Digital advance in the patient journey

Breakthrough
innovation from
Doctors 2.0 &You
Conference 2014
Paris, 5 - 6 June 2014

Content
HOW TECHNOLOGIES, WEB 2.0 TOOLS,
APPS, SOCIAL MEDIA ARE CHANGING THE
RELATIONSHIPS OF PHYSICIANS, PATIENTS,
PAYERS AND INDUSTRY STAKEHOLDERS
01 Let’s talk about life-changing digital
innovation in healthcare
05 Start-up pithces at Doctors 2.0 & You
07 Evaluating connected health and the
quantified self
08 Insights: is digital disrupting or
empowering the practice of medicine?
10 Digital advance in the patient journey
13
Denise Silber shares insight on how healthcare
is reshaping itself to fit digital progress
Connected
DOCTORS 2.0TM
& YOU PARIS, 5—6 JUNE 2014
02
Keep updated with all the news about the
global health social network in healthcare
4th
EDITION

The report has been written by
Nadia Ceratto, PhD.
Pathologist and Geneticist | Storyteller in
medicine and science-valorization of
research outcomes. A multidisciplinary
approach of medical research & public
health | ESOF2014 EU Commission PR,
Press & Communication
accredited - Responsible Science in and
for Society.
Social media platforms can
improve care by bringing together
all the actors and stakeholders in
healthcare. Through the internet
and events like Doctors 2.0 & You,
progress can be facilitated by
breaking down formal hierarchies
whilst creating a more connected
community where new and creative
marketing solutions can meet
patients’ needs in light of the spirit
of “Health 2.0 as co-creation” in a
society where healthcare providers
are better trained to support health
literate patients.
Social media is one of the better
tools to lead the creation of
participatory medicine. It stimulates
scientists to embrace collaboration
earlier during discovery and
dissemination of research
Roberto Ascione
outcomes towards a more
patient-centric healthcare - where
recent telemedicine and online
education are contributing to the
development of an integrated
multi-stakeholder engagement fed
by patient-delivered information.
We hope you will be inspired by our
conference report. Our aim is to
motivate a broad community to get
engaged with new multi-discipline
conversations around how
technologies can transform
healthcare.
Let’s talk about life-changing digital innovation in
healthcare
DOCTORS 2.0TM
& YOU PARIS, 5—6 JUNE 2014 01
President of Razorfish
Healthware, Roberto is a
digital entrepreneur,
pioneering the development
of digital technologies in
healthcare.

Interview with Denise Silber,
organiser at Doctors 2.0 & You.
Q: “Congratulations for the
success of Doctors 2.0, a true
learning legacy and wonderful
venue to catch up with current
digital research in the ever
changing area of healthcare and
medicine. How does it help you
to grow your community and
what is it changing in your event
Doctors 2.0 & You - 4th edition?”.
A: “The community grows through
a variety of means: our content
attracts people looking for these
subjects; there is direct word of
mouth from people who attend or
know us; information spreads
through social media which is
activated at every level; and, our
media partners help connect us to
their followers".
Q: “Technology is a great
enabler and its deﬁning factor is
"impact". What do you think are
the most impactful approaches
in healthcare nowadays?”.
A: “The most impactful technology
approaches are those that are
based on finding a solution to a
real-life problem or need
experienced by the patient and or
her physician. We are seeing an
increasing trend in innovations
coming directly from patients and
physicians. The more integrated
and complete these solutions
are, the more efficient they are.
Specific examples of recent
innovations are: mobile apps and
accessories to smartphones;
sharing of medical images; use of
gamification in chronic diseases.
Of course online communities and
a lot of social media is very
impactful - being amongst the
"early" digital health collaborative
tools. And now, we are looking to
the results of "sensors" as the next
wave of impactful tools, making
health and medicine "at a distance"
a reality”.
DOCTORS 2.0TM
Founder at Doctors 2.0 &
You and at Basil Strategies.
President at Assocation pour
la Qualite’ de l’Internet
Santé, Denise is a Digital
Health expert and
Healthcare Social Media
Influencer.
Denise Silber
Denise Silber shares insight on how healthcare is
reshaping itself to fit digital progress

