e–magazine of the małopolska region brussels office
17
july 2015
silver economy
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current issue:
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Foreword
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marek sowa, marshal of malopolska region articles:
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The elderly have embraced itc revolution
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Works on silver economy must take place on all levels of governance
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przemysław dana
an interview with andrzej ryś – director in dg
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Senior citizens also need innovation
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Health in your pocket
for health and food safety, european commission
an interview with rafael de andrés medina – president of aal
an interview with the creators of “dr poket” app,
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sebastian mul & maciej jurewicz
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Malopolska is conquering Brussels aleksander vigne
Questio Iuris maciej skonieczka
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#17 / july 2015
• Foreword
Ladies and Gentlemen,
› Even though it does not relate to precious metals, the so-called silver economy – which refers to goods and services dedicated to the elderly – can prove to be a genuine gold mine. As expected, a significant part of the silver economy concerns health and care services. Nevertheless, the increased life expectancy and a change of mentality have made senior citizens more likely to pursue their passions and more eager to use new technologies. Therefore, the silver economy is a wide niche encompassing multiple areas, promising to release the potential of the financial capital accrued by the elderly over the years. On the one hand, the development of this relatively new branch of economy will require increased societal awareness and political will. On the other
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hand, it seems a great opportunity for innovative businesses to grow and get a foothold in the market. In this context, both Poland and Malopolska are taking adequate measures, and Polish entrepreneurs are already rolling up their sleeves. This situation is bound to benefit all sides: the needs of the elderly will be satisfied and the whole economy will be boosted. If you are curious as to what measures European decision-makers, entrepreneurs and the eu are taking in this field, look no further and enjoy this edition of Closer to Brussels. Enjoy the latest issue of our e-magazine, Marshal of the Malopolska Region Marek Sowa
silver economy
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• The elderly have embraced the ICT revolution text:
przemysław dana
The researchers from the American Ericsson ConsumerLab claim that the credit for the burgeoning popularity of ICT solutions among the elderly goes to their children and grandchildren
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› In 2014, as many as 44% of people between 65 and 74 in the European Union were already using the internet. Even though such a figure is not comparable to that of those aged 25–34, 94% of whom were internet users, the number of senior citizens using the cyberspace is growing rapidly. Available research indicates that those who regularly visit webpages, social networks and use other ict technologies feel generally more aware, younger, and claim to experience personal development. Furthermore, these activities help them keep in touch with society. As presented in the table below, the proportion of those aged 65–74 using the internet in the eu rose by 15% between 2010 and 2014. Of course, this statistic is contingent on country of origin. In Denmark and Luxembourg over 80% of senior citizens were active on the global network in 2014, while this figure amounted to 23% in Poland and just over 10% in countries like Romania or Bulgaria. However, on balance, there has been a considerable increase in the number of senior internet users in Europe. It has to be noted, however, that many seniors consider their internet skills to be weak. The activities they engage in most frequently on the internet include: sending and receiving emails, looking up information on goods, services, and health-related matters, as well as reading newspapers and news services online. Besides, people over 65 rarely participate in discussions on online forums and social networks; in 2014, merely one person out of ten posted on such websites. Even if they do possess a social media account, for instance on Facebook, they are more likely to be passive observers rather than actively post status updates or pictures. Most of the time, their posts concern major life events.
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COUNTRIES
2010
2011
2012
2013
2014
Denmark
57%
67%
71%
78%
85%
Luxembourg
65%
69%
71%
77%
83%
Sweden
61%
68%
74%
78%
79%
Netherlands
57%
63%
73%
78%
78%
United Kingdom
50%
55%
63%
66%
72%
11%
13%
17%
18%
23%
Romania
3%
4%
5%
12%
12%
Bulgaria
4%
8%
10%
10%
11%
European Union (28 countries)
29%
32%
35%
39%
44%
— Poland —
table 1. Proportion of internet users aged 65–74 (eurostat)
On the other hand, it is important to stress the huge popularity of online shopping and banking amongst the elderly. According to the Eurostat’s report: “Active ageing and solidarity between generations. A statistical portrait of the European Union 2012”, approximately 48% of internet users aged 65–74 have used online banking. The average for all internet users (aged 16–74) reached 52%. As regards e-commerce, 46% of the elderly engaged in online shopping in contrast with the average of 57% for all internet users.
ict technologies – Bridging the generational gap › The researchers from the American Ericsson ConsumerLab claim that the credit for the burgeoning popularity of ict solutions among the elderly
the elderly have embraced the ict revolution
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Thanks to a self-learning search engine, the device will suggest how to prepare healthy meals adapted to its users’ diet, taking into account variables such as calorific and nutritional value, ingredients, price and preparation time
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przemysław dana ›
Przemysław Dana is an expert of the ASM-Market Research and Analysis Centre Ltd., a private research company operating in the Polish market since 1996. The company engages in a wide range of market, marketing and social research, as well as advanced projects, both in Poland and internationally. Furthermore, since 2002, ASM has completed 40 international research projects co-funded by the European Commission in areas such as: ICT, energy efficiency, modern construction, transportation, medicine and labour market within EU Framework Programmes, Intelligent Energy Europe Programme and Leonardo da Vinci Programme.
