Both startups and big companies are using technology to disrupt and transform the healthcare industry from doctors to hospitals and patients. Our end of year webinar showcases the technology trends impacting health and wellness in 2018.

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INNOVATION IN HEALTH

2. Hello!
Ritesh Patel
Chief Digital Officer
Ogilvy Health & Wellness
Thomas Crampton
Global Consulting Principal,
Marketing Transformation
OgilvyRED

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5. TRENDS FOR 2018
•Mobile
•Connected devices
•Artificial Intelligence and Machine Learning
•AR and VR
•Voice & Chat
•Telehealth
•Blockchain
5

6. Mobile at the center
The Mobile Phone is the FIRST
INTERNET of THINGS device for
everyone
Sensors – Smart - Powerful and
…..Connected
6

7. Frictionless Insights
Patient-Provider Connection
Transparency
Telehealth
Patient Scheduling
AskMD
Health
Trackers
RealAge Test
Programs
Email Engagement
Dynamic Profile
Personalized Content
Medical Records
Prescription Apps
Brain Health
Patients and Mobile
7

8. HCP’s and Mobile
8

9. FIGURE 1
Crowdsourcing Knowledge and Expertise

10. ADD ONS AND MOBILE
10

11. DATA AND MOBILE
11
Invented in 2013 – approved by the FDA
in 2015

12. MOBILE PARTNERSHIPS
12

13. CONNECTED DEVICES
• Connected devices that will talk to each other and enable not only the
delivery of care but, from the data these devices will generate, enable
precision medicine.
• Connected devices in the hospital will generate data for marketers and
medical to better understand the patient and programs for patients and
adherence
• Real time messaging at moment in time to devices based on data and
location
• Consumer data for better outcomes and adherence via patient
assistance programs that are tailored based on individuals and their data
• Collection of RWE data from sensors and wearables enabling
transparency in market access and drug pricing
13

14. 14

15. 15
DELIVERY SYSTEMS ARE BEING CONNECTED
App is regulated medical device software that connects to an
autoinjector via Bluetooth and USB, syncing data to the cloud
System is the result of a journey from marketing project in 2009 (the first
branded app for patients available in the Apple App Store) to CE mark,
regulatory approval, and global rollout starting in 2016
COMPLIANCE DATA
INTERVENTION

16. PATCHES & SENSORS
16

17. 17
CLINICAL TRIALS

18. CLINICAL TRIALS
18

19. AI & MACHINE LEARNING
• We have the ability to use massive computing power to crunch data and finally
achieve the dream of machine learning to power artificial intelligence.
• Clinical trial design and drug discovery will change rapidly as this computing
power is applied to vast amounts of structured and unstructured data
• Imaging systems will not require humans to interact with. Radiologists will be
replaced by machines
• The ability to predict behavior as well as disease prevalence will enable a change
in the way we forecast our business
• Married with natural language processing, adherence programs, support and
sales will move from delivery by humans to delivery by machines and bots
• Predictive modeling for all areas of marketing by usingAI to predict ROI on spend
by channel and media will become prevalent in 3-5 years
19

20. DEEP 6 AI
Using artificial intelligence on medical records,
Deep 6 AI finds more, better-matched patients
for clinical trials in minutes, not months,
getting life-saving cures to patients more
quickly.
P R O V I D E R S PH A R M A CR O s P A T I E N T S

21. DEEP 6 AI IN ACTION
Study 2: SGN-LIV1A in
Breast Cancer Patients
MD referrals/
IT queries
23
patients
6 months 8 patients 4+ months
AI
58
patients
8 minutes
52
patients
33
minutes
Study 1: Non-Small Cell
Lung Cancer Biomarker

23. BABYLON HEALTH
• Raised $60m in April 2017
• Partnership with NHS
• Telemedicine capabilities to reduce the burden on the
NHS111 service reducing consultation costs by 80%
• Integrated AI Diagnosis tool with Machine learning
23

24. ZEBRA MEDICAL
This is what breast cancer looks
like to AI
It has been color-coded to make it
easier for a self-teaching neural
network to identify breast cancer.
Zebra Medical claims to have
been able to detect cancerous
cells with 91 per cent accuracy.
24

25. AR & VR
• With the launch of theApple VR SDK as well as on the heels of the popular
pokeman Go,AR is becoming mainstream and consumers are finally engaging
withAR. Virtual Reality becoming mainstream in medical education and
immersive training and learning
• HCPs will useAR to augment medical procedures, showcase MOAand
treatment pathways to to patients
• Patients will useAR to understand how the medicine they are prescribed works
and impacts their health
• HCP’s will learn using VR devices such as the Microsoft Hololens and 3D VR
hardware like Zspace, changing how we create content and deploy it for
education purposes
• Patients will use VR to understand how medicine works, explore worlds and
environments to help with better outcomes and engage with their care team
25

26. A/R PACKAGING
26

27. A/R FOR PATIENT ENGAGEMENT
27
Alder Hey Children’s Hospital in Liverpool

28. V/R FOR SALES
28

29. MIXED REALITY FOR EDUCATION
29

30. VR for Data Visualization
30

31. V/R FOR PATIENT ENGAGEMENT
31

32. VOICE & CHAT
• The 3rd generation of human computer interaction is being enabled by machine
learning and natural language processing. Voice interaction is the norm on mobile
phones with the likes of Siri and OK Google. With the advent of theAmazonAlexa
device we are seeing the next generation of voice activation in the consumer space.
• On demand service at the moment it is required for HCP’s using Voice Systems will
become the norm
• Patients will use voice activated systems to track things, log things and get help
• Patient support programs will use a combination of voice activated systems, combined
with BOTS to provide the vast majority of services patients will need
• Humans will be replaced with machines that will learn and understand and carry out
mundane tasks that are currently provided by armies of call center and MSLfolks
• New Voice User Interface design, anthropology, human behavior, machine learning
and NLPskills will be required for this brave new world
32