Q: “In terms of quality of life and
best practice can you suggest
any examples of innovative
solutions in healthcare that
could empower doctors towards
delivering a more personalised
medicine in their employment of
innovative solutions in
medicine?”.
A: “Doctors can empower
themselves and their patients by
promoting the use of personalized
mobile applications and relevant
social media and by working with
their patients at a distance”.
Q: “How would you comment on
the sentence, “Quality control of
medical apps… There's no App
for that".
A: “The subject around the quality
of medical apps is still in its early
days. There is bad news and good
news. Bad news is that there is no
overall quality control system. No
minimum standard that has to be
reached.
The good news is that a lot of apps
are not used, so bad quality
doesn’t matter….But More
seriously, yes, some researchers
have shown that apps often are
redundant, incomplete, not
updated, not secure. However, we
did present some apps that are
relevant and good. The Hospitality
App presented by Dr Marlies
Schijvens from University of
Amsterdam Medical Center is an
award-winning app to facilitate
hospital visits for elderly patients. A
simple idea of visualizing
information for the patients and
DOCTORS 2.0TM
& YOU PARIS 5—6 JUNE 2014DOCTORS 2.0TM

physicians and that is available for
all Dutch hospitals. A French
physician, Dr Didier Mennecier
presented an app for showing
gastro-enterology examinations to
patients. Many sites are now used
in mobile form...for example
combining geo-location and
evaluation services for medical
providers”..
Q: “What do you think about the
need to re-design individual
health control by around the
quantiﬁed self?”.
A: “Is quantified self re-designing
individual health control? Yes! It is
giving people the possibility of
adapting their life style, based on
real data. The iHealth Challenge
with the Activity Tracker that our
partner gave to participants really
demonstrated that to the users”.
DOCTORS 2.0TM

One of the seven start-up finalists
and winner of the Doctors 2.0 &
You start-up contest, Medivizor
(1) (CEO Tal Givoly), proved itself as
a reliable health information and
education service that allows
patients, relatives or any individual
to find relevant health information.
Following a test phase with a small
number of diseases like diabetes,
colorectal cancer, prostate cancer
and breast cancer, it has expanded
its personalised information service
to include more than 400 medical
conditions. Through a personal
health management app developed
by Healthspek (2) it offers
summaries of medical
breakthroughs and research,
relevant clinical trials, guidelines
and evidence-based lifestyle
advice.
Start-up pitches at Doctors 2.0 &You
DOCTORS 2.0TM

Jan Loh's, CEO of Medexo (3),
explained a high-quality second
opinion website-based platform
service for patients based on an
advisory council consisting of 23
renowned specialists ranging from
orthopaedics to cardiology and
dermatology. Major aim: making it
much easier for patients to obtain a
second medical expert opinion
before being operated. Last May,
Medexo won the 2014 German
eHealth innovation award.
Meanwhile, InsightMedi founder
and CEO Gonzalo Mora took the
audience through its free
photo-sharing App for the
healthcare community enabling
sharing of medical images across
the world and stimulating
connections between its users (4).
Clear advantages include second
opinion requests and the
comparison of medical cases.
InsightMedi is of particular interest
to healthcare providers, health
insurances, health businesses and
medical students.
Thereafter, Umanlife, presented by
Cyril Grospiron, is all about health
and wellness applications for
people who wish to actively
manage their health on a daily
basis (5). Based on the applications
chosen the user can work on
tailor-made health prevention
(smoking, running, walking,
sleeping pattern etc). Umanlife also
allows tracking one's medical
appointments and sells health
applications to fully explore the
quickly growing quantified-self
continuum.
DOCTORS 2.0TM

'personalised' health and fitness
goals.
What’s the concept behind the
vision of “DATA FOR GOOD”?
U. Diegel, president of iHealthLabs
Europe, musician and holder of
several patents in cardiovascular
diagnostics, explained: “The
consumers in the USA are keen
now to share their health data to
permit a better relationship with
physicians and boost medical
research. iHealth started a
collaborative project with the
American Heart Association (AHA)
and thanks to the interest shown
by a number of parties - in the
integrated healthcare system -
entrepreneurs, patients,
professionals and healthcare
institutions there is a willingness to
collaborate to find new solutions for
a healthy lifestyle”. The motto in
this case is “The future is good.
Let’s build it together!"
Evaluating connected health and the
quantified self
The rapid pace of scientific and
technological discoveries
constantly face the ever evolving
problem of demographic, societal
challenges and increasing
incidence of chronic diseases, thus
highlighting the need to boost
health prevention strategies.
One of the top players in this arena
is iHealthLabs (6), a platform
designed to translate app-delivered
body measurements into useful
health prevention in a format for
smartphones and tablets.
It presented the MyVitals app that
helps manage your personal health
whenever you move. It measures
many vital parameters (weight, BMI
heart rate, pulse wave steps taken
calories burned, distance travelled,
hours slept etc…) and helps one to
stay on track with one's
DOCTORS 2.0TM

