strategies to succeed in a changing healthcare market · revenue #9#9 2014 #10 #8 #7 #6 #5 #4 #3 #2...
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STRATEGIES TO SUCCEED IN A CHANGING HEALTHCARE MARKET
DR LIZZIE TUCKEY DECEMBER 2014@Drlizziet
3rdannual
biggestindustrial sector
in the UK
9th biggest
pharmamarket
£50billion
Contributingover 6%
to GDP
REVENUE
#9 2014#9
#10
#8
#7
#6
#5
#4
#3
#2
#1
#5 2005
IP income
UK
US
per Million US GERD
$2,500
$6,000
HOW CAN WE SUCCEED AS
PHARMA BUSINESSES?
WHAT DOES THIS MEAN FOR THE INDUSTRY?
WHAT ARE THE DRIVERS FOR CHANGE?
WHAT ARE THE DRIVERS FOR CHANGE?
DEMOGRAPHICS GLOBALISATION CONSUMER ACTIVATED/ORIENTATED
WHAT DOES THIS MEAN?
TYPES OF TREATMENT
LIFESTYLE DISEASES
MORE FOR LESS
DRIVER FOR CHANGE
Age
Population millions
80
0
20
40
60MAJORITY OF TREATMENTS
CURRENT STATE:
MORE PREVENTATIVE TREATMENTS
FUTURE STATE:
DEMOGRAPHICS
DEMOGRAPHICSHOW TO SUCCEED IN THE MARKET PLACE
NICHE TREATMENTS
LIFESTYLE TREATMENTS
Age
% population on medical treatments
30
60
TWO OPPORTUNITIES:
DEMOGRAPHICS
AS A WAY OF TREATING LIFESTYLE RELATED DISEASES
BEHAVIOURAL MODIFICATION&
HOW TO SUCCEED IN THE MARKET PLACE
WHAT DOES THIS MEAN?
Life sciences is a global marketHistorically it has interacted with local & regional healthcare systems/providers
Now healthcare systems/providers are moving towards ‘globalising’ standards of care
OPPORTUNITIESTO SHAPE THE
DIRECTION
GLOBALENGAGEMENT
GLOBALTREATMENT PATHWAYS
DRIVER FOR CHANGEGLOBALISATION
WE NEED TO MOVE FROM A… PRODUCT PUSH ONLY MARKET
TO A: SERVICE-ORIENTATED MODEL
WHAT DOES THIS ACTUALLY MEAN?
HOW TO SUCCEED IN THE MARKET PLACE GLOBALISATION
ADDING VALUE ACROSS THE CARE PATHWAY
PREVENTIONDISEASEAWARENESS DIAGNOSIS TREATMENT FOLLOW-UP
PRIMARY CARE SECONDARY CARE
The remaining (90%) is spent on the rest of the care pathway
Only (5-10%) of the healthcare budget
is spent on drug treatments
WHAT IT MEANSGLOBALISATION
HIV CARE: ADDING VALUE ACROSS THE CARE PATHWAY
This will ultimately involve investing beyond the treatment step in a care pathway
WHAT IT MEANSGLOBALISATION
PREVENTIONDISEASEAWARENESS DIAGNOSIS TREATMENT FOLLOW-UP
PRIMARY CARE SECONDARY CARE
For $40,000 we will deliver a patient one symptom-free year of life with:● A higher CD4 count ● A lower viral load● Reduced side effects ● Earlier diagnosis
WHAT DOES THIS MEAN?
Size of self management market = $2.9 bn CAGR 7%
Mobile healthcare app market = $25 bn
70% of patients consult online
DRIVER FOR CHANGECONSUMER ACTIVATED/ORIENTATED
CHANGE IN DIALOGUE BETWEEN PHARMA & CUSTOMER
DIFFERENT FOCUS OF MARKETING SPEND
NEED TO BECOME MORE PATIENT-CENTRIC
THE POTENTIAL IS
HUGE
90% of the world’stotal data has been created within the last 2 years
2014201320122011201020092008
IBM
Eric Schmidt, Google
2.5EXABYTES of data are generated every 24 hours
Enough data to fill
iphones156million
THE DATADELUGE
PEOPLE INTERNAL
INTERACTION
EXTERNAL
INTERACTIONS
POPU
LATI
ON
TO
PER
SON
AL
HUGE DATA ON
SMALL # OF PEOPLE
LARGE DATA ON
LARGE # OF PEOPLE
SMALL DATA ON HUGE # OF PEOPLE
one
thousands
millions
molecular
cellular
bodily
microbial
local
global
BUT THIS HAS CONSEQUENCES:
87% of people in the US can be identified by a combination of 3 facts:
AGE ZIP CODE SEX
NO ANONYMITY
TO GET INSIGHTS
WE NEED TO ASK THE RIGHT QUESTIONS OF DATA
How can we identify new therapeutic
targets more quickly and effectively?
How can we better prevent
chronic conditions?
How can we identify patients with a high risk
profile for certain diseases before they present
with symptoms?
What are the best care pathways to manage
patients with different combinations of
multiple co-morbidities?
