We cannot guarantee that the content will display correctly while using Internet Explorer. To have the best browsing experience, please upgrade to Microsoft Edge, Google Chrome or Safari.

September 27, 2019

Digital Health Commercialisation and Preventative Health in Australia 

Commentary
Hanna Phelan
&

Digital health is up there in terms of the potential to transform healthcare as we know it. As one CEO of a digital health company said “when software enters an industry, in the early days people discredit it for child’s play - a toy or a game, but one day incumbents wake up and they can’t recognize their industry anymore and won’t know where to start”. We share this belief as do many of our colleagues in this burgeoning industry.


However, while product and service innovations in digital health have been plenty, impact at scale on patient outcomes, business outcomes, and population outcomes have yet to be realized and this makes us ponder - will this ever happen and when?


Finding a way to scale digital health solutions in critical, the industry needs it badly to keep the enthusiasm (and investment flowing). As we reflect on the digital health industry’s handful of successes and many failures, a few themes have stood out. 


Be forewarned that this isn’t a big reveal. From our POV scale in digital health will require 5 key elements: 

  1. Companies that tenaciously focus on delighting the end-user (patient/provider)
  2. Stakeholders that ensure value is created and shared with the ecosystem (patient, provider, payer, channel)
  3. Creativity in constructing a business model within existing payment structures and/or with novel models native in the SaaS industry
  4. Integration of solutions without friction into the healthcare ops/IT workflow and 
  5. Agility in commercialization capabilities as much in SW development. 


This may sound like common sense, but for some healthcare industry veterans, these concepts are farther afield than for someone in tech. We believe success will accrue to those digital health companies who can take these imperatives that are common sense and put them into common practice within their organizations and within the healthcare industry.


In July 2019, we gathered at The Royal Children's Hospital, Melbourne with a hand-selected group of the HealthXL community to discuss why the rest of the world should be looking at Australia for digital health.

Read on for the distilled insights from the day and the thought leaders who took part in the following conversations: 


  1. Digital health commercialisation and the Australian opportunity
  2. Precision health: Predicting and preventing disease — not just treating it


Digital Health Commercialisation and the Australian Opportunity 

The HealthXL Community prides itself on bringing together the most relevant and diverse expertise - this conversation was no exception with representatives including Australian clinicians, governmental organisations, pharma, tech companies, payers and foundations: 

Group participants:


As the group discussed Digital Health commercialisation, 3 key takeaways emerged: 

  1. Defining customer and revenue streams early is essential for commercialisation success to be an option. Understanding how the money flows (and achieving mutual benefit for users, customers and payers)
  2. Solving a real clinical or social  problem as well as a real financial problem is key. Being guided by the problem and co-designing  solutions with this understanding front and center in close collaboration with key stakeholders sets the stage for success
  3. Being absolutely clear on the value propositions for both the user or users and the customer. They are likely to be different value propositions.


Beyond the above, there is also a point to be made around the ability of companies to be agile in their go-to-market approaches. Digital Health products, being software based, inherently are meant to evolve and improve with customer use. Designing effective pilots, learning and iteratively deploying the product is critical. Companies that embrace this and don't go with a heavily fixed product may be more likely to succeed in realising commercialisation success. 


Additionally there is the matter of customer success and ongoing engagement. Digital health solutions are largely intended to be less transactional than drugs or medical devices. Ensuring customers use the product and realise benefits is key to continued engagement and value. What good is a diabetes disease management program if patients don't use it or doctors don't change their interventions based on this. Companies must invest and prioritise ongoing customer success across the B2B2C touch points - patient engagement, provider workflow and payer/hospital business process.


The Australian Advantage 

During the conversation in Melbourne, Australia was regarded (unsurprisingly) as being advantageous for successful digital health commercialisation on a number of levels. Some of the main reasons Australia was regarded as an attractive opportunity for DH commercialisation included:


Defining Success in DH Commercialisation 

So how do we measure commercialisation success? The group saw one form of commercial success iIn cases where large incumbent organisations in health care buy and develop digital health solutions to bolster their pre-existing offerings the group saw one form of commercial success. Beyond this, the development of evidence of efficacy for a product should be held in high regard alongside consensus that evidence of commercial evidence must be gathered alongside clinical  patient outcome metrics.