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goes to their children and grandchildren. Senior citizens learn how to use new forms of communication so that they can stay in touch with the younger generation. However, the elderly are not alone in this learning process as technologically proficient youth teach and support their relatives, thus creating a common ground in their relationship. Some of the youngsters’ habits rub off on the elderly too. Senior citizens nowadays prefer sending text messages over making phone calls and writing emails as the former are viewed in a more positive light by their younger relatives. In fact, new ict technologies allow the elderly to stay in closer contact with their families and friends which prevents them from being excluded from society, and, in turn, leads to the improvement in their quality of life. The “Connecting the senior generation” study published by Ericsson ConsumerLab claims that ‘the use of communication technology is bridging the generational gap in a way which former generations had never experienced’.
ict devices at the service of the elderly › The researchers at Ericsson ConsumerLab have also concluded that the increase of interest in ict technologies among people over the age of 65 can be partly attributed to the popularisation of smartphones and tablets. The fact that they are easier to use, more intuitive, multifunctional and have bigger screens, directly translates into their wider use by the older generation. The impact of devices employing ict technologies on the lives of seniors is on the rise. A good example to illustrate this phenomenon is the food processor currently being developed by an international consortium under the ChefMySelf project • www.chefmyself.eu co-financed by the European
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Commission as part of the aal Programme. It is unique as not only will it boast a large screen and an accessible interface tailored for the elderly, but it will also be connected to the internet and a special in-built app will help its users go through the cooking process in a clear and simple way. Thanks to a self-learning search engine, the device will suggest how to prepare healthy meals adapted to its users' diet, taking into account variables such as calorific and nutritional value, ingredients, price and preparation time. Moreover, it will also be able to create shopping lists which will include the foods needed to prepare the meals planned for the upcoming week and on the basis of the history of previously used ingredients. The creators of ChefMySelf have also emphasised the social aspect of their device. Another easy-to-use in-built app will allow senior citizens to participate in discussions on a culinary forum on which they will be able to comment on and share recipes, post pictures of meals, organize meetings and simply meet new people. The ict revolution among the elderly has already begun. It is nearly certain that those aged 65–74 who were still professionally active when modern technologies began to be indispensable parts of our lives will be the first generation of senior citizens fully embracing the ict revolution. Even though not all of the current elderly feel absolutely comfortable using ict devices, each consecutive generation will be more tech-savvy, which should in turn accelerate the development of ict services for the elderly.
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• Works on silver economy must take place on all levels of governance an interview with andrzej ryś directorate-general for health and food safety, european commission
aleksander vigne: What is the silver economy? andrzej ryś: This question is simple and complex
in equal measure. I think that we could define the silver economy as a part of the economy which is dedicated to the elderly as consumers. The section of the economy in which the elderly are professionally active could also fall under this definition. In fact, limiting the scope of the answer to the first part of the definition would exclude people over the age of 60–65 from the labour market and I believe they can both actively participate in this market and work for the benefit of employers and society. According to some estimates, the global value of silver economy currently amounts to circa 7 billion dollars and could reach some 15 billion by 2020. av: Is this phenomenon, the silver economy,
something imposed on societies in light of the increasing life expectancy, or is it rather a business opportunity aimed to make a profit? ar: This question has two dimensions. On the one hand, the rise of the silver economy was caused by the demographic tendencies and the situation in which Europe and other countries in the world have found themselves. On the other hand, it can be attributed to certain social and economic factors, the development of education system, social security and the general wellbeing of society. While some societies age gradually, others, like Polish society, will observe consider-
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able fluctuations in terms of ageing given their current demographic structure. Now, going back to economy and politics, it is clear that some entrepreneurs and politicians deem the silver economy an opportunity for economic development. Firstly, in many countries the elderly have been considered, until recently, predominantly passive in the labour market. They have been thought to receive their pensions, use the resources they have accumulated, financially support younger generation and hardly ever purchase new goods. Consumer market analysts have often focused their research on those below 55 or even 50 years of age. This has changed because the elderly have become more active. As some of them regularly go on holidays, look for products specifically designed for them and move out to smaller houses or ones with additional services, there is a new category of consumers seeking new goods and services. Those people have accumulated assets such as real estate and cash. In many eu countries there is a significant amount of “frozen” assets on bank accounts, which could, as many economists claim, stimulate national economies. Moreover, nowadays the elderly refuse to live isolated lives in areas without many services. They are healthy and able to drive cars, embark on longdistance travels and work part or even full-time due to technological and medical advancements. They remain in contact with their friends, read
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online newspapers and use technology in their everyday lives to a much greater extent than their ancestors. In light of the demographic challenges in the 21st century, the debate on health and healthcare systems will focus on increasing life expectancy, but also on making people more healthy and making them enjoy more autonomy in everyday life. Therefore, it is necessary to increase funding for prevention systems, chronic care management and home care. Furthermore, prudent investments in hospital systems are also required so that modern facilities which have been built are put to use. In many countries, the number of hospital beds is decreasing, while it is getting increasingly easier to access specialised clinics and qualified professionals. Likewise, new technologies facilitate diagnoses, surgeries and communication with patients and their relatives at home. There is one question left on the table: does healthcare spending needs to keep increasing? The focus should not solely lie on boosting, but also on streamlining the expenditure. av: So there is a niche in the market, in a sense,