According to the American College
of Lifestyle Medicine (ACLM) the
definition of lifestyle medicine is:
“the evidence-based practice of
helping individuals and families
adopt and sustain healthy
behaviors that affect health and
quality of life". Examples of target
patient behaviors include - but are
not limited to - eliminating tobacco
use, improving diet, increasing
physical activity, and moderating
alcohol consumption. Lifestyle
practices and health habits are
among developed nations' most
important health determinants.
Changing unhealthy behavior is
fundamental to medical care,
disease prevention, and health
promotion.”
In the workshop “Disrupting the
practice of medicine through
digital” L. Lianov (ACSLM)
explained the role of going digital in
INSIGHTS:is digital disrupting or empowering
the practice of medicine?
DOCTORS 2.0TM

promoting healthy lifestyles,
highlighting the challenges for
physicians:
healthcare culture does not
recognize lifestyle change as
medical care
most of the health behavior
apps are not evidence-based
overwhelming amount of data
to manage and lack of
meaningful data filters
lack of integration of all data
sources: HER, PHR, fitness
apps
T. Richards (British Medical Journal)
introduced the BMJ’s Patient
Partnership initiative to include
patients inside the peer-reviewed
papers publishing procedure.
Patients and doctors are also
collaborating to design new
services and information systems.
Leaders in innovative partnerships
include Reshapehealth (7) which
is pioneering patient-led and
crow-funded research.
Never before in history has
healthcare faced such great
challenges: increasing shortages of
skilled personnel, doubling of
healthcare demands, healthcare
budgets being under increasing
financial pressure and aging
populations. Moreover, there are
two recent developments that will
disrupt many of the current
healthcare models: the assertive
patient and exponential technology.
The impact of new communication
paradigms, such as social media
and transparency of performance is
just as underrated as the role of
e-health is overrated. We should
think big, act small, dare to fail,
stop talking …and start acting
NOW!
References
1. www.medivizor.com
2. www.healthspek.com
3. www.medexo.com
4. www.insightmedi.org
5. www.umanlife.com/static/en
6. www.ihealthlabs.com
7. www.radboudreshapecenter.com
Want to know more?
Physician Competencies for
Prescribing Lifestyle Medicine
www.lifestylemedicine.org/core
Let the patient revolution begin,
BMJ EDITORIAL
www.bmj.com/content/346/bmj.f2614
DOCTORS 2.0TM

Terrific progress has been achieved
since the first edition of Doctors 2.0
when it comes to new digital
technologies. Many of those were
included in the presentation of
Ferdinando Scala, Strategy
Director at Razorfish
Healthware, who talked about
how communication agencies are
adapting to new strategies of
engagement. In a world where 4
billion of people are using the
audience-generated Big Data will
provide a coherent, seamless and
immersive brand/cognitive
experience, regardless of the
channel where the audience is.
Engagement is the
ultimate strategy, resulting from
the unique combination of key
users' attributes with individual
experiences made possible by
“experiential technologies”.
An omni-channel example is
Videum, the global health video
network, that was presented by
Paul Dinsmore, President &
COO of Videum Health Inc.
Videum’ s mission is to help
healthcare professionals and
consumers find, understand, and
enjoy the world's best health &
medical video content - when,
where and how they want it.
Digital advance in the patient journey
internet and 12 billion is the
number of internet
connected devices (McKinsey
Institute 2013) we see a
“Connected Generation” often
described with adjectives such as
multitasking, multiscreen,
empowered, always on, mobile,
engaged in a cross platform way.
Razorfish Healthware presented a
possible vision of “omni-channel
marketing” where harvesting,
managing and integrating
DOCTORS 2.0TM
Insights
Behaviours
Experiental
Technology

