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IT & Communication


Health 2.0 has the ability to:


Drive new market insights Improve disease management Penetrate new markets


navigating the healthcare system and could be key partners in kick- starting a Health 2.0 strategy. The Kru report shows that POLs with unbranded websites have a greater number of followers when compared to branded websites.4


Physicians Embrace Health 2.0 with Patients and Peers Physicians are embracing social media primarily to access real-time data and gain peer support on patient care. Studies show that 78 percent of physicians in the U.S. use digital media to gather information on medi- cine and 18 percent use the Internet during patient consultation.5


Through


online communities like Sermo and MedScape, healthcare professionals


can generate real-time discussions and share information across geogra- phies and medical specialties.


Payers Leverage Health 2.0 to Improve Revenue and Contain Costs Payers view Health 2.0 as an opportu- nity to improve revenue generation by offering better products and services to their customers and to contain costs by managing care and reimbursement more efficiently (see Figure 3).


health 2.0: a World of Opportunities for Life Sciences Companies For life sciences companies, the true value of Health 2.0 lies beyond tradi- tional marketing and branding.


The Impact of Health 2.0 on the Product Life Cycle Integration of Health 2.0 can improve overall sales across the product life cycle (see Figure 4). Using social media to shorten the R&D cycle by driving market insights can help bring products to the market sooner and with better functionality. Social media increases awareness which compress- es the adoption curve. With improved disease management using Health 2.0 tools, patients remain compliant long- er, resulting in longer maturity and slower decline phases. Health 2.0 can increase the adop-


tion rate and extend the product life cycle of new drugs, which is impor- tant for the success of these drugs, especially for niche drugs or chronic diseases. In Capgemini Consulting’s opinion, social media has the poten- tial to generate a significant positive impact across the product life cycle. Case in Point: Physician Benefits The American Heart Associa-


tion (AHA) and American College of Cardiology (ACC)’s Pinnacle registry helps cardiology practices provide physicians guidance on managing their patients’ risk factors. Using data from its computerized medical record system to measure performance across targets (e.g., patient cholesterol levels), physicians within a specific practice were able to help their patients hit their goals, shifting from 70 percent to 90 percent compliance.


Gaining Market Insight The Internet offers a source of new insights for the life sciences industry. Dedicated social communities provide life sciences companies the opportu- nity to gain depth of knowledge about a specific disease. This insight can help throughout the product life cycle,


22 INSIGHT ON


HOSPITAL & HEALTHCARE MANAGEMENT Vol. 1 Issue 2 August 2011


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