a new sector in the economy. What can authorities at various levels (regional, state, European Union, etc.) do in order to support it? ar: I would start from the bottom, from where we live, so the city and municipality levels. I had the opportunity to work at the Town hall of Cracow and already by the end of the 1990s we were facing the same question. Firstly, local authorities need to determine to what extent the elderly are key to the development of the local community. This target group will be different in a big city, such as Cracow, which deals with problems of a different nature, than in a small town. Therefore, the following question arises: to what extent can local authorities in small towns or big cities create public services, or an environment conducive to such services, which would help the
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According to some estimates, the global value of silver economy currently amounts to circa 7 billion dollars and could reach some 15 billion by 2020
• elderly, mobilise them and allow them to remain autonomous for as long as possible? Obviously, it is often a matter of pricing; for instance for public transport tickets, theatres, access to the internet, healthy meals and venues where they can perform various activities. We need to pay attention to the public space in which we live and which we can shape to accommodate the needs of the elderly. We need to take into consideration that among them there are people with hearing loss and reduced mobility which we need to treat, in a sense, as something natural. There are systems enabling people with hearing aid to hear better in public spaces, allowing them to attend concert, speeches and sermons without being interrupted by screeches and other sources of noise. Subsequently, we need to consider where those people can gather and meet each other, so they are not confined to their home environments. How can we create such spaces? One good example are so-called senior clubs, but it can also be any existing infrastructure that gets adapted to the needs of the elderly, such as swimming pools which are easily accessible. Senior citizens who did not have the opportunity to swim before as there were no swimming pools in their vicinities, could access the newly build ones nowadays. We can create a system, an environment, in which those people would not feel uncomfortable because their bodies are no longer as fit as they used to be and, as such, do
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activities one can enjoy regardless of his or her age. How to achieve it? First of all, by offering affordable prices. Secondly, by reserving dedicated hours, for instance 2 hours a week, when those people can meet and have the pool exclusively to themselves. Finally, it is worth mentioning that 110 regions in Europe have chosen active ageing as one of their smart specialisations which are those branches of the economy they are particularly intent on developing. av: Does people’s mentality not play an im-
portant role in this matter? I would say that in Poland some older people were brought up in a culture where the elderly stay at home and look after their grandchildren. Is there not a risk that we will build a sophisticated infrastructure and encourage the elderly to use it, but they will not be interested in doing so? ar: Every economic problem boils down to supply and demand. If people do not have the opportunity to use certain services, of course they will not. As you know, I was born in a small Polish town called Limanowa.
We need to pay attention to the public space in which we live and which we can shape to accommodate the needs of the elderly
• Several years ago, the local swimming pool was expanded which is now beautiful and impressive, comparable to those I saw in Luxembourg or here in Brussels. I am always curious as to what extent this swimming pool is available for school children and irregular customers such as myself. Once, I asked about the pool’s availability for the elderly and I found out that only one hour
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per week is dedicated to them, although I did not enquire as to whether this dedicated time slot is actually utilised. However, I remember a remark by the lady selling tickets that there are increasingly more people coming as the number of people for whom going to the swimming pool is a normal activity and who are able to swim is on the rise. Among them there is a significant number of older people and I hope this group will keep growing. Obviously, the creation of a system which would allow everybody to use such services is impossible as there are, amongst others, mental, economic, logistical and time barriers. It is the public service providers who should strive to reduce these barriers as it would increase the number of their customers. Regarding the elderly, allowing them to use more services increases their mobility; they go to shops, travel and are active members of society. However, this poses a question whether it is not better for them to stay at home and look after their grand and grand-grandchildren. It is simply a different model as we live in a different phase of society development, but it is certain that we are about to undergo a massive revamp of the traditional model. I believe that another paramount factor is the access to new technologies in our society. If we can guarantee it, we will be able to provide people with another way not only to keep in touch with each other, but also to offer them services. For instance, e-commerce allows us to remotely buy food, drinks, books or, should one prefer it, e-books. It is important to remember that the family structure is also changing. Likewise, nowadays people quite often have their relatives spread around the country or even around the world and, as such, they need to be able to communicate with them. To conclude, I am convinced that lowering barriers, improving accessibility to a wide range of public services – and through them to private ones – would improve the quality of life among
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the elderly. This would also open a wealth of new opportunities for them av: Could you please expand on the role of
national governments in this process? ar: Of course, at the national level it is important to discuss the issue of the elderly, and adequate legislation can truly help them. Likewise, it is also paramount to insist that local authorities use trustworthy studies and data in the decisionmaking process. The role of the State, but also of the European Commission (ec), is also to foster exchange of experiences between different communities. We promote this debate in the framework of the innovation partnership. This debate has been incredibly intense for at least 5 years and our role is to build partnerships between regions, service providers and companies which are particularly active on local markets. We are creating a new, quality network of information exchange and sharing experience. The main tool the eu employs to help the elderly is the European Innovation Partnership on Active and Healthy Ageing. Its primary purpose is to draw attention to the issue and to invite partners to design not only products but also services and systemic solutions for the elderly. Besides, the Partnership provides a platform to share experiences of implementing innovative solutions in this field between regions. Another aspect which should be given importance is holding this debate within the framework of eu policies, in areas such as research. A growing interest in such a debate can already be seen at the European, regional and local levels. Furthermore, the European Commission allocated 446 million euro to the so-called Third eu Health Programme between 2014 and 2020. The aim of this programme is not to finance health care in Europe, but rather to coordinate and develop health policies in the eu. It is worth adding that the eu has also spent 8 billion euro on eu
dr andrzej ryś ›
Health Systems and Products Director, Health and Food Safety
dg, European Commission.
