MOBILE HEALTH Consumer “Truths” Requiring Consideration Leigh Ann Ruggles Director, Strategy & Business Development Verizon Mobile Health Solutions Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
What won’t YOU leave home without? Keys Wallet Smartphone 2 Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
. . . would you reconsider? 3 Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Truth #1: Addicted to Mobile of 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 4 Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
People are Accessing Technology in a Different Way 2005 2006 2007 2008 2009 2010 2011 2012 2013E 2014E 2015E Desktop PCs Notebook PCs Source: Kleiner Perkins Caufield Byers Smartphones Tablets 5 Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
People and Providers Are Using This Technology 6 Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Mode of Use Matters Source: Pew Internet & American Life Project SmartPhone Ownership Update September 2012 7 Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
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 8 Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Engagement Beyond Wellness Apps Onavo AppRank ™ Top iPhone Apps: Top 50 iPhone Apps for Health https://insights.onavo.com/top-apps/Health%20&%20Fitness 9 Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Truth #3: More than Carrots and Sticks Social Networking QR codes Contests Instant Win Geotargeting Sweepstakes Gamification Congrats! You have unlocked a new superfood! 10 Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
mHealth Market is Entering a New Phase of Growth We’re entering the Approximately 100,000 mHealth Commercialization Phase apps are listed in 62 app stores with Trial Phase the majority being general health First solutions; pilots and and fitness trackers. About 85% of the proof of concepts apps target consumers. Top 10 mHealth apps include 4 NOW million free and 300,000 paid Commercialization Phase downloads per day. More solutions; new business models; focus on In five years, mHealth apps will be health-interested people on 1.7 billion smartphones and and companies tablets. Integrated Phase The main revenue will come not from app purchases but from Integrated with treatment additional hardware (sensors) and plans; insurance services. reimbursement 11 Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Truth #4: Consumer Trust is Required SECURITY IS JOB #1 12 Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Truth #5: Omnichannel Expectations Hospital Wellness Tracking R x Drug Store Remote SmartPhone Monitoring App Video Consult 13 Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
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 14 Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
APPENDIX 15 Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
The Perfect Storm Promise of delivering healthcare cost-effectively via Mobile fuels opportunities Macro Forces Influencing Healthcare Increasing Acceptance of Mobility Consumers Growing Affordability Crisis 5,000+ Health and Wellness smartphone apps today 1 Exploding Healthcare Costs per Capita 1 (for end users and caregivers) Cost shift to consumers 56% smartphone penetration by 2014. Providers Government Reforms & Role of IT 80%+ physicians use a smartphone. 2 2 Health IT mandates to drive lower costs. Need for collaboration and coordinated care delivery Shift from volume to value Health Plans Payment for telemedicine. 3 Consumerism of Healthcare Apps as tools for efficiency, patient engagement 3 Demand for greater access to health information Increased emphasis on wellness, Investors personalization, and engagement $850M+ in mHealth VC funding in 2012 4 Investments and innovation from large medical device Increased Utilization & Access Challenges companies, telcos, and startups 4 Aging population &rise of chronic diseases Government Shortage of physicians/nurses Initiated National Broadband Plan/ incentives for HIT adoption 4 FCC will act on recommendations of mHealth Task Force 16 Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Pot Holes Along the Way Despite promising benefits, mHealth faces obstacles to becoming mainstream • Coming to grips with ambiguous funding source – provider, payer, consumer • Finding benefits that more than offset the additional networking and service costs Undefined • Financial justification and incentives — most healthcare systems do not reward Business Model clinicians for keeping patients well (or less sick), only for treating them when they become sick • The requirement for new models of staffing, scheduling and care coordination, especially for services that involve remote monitoring Clinical / Admin • Legal liability, licensing and accreditation, especially when services are delivered & Legal Issues across jurisdictional boundaries • FDA Guidelines • Moving beyond early adapter consumers to mainstream Market • Medical device companies becoming more proficient in networking technology Readiness • Standards slowly converging to enable “plug and play” 17 Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Demographics Source: Pew Hispanic Center http://www.pewhispanic.org/2013/03/07/closing-the-digital- divide-latinos-and-technology-adoption/ 18 Confidentialand proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
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