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Evolving PHR Market
                  Analysis & Trends
         Presented for HHS, AHIC Consumer Empowerment Workgroup
  ...
Three Take-Aways

      What is Market
      Structure Today
      How will Market
      Evolve
            4 Generations
...
PHR Market has Re-ignited




  June 13, 2008        Copyright: Chilmark Research
                  For internal use only,...
Who is Engaging a PHR

 Total Adoption Today:
 ~5-7%
 Consumer Profile:
     Mid to Upper Class
     Middle Aged
     Work...
Market has Moved to B2B Model




                  Primary Market                                          Secondary Mark...
PHR Sponsors
Sponsor              Motivation(s)                             (+)                        (-)
Employer       ...
PHR Market is Highly Fragmented




                                       *




*iPHRs: Internet-based PHR




     Extre...
1st Generation: Isolated

                                                                  Target: End Consumer
         ...
2nd Generation: Online with Some Data
                                                                 Target: Businesses
...
3rd Generation: Highly Networked Utility
                                                                 Target: Consumer...
Dossia’s Utility Model

   PHA               PHA                       PHA                     Dossia Ecosystem
          ...
Successful (PHSs) Will Evolve Into
Ecosystems


                Providers
                                                ...
4th Generation: Personal, Actionable, Connected

                                                        Target: All Marke...
PHR Evolution Accelerates Adoption

                                                                              Adoption...
Moving Ahead:
Adoption Challenges Remain
    Data Liquidity
      EMR adoption
      Standards Adoption
      Policies & I...
Drivers to Overcome Challenges
  Accelerating, Employer-led Initiatives
        Financial Skin
  Consumerism Entering Heal...
What to Watch
   Traction of Platform Plays
      Data Sources (agreements)
                  E.g., Cleveland-Google, KP-M...
The world is moving so fast these
       days that the one who says it can’t
       be done is generally interrupted by
  ...
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PHR Market 2008: Analysis & Trends

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  • PHR data entry is a big barrier, developer apps for smartphones such as www.alerthey.com are helping to solve that problem by collecting and loading that data, eliminating much of the manual work (which people generally will NOT do consistently unless they are highly motivated).
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  • Jon,
    PHR adoption is still slow, though there are pockets (eg specific PHRs) that have seen strong growth such as the Kaiser-Permanente's tethered PHR, which nearly 50% of members are now using. Big problem remains getting the data into a PHR to make it personal and actionable. When ppt was created, Google, MS and Dossia had little to offer, even today, adoption and use of this platform plays is quite modest.

    Look to the most recent presentation for current adoption numbers.
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  • Thanks for making this presentation available! Do you have any trend data for PHR adoption (i.e. 2007-2009)? Also, are you only including utilization of the major PHR systems--or 'platforms'--like Google, MS, Dossia, or is this also tethered PHRs?

    Jon
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  • http://www.leaflet-distributors.co.uk/
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Transcript of "PHR Market 2008: Analysis & Trends"