›
Medical doctor specialised in radiology and public health and an alumnus of the Jagiellonian University, Krakow (pl). 1991: established the School of Public Health at the Jagiellonian University. sph's director till 1997. 1997–1999: director of the Krakow’s city health department. 1999–2002: deputy Minister of Health in Poland. Member of the Polish accession negotiators team. 2003: established the Centre for Innovation, Technology Transfer and University Development at the Jagiellonian University and managed it as a director. 2006: joined the European Commission as the Director for Public Health and Risk Assessment in the Directorate-General for Health and Consumers in Luxembourg. 2011: appointed Director for Health Systems and Products in the Directorate-General for Health and Food Safety in Brussels.
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Our role is to build partnerships between regions, service providers and companies which are particularly active on local markets
• research programmes in the field of health care. Further expenditure in this field will be made in the form of national and regional programmes negotiated with the European Commission, although the degree of investment is not yet known. In the previous programming period it was around 5 billion euro according to our estimations. Poland was among the countries which spent the most money on healthcare.
eu programmes financed by the ec. What are the EC's plans for the upcoming years in terms of helping the elderly? What does it aim to achieve? ar: I think that the European Innovation Partnership on Active and Healthy Ageing is a remarkable feat achieved jointly by the EC and regions. Firstly, in the Commission alone a few Directorates-General came to cooperate with each other, starting from dg sante, through dg cnect, dg rtd to dg epml. Among our priorities there is, just like in the Horizon 2020 programme, an increased accessibility to research and development funds in the field of health and ageing. The European Institute of Innovation & Technology has recently concluded the call for kic (Knowledge and Innovation Community). Among the Polish laureates, besides globally competitive research centres, there is the Łódź Region. I am convinced that private firms will follow this trend and try to access such funds in the future. There are av: There already are quite a lot of
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hundreds of millions of euros dedicated to this kind of activities for future Horizon 2020 calls and the issue of the elderly is often mentioned. So there are means available as well as room for common actions. Moreover, in our approach to spending structural funds we have been taking this age group into account and I think it had a bearing on a significant number of operational programmes. Currently, there are definitely more eu Member States and regions which adopt a more proactive attitude towards this issue. For instance, German Chancellor Angela Merkel created a group of experts focussed on long term priorities for the German government and the issue of ageing, unsurprisingly, appeared on the list. Lately, another eu Member State, Slovenia, has also enacted a new policy on this matter. Thank you for the discussion.
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Senior citizens also need innovation an interview with Rafael De Andrés Medina president of aal
Now parents cannot expect that their children will take care of them, because, for example, they live in another city
• roma guziak: Why is the ageing population be-
coming the driver of economic growth? rafael de andrÉs medina: It is one of the direct and indirect drivers and a challenge, but it is not the only driver. It is a real challenge indeed. Why? Because for the first time in the history of mankind there are more people who are over 65 than those who are under 5. Not only in the developed world, but all around the world. This is the realistic ratio of the United Nations. We were witnessing a different situation until the second half of the century. You can probably read in novels how the situation of the elderly was in the 18th century. Now, it is completely different. Fortunately, with antibiotics, better care, better sanitation and more healthy lifestyles, people live longer and in better conditions. This is one point. The other matter to consider in the context of the ageing population as the driver of the economic growth, is that the current model of providing care is no longer sustainable. Both in social care and also in health care. In the past, the model was highly contingent on manpower and family and relatives played an important role. In some countries the manpower is in short supply
and expensive. That is why we need a different model which would make use of ict technologies. What was only theoretical 20 or 30 years ago, is now feasible. For instance, we have systems to monitor conditions of the elderly. Last but not least, traditionally the younger generations took care of the elderly, I mean mostly daughters (and to a smaller extent sons) took care of their parents. Now parents cannot expect that their children take care of them, because, for example, they live in another city. The way in which society is organised is quite different. There is also the matter of people’s wishes. People prefer to live at home, so long as they can manage their own lives. So, elderly people are not interested in going to a care home or to an institution in general, except if they are heavily handicapped. This means there is a different design of the model. There is also another dimension: the 65 plus population manage wealth and revenues which amount to 3 billion euros per year. This means they represent a growing set of discerned consumers on the market and not only users of care services. rg: You mentioned the economic model, so do
you think that the current economic model effectively responds to the needs of the elderly? rdam: Elderly people receive health care, but there are also other aspects that could be covered. Travelling, living in good conditions, the leisure aspect. In the developed world there is money for that. Of course, the revenues of the elderly are