33. VOICE WILL GROW SUBSTANTIALLY
33
Voice Adoption
Is Strong
Over a third of consumers in the
US use digital assistants weekly.
This is equivalent to Netflix’s
adoption level.
Source: Ovum Digital Consumer
Insights 2017
Communicating
With Enterprise
By 2020 consumers will manage
85% of their relationship with
enterprises without interacting
with a human
Source: Gartner
Voice Search
Mandatory
By 2020, 50% of searches will
be done completely via voice
Source: ComScore

34. Echo Plus
Echo Dot Echo Spot
Echo Show
ALEXA available today on a
range of Amazon and a
growing list of 3rd party devices
Echo
Fire TV

35. ecommerce
“Alexa, ask Starbucks to
reorder my coffee”
informational
“Alexa, ask Tide how to
remove coffee stains”
gaming & entertainment
“Alexa, tell Dunkirk I’m
ready to play”
branded experience
“Alexa, tell Johnnie
Walker I’m ready for a
guided taste test”

36. PATIENT SUPPORT PROGRAM
36

37. Proprietary + Confidential
37
INTRODUCING
GOOGLE ASSISTANT

38. VOICE IS RISING
38
navigate home
Search term
call mom
Search term
call dad
Search term
Sample voice-based query growth
38

39. AVAILABLE EVERYWHERE
39
Deliver seamless experience across 100M+ devices

40. AS YOUR NURSE
40

41. AS YOUR PERSONAL DOCTOR
41

42. AS YOUR PSYCHIATRIST
42

43. PROVIDING QUICK DIAGNOSIS
43

44. Telehealth and remote monitoring
•Telehealth systems will become sophisticated and enable the delivery of
care to the most remote parts of the world
•On demand access to specialists for remote areas of the world
•Ability to provide patient support to a larger population by using remote
monitoring impacting adherence
•Delivery of educational materials to remote HCP’s via telehealth systems
and connectivity with specialists
•Ability to bring clinical trials to remote parts of the world
•New content, capability and KOLmanagement skills will be required
44

45. AT HOME
45

46. AT THE PHARMACY
46

47. AT THE HOSPITAL
47

48. BLOCKCHAIN
• Blockchain will enable the creation of a private and secure data exchange
capability for patients, payers and HCP’s
• Enable the ability to exchange secure data efficiently and remove silos of data for
marketers to access
• Enable infrastructure for collecting clinical trial data from participants for RWE and
end point
• Provide a new capability for management of private data with HIPAAcompliance
• Blockchain will create an environment of trust with health data and provide the
ability to collect and manage data for marketing, clinical and medical purposes
• New data science capabilities and data lake capabilities will be required for
Clinical and commercial business units
48

49. AID AND FOOD
49

50. HEALTHCARE
50
Gem
Blockchain application platform for enterprises. For example, its first partner is Philips Blockchain Lab, a research center
on Blockchain who is exploring the uses of Blockchain technology in clinical trials.
Blockchain security company, seeking to register every update and access to healthcare records in the Blockchain. They
signed a deal with the Estonian e-Health Authority to secure the country’s health records, and created a network that can
be used by patients, providers, private companies or the government to access information in a safe way.
Australian Blockchain company that built a platform CyphMD’s to improve and facilitate data sharing using smart
contracts on the Ethereum Blockchain. Improved data sharing will influence the accuracy of the diagnosis and reduce the
potential for common clinical errors.
Platform that helps manage medical records using Ethereum Blockchain. It was created by MIT graduates with the goal to
give patients the control over their health data. Their prototype gives patients one-stop-shop access to their medical
history across multiple providers.
Blockchain application company operating out of San Francisco seeking to revolutionize the relationship between medical
researchers and users, so users can share their medical data while maintaining control.
Guardtime
Brontech
MedRec
Blockchain Health
Co.

51. HEALTHCARE
51
Pokitdok
Platform company offering 5 types of solutions: clearinghouse (X12), private label marketplace, scheduling, identity
management and payment optimization to improve communication among the medical community and reduce the
inefficiency of the healthcare system.
Help insurance companies use the Blockchain for their record keeping, so that all parties involved are able to easily verify
the accuracy of the claims and further increase efficiency in medical billing processes. They signed a deal with US health
data software provider to imprint their documents on the Blockchain to guarantee authenticity of sequence of events.
French startup looking to improve the major issue of lack of transparency and trust panning from data falsification in
pharmaceutical clinical trials. For example of 137 clinical trials it investigated during a study, 67 found outcomes they
weren’t expecting, and only 9 reported their results properly.
Global Blockchain platform company looking to solve problems in several industries. The startup partnered with Philips
Healthcare to work on the possible applications of Blockchain technology to improve the healthcare industry.
French startup using blockchain-based technologies to fight drug counterfeiting. Blockchain can improve drug traceability,
allow participants in the supply chain interact easily and alert the labs of fake drugs.
Factom
Stratumn
Tierion
Blockpharma

52. E-ESTONIA
52

54. Questions?
Ritesh Patel
Chief Digital Officer
Ogilvy Health & Wellness
Thomas Crampton
Global Consulting Principal,
Marketing Transformation
OgilvyRED