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Can pharma keep pace with digital? iBGStar case study

Can pharma keep pace with digital? iBGStar case study. JASON LOVATT. Brand Lead, Blood Glucose Monitoring Sanofi. Presentation >. FOLLOW ME: @ SanofiUKCareers. iBGStar: Can Pharma keep up with the lightning pace of Digital?. Jason Lovatt Brand Lead, Blood Glucose Monitoring

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Can pharma keep pace with digital? iBGStar case study

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  1. Can pharma keep pace with digital? iBGStar case study • JASON LOVATT • Brand Lead, Blood Glucose Monitoring • Sanofi Presentation > FOLLOW ME: @SanofiUKCareers

  2. iBGStar: Can Pharma keep up with the lightning pace of Digital? Jason Lovatt Brand Lead, Blood Glucose Monitoring Sanofi Diabetes

  3. Overview • The challenge of diabetes • Empowering patients & facilitating telehealth – iBGStar • Patient and Specialist Nurse perceptions • Launch tactics and results

  4. The Challenge of Diabetes • 2.9 million people living with diabetes in the UK1 • 96% of those with Type 1 regularly test their blood glucose2 • 78% of those with Type 2 regularly test their blood glucose2 • Up to 850,000 cases of diabetes undiagnosed in the UK1 • Successful management involves1: • Lifestyle changes • Oral medication, insulin, or both

  5. The aim of iBGStar: To empower patients • More frequent self monitoring of blood glucose levels is generally associated with clinically and statistically better glycaemic control in those with insulin dependent diabetes7 • NICE states that self-monitoring should be performed using meters which suits their needs and which offers fast analysis and results memory8 • iBGStar has been designed both for those who already manage their diabetes and monitor their blood glucose as they should (to make it easier) and to help empower and educate those who might not yet fully understand why they test or their results (and how they should react)

  6. Bringing innovation to blood glucose monitoring • This is the first available blood glucose meter that seamlessly connects to the iPhone and iPod touch • A well connected blood glucose monitoring system for more independence in the management of diabetes • Its size, design and compatibility with Apple devices are intended to reduce some of the current barriers to testing

  7. iBGStar Diabetes Manager App The iBGStar Diabetes Manager App has been designed to fit in with today’s patients’ needs and is available to download free from the Apple App store.

  8. Launch Strategy for iBGStar • Gain Healthcare Professional advocacy – traditional pharmaceutical approach achieved through pilot site programme • Utilise this advocacy and gain excitement for the brand through consumer PR, focussed on digital media – a more typical approach for consumer electronic devices

  9. Patient and DSN feedback on iBGStar;pilot site results

  10. Initial patient impressions Following initial training from their nurse, 68% of patients rated iBGStar as much better than their previous meter Based on your overall initial impressions of your new meter, how would you say it compares to your previous meter? Do you think it seems… % iBGStar patients INITIAL PATIENT QUESTIONNAIRE Q2. Base: all iBGStar users (185)

  11. Patient feedback “I’m past the ‘honeymoon’ period with my diabetes now...I’m busy, I work, I have two kids. For me, the convenience of this [iBGStar] is brilliant.” iBGStar user

  12. Nurse Specialist feedback “We’ve given an iBGStar to a 76 year old patient… she was always sitting there in clinic with her iPad.” Diabetes Specialist Nurse, Surrey PCT

  13. iBGStar PR Launch Tracking of Initiative 2012 • Coverage is being tracked regularly through media monitoring • Boots stores and online sales of iBGStar are being tracked daily; downloads of app are given here as a substitute for this sensitive information

  14. Results - Downloads of iBGStar app

  15. Social Media Mentions of iBGStar

  16. App store reviews

  17. Lightning strikes!

  18. References • Diabetes UK. Available from: http://www.diabetes.org.uk/Guide-to-diabetes/Introduction-to-diabetes/What_is_diabetes/ Last accessed: 13.02.12 • 2010 UK Roper Diabetes Patient Study

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