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In some cases there are legislations that are not based on any clear rational assessment. Another critical issue is that the care system in Europe is regionalised
• not optimal in many places, but there is money. So, this means that there is a set of businesses that compete to cater to the needs of the elderly. And, if in some cases people are deterred from travelling because they are afraid they can get lost in another city, they simply need to have an app in their mobiles that can guide them. Making cities elderly-friendly could also be another driver of the economy. This means that people will become less afraid of travelling. Of course, in case of heavily handicapped people the situation is more complex, but there is a huge opportunity too, with the portability of health data. Again, this is a driver of the economy. Of course, we need to do some preparations, because there is also a psychological barrier. But, if this is done, it will create a fantastic opportunity for business. So, as you can see, there are several sectors interlinked in which it is possible to develop different models that are not only based on health and social care. rg: What do you think policy makers and gov-
ernments at the regional, national and eu level can do to support the silver economy? rdam: They can do several things. One is to eliminate unnecessary barriers to work in order to prevent non-regulatory barriers because in some cases there are legislations that are not based on any clear rational assessment. Another
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critical issue is that the care system in Europe is regionalised. Even in the countries that have a centralised political system, the care system is provided at the regional or provincial/county level and is dependent on regional governments. It is necessary to create an important core of businesses in order to go ahead. There is a big risk of splitting the market if the care system is regionalised and the technical specifications are regionalised, and it can prevent the market from reaching a critical mass. We need to try to harmonise. We need more interoperability between systems and not only in terms of ICT. Authorities can also start to foster cooperation with entrepreneurs who create new businesses. It is necessary to generate new businesses and it is also essential for them to have access to public and private partnerships, business angels, venture capitalists and crowd funding. Of course, we cannot expect that all European regions are going to apply the same methods, however there are always pioneers who can serve as models for other regions, authorities and also for societies. For example, there are many pilots but not all are designed to scale up processes. Scaling up does not mean that we simply invest money in order to make something grow. It implies a different type of concept design. The example I can give has nothing to do with the silver economy, but it clearly explains the issue. For instance, if you plan to build a new floor in your house, obviously you need money. But money is not the only thing you need if you want to add ten floors. To do that you also need a different design, a different structure. It is a conceptual issue. At the same time, there is a big risk, because it is much easier to develop pilots than to scale up. If the blueprints of such pilots are not taking into account the possibility of scaling up in the
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future, they are meaningless. In my opinion, this is the way to enable progress. It is necessary to spend money in order to gain experience in new areas. Until now, the approach was to treat all regions equally. With ict technologies it is now possible to adapt to different regions with different needs. Trough investing this way, new businesses will be developed in the future. We also need to get societies familiar with the new approach. Likewise, forecasts about what the long-term needs are regarding manpower are also required. We need to have a plan. And this is the challenge for the authorities. In summary, we shall attempt to break unnecessary barriers, and to homogenise and harmonise our models in order to have a better, wider market. rg: Another issue is that, as we know, the social
status differentiation among the elderly is very high. How can a single economy model cover be tailored to all of senior citizens across Europe? rdam: This is also the responsibility of authorities. This is a relevant question not only in terms of economics, but also politics. Because, of course, you can have a model in which wealthy people can afford everything, but Europe is also based on intergenerational solidarity. If young people are forced to take care of their parents, they lose a number of other opportunities. Therefore, it is very important for authorities to develop an approach which would consider the needs of both generations. Of course, there is undoubtedly an economic dimension, but also a political one. Young people and the elderly have different priorities. Because both these groups vote in elections, if no actions are undertaken, there is a possibility of an intergenerational clash. In summary, there is a window of opportunity for fostering economic growth. It is important to
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have different experiences in order to determine the best practices because, in my opinion, one of the potentially most dangerous situations in life is when somebody makes a decision on behalf of other people without taking their wishes into account. Nobody should decide what others should wish for, because wishes are very personal. rg: As you have explained, the shape of the
classic ‘population pyramid’, as in the one with a large number of young people at the bottom and few elderly at the top, has changed. Now, it resembles a skyscraper, rather than a pyramid. What consequences will this transformation have in the future? rdam: This question is complicated. In Europe we also need to have higher birth rates. We need to restore the natural progression of generations.
