MOBILE HEALTH Consumer Truths Requiring Consideration Leigh Ann - - PowerPoint PPT Presentation

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MOBILE HEALTH

Consumer “Truths” Requiring Consideration

Leigh Ann Ruggles

Director, Strategy & Business Development Verizon Mobile Health Solutions

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What won’t YOU leave home without?

Keys Wallet Smartphone

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. . . would you reconsider?

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Truth #1: Addicted to Mobile

• f people say they

couldn’t go a single day without their mobile device in hand.

Source: http://www.nydailynews.com/life-style/addicted-phones-84-worldwide-couldn- single-day-mobile-device-hand-article-1.1137811#ixzz2k3lzd8cu

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2005 2006 2009 2010 2011 2012 2014E 2007 2008 2015E 2013E Desktop PCs Notebook PCs Smartphones Tablets

Source: Kleiner Perkins Caufield Byers

People are Accessing Technology in a Different Way

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People and Providers Are Using This Technology

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Mode of Use Matters

Source: Pew Internet & American Life Project SmartPhone Ownership Update September 2012

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Truth #2: The Quantified Self

Seven in ten (69%) U.S. adults track a health indicator for themselves or a loved one.

Source: http://mobihealthnews.com/20040/pew-most-us-adults- track-health-data-but-few-use-digital-tools/>#sthash.L3CCQnhj.dpuf

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Engagement Beyond Wellness Apps

Onavo AppRank™ Top iPhone Apps: Top 50 iPhone Apps for Health

https://insights.onavo.com/top-apps/Health%20&%20Fitness

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Truth #3: More than Carrots and Sticks

Congrats! You have unlocked a new superfood!

Geotargeting QR codes Social Networking Gamification Sweepstakes Instant Win Contests

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mHealth Market is Entering a New Phase

• f Growth

Trial Phase First solutions; pilots and proof of concepts Commercialization Phase More solutions; new business models; focus on health-interested people and companies Integrated Phase Integrated with treatment plans; insurance reimbursement We’re entering the Commercialization Phase

NOW

Approximately 100,000 mHealth apps are listed in 62 app stores with the majority being general health and fitness trackers. About 85% of the

apps target consumers.

Top 10 mHealth apps include 4 million free and 300,000 paid downloads per day. In five years, mHealth apps will be

• n 1.7 billion smartphones and

tablets. The main revenue will come not from app purchases but from additional hardware (sensors) and services.

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Truth #4: Consumer Trust is Required

SECURITY IS JOB #1

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Truth #5: Omnichannel Expectations

Hospital Drug Store Remote Monitoring SmartPhone App Video Consult Wellness Tracking

R x

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Summary: What Consumers Need to Truly Unlock the Magic of Digital Health

• Mobile must be the center of any strategy
• If the right tools are offered, consumers will engage
• Apps, sensors, wellness devices are proof
• Need more than carrots and sticks
• Must be rewarding and entertaining
• Security is a top priority
• Trust will not come easy
• Must deliver seamless, consistent experience
• Omnichannel interaction is the expectation

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APPENDIX

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The Perfect Storm

Promise of delivering healthcare cost-effectively via Mobile fuels

• pportunities

Increasing Acceptance of Mobility Macro Forces Influencing Healthcare

1 2

Payment for telemedicine. Apps as tools for efficiency, patient engagement

3 4

Health Plans

$850M+ in mHealth VC funding in 2012 Investments and innovation from large medical device companies, telcos, and startups

Investors

5,000+ Health and Wellness smartphone apps today (for end users and caregivers) 56% smartphone penetration by 2014.

Consumers

80%+ physicians use a smartphone. Need for collaboration and coordinated care delivery

Providers

1 2

Demand for greater access to health information Increased emphasis on wellness, personalization, and engagement

3 4

Consumerism of Healthcare

Aging population &rise of chronic diseases Shortage of physicians/nurses

Increased Utilization & Access Challenges

Exploding Healthcare Costs per Capita Cost shift to consumers

Growing Affordability Crisis

Health IT mandates to drive lower costs. Shift from volume to value

Government Reforms & Role of IT

4

Initiated National Broadband Plan/ incentives for HIT adoption FCC will act on recommendations of mHealth Task Force

Government

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• The requirement for new models of staffing, scheduling and care coordination,

especially for services that involve remote monitoring

• Legal liability, licensing and accreditation, especially when services are delivered

across jurisdictional boundaries

• FDA Guidelines
• Coming to grips with ambiguous funding source – provider, payer, consumer
• Finding benefits that more than offset the additional networking and service costs
• Financial justification and incentives — most healthcare systems do not reward

clinicians for keeping patients well (or less sick), only for treating them when they become sick

Pot Holes Along the Way

Clinical / Admin & Legal Issues Undefined Business Model Market Readiness

• Moving beyond early adapter consumers to mainstream
• Medical device companies becoming more proficient in networking technology
• Standards slowly converging to enable “plug and play”

Despite promising benefits, mHealth faces obstacles to becoming mainstream

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Demographics

Source: Pew Hispanic Center http://www.pewhispanic.org/2013/03/07/closing-the-digital- divide-latinos-and-technology-adoption/

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SmartPhones: Not Just for Gen Y anymore…

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