Development of “PAD” (Pfeiffer App for Diabetes): a Diabetes Application for Smartphones Prepared for: Dr. Dick McCoy Prepared by: Jamie Jackson MHA 720 (M90) April 29, 2012
Executive Summary PAD (Pfeiffer App for Diabetes) is a start –up company with a specialized application for varioussmart phones. This application is one of the most advances of its kind with features that are notavailable on the current market. PAD prides itself most on the advanced technological functions whichallow full integration with the electronic health record (EHR) at the patient’s primary care physicianoffice. The full EHR integration will allow for increased quality and coordination of care for the patientas well as increased efficiency for the primary care providers. In addition to full EHR integration, PAD has a messaging capability which will allow primary careproviders to give the patient feedback regarding appropriate dosing of their diabetic medications. Themessaging capability would also allow the primary care physician office to schedule the patient for afollow-up appointment to assess the patient’s diabetes control. This application will be heavily marketed to patients and providers as a means of improvedquality of care for patients with the ability to provide a method of earlier detection of uncontrolleddiabetes. Given the heavy occurrence of diabetes in the United States this application will be presentedto those individuals in the middle to upper class who are considered pre-diabetic or already have adiagnosis of diabetes. Additionally, in order for this application to be successful there will also be anextensive marketing proposal to primary care physicians who will engage patients around the use of thisapplication. Overall, we anticipate that a successful launch of this application will take place by engagementof patients, primary care providers and smartphone companies. Once successful, expansion intoadditional market segments such as specialty providers and insurance companies will be included.
Competitive Analysis Smartphone app developers have made many diabetic monitoring app available for patients.However, to be competitive, a developer should offer features that makes diabetic monitoring moreconvenient for the patient and caregivers so that patient compliance is maintained. The table belowshows key features that would help to make this app more competitive and more desirable toconsumers. PAD (Pfeiffer Diabetes On Track My Telcare App for Buddy Diabetes Diabetes Pal Diabetes)EHR Integration Y N N NReceive In-app Provider messages Y N N NWireless connection to Glucose monitors Y N N YData backup with desktop web access Y Y Y YExportable/Printable reports Y Y Y YGoal setting Y Y N YSocial media integration Y Y N NEnvironmental scan Diabetes can affect patients of all ages, including children. The majority of patients are adultsand are diagnosed during middle age. Diabetic patients who have a smart phone will generally be ages20-65. However, with caregiver access to the app, parents of young diabetic children will be able to usethe app to monitor their child’s diabetes. In addition, older patients who do not use smart phones canhave a family member who serves as a caregiver, help to monitor their condition. The primary subscriber will typically be a member of the middle to upper middle class due to theincreased costs of owning a smart phone.Marketing research Noncompliance with treatment by diabetic patients can substantially increase their risk ofdiabetic complications that could lead to death. According to the American Diabetes Association,
diabetes was a contributing factor to 231,404 deaths in 2007. When patients comply with theirtreatment, they reduce their risk of serious complications such as blindness, kidney disease, neuropathy,and amputation. This app will serve as a tool that will improve compliance by allowing diabetics andcaregivers to better monitor their blood glucose levels and receive physician advice for adjusting theirtreatment regimen. To conduct research for the app, physician partners whose offices have implemented anelectronic record will be selected. These select physicians will be early adopters for the app and willprovide feedback on the effectiveness of the app in assisting them in providing care to their diabeticpatients. Initially, a test patient already established in their system will be used to finalize functions toensure that confidentiality and security are maintained. Physician offices will select the patients whowill test the functionality of EHR integration. With the test patients’ consent, physicians will providedata regarding the patients progress throughout the research period. This data will show how thepatient used the app to report information to the t physician and how the physician recommendationsaffect the patient’s compliance and blood glucose levels. During the time of the physician research, a patient will also use the app to test all functionalityexcept for transmission of data to an EHR. To maintain accuracy and integrity of the patients EHR,testing of integrating actual results into the EHR will not begin until after successful integration with testpatient data. The patient will, however, be able to export reports for printing from a PC or mobiledevice. The printed reports can be sent via secure email for incorporation into the record.Market Segmentation Analysis: Market segmentation will be completed on geographic segmentation, demographicsegmentation, and psychographic segmentation. Geographic segmentation will define the use of thisapplication by targeting geographic areas with a higher prevalence of diabetes (i.e. Southeast United