Therefore, it is very important for authorities to develop an approach which would consider the needs of both generations
• Some countries are doing better by providing incentives and better conditions for parents. It is not only a matter of families. It is a matter of whole society. We need to give this support because, of course, having a child is expensive. You need to have schools, kindergartens and so on. But, there is also another dimension, the ict. With the use of ict technologies you can connect the elderly with the younger generation. A good example are the grandparents talking to their grandchildren via Skype. Now the grandparents can interact, even if they are
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Założeniem AAL Joint Programme jest zapewnienie, że rezultaty projektu dotrą na rynek z rozwiązaniami wykorzystującymi komponenty ICT
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thousands kilometres away. There is a new kind of relationship. New generations are familiar with computers and that is very encouraging for the elderly, it provides an incentive for the older generation to be trained in ict. Also, a big issue for the elderly is loneliness which also has health consequences. When people live alone and are not in contact with the outside world, they run a risk of developing health problems. rg: The European Union (eu) has already intro-
rafael de andres medina ›
The President of the aal Association that manages the Active and Assisted Living Programme; the Chair of the Assembly of Member countries of ecrin–eric; and the Head of the eu and Internationalization Division at the National Institute of Health Carlos iii in Spain. His research policy interest covers smart social inclusiveness, translational research and innovation, p4 (predictive, preventive, personalized, participate) Health; as well as European Joint Programing; esfri Research Infrastructure Planning and eu–lac Health (eu and Latin-America and Caribbean countries).
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duced a number of measures in support of the market which include the Active and Assisted Living Joint Programme, the eHealth Action Plan, the European Innovation Partnership on Active and Healthy Ageing, as well as certain parts of Horizon 2020, Societal Challenge on Health, Wellbeing and Active Ageing. Is it enough to boost the market? rdam: I am not unbiased, nobody is. I would like to explain it a bit. First, you need to have a balance in political terms regarding commitments in different sectors. We need more cooperation between different initiatives and avoid the silo mentality. The aal Joint Programme enjoys a strong political support because it was enacted by the European Parliament and the Council. It has received 175 million euro provided by the participating countries, another 175 million euro by the eu for the period 2014-2020 and finally 350 million euro by the private sector companies participating in the project. The purpose of the aal Joint Programme is to make the winning projects reach the market. These projects should have an ict component in them, but they do not necessarily have to be wholly focussed on ict. We have compelled the creators of the project proposals we are funding to provide detailed business plans which must include the strategy for their projects to reach the market within 3 years of their completion. The aal
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Joint Programme also funds events such as the annual aal Forum, in which researchers, policy makers and members of the industry interact, and projects are presented. If we look at the combined investment in research in Europe (by the European Commission and Member States), it is superior to that of the United States, China, Japan and so on, but we mobilise it in a complex and suboptimal manner. This substantial investment should generate more revenues and it should be allocated in a more efficient and cooperative manner, because the eu is also based on cooperation. Cooperation means that there is the power of leverage. This is a way of leveraging money from different countries and, to do so, we need to try to work together. If researchers work together in the aal framework, and they interact with each other and with other project partners from other countries, this is valuable in and of itself. Relationships have been established. This is important because in Europe research should be conducted by all countries, not just the richest ones: it should have a similar impact everywhere. Last but not least, we also need to strengthen research capacities all across Europe. It would be politically unwise not to do so. Therefore, we need to try to facilitate cooperation. Now it is possible because we can develop interoperability and mutual standards. I insist, it is very important that we create an environment conducive to the cooperation between researchers from different countries because they will use the resulting experience in the future projects. Thank you for the discussion.
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an interview with the creators of dr poket app Sebastian Mul & Maciej Jurewicz
Health in your pocket aleksander vigne: I would like to begin with the
most obvious question, how did you start your company and where did the idea to write the Dr Poket app come from? sebastian mul: We are all a group of friends who had common interests in the fields of medicine, it engineering and electronics, while another friend of ours is a chemist. Consequently, through combining our strengths we had a lot to offer. The firm was founded by Marcin Michalak and Mateusz Zauliczny. The two of them have come up with the idea to develop the Dr Poket app given that Mateusz is a chemist and Marcin an it engineer. It was our own experience that triggered the idea. We have a friend who has always been taking a lot of medications and, as such, he was overwhelmed by the sheer number of medicine containers and found it difficult to take the right medications at the right time. Hence our concept to help such people out. av: Could you please tell me what Dr Poket does
and what its target group is? maciej jurewicz: The app simply assists people in taking medications. It is designed to support its users in their everyday lives by reminding them to take medications, creating medication schedules and, most importantly, connecting patients with doctors or caregivers. Dr Poket allows both patients and medical professionals who take care of them to create their own lists of drugs and reminder alerts. The latter will also
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be informed as to whether their patients have taken the prescribed drugs on schedule sm: Dr Poket supports not only its end users, i.e. persons taking medications, but also doctors. It does so by informing doctors about various interactions between different drugs taken by their patients. If they want to prescribe a new medication, they can access a register of all medications taken by their patients, including over-the-counter drugs the patient has been taking without consulting the doctor. Doctors will be able to see whether their patients take prescribed medications and whether those medications interact with others. The app is able to identify all of that. av: Are you planning to promote your app
among the elderly? If you are, in what way? It seems to me that it would be a perfect target group for you as senior citizens take most medications and can find it difficult to organise and remember medication schedules. mj: We are aware that Polish society, as well as other European societies, are ageing. Around 20% of people in Poland are now over 65, so it is definitely a huge age group. We are intending to reach out to this group through promotional campaigns on the Internet, social media and tv. We also want to engage potential caretakers of the elderly who would recommend them the app and show them how to use it. Another aspect to consider is that the stereotype of the
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We believe that the progress of our civilization is so fast that we will be able to break the barrier of fear of losing face-to-face contact with medical practitioners
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We are a group of passionate people who work hard to help those who take medications. We are designing a system bridging the gap between patients and doctors, or caretakers.
