Tuesday, February 11, 2014

#ePharma 2014: Highlights from Main Conference Day 1

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Kicking off ePharma with a NY Giants helmet and a few perfect spirals, Chairman Paul Ivans led our opening remarks. Ivans began by reminding us that 10 years ago sites like Youtube, Pinterest, Twitter, Remedy, were nonexistent. So we know that the digital revolution changed the industry, but how will the healthcare revolution change the industry? Ivans also addressed the current state of the Healthcare in America, “It’s broken” he said.

Ivans also touched on the idea of aligning healthcare systems around common goals. Technology is expanding the way we manage our healthcare. Devices like wearables and information systems are helpful but unless the patient is actively using them, are they useful?

Ivans then introduced the incredible foundation ePharma partnered with this year, Jeremy's Heroes, an organization that gives inner city children a chance to participate in various athletic programs. (To learn more, visit their booth located in the South Pre-Function across from registration desk)

Some key takeaways from the opening remarks? Focus on outcomes and total systems, take a holistic ‘health ecosystem view’, shift efforts inside the workflow, evolve to clinical-data-driven programs, and learn about EHRs, CDS, and workflow.

Paul Ivans then led our first panel of the day, How Will Marketing Innovation Help Pharma Adapt to the Massive Changes in Healthcare? Moderators included Craig DeLarge, Merck, Nancy Phelan, Bristol-Myers Squibb, Bandri Rengarajan, Evidera, Monique Levy, Manhattan Research and Jim Peters, Geisinger Medical Management Company.

The panel focused on the idea of "Change", how we're adapting as well as where we need to focus. How should we share/save our data and how do we move from big data to smart data? Change is happening and the better you understand your patient, the better you can apply this data on a case by case basis so that it makes sense, embrace personalized medicine. Remember it's not about the product, it's about patient behavior and engagement.

Keynote, Jeff Conklin, Bristol-Myers Squibb kicked off our next session, Innovating at the Speed of Change. Conklin focused on the importance of opening our minds dramatically. The innovation is there, in fact, we're drowning in it, so how do we survive in this rapidly evolving market? Analytics and the integration of data. In order to understand what the customer wants we have to change the model, and finally, it's about determining where to play and how to win.

Jonathan Bush, Athenahealth led the next Keynote session, Roadmap for Pharma to Thrive in the
New World of Healthcare. Bush discussed the "Biospheres" that are forming within our healthcare system and making it harder to reach physicians, which in turn is beginning to form risk-bearing entities. So what are some solutions?

By sponsoring at home medical programs and keeping patients out of the hospitals, you'll profit from savings. Follow up relentlessly, make it easy for patients to fill scripts, and also make sure they're compliant. The emergence of the healthcare cloud allows us to have a practical business channel, and more importantly, avoid problems before they arise, the details of the 'Biosphere' should be premeditated.

Following Bush was Joe Shields', AstraZeneca session, Managing Change in Big Companies. Shields reminded us that it's not about managing change in a big company, it's about managing a response. He reminded us that the only way to master change is to get ahead of it, don't let new players disrupt you, stay focused. Also, remember to use big data to tell the story, its not about managing the change, it's about making one.

One of the last morning sessions was led by Lisa Bodell, futurethink. Bodell started the session with stating, "Everyone can be Innovative." Don't resist the ideas you imagine, sometimes the very thing that helped us create change, may also limits us. Kill a stupid rule, change the approach, apply assumption reversal and see how that changes the way you think.

Bodell also discussed the idea of small data, and what we should do with it. It should be used to track what you're doing, and how well you're doing it. We need to anticipate the future of personal data because it's not about data in the future, it's about behavior. To continue with the theme of "Change", Bodell discussed the importance of companies like BMW who are actively embracing change, they're evolving with the market because one day they may not be selling the product they started with.

Remember, change can't be put on people, it has to be created by them. It's a 12 step program, a flexible tool kit, and above all, it has to be simple.

Stay tuned for our afternoon sessions from Main Conference Day 1 of #ePharma 2014!

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