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Mobile Health: Hype or Hope - Jane Sarasohn-Kahn - THINK-Health
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Mobile Health: Hype or Hope - Jane Sarasohn-Kahn - THINK-Health

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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 …

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.

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  • The original equation needs to be amplified… to include design, business, technical, behavior, and impact vectors/constraints
  • Transcript

    • 1. unNiched(micro)Mobile Health: Hype and Hope
      Jane Sarasohn-Kahn, MA (Econ.), MHSATHINK-Health and Health Populi BlogFebruary 17, 2011
      New York, NY
    • 2. Mobile Health
      &
    • 3. “m” – The New Holy Grail for Health
      3
    • 4. The Conference Industry Wishes to Thank the Mobile Health Sector
      Next
      Week!
      Right
      Now!
      4
      4
    • 5. The New “Wellness Delivery Channel”
      Phones will be the “new wellness delivery channel,” according to Dr. John Mattison, CMIO of
      Kaiser Permanente
      5
    • 6. 6
    • 7. DIY Life
      7
    • 8. Drivers of mHealth Hope – Data Points
      8
    • 9. DYI Life
      9
    • 10. 10
    • 11. 11
    • 12. 12
    • 13. 13
    • 14. Mobile – The New Wellness Delivery Channel
      BJ Fogg-Marry, not only adopt!
      14
    • 15. 15
    • 16. 16
    • 17. SoLoMo
      Social Local Mobile
      comes to health
      17
    • 18. 18
    • 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
    • 21. Drivers of Hype – Data Points
      21
    • 22. Gartner Hype Cycle
      22
    • 23. Health Care Is Complicated, System-wise…
      Source: The New Republic, July 1, 2009
      23
    • 24. …and Health Care Is Complicated, Treatment-wise…
      24
    • 25. 25
    • 26. 26
    • 27. 27
    • 28. Data Liberación!
      28
    • 29. 29
    • 30. MD
      30
    • 31. 31
    • 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
    • 33. mHealth Hope and Hype: Putting it All Together
      33
    • 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
    • 36. Many Platforms for Mobile Health
      36
    • 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
    • 38. 38
    • 39. 39
    • 40. Source: HIMSS Celltop Design Workgroup
      40
    • 41. DESIGN
      BUSINESS
      TECHNICAL
      BEHAVIOR
      IMPACT
      Source: HIMSS Celltop Design Workgroup
      41
    • 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

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