The Dr Poket app facilitates the healing process by regularly reminding patients to take medications and recording the history of their administration. For the sake of patients’ safety, the application identifies potential interactions between taken substances and allows doctors and caretakers to supervise the recovery process more thoroughly.
• illustration: A preview of the application
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The situation in which apps are not often used by the elderly is not caused by the elderly themselves, but rather by those who create apps
• average, technology illiterate senior citizen is becoming obsolete. Increasingly more of them are using computers, mobile phones and even smartphones. av: Why did Dr Poket seem like a good busi-
ness idea to you? Because there was no app of this kind in Poland? sm: Initially, we were after an idea which would align with our interests. Regarding the business side of Dr Poket, telemedicine is the most rapidly growing sector of medicine in Poland and all over the world. The tendencies and growth forecasts looked promising, so we decided to jump in. In general, the mobile apps market keeps growing and so does the number of people using them. One can see what the current situation is; prescriptions are still predominantly printed on paper although an increasing number of electronic systems is implemented, so there is an opening in the market which we aim to capitalise on. mj: Moreover, similarly to other industries, there is a palpable fear of using the cyberspace among patients and health professionals. We believe that the progress of our civilization is so fast that we will be able to break the barrier of fear of losing face-to-face contact with medical practitioners. In this light, we are going to create one of the first solutions of this kind in Poland, if not in the world. From the business perspective, being a pioneer is always advantageous. av: How do you assess your development pros-
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pects in Poland? Do you consider entering other markets? I am mainly interested in your view of the European market. mj: Poland is obviously our staring point, but we would not like to limit ourselves to just one country. We have already drafted rudimentary expansion plans to European markets. The first country we would like to enter is the uk. We need to acquire the uk drug database and use it to adapt our app to the British market. After the uk, we aspire to expand to Germany. sm: There are two main differences which should be taken into account. Firstly, personal data safety and confidentiality of medical data, as different countries adhere to different standards. Secondly, the drugs which are used. Those are in fact the only two changing parameters we need to focus on, as Dr Poket is very adaptable. As long as we manage to acquire drug databases from countries to which we want to expand and undertake adequate marketing efforts, we can enter any market. av: What is the silver economy for you? Is this
phenomenon present in Poland? mj: By definition, the silver economy means adapting the economy in such a way that people over 65 years of age can lead dignified lives and even keep being professionally active. From our perspective, creating an innovative product aimed to help senior citizens is contributing to the silver economy. We also hope to break the stereotype that new technologies are the domain of youth as it is our belief that new technologies
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are for everyone and that nobody should be excluded from using them. Therefore, we seek to promote our app among the elderly and, at the same time, contribute to the flourishing of the silver economy. sm: The situation in which apps are not often used by the elderly is not caused by the elderly themselves, but rather by those who create apps. Quality apps should be adapted to the needs of senior citizens in terms of their functionality. We are convinced we can design a system which would be easy and intuitive even for people anxious about new technologies. mj: The interface of our app is modified according to the age of the user. We adapt it to the needs of the elderly by increasing the font size and having wider gaps between clickable buttons. av: Have you come across any political actions
at regional, national or European level aiming to support the silver economy? mj: We are aware that boosting the silver economy is one of the priorities of the European Union. However, thus far we have not used any programmes supporting this kind of activities. But if an opportunity arises, we will be glad to do so.
• illustration: A preview of the application
Thank you for the discussion
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• Małopolska is conquering Brussels Representatives of the Malopolska region participated in The European Summit on Innovation for Active & Healthy Ageing which took place on the 9th and 10th March in Brussels text:
aleksander vigne
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› More than 1200 guests came to the Square conference centre, participated in 32 sessions, workshops and meetings, as well as visited the Pioneers village made of 20 stands. Moreover, more than 20 startups presented their projects. Both the public and the participants made extensive use of social media to post their reactions. Entrepreneurs met clients, researchers met consumers, patients met service providers and visitors had the chance to test out some robots. The summit also attracted a lot of investors seeking opportunities in social economy, construction, tourism and design, who were able to discuss the benefits of the silver economy. Mr Günther Oettinger, Commissioner for Digital Economy and Society, said that “we must not deepen inequalities. Innovation for Active and Healthy Ageing must benefit our citizens - all of them. (…) The eip on Active and Healthy Ageing is already three years old, but we will continue the partnership. The new Commission, Jean Claude Juncker and his team, are convinced that there is a future for this project. Over the next five years we want to continue this program, secure and deepen it, and build upon its network to create added value for industry, jobs and growth, and for the quality of life of elder European citizens.” Analogously, Mr Carlos Moedas, Commissioner for Research, Science and Innovation, pointed out that “in every eu Member State, the share of the population aged 65 years and over is increasing, which presents us with a ready-made, emerging market for social entrepreneurship and innovation, a sound case for developing cheaper, more efficient, personalised approaches to healthcare, and a growing customer base for tailored goods and services.” Representatives of the Marshal’s Office of the Malopolska Region participated in the debates on “Sustainable health and social care for an ageing population”, “Demographic change – impact on human potential
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and social model” and “Innovation for active and healthy ageing, from concepts to reality from local to global solutions”. There were also 7 thematic workshops which provided its participants with an opportunity to exchange experiences regarding the following themes: “Financing ict innovations for active and healthy ageing – new opportunities and financing models from investors”, “Ageing in the workplace. Joint Programming Initiative: More years, better life: best practices and new calls”, “Design for ageing. Examples of European initiatives responding to ageing populations needs” and “National and regional strategies of support to the silver economy. New projects and best practices in the field of innovation for active and healthy ageing.”
