Presentation by Jane Sarasohn-Kahn, founder and president of THINK-Health, focusing on the hype and hope associated with mobile health. This presentation was delivered at unNiched(micro) a breakfast series produced by the Path of the Blue Eye Project. This initiative is designed to enhance collaboration and knowledge sharing among health marketing communications professionals from around the world. Learn more about unNiched and the Project at www.pathoftheblueeye.com. Learn more about THINK-Health at www.think-health.com.
19. Smartphone Users Have Strong mHealth Intentions Source: The Promise of Mobile Health – Bigger than DTC? Euro RSCG, November 2010 19
20. KPCB Top Mobile Internet TrendsMatt Murphy & Mary Meeker, 2/10/11Page 54 “On the horizon – 2011 and Beyond: Consumer led mobile health for monitoring / diagnosis / wellness” Source: Top Mobile Internet Trends, KPCB, 2/10/11 20
32. Developing Apps as Money PitThe cost to develop a tablet app can vary widely – here’s back-of-envelope calculation Upfront development = $20K (low-budget, off-shore) to $1 mm for multimedia/e-commerce Staffing = $200K/yr Hidden costs/opportunity costs: existing staff time spent on app means time not spent on other projects Final costs = $150K - $1.5 mm Source: Adweekmedia, 12/6/2010 32
34. Hope Lots of apps and portals Bullish forecasts Social network adoption growing among older people Ubiquitous phones, ↑ smart Smartphone users have strong mHealth intentions Falling prices for networks & devices SoLoMo coming to health Health consumers seeking transparency and information for health ‘shopping’ Matt & Mary say mHealth is heating up! Hype Remember the Gartner Hype Cycle When you’re sick, it’s complicated Lack of data/device integration Lack of data liquidity Patient dis-engagement Who Will Buy? Slow physician engagement (vis-à-vis participatory health, not clinical apps) FDA regulation: TBD Developing apps is not free. 34
35. The Real Holy Grail: Open mHealth Vision funded by 35
37. According to Dr. Ted Eytan, Permanente Federation “Being active in social media is not so much using a particular tool – because the tools are going to change – it’s the effect of what it does, the way it makes people behave. And what social media does is connect people in new ways.” Source: Social Media Are Your Friends, Managed Care, September 2010 37
42. Stay in Contact Jane Sarasohn-Kahn, MA (Econ.), MHSA Health Economist and Management Consultant THINK-Health jane@think-health.com www.think-health.com www.healthpopuli.com Blog @healthythinker Twitter 42
Hinweis der Redaktion
The original equation needs to be amplified… to include design, business, technical, behavior, and impact vectors/constraints