  1. 1. Evolving PHR Market Analysis & Trends Presented for HHS, AHIC Consumer Empowerment Workgroup June 17, 2008 By: John Moore, Managing Director Chilmark Research John@ChilmarkResearch.com June 13, 2008 Copyright: Chilmark Research For internal use only, not for distribution
  2. 2. Three Take-Aways What is Market Structure Today How will Market Evolve 4 Generations Trajectory Drivers Challenges What to Watch June 13, 2008 Copyright: Chilmark Research For internal use only, not for distribution
  3. 3. PHR Market has Re-ignited June 13, 2008 Copyright: Chilmark Research For internal use only, not for distribution
  4. 4. Who is Engaging a PHR Total Adoption Today: ~5-7% Consumer Profile: Mid to Upper Class Middle Aged Working Mothers with Medical Proxy Chronic Care & Web- savvy Source: Intuit Survey 2005 Little Adoption Among Healthy Financial “Skin in the Game” will Play a Large Role June 13, 2008 Copyright: Chilmark Research For internal use only, not for distribution
  5. 5. Market has Moved to B2B Model Primary Market Secondary Market High Barriers to Entry in Provider Market Employer & Health Plan Markets Similar Consumer Plays are Often Legacy June 13, 2008 Copyright: Chilmark Research For internal use only, not for distribution
  6. 6. PHR Sponsors Sponsor Motivation(s) (+) (-) Employer Lower HC costs Health & wellness Trust Increase productivity Integrated to HR Incentives required Support CDHP package Most are tethered Can be comprehensive Health Lower medical losses Claims & meds Trust Plan Behavioral change HRA & PBM Claims data not clinical Differentiator - CDHP Domain expertise Most are tethered Provider info Provider Customer retention Clinical & lab data Not comprehensive Workflow Online consultations, Not interactive Lower Readmissions scheduling, Rx refill Most are tethered Trust Consumer Chronic disease Motivated Disconnected - self mgmt Personal control entry Care mgmt Portable Low adoption CDHP mgmt Privacy & security June 13, 2008 Copyright: Chilmark Research For internal use only, not for distribution
  7. 7. PHR Market is Highly Fragmented * *iPHRs: Internet-based PHR Extremely Difficult to Choose Viable Solution June 13, 2008 Copyright: Chilmark Research For internal use only, not for distribution
  8. 8. 1st Generation: Isolated Target: End Consumer Most 3rd Party PHRs e nt Stuck Here nt Co 85% of those interviewed Adoption Remains Low Generic Little personalization Self-entry Only for VERY motivated Value: Track & Manage Care June 13, 2008 Copyright: Chilmark Research For internal use only, not for distribution
  9. 9. 2nd Generation: Online with Some Data Target: Businesses r Insurers, Employers, s o ata Providers m D lai cal C i Land Rush by Insurers & in Employers n t Cl Manage/Lower Risks nte HRAs, Behaviors, CDHP Co Provider Market Dominated by EMR Vendors Customer Retention Communication Adoption Highly Variable Trust, Perceived Value Incentives often req’d Some self-entry required Portability? Value: Facilitate Interaction, Promote Healthy Behavior June 13, 2008 Copyright: Chilmark Research For internal use only, not for distribution
  10. 10. 3rd Generation: Highly Networked Utility Target: Consumers Data Exception - Dossia s Three Dominant Players ce vi Dossia, Google, HealthVault De Utility Service Model ps Perform Heavy Lifting Ap Data Repository Multiple sources Identification Mgmt Security/Privacy Data Market Contraction Accelerate Demise of Weak Adoption Unknown Not a PHR, but a Platform: Can They Get the Data? Personal Health System (PHS) Can They Build an Ecosystem? Trust, Value Value: Richer Data = Richer Experience June 13, 2008 Copyright: Chilmark Research For internal use only, not for distribution
  11. 11. Dossia’s Utility Model PHA PHA PHA Dossia Ecosystem PHA PHA Dossia Logo Prog. Dossia Open API Dossia SIG Dossia Data Framework Dossia.Org Built on INDIVOHEALTH Dossia Data Services Dossia Data Provider Network EMR Meds Claims Labs Images Dossia Certification Prog. Provider Google Health & HealthVault have Similar Models June 13, 2008 Copyright: Chilmark Research For internal use only, not for distribution
  12. 12. Successful (PHSs) Will Evolve Into Ecosystems Providers If Successful… PHAs Data Consolidation Researchers (PHRs) Data liquidity Unmatched PHS (e.g., Dossia) Richness Insurers Game Changing Consumer Devices Empowering June 13, 2008 Copyright: Chilmark Research For internal use only, not for distribution
  13. 13. 4th Generation: Personal, Actionable, Connected Target: All Markets Leverage Utility Services Now that we have the data… Market Fragmentation Proliferation of Apps & Widgets Serve highly individual needs Enable personalized medicine Seamless Integration “SPIME” Always on Adoption Predicated On… Liquid Data Success of ecosystems Consumer Value Value: About Me, By Me, With Me, For Me June 13, 2008 Copyright: Chilmark Research For internal use only, not for distribution
  14. 14. PHR Evolution Accelerates Adoption Adoption Value Gen 4: Personal, Users Actionable, & (Millions) Connected 80 Gen 3: Data Aggregation (Rise of PHS) Gen 2: Online 40 20 Gen 1: Isolated 1992 2000 2003 2008 2011 Time (Online) June 13, 2008 Copyright: Chilmark Research For internal use only, not for distribution
  15. 15. Moving Ahead: Adoption Challenges Remain Data Liquidity EMR adoption Standards Adoption Policies & Incentives Portability Trust Health Plan, Employer, 3rd Party Consumer Apathy/Indifference Education Incentives Solution Capabilities Immature, Disparate June 13, 2008 Copyright: Chilmark Research For internal use only, not for distribution
  16. 16. Drivers to Overcome Challenges Accelerating, Employer-led Initiatives Financial Skin Consumerism Entering Healthcare Visibility, Education Accelerating IT Adoption Among Providers E-Consultations New Consumer-centric Technologies & Tools Delivering Radically New Capabilities Disintermediation of Care Retail Clinics, Med Tourism, etc. Will Consumer Drive Needed Change? June 13, 2008 Copyright: Chilmark Research For internal use only, not for distribution
  17. 17. What to Watch Traction of Platform Plays Data Sources (agreements) E.g., Cleveland-Google, KP-MS Consumer Adoption Sub-group types Developer Adoption Popular apps/services Market Consolidation Rationalization Acquisitions Employer Successes Demonstrable ROI June 13, 2008 Copyright: Chilmark Research For internal use only, not for distribution
  18. 18. The world is moving so fast these days that the one who says it can’t be done is generally interrupted by someone doing it. - Harry Emerson Fosdick June 13, 2008 Copyright: Chilmark Research For internal use only, not for distribution
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