Which factors influence patients’ adherence to
healthcare interventions or advice and reduce
wastage?
What is the best way to model the
relative impacts of different
healthcare interventions?
How can we better identify and
segment patients appropriately for
clinical trials?
How can data support better
adherence to national and local
guidance, such as NICE recommended
pathways
USING DATA TO ENHANCE THE HEALTHCARE PATHWAY
DIAGNOSIS &PREVENTION HEALTH OUTCOMES
COMMON TODAYPopulation
segmentationUptake metrics Quality assurance frameworks
POSSIBLETODAY
Retrospective real world evidence of optimised medicines usage
Linking medicineuse to clinical outcomes
Self-tracking for clinical data generation
POSSIBLE IN THE FUTURE
Behavioural lifestyle modification ‘One-off’ treatments for care
Personalisedtreatments
TREATMENT
DISCOVERY
MANUFACTURING, SUPPLY &
DISTRIBUTIONDEVELOPMENTSALES &
MARKETING
COMMON TODAY
Epidemiological analysis Trial design & analysis Computerised prescribing
Red army qualitative
POSSIBLETODAY
Genomic analysis ‘Real world data’ studies
Unique identifier on each pack
Customer focused comparative analytics
POSSIBLE IN THE FUTURE
Virtual drug design Automated stratification Enhanced counterfeit prevention
Efficiency and tailored targets
USING DATA ACROSS THE LIFE SCIENCES PATHWAY
Prevention
www.breakdengue.org
SOCIAL MEDIA PLATFORM
BREAK DENGUE PLATFORM
SANOFI teamed up with BAYER invested in this platform that connects SM teams on Dengue
globally, increasing patient understanding of the disease
Prevention
SANOFI teamed up with BAYER invested in a platform that connects SM teams on Dengue
globally, increasing patient understanding of the disease
BREAK DENGUE PLATFORMSOCIAL MEDIA PLATFORM
GAMIFICATIONIn 2013, BOEHRINGER INGELHEIM and ELI LILLY & COMPANY bought an educational digital game for type 2 diabetes called ‘Complications Combat’.
The game is designed to raise awareness of the many complications associated with
type 2 diabetes.
APP TECHNOLOGY
P8C MSG: Be sure to take your pain drugs as directed, and tell your doctor how they are working.
P8C MSG: A good diet will help maintain weight.
CHEMO COMPLIANCE
SANOFI has teamed up with MOBILE
COMMUNICATIONS, a mobile strategy and
software company, and the PROSTATE CANCER
FOUNDATION (PCF) to introduce a text
message based compliance & adherence
programme.
Claims to improve compliance by 6%.
MOBILE TECHNOLOGY
SMART PILLIn 2012, the US FDA approved PROTEUS DIGITAL HEALTH‘S ingestible biosensor ‘smart
pill’ system, Helius, which broadcasts vital data such as heart rate, body temperature etc. to a
smartphone app. NOVARTIS invested US$24m to test this technology on a drug to prevent
post-transplant organ rejection.
85BPM
SMART DEVICES
IMPROVING OUTCOMES THROUGH QUALITY
METHODS
STETHOSCOPE
is an insights company
that uses defined
quality metrics and
measures hospital
performance against
UK average. This data
is available to providers
and consumers.
MRSA BACTERAEMIA 12.3 11.6
PATIENT SAFETY
INCIDENTS8.66 7.50!
PRESSURE ULCERS 0.6 1.07
MEDICATION
ERRORS15.9 8.18!
VALUE/MEAN CHART TREND
DATA INSIGHTS
MERCK MD ( S ) formed a partnership with MCCBA A I HELTHCRE ER CEA A S VI S, who have collected electronic health records of 2 million patients for the last 10 years.
Their goal is to analyse patient data to understand and extract insight about
patient outcomes, unmet medical needs and diseases, to help design more
relevant treatments.
ELECTRONIC PATIENT
RECORD
Briggs, Mike
Brigson, Julia
PERSONALISING
TREATMENTS
IBM and UCB have created a shared database of epilepsy patient
data and scientific data.
They will use this data to make r t v m lp edic i e ode s that can inform treatment schedules alongside clinical assessment and which
allow the development of ’specific’ care pathways aligned to
individual patients.
1
2
3
LINKING DATA SOURCES
WHAT IS THE FUTURE?
IN 2020, THERE WILL BE
200 BILLION DEVICES IN USE.
EST. $3.6-3.7 BILLION MARKET.
HEALTHCARE &
SELF-MONITORING
DATA, ANALYSIS & INSIGHT
PARTNERSHIPS
ADDING VALUE ACROSS THE CARE PATHWAY
CONTACT USDR LIZZIE TUCKEY @Drlizziet
+44 (0)7710 835826 ● [email protected]
PREVENTIONDISEASEAWARENESS DIAGNOSIS TREATMENT FOLLOW-UP
PRIMARY CARE SECONDARY CARE
Bio Business Conference 11th December 2014
Thank You
Dr Lizzie TuckeyLife Sciences & Healthcare