This is a VERY BIG deal. We are seeing a shift in how people use computing devices (what Clayton Christiansen would call a “disruptive innovation.”) However, what is now different is whereas smartphones added a new way of computing, tablets are displacing an existing one: the keyboard-based personal computer.
Taking advantage of this displacement requires a new way of thinking. Tablets are not just “flat PCs with touch keyboards” or “big smartphones without the phone.” They represent a new way people interact with technology: moving, turning, tilting, swiping, tapping, pinching, and more—all on something that is about the size of, the most widely used form of information storage in history, a piece of paper. Going from near-zero to growing annually by 50+ million units every year for four years will drive many more new ways to interact with tablets: better cameras, IR and barcode sensors, directional microphones, voice recognition, projectors and more.
What tablets are doing—in a big way—is providing the first low-cost, compelling and easy-to-use (i.e., mass-market) platform for augmented reality. Those who want to take advantage of this new growing market need to realize this (those who don’t will miss multiple generations of product development). Oh, if you don’t think augmented reality will soon be mainstream, check out The Black Fin.
How do we make the jump to take advantage of this change? First we need to drop the old concepts of the mouse and keyboard–or the PC—and ask more elemental questions:
How do I interact with world today without tech—be it work, life or play
How would I improve the experience by capturing or adding information in multiple forms: touch, motion, sound?
How do I combine this old and new in a way that is natural and intuitive?
We are starting to see just the very beginning of this with some very cool applications (interactive maps, iBooks, virtual pianos, and lots of cool games). These are only Generation One ideas. It will be exciting to see what comes next—especially for things we spend hours doing each day. Once we get this in place, we will have a Star Trek-like like. Although it will look whole lot better than the futuristic 24th century tricorders we saw on TV 20 years ago.
At the very highest levels, the following sequence occurs during a CT:
First the Sponsoring organization designs the clinical trial (a.k.a. the Study Design)
Once the Study Design is complete, the Sponsor (or CRO agent) will then proceed to enroll Subjects (a.k.a. Patients) who meet the design profile to participate in the CT
Each patient that enrolls proceeds to follow the CT Protocol from start to finish (i.e., First Visit to Last Visit). The CT Protocol strictly determines the duration of this period (i.e., it cannot be accelerated, it can only be aborted).
Once all the patients in the study have completed the Protocol, a key milestone called Last Patient-Last Visit (LPLV) is achieved. This kicks off a large sequence of biomedical and regulatory activities that ultimately lead to filing of an application for a new drug, biologic or medical device for approval by the FDA, EMEA and others.
Why focusing on CT enrollment is so important
Enrollment is a very costly and time-critical process. The sooner you can enroll patients who meet the Study Protocol Profile, the sooner you can begin to Conduct the Study. The sooner you can begin Study Conduct, the sooner you can Closeout, Analyze, Publish and Submit the results of the Study for regulatory approval. (This, in turn, drives how soon you can get regulatory approval and begin using the new drug, biologic or medical device to help patients and obtain a return on your R&D investment.)
Why social media is so helpful
CT Enrollment is a major part of the operation of a clinical trial where Pharmas, Biotechs and CROs cannot maintain full, internal control. During this process, they are dependent on how quickly Patients (and their Doctors) enroll in the Study.
Traditionally, Pharmas, Biotechs and CROs use a mixture of channels (clinic visits, advertising, direct mail, email, facsimiles, etc.) to locate and reach out to potential CT Subjects. Unfortunately, these channels are not optimal at preserving the context of information between exchanges. As a result, organizations require many information exchanges to find Subjects, inform them, review their Profiles and enroll them into the Study. Social Media, on the other hand, is excellent at preserving information context between exchanges. When applied correctly) is. As such, it makes an excellent channel to reach out to, inform, and enroll Patients.
How social media-bases CT enrollment outreach would work
After completing the Study Design, the organization managing the CT would create a web site that would let people explore, at a very top level, what the CT is about. This may sound exactly like the information that can be found on www.clinicaltrials.gov. However, this is just the start: now it is time to add the Social Media components.
When a person visiting the site is interested in finding out about the CT, he or she would register to join the network. The interested person would register by providing Personal Identifying and Profile Information. This creates a connection to share contextual exchanges between the prospective Subjects (i.e., Members) and the Organization managing the CT:
Members can directly submit Requests for Additional Information or even apply for Enrollment in the CT
Organizations can analyze Member profiles to find prospective subjects and reach out to them for enrollment using the contact information provided
Ultimately, these exchanges provide prospective Subjects easier access to information and enable Organizations to complete enrollment into Studies faster and more efficiently. Ultimately this can save millions of dollars per CT AND bring new treatments to markets faster (saving lives and accelerating revenue.)
How to achieve this using a low-risk approach
I know what you are thinking: doesn’t use of Social Media for CT enrollment open huge risks regarding HIPAA, ICH and 21-CFR compliance? It does not—because this service uses a hybrid social network model:
Member information is not shared outside the network – or even between networks (key for HIPAA compliance)
Members do not create open profiles with avatars that risk HIPAA Privacy non-compliance. Instead they complete drop down-based profile forms that ensure privacy and enable easy identification of members who could match the Study Protocol Profile
Members do not contribute free-form user-generated content (where they may inadvertently disclose data that trigger pharmacovigilance- or ICH-driven management and reporting requirements. Instead the use drop down-based forms to submit requests for additional information. Principal Investigators can then use traditional (compliant-proven) channels for follow-up
All activities are attributed to members who have authenticated themselves using verifiable identification data (key for 21-CFR compliance)
This is easy to achieve
This service does not require invention of new technology. It simply requires an understanding of how to apply Social Media to solve a problem facing every new CT today. It demonstrates how Social Media should be viewed as a valuable channel to transform the effectiveness of you connection with external stakeholders. (Instead of something uncontrolled that will turn your business inside-out.)
5 points where tech balances between life and work