While the above points drew consensus, there was a healthy tension in the group between the commercial companies and not-for-profit organisations. Commercial representatives focused heavily on implementation and sustainable business success, while the non-for-profit representatives veered towards defining success as grant funded short-term implementation. 


As with any digital health conversation, finding a shared vocabulary and defining an understanding of certain terms and concepts was crucial. Some of those debated included:


The group was in consensus that securing early seed funding could be a false marker of success and that implementation/uptake at scale was key. The group also agreed that this ideally was to be dependent on an evidence-based cost benefit assessment, and funding was also required to adequately address clinical evidence needs. After all, tools that improve patient outcomes are really the ultimate goal of digital health interventions. 

Early Digital HealthSuccess Stories 

The group had very different definitions of ‘success’ depending on their own organisations business models. The more commercial sector participants cited business success as well as patient impact as key criteria, while the Charities and other institutions expressed a strong interest in impact measures with followed by business sustainability and to a lesser extent profit. Two main examples of varied successes were discussed:


  1. Seer Medical – This was initially developed by a small group of clinicians at St Vincent's Hospital Melbourne who wanted to monitor epilepsy in the home. A real need was identified for home monitoring, and from there, the initiative successfully tapped into existing medicare reimbursement codes. As a result of this effort being rolled out it, there was a reported reduction in unnecessary use of in-hospital resources. The Seer epilepsy diagnostic service is Medicare bulk-billed meaning patients do not have any out-of-pocket expenses. In 18 months, the company has grown to 60+ employees.
  1. Movember Patient Support: Through interviews with newly diagnosed cancer patients the Movember Foundation team found that a major pain-point for patients was the quick transition from consulting with a neuro-oncologist, to transitioning into self-management and ambulatory environments. Based on this, Movember developed an app that provides support for these patients with a peer-to-peer model. While starting with patient need, evidence is obviously key, so this intervention is currently undergoing RCT. 

To maintain trust in the digital health industry, regardless of your definition of success, it is important to have clear measurable end points  and claims stated up front and then satisfy them. If we can be consistent in this, we will have a stronger industry. 


Australia has a great ecosystem to navigate complex value chains. Money flow is key (understanding where and how the money flows in the healthcare system in order to build a sustainable solution) and ultimately we're aiming for a triple win - improve access to outcomes, users love using it, customers are happy to pay for it. This conversation brought up some great insights, however also raised outstanding questions including the question of where does solution trust sit in the measurement of success.



Precision health: Predicting and preventing disease — not just treating it

Through initiatives in precision health, it is hoped that we will be able to harness the availability of very large data sets and our ability to interpret and analysze that data to gain a more sophisticated understanding of the determinants of health and well-being, as well as specific risk factors and approaches for individual patients.


Group Participants: 


In Australia, it is acknowledged broadly that there is an ability to do high quality trials rapidly. The Australian health system is high performing and researchers are embedded within the means to prototype develop and test digital technology in a timely fashion and an ability for setting up the technology for scaling and contractual studies in global markets.


Given this context, CSIRO has invested in the Precision Health Future Science Platform. However, the organisations representations recognise the need to engage with partners and collaborators and in particular actively seek input across the Health Ecosystem with some challenge points: 



The Precision Health group at the Melbourne gathering took the approach of splitting the group into a debate style conversation with the affirmative highlighting the positive of how digital health can deliver truly personalised, preventive health and others highlighting why it may not deliver and why it hasn’t happened already. And while all participants appeared to be pragmatic optimists, there was a relatively long list ofn these goals that would be challenginga challenge to achieve.


For the discussion on the against the overarching message was “digital is tool and enabler for health, it will not solve all; and we can’t yet do the simple stuff, what makes us think we can do this!


Further details from the against side of the group that came through in the discussion were:


On the positive side the group discussed again how digital is not the entire solution and highlighted the strong requirement of human touch and interaction. In Australia, there have been distributed care models that demand in place care and support, through data integration healthcare stakeholders such as CSIRO now have access to data they never had previously. CSIRO are using Big Data to reduce variation in care, reduce unnecessary costs, distance is no longer the barrier it has been, and are getting better at good ROI. 


