good numbers or scores as a concrete measure of your success.

o Concerns about complications if you don't manage your diabetes well.

o Good feelings you get when managing your diabetes successfully.

o Concerns about how poorly controlled diabetes might affect your relationships.

o Encouragement from your family, friends, doctor or diabetes educator.

Good numbers or scores as a concrete measure of your success

Concerns about complications if you don't manage your diabetes well

Good feelings you get when you are managing your diabetes well

Concerns about how poorly controlled diabetes might affect your relationships

Encouragement from your family, your friends, your doctor or your diabetes educator

11%

15%

17%

70%

57%

What motivates you?

Doctor

Who motivates you?People with...

Family/friends

Type 2 diabetes (n=3,600)Type 1 diabetes (n=1,300)

Family/friendsOther PWDs

Diabetes educator

Pharmacist

Other PWDsDoctorDiabetes educator

Pump Patient Support

Wait.. what about Facebook?

44% “not for me”

34% “informative”

28% “helpful”

8% “motivating”

18% “I’ve sent someone there”

12%

19%

29%

Look for/share infoabout diabetes

products

Connect with onlinegroups/other PWDs

Post about diabetescompanies

... and what about company

pages on Facebook?

What are people doing?

How about the social impact of diabetes?

No24%

Yes76%

73% 27%

At least half Few or none

38% 63%

No55%

Yes45%

Do your Facebook friends know you have diabetes?

What we say

What we do

Type 1 Type 2 taking insulin

Does diabetes in the USA come with social stigma attached?

What do you wish society knew about your diabetes?

“... my family would not try to monitor my food and exercise”

“... people knew how to help me when I’m hypoglycemic”

“... people knew we didn’t ask for this disease”

“… people knew how much it cost to buy strips, meters, lancets, medications, quality food choices”

“... my doctor recognized my efforts to manage my diabetes and respected my choices more”

“... people knew how dangerous it can be”

“... people knew that I’m doing fine”

“...a cure could be found”

“... I did not have to hide when I take insulin outside the house”

“... society understood that my diabetes is my business”

“... people did not equate diabetes with being fat or lazy”

“... people knew how diabetes wears me out”

I wish that...

How much data downloading are we seeing in the dQ&A Panel?

54%

19%

19%

7%

Pumps Not downloading

Check ups only

Monthly

> monthly

80%

7%

7%7%

Meters

39%

20%

26%

15%

CGM

What do people do with the data? – pump users

2%

5%

11%

18%

19%

20%

22%

Nothing

I send my information and wait for feedback

I send my information and get feedback

I change my diet or exercise

I adjust the amount of insulin I take, withoutconsulting my doctor

I save my information and bring it to office visits

I adjust my pump settings

What’s in the way? – top 5 barriers to more/smarter data use

Too many cables/connectionsneeded

Hard-to-use software

Stalls/crashes during download

Incompatibility with Applecomputers

Too much time needed for datadownloads

Who is giving feedback to diabetes companies and how?

27% were not on insulin

28% were on a pump

20% were on a pump and CGM

13% gave direct feedback in the last 6 months

Picked up the phone

Sent an email

Posted in a DOC

Posted in other social media

Talked face-to-face

Diabetes Online

Community24%

PCP, general purpose

pharmacy36%

Insurer/HMO portal51%

Diabetes Pharmacy

6%

21%

25%

38%

Motivates me to managediabetes better, makes iteasier, helps me get bettercare

Gives useful advice, helpsme cut costs

Makes renewingprescriptions easier, helpsme track costs

Who are PWDs in touch with? What’s working?

Motivation scores range from 5% to 37%

Restrict fewer drugs/treatments1 in 4

Better information/adviceCut my costsSupport/incentivize me1 in 6

Restrict fewer devicesProvide better service1 in

10Let me choose my pharmacyWork for a cureLeave me alone!

1 in

100

What do people with diabetes most want insurers to do?

How can apps help?% saying they are better than online portals

Overall 34%Renewals 40%Meds at right time (T2) 33%Advice & guidance 28% Motivation (T2) 39%

• 13% of people in the dQ&A Panel (n=5,000) have at least one diabetes app.

• 37% of those users say their diabetes app. is indispensable (“use it and could not do without it”), but...

• Most diabetes apps have more ex-users than users, and• 40% of type 1 users quit within 14 days.• Work to do... Top reason for quitting: “too much manual data input”.

Second reason: “not useful enough”.

What about apps for diabetes?

Common themes emerge when we test new concepts ....

• People are open to creative solutions, wary, but willing to accept personal tradeoffs

• Be prepared to prove yourself beyond clinical effectiveness

• How much effort is asked for? Every millisecond counts. (“press here, then repeat 600,000 times”)

• Diabetes is not everybody’s job #1. Maximize life, minimize diabetes

• Segments rule – no one-size-fits-all

• Think about your appeal to caregivers and your fit into real life

Thank you

Richard.wood@d-qa.com