Video & The Healthcare Market:
More than 2/3 of physicians
use online video to learn and
keep up to date with clinical
information
Health is the 6th most popular
video category
Top healthcare brands spend
billions to tell their stories to
HCPs & consumers, but 90%
of this includes 34 countries
speaking 65 languages
Distributing their message in
multiple languages is currently
not cost-effective
** Source Manhattan Research – Taking the
Pulse 2012
DOCTORS 2.0TM

The story of “a single tweet that
cured” was one example of how
social media and Videum can
impact and contribute to deliver
good information and
dissemination.
Videum can provide solutions for
the increased demand for video via
an easy and affordable on-demand
communication format with
high-quality healthcare content,
cater to the needs of Pharma
compliance (authentication,
translation, targeted) and provide
accessibility in any language
(reach, SEO, local monetization).
This could be an advancement in
health information technology
towards the integration of research
and patient care.
DOCTORS 2.0TM
Everyone agrees that these are exciting times within digital health...
The industry is full of fantastic examples of how various players in the
ecosystem – pharma, HCPs, patients, care-givers and payers are making
significant contributions to each stage of the patient journey from
Symptoms (Merck recently announced that the consumer edition of the
series, The Merck Manual Go-To Home Guide for Symptoms, will get the
21st-century treatment with a mobile app release on iOS and Android
mobile platforms; to Diagnosis (First Warning Systems in Reno, Nevada
is developing a bra-insert sensor to screen for breast cancer. The sensor,
meant to be worn for 24-48 hours, finds cancer by detecting tiny
metabolic temperature changes caused by cancerous cells in a tumor.);
to Treatment (Bionic Pancreas Could Automatically Regulate Blood
Sugar Levels For Diabetes Patients, Scientists at the Massachusetts
General Hospital and Boston University developed a ‘bionic pancreas’ to
free some people with diabetes from the daily ordeal of managing their
disease. The wearable, experimental device passed a real-world test,
constantly monitoring blood sugar and automatically giving insulin or a
sugar-boosting drug as needed); to Adherence; to Renewal as well as
the positive power of HCP and Patient Support Communities (Razorfish
Healthware’s own Personas Que).
The challenge now is for digital health to move beyond these point
solutions. The problem still today, is integrating the information from
multiple data sources If you take an example such as depression and
have a sensor that captures data that includes tone of voice, inflection,
… blood pressure, heart rate, along with galvanic skin response, heart
rate variability, movement, activity, posture, and breathing – then if you
had all of these and could process all of it, you could come up with a
great quantitative tracking for state of mind and depression. We can do
that. But no one has yet folded them all together. What we have now is a
lot of siloed activity.
Razorfish Healthware believes that a key solution to this and one of the
things that will drive digital health forward in the next five years is the
recruitment of data scientists into the field. We are convinced of the need
to bring more data scientists into digital health - too many of them are
working at places such as Twitter and Facebook - and we are doing
everything we can to bring them into in healthcare and medicine.
Robert Harrison
Head of Client Engagement
& Delivery EU at Razorfish
Healthware, Robert is a
strategic marketer with
significant global,
route-to-market and digital
experience.

Interview with Paul Dinsmore,
President & COO of Videum, the
first global health video network.
Q: “Paul, as president can you
explain why Videum is able to
answer the demand to provide a
global health social network in
healthcare? What is the
innovation for Videum?”.
A: “Videum provides a platform for
video content creators to reach
their target audience and vice
versa. While Videum is a
community of content creators,
HCPs and patients, and leading
publishers in the health & medicine
space, it's main goal is to connect
these groups where they seek
information and that is best
delivered via video. Video is the
best media for education,
information and story-telling so that
viewers can connect personally
with the content creator and
subject matter.
There is no shortage of text-based
content in this subject area around
the world. Demand for video to
complement these local language
publishers is substantial. In addition
to aggregating some of the best
video content in any language,
Videum enables local language
translation so that the audience
can receive the true meaning of the
content in their language.
Aggregation of great content,
reaching audience in local
markets, and language
enablement in any country are
Videum's unique contributions
to the market”.
Q: “Healthcare innovation
entrepreneurs say always they
want to make "impact". What for
you constitutes "impact" within
digital healthcare technology
within the mission of Videum?”.
A: “Our Mission is to help
healthcare professionals and
consumers find, understand, and
enjoy the world's best health &
medical video content when, where
and how they want it. From a
technology standpoint, Videum
features unique capabilities for
language enablement which is
delivered on any platform (i.e.
online, mobile, connect TV, etc.).
As our team combines expertise
with some of the largest video
Paul Dinsmore
DOCTORS 2.0TM
President & COO of Videum
Health Inc., Paul is an
accomplished online video
executive, having advised
companies like Sony, VEVO,
ProSieben and other media
companies in their video
expansion.
Keep updated with all the news about the global
health social network in healthcare