There are active discussions on how regulation, privacy and ethics will enable the move towards Digital Preventive Health solutions as digital natives start to engage with the Health system, expecting digital solutions. Finally, the group agreed to continue this discussion about what is required to enable this in Australia, and how healthcare in Australia can come together to ensure precision health reaches everybody. 


Co Authors:

Grace Lethlean @ AND Health

Nathan O'Callaghan @ CSIRO 

Vijesh Unnikrishnan @ ZS associates

We can provide an introduction on your behalf so that you can contact them directly with any questions/queries on this topic. Simply click on the link below to request an introduction.

We can provide an introduction on your behalf so that you can contact them directly with any questions/queries on this topic. Simply click on the link below to request an introduction.

Request an Introduction

We can provide an introduction on your behalf so that you can contact them directly with any questions/queries on this topic. Simply click on the link below to request an introduction.

Request an Introduction

Ready to read more? HealthXL members can access the full peak of the report on the HealthXL Community Hub.

Not yet a member of HealthXL? Download your 11 page snapshot of the report.

Download your 11 page snapshot

Connect with peers and share insights

Don't miss out on the discussion of the latest insights and reports on digital health. Meet with peers and take a deep dive for 75 minutes. Unlike at webinars, you can freely exchange experiences and insights to solve challenges and design the future of DTx.

Digital Therapeutics (DTX)
Digital Therapeutics (DTX)
Digital Therapeutics (DTX)
Digital Therapeutics (DTX)

Webinar: Prescription DTx - the future of DTx

13th May @ 11:00AM EDT

Join us for this Webinar as we present the key findings from our HealthXL - Exits & Outcomes PDT Report followed by a panel discussion. Apply promptly to listen and learn from thought leaders in the industry.

Featuring
Eugene Borukhovich
Eugene Borukhovich
Chairman and COO of YourCoach.Health
Richie Bavasso
Richie Bavasso
Co-Founder, nQ Medical
Featuring
Eugene Borukhovich
Eugene Borukhovich
Chairman and COO of YourCoach.Health
Richie Bavasso
Richie Bavasso
Co-Founder, nQ Medical
Digital Therapeutics (DTX)
Digital Therapeutics (DTX)
Digital Therapeutics (DTX)
Digital Therapeutics (DTX)

Measuring DTx efficacy and safety

18th May @ 11:30AM EDT

Join this meeting to discuss with other thought leaders the best practices to measure efficacy and safety of DTx. This is a great opportunity to connect with peers and meet new people.

Featuring
Matthew Prime
Matthew Prime
Global Head of Evidence Generation at Roche
Pedro Maurício
Pedro Maurício
SaMD and DTx Consultant, Altran
Featuring
Matthew Prime
Matthew Prime
Global Head of Evidence Generation at Roche
Pedro Maurício
Pedro Maurício
SaMD and DTx Consultant, Altran
Digital Therapeutics (DTX)
Digital Therapeutics (DTX)
Digital Therapeutics (DTX)
Digital Therapeutics (DTX)

Masterclass: The Regulation of DTx in the US

19th May @ 10:30AM EDT

Join us in this Masterclass led by Amalgam as we discuss the regulation of DTx in the US. Apply now to listen, learn and gain valuable insights from thought leaders in this space.

Featuring
Jason Brooke
Jason Brooke
General Counsel and VP of Regulatory and Quality, AmalgamRx
Rick Bartels
Rick Bartels
Managing Partner , DTxCC
Featuring
Jason Brooke
Jason Brooke
General Counsel and VP of Regulatory and Quality, AmalgamRx
Rick Bartels
Rick Bartels
Managing Partner , DTxCC
Digital Therapeutics (DTX)
Digital Therapeutics (DTX)
Digital Therapeutics (DTX)
Digital Therapeutics (DTX)

DTx opportunities in SE Asia

20th May @ 9:00AM EDT

Join us for this Digital Health meeting as we discuss DTx opportunities in SE Asia. Apply now to secure your place in this 75-minute session, which is guaranteed to be filled with interesting conversation and valuable insights.

