Amos Adler M.Sc.President & Co-Founder

Twitter: @memotext1877.MEMO.TXT

TRUSTED INNOVATIONS IN PATIENT ADHERENCE

Health Informatics University of TorontoGuest Lecture 2015

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Biometrics• Wearables• EMR

Claims & Refill Data

Patient Self-Report• Understanding• Behavior• QOL

Improving the bottom line for healthcare stakeholders with validated, evidence-based personalized adherence communications.

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How did we get here?

We are here

MEMOTEXT Top 10

1. Pain, more pain2. Methodological approach (not

features)3. Balance science with

commercialism4. Design oriented thinking5. Pivot as needed6. Get involved! Academic

partnerships, grants, accelerators7. Data, data and more data.8. Cash-flow management9. 3 Rs Recruitment, Recruitment,

Recruitment10. Figure out who’s paying?

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Started as a reminder app, pivoted to SASS (algorithm) engine

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Case Study - #nochangemgmt

Case study: End-Stage Renal Disease Text & IVR Support – Client Pharma Manufacturer

#Fail + Change Management = Success

- Evidence based-driven project- Proxy input not enough- Language barriers- Nomenclature barriers- Content is king- Stakeholders parachuted in saved the day

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Analyze

•Stakeholder input (CATWOE)

•Meta-Analysis•Study design

Design

•Requirements •Data Integration•Segmentation

Deploy

•Measure•Pivot?

Methodologyadded

You are Competing for mind-share:

- Professional Marketing- Overwhelmed and overloaded by

apps, iTunes- Natural resistance

No silver bullet – just plain old hard work

What works:• Distribute and situate recruitment

• multipoint/multichannel• Cross-organizational buy-in

• front-line champions• Internal communications rigour

• Measure, monitor, adapt• Time to measure results• Ability to iterate• Stakeholder Communications Planning

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Critical success factors in system success

Change Management

• Stakeholder input from outset provides• Gauge as to interest and stakeholder/HCP/front-line engagement• Opportunity to identify champions• Opportunity to create champions• Opportunity to identify where clinical guidelines ≠ real-life• Gap identification

• Create more buy-in• Workflow points of contention

• Change management also highlights liability to be mitigated

• Patient’s are hungry for tools and hungry to provide input but…• Patient’s are also very defensive • Test persuasive language, recruitment tactics

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Bad Design

Although…

“Most technology needs to go to finishing school”- David Rose

The biggest challenge is: Behavior Change Ground ZERO

RECRUITMENT/ADOPTIONWe Want YOU to:- Comply- Download our app- Like our page- Sign up to our program- Buy more stuff - Give us your data - Admit that you need help!

Lessons learned

1:5 recruitment ratio by Physican/Clinician

1:20 recruitment ratio by Pharmacist

RECRUITMENT/ADOPTION hierarchy

“I think you should consider this support program - try it out ”

Perceived as medical advice by the patient

“I think you should consider this support program - try it out ”

Perceived as “what are you trying to sell me?”

Despite best efforts to enrol patients in mobile/text programs, patients get defensive when approached.

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Parting thoughts

• Identify and prioritize stakeholder input early and often

• Data, data and more data• Everyone is different and people change ~

technology should adapt to patient needs.• Understand your audience (business vs.

science)• Don’t take attacks on product and study

design personally• Innovation resiliency

The holy trinity of the health IT business

• Efficacy of intervention = 1/3rd • Workflow integration = 1/3rd • Who’s paying? 1/3rd

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