platforms and healthcare
providers, we employ best
practices in this exploding service
market. Our solutions reach HCPs
in their perpetual need for
information to learn, keep up to
date, and provide care to their
patients. For patients, we
aggregate the best video content
from thought leaders and trusted
content creators and make it
accessible on their local health
sites in their local language.
For healthcare brands, we
established a trusted platform to
communicate via video with
HCPs, patients, and other
targeted audience. This currently
does not exist anywhere else”.
Q: “Regarding Internet and
platforms that create hubs
offering patients the channel to
have support and information,
what is the vision of Videum for
building an effective community
of patients and caregivers?".
A: “Videum seeks to empower
caregivers with trusted content
that can both keep them up to
date on the latest information and
find material to recommend to their
patients increasing the quality of
their treatment and care. For
patients, navigating through all of
the available resources for
trust-worthy information is difficult
and not always understandable.
Sometimes, patients need to learn
through a progression of diagnosis,
research, treatment, maintenance,
etc. This is best served through the
story-telling capabilities of video.
Videum content partners help
create this story and bridge the
communications gap that can
occur between doctor visits and
patient action.
More than 2/3 of doctors watch
DOCTORS 2.0TM
& YOU PARIS, 5—6 JUNE 2014

health video online and if we look at
online video consumption overall,
health is the 6th largest audience.
Our 'Community' currently spans
over 400 health publishers in 87
countries. These sites are already
highly successful at engaging their
audience. The Videum Video
Network only reinforces the trust
that these sites have developed
with their audience. Our vision is to
provide features and functionality
that continue to empower the user
to get the best information as
quickly as possible”.
Q: “Can Videum provide
solutions that overcome barriers
to diverse cultural/national
healthcare systems?”.
A: “Videum's partnership with
Publicis Healthcare Communications
Group provides us with many
advantages including
understanding and addressing the
unique challenges of local
healthcare systems. We follow the
rules and adhere to regulatory
compliance as necessary.
Ultimately, we want to deliver
actionable content to HCPs and
patients in any market. Because we
enable local language, we are able
to reach a LOCAL audience. We
also grow our partner base daily to
new local content providers who
provide distinct perspectives from
their local practice and challenges.
If we need to adjust our features to
adhere to unique rules, we will. We
are building solutions to some of
the big challenges faced by HCPs,
patients, and healthcare brands
when it comes to communications
and audience engagement which
occur in any market.
The function of Videum is about
delivering video content, in local
language, where ever it is needed”.
DOCTORS 2.0TM

Razorfish Healthware is a global leader in digital and healthcare communications,
leveraging a unique mix of insight, technology, creativity and industry savvy to deliver
digital innovations, solutions and tools that drive improved health outcomes.
Our deep understanding of the innovation process, human-technology interactions, and
the healthcare ecosystem enables us to generate transformational experiences that
empower people’s health and wellness decisions.
Razorfish Healthware is a single organization able to deploy our full suite of services in
support of any market with more than 300 dedicated professionals based in 9 countries
around the world: US, France, Germany, Italy, Spain, UK, Australia, China, India.
Razorfish Healthware is part of Publicis Healthcare Communications Group (PHCG) , the
largest and most innovative health oriented communication group.
Razorfish Healthware’s service offering is made up of three specialized business units,
an advisory practice offering technology strategy and enterprise consulting; a digital
communications and marketing practice and a solutions and technology practice
offering a range of enterprise business tools and related services.
For more information please visit
www.razorfishhealthware.com
info@razorfishhealthware.com
EU | Joe Marafioti | +39 089 3061417
US | Chris Wilson | +1 888.463.3797
APAC | Brenda Cheong | +65.9368.8626
about
Razorfish Healtware
Razorfish Healthware
@RazorfishHW
Visit us on:
Razorfish Healthware
paginemediche.it
peoplewhoglobal.com
videum.com

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