States). Demographic segmentation will take into consideration and market our application based theage of individuals diagnosed with diabetes, gender, income (price of the app, plus cost of smartphone),generational analysis, and race and cultures with higher dominance of diabetes. Finally, psychographicsegmentation will look at dividing the groups based on psychological/personality traits, lifestyles, orvalues. Specifically, we feel this is a very innovative application; therefore, we will market this to groupswith higher resources such as innovators, thinkers, achievers, and experiencers.Target Markets: 25.8 million children and adults in the United States or 8.3 % of the population have diabetes.There are 18.8 million diagnosed, 7.0 million undiagnosed, 79 million pre-diabetic, and 1.9 million newcases in for ages 20 and up in 2010 alone and about 215,000 people younger than 20 years haddiabetes-type 1 or type 2-in the United States in 2010. Diabetes is the leading cause of kidney failure,non-traumatic lower-limb amputations, and new cases of blindness in adults. It is also the major causeof heart disease and strokes and the seventh leading cause of death in the United States. These statisticshave created an exceptional niche in the market for products concerning the prevention and treatmentof diabetes. Our aim is to grow and expand this market by creating an interactive app that diabetics and pre-diabetics along with their caregivers can utilize to interact with their physicians regarding their care.Our healthcare practitioner target markets would be primary care physicians, endocrinologists, ob/gyns,nursing homes, and home health offices. This is because these are practitioners that generally deal withpatients that fall within the diabetic category. This application would also be marketed to diabeticpatients and friends/family members of people with diabetes. Our last target market would be Apple, Android, and Blackberry because they are the mainplatforms that develop and market apps on their devices. We would first market to healthcarepractitioners because they would be the main users of the app and if they are not open to it then there
would not be a need for it. Once the healthcare practitioners have seen a need for the app we wouldthen market it to diabetic patients to get their feel for it. After the practitioners and patients have giventheir approval we would then market it to the developers and platforms that would carry it. Our target market would be based on product related segmentation. The target market strategywe would use would be selective specialization because it is a multiple segment strategy and wouldtarget healthcare practitioners, patients, and developers/platform carriers. Different marketing mixeswould be offered to different segments. While the product itself would not change the promotionalmessage and distribution channels would vary.
Key Features: o Receive glucose readings from patient’s glucometer, wirelessly Alert patient if glucose level is at predetermined high or low threshold. Patients and physicians can also update information in app directly or via text message as well as receive alerts via text through the app o Interface with physician’s EHR Secure log in Physician alerted if patient’s reading was at predetermined high/low threshold, opportunity for physician to provide feedback Physicians can send messages to the patient via the interface Patient access to EHR to view lab results, physician notes, request appt., etc. o Generate historical reports to track the patient’s glucose level
Reports can be exported via email for printing if the physician does not have an EHR o Tracks food intake, insulin/oral medication administration, and exercise Patient can take a photo of plate before and after meal for nutritional value to be determined Preloaded with sliding scale insulin dosage Daily reminder to take medication Tips for healthy diabetic lifestyle (diabetic recipes, glycemic index, exercise suggestions)Brand Positioning: Our company and app will leverage itself as the premier diabetic health app on the market. Thiswill be achieved by leveraging our most competitive edge: a superior mix of clinical and technologicalexperience and passion for health care. Our company was created by clinicians, computer technologist,and diabetics so that we have a firsthand view from patient level to creator level. We will be able toutilize our vast knowledge and experience to create a cutting edge app that delivers on its promise tochange the care of diabetes for the pre-diabetic, the novice and experienced diabetic, the caregivers,and the physicians through a blend of expert clinical and innovative technological advances. The app has a category membership of mobile applications for patient centered health statusmonitoring. The primary focus is promoting a healthy lifestyle so that the diabetic patients can bettermanage their disease to minimize the number of preventable diabetic complications. While thiscategory has numerous apps, two competitors are Diabetes Buddy from BHI technologies and On TrackDiabetes from GExperts Inc.
The brand mantra for the app is that it is a powerful, patient-centered, comprehensive diabetesmanagement system that is user friendly. The patients will find that this app will allow them easilymonitor their diabetes without interrupting their busy lifestyle. The major points of parity with the competitors are a detailed blood glucose level tracking log;trending comparisons by date/time to identify effect of food intake to insulin dose; calorie counter withsuggestions of healthy food alternatives for food entered. The app will also integrate with social mediasites Twitter and Facebook. The major points of difference are that the app interfaces with physician electronic medicalrecords and that it synchronizes data across multiple operating systems (Apple iOS, Android, BlackBerry,and web) for patients who either carry multiple devices or decide to switch to a new device with adifferent operating system from their existing device. Other points of difference are multi-deviceintegration for wireless communication with blood glucose monitors; cloud based backup; andcustomizable report exporting to PDF format. The substantiates are that the patients’ data will be remain secure and confidential and accessvirtually at any time and location from any major operating system. The values/personality/character ofthe app shows that it is reflective of modern technology trends, convenience for a busy lifestyle, andpromotes healthy living.
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