Active ageing in Malopolska › Malopolska is the first Polish region, which designed a strategy for the silver economy in the framework of the European project “adapt2dc – adaptation to demographic change”. The region is also the coordinator of the working group on such a strategy for Central Europe. In October 2014, Cracow hosted the first Healthy Ageing Congress in Malopolska. Malopolska has recognised the need for devising systemic solutions in the field of active ageing in light of the structure of Malopolska’s economy in which tourism and, in particular, health tourism – given the high number of health-resorts in the region – plays a substantial role. A pilot study “tele-ecg” was conducted in the framework of adapt2dc by the John Paul II Hospital. Approximately 100 patients over 55 years of age were monitored for 30 days at their homes by remote ecg devices which sent data to the hospital for analyses. This allowed a wide group of people potentially suffering from cardiac arrhythmia to be diagnosed from home
• source: www.europa.eu
and spare them the stress and effort related to extended hospitalisation. The telemonitoring device proved efficient not only in discovering dangerous heartbeat irregularities, but also helped diagnose other diseases of affluence in the target group.
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text:
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Questio Iuris › The Charter of Fundamental Rights of the European Union, a set of fundamental human rights and civil duties which is legally binding since the entry into force of the Lisbon Treaty, states, under article 25., that: “The Union recognises and respects the rights of the elderly to lead a life of dignity and independence and to participate in social and cultural life.” In a similar vein, article 3. of the Treaty on European Union (eu) emphasises the importance of looking after the elderly: “[The Union] shall combat social exclusion and discrimination, and shall promote social justice and protection, equality between women and men, solidarity between generations (…).” As one can notice, active ageing and inclusion of the elderly are protected by the European law. Despite these provisions, most of the silver economy and issues related to ageing are beyond the legislative competences of eu institutions. Given that legal acts can only be enacted by the eu within the boundaries set by eu Treaties, it is up to individual Member States to create their own legislation in these fields. Nevertheless, the eu legislation does affect the situation of the elderly to a certain extent, for instance, through the eu anti-discrimination provisions. These provisions help eliminate discrimination at work, which allows senior citizens to be more active in the labour market and, broadly speaking, in society. On the other hand, in every issue of Close to Brussels we strive to publish a legal act related to the main topic
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we discuss, and this time we could not find a single legal act that would specifically concern the silver economy. As demonstrated by the European Commission report “Growing the Silver Economy in Europe”, the silver economy appears to be a significant factor of economic growth not only in Europe, but also in the us, China and Japan. In the eu, there are a lot of emerging initiatives, legal provisions and norms, and their diversity could potentially harm the development of the whole sector and, in turn, hamper economic growth. New ict and healthcare solutions designed in different countries are oftentimes incompatible with one another which jeopardises competition and in itself is a barrier which prevents companies from entering new markets. Given that this lack of coordination could lead potentially lead to the slowing down of economic growth, harmonisation of rules, standards and actions can provide significant added value at the European level. Aware of these shortcomings, the European Commission launched certain political initiatives to support the silver economy. The main tools currently in use are the European Innovation Partnership on Active and Healthy Ageing (eip on aha) and the Ambient Assisted Living project (aal). The eip on aha is a pilot project promoting cooperation for healthy and active ageing between the Member States. The aim is to increase the life expectancy by two years by 2020 through
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innovation in health and social care, making eu industry more competitive and reaching new markets. Under this project, the European Commission collaborates with states, regions, industries, healthcare professionals and ngos representing the elderly and patients. The aal Joint Programme is a research and development initiative partially funded by the European Commission. Its aim is to come up with innovative products and services based on ict solutions to allow the elderly to lead comfortable lives for a long time. In Poland, aal initiatives are co-funded by the National Centre for Research and Innovation. As demonstrated, the lack of legal provisions in the framework of the silver economy cannot be attributed to a lack of interest, engagement or to ignorance of eu institutions, but rather to the limitations imposed by the Treaties. The European Commission has realised it faces one of the most significant social challenges of the years to come and in order to cope with it, an intervention at the European level is necessary. The arising question is whether purely political and promotional actions, without performing any legal harmonisation, will be sufficient to harness the full potential of this branch of the economy?
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