Featuring
Louis Payet
Louis Payet
VP Business Development, Commercial Solutions at Zuellig Pharma
John Gordon
John Gordon
Digital Innovation Lab Lead - International Markets at Pfizer
Featuring
Louis Payet
Louis Payet
VP Business Development, Commercial Solutions at Zuellig Pharma
John Gordon
John Gordon
Digital Innovation Lab Lead - International Markets at Pfizer

Are you a HealthXL Member? See the Full Report Here

Non-HealthXL Member? You can purchase the report HERE

HealthXL Digital Health Meetings

Want to join the discussion now?

Join our Digital Health Meetings and take a deep dive for 75 minutes into topics like digital therapeutics, patient support, telehealth, clinical trials, dermatology and many more. These Meetings are not regular webinars: No audience, no recording and no hiding behind a screen. You actively participate in a discussion to solve your present challenges and design the future of digital health. And with a free account on our Community Hub, you stay connected and up-to-date on the latest news and insights, allowing you to fully immerse yourself in the topic before, during and after.

Telemedicine & Virtual Care Delivery
Telemedicine & Virtual Care Delivery
Telemedicine & Virtual Care Delivery
Telemedicine & Virtual Care Delivery

Ageing in Place for Older Adults that Need Daily Assistance

11th May @ 10:30AM EDT

Join our Digital Health Meeting focused on ageing in place for older adults that need daily assistance. This meeting is the 1st session of a series of events focused on digital health for ageing in place. Apply now to secure your place in the discussion.

Featuring
Brian Kaskie
Brian Kaskie
Associate Professor, University of Iowa
Kerry Burnright, PhD
Kerry Burnright, PhD
Founder, The Gerontologist Inc
Featuring
Brian Kaskie
Brian Kaskie
Associate Professor, University of Iowa
Kerry Burnright, PhD
Kerry Burnright, PhD
Founder, The Gerontologist Inc
Telemedicine & Virtual Care Delivery
Telemedicine & Virtual Care Delivery
Telemedicine & Virtual Care Delivery
Telemedicine & Virtual Care Delivery

Automated Virtual Care platforms in Health Systems.

11th May @ 11:00AM EDT

Join our Digital Health Meeting focused on automated Virtual Care platforms in Health Systems. This 75 minute session is guaranteed to be filled with interesting debate and great conversation. Apply now to secure your place in the discussion.

Featuring
Murray Brozinsky
Murray Brozinsky
Chief Executive Officer at Conversa Health
Zenobia Brown
Zenobia Brown
VP and Medical Director, Northwell Health
Featuring
Murray Brozinsky
Murray Brozinsky
Chief Executive Officer at Conversa Health
Zenobia Brown
Zenobia Brown
VP and Medical Director, Northwell Health
Telemedicine & Virtual Care Delivery
Telemedicine & Virtual Care Delivery
Telemedicine & Virtual Care Delivery
Telemedicine & Virtual Care Delivery

RPM for Covid patients and other respiratory diseases

12th May @ 11:30AM EDT

Join us in this Digital Health Meeting as we discuss the current state of RPM for Covid patients and other respiratory diseases. Great opportunity to hear valuable insights from thought leaders in the industry and connect with peers.

Featuring
Yosef Safi Harb
Yosef Safi Harb
Founder, Happitech
Eamonn Costello
Eamonn Costello
CEO, patientMpower
Featuring
Yosef Safi Harb
Yosef Safi Harb
Founder, Happitech
Eamonn Costello
Eamonn Costello
CEO, patientMpower
Clinician and Patient Engagement & Support
Clinician and Patient Engagement & Support
Clinician and Patient Engagement & Support
Clinician and Patient Engagement & Support

Getting Physicians to use and trust Digital Health Data

13th May @10:30AM EDT

Join our Digital Health Meeting focused on the topic of getting Physicians to use and trust Digital Health Data. Apply promptly to get involved in the conversation, network with peers and share your thoughts on the topic.

Featuring
Robert Stern
Robert Stern
Founder & CEO, At Point Of Care
Doina Sirbu
Doina Sirbu
Medical Device Innovation Lead, UCB
Featuring
Robert Stern
Robert Stern
Founder & CEO, At Point Of Care
Doina Sirbu
Doina Sirbu
Medical Device Innovation Lead, UCB

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

We cannot guarantee that the content will display correctly while using Internet Explorer. To have the best browsing experience, please upgrade to Microsoft Edge, Google Chrome or Safari.