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Mobile Revolution | Helthcare Technology Trend Presentation | 2009
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Mobile Revolution | Helthcare Technology Trend Presentation | 2009

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  • 1. MOBILE EVOLUTION
  • 2. moore’s law COMPUTING POWER DOUBLES EVERY 2 YEARS
  • 3. 0 10,000,000 20,000,000 30,000,000 40,000,000 50,000,000 Q3-07 Q1-08 Q3-08 Q1-09 Q3-09 Q1-10 42.2 M http://www.apple.com/pr/library/ Crowd Science, “Smartphone Usage and Brand Study,” June 16, 2009 – Total iPhones sold – iPhones sold by qtr iPHONE GROWTH
  • 4. 0 10 20 30 40 50 60 Q1 Q10 Apple iPhone + iTouch Nintendo Wii Nintendo DS Sony PSP RIM Blackberry Apple iPod Source: Morgan Stanley, "The Mobile Internet Report" December 15, 2009 CUMULATIVEUNITSHIPMENTS(MM) QUARTERS SINCE LAUNCH FASTEST HARDWARE USER GROWTH IN CONSUMER TECH HISTORY OF iPHONE USERS SAY THEY WOULD PROBABLY OR DEFINITELY PURCHASE AN iPHONE AGAIN82% WOULD RECOMMEND THE DEVICE TO SOMEONE ELSE 97%
  • 5. 0 140 280 420 560 700 92 131 205 316 491 656 127 131 152 186 218 247 2008 2009 2010 2011 2012 2013 Source: Morgan Stanley, "The Mobile Internet Report" December 15, 2009 3G-Enabled Smartphones Notebook PCs HIGH-SPEED WIRELESS INTERNET-ENABLED DEVICE SHIPMENTS WORLDWIDE 2008-2013 (MILLIONS)
  • 6. 49.2% 43.0% 23.1% 21.3% 9.7% 18.9% 10.1% 7.2% 3.2% 3.4%3.1% 4.7% 1.7% 1.6% Source: Canalys as cited in press release, March 17, 2010 OTHER OTHER 2009 2010 SMARTPHONE SHIPMENTS WORLDWIDE BY OPERATING SYSTEM
  • 7. 25-5460% IN THE SWEET SPOT 9% 21% 29% 19% 12% 7% 4% 13-17 18-24 25-34 35-44 45-54 55-64 65+ Source: comScore MobiLens as cited in press release, November 3, 2009
  • 8. MARKETING ON THE MOVE
  • 9. DISPLAY APP SPONSORSHIP APP CREATION MOBILE MARKETING OPTIONS
  • 10. mobile ads SUCK “ “ - Steve Jobs according to a source quoted in BusinessWeek http://www.businessweek.com/magazine/content/10_04/b4164028483414_page_2.htm
  • 11. CONSUMER APP-ETITE
  • 12. Source: eMarketer, “Mobile apps and Consumer Products Brands”, March 2010 APP STATS App Store ➡ 150,000 apps available in Apple App Store as of March 2010 ✴3 billion downloads as of Jan 2010 ➡ 4.5 BILLION apps will be downloaded in 2010 alone ✴80% will be free ➡ 20,000 Android apps have been created ➡ In contrast, only 5,000 Bberry apps have been created
  • 13. APP USAGE OVER-INDEXES FOR ANDROID AND IPHONE OWNERS Source: eMarketer, “Data Feature Use Among US Mobile Phone Users”, March 2010 76% 74% All Smartphone 48% All Subscribers 12%
  • 14. 0.2% 15% 22% 15% 18% 10% 17% 0 1-5 6-10 11-15 16-20 21-30 31+ Number of iPhone Apps Downloaded by US Mobile Phone Users Notes: March-April 2009 data; n=104; numbers may not add up to 100% due to rounding Source: Compete, Inc., provided to eMarketer, May 2009 82% OF iPHONE OWNERS DOWNLOAD AT LEAST 6 APPS
  • 15. eMarketer, “Mobile apps and Consumer Products Brands”, March 2010 25% 50% 75% 100% DOWNLOAD MONTH 1 MONTH 2 MONTH 3 MONTH 4 MONTH 5 MONTH 6 40%RETENTION RATE 15%RETENTION RATE 5%RETENTION RATE iPHONE & ANDROID APP LIFESPAN MONTH 1 MONTH 2 MONTH 6
  • 16. OKSO WHAT WORKS?
  • 17. OFFER UNIQUE, ON-GOING VALUE PROMOTE THE $#!% OUT OF IT! TAP AN UNMET NEED OF A SPECIFIC AUDIENCE marketing app-titude
  • 18. HEALTHY APP-ETITE
  • 19. 20.2 MILLION US adults access health info from cell phones, smartphones, or PDAs Source: http://www.mmm-online.com/overview-online-video-killed-the-radio-star/article/164883/, accessed March 23, 2010 That’s DOUBLE the amount from last year
  • 20. Source: http://www.mmm-online.com/overview-online-video-killed-the-radio-star/article/164883/, accessed March 23, 2010 OF DOCS CURRENTLY OWN A SMARTPHONE1 64% WILL HAVE THEM BY 20121 81%
  • 21. MOBILE DEVICES ARE HEALTHCARE PROFESSIONALS ARE practicing medicine changingTHE WAY
  • 22. Text CLINICAL REFERENCES DRUG INTERACTION DATA MEDICAL CALCULATORS PATIENT RECORD MANAGEMENT IDC-9 CODING REFERENCES
  • 23. - 1 in 5 physicians actively use Epocrates on their iPhone or iTouch - Mobile applications are not only making daily tasks easier –– the quality of care is improving - 40% of Epocrates users report avoiding two or more medical errors a week2 1. http://www.epocrates.com/company/news/020410.html 2.. http://www.epocrates.com/company/news/061809.html
  • 24. CONDITION management appointment reminders exerciseRx REFILLS 5,805HEALTH, MEDICAL AND FITNESS APPS IN THE APPLE APP STORE* 73%WERE FOR CONSUMERS/PATIENTS DIET* as of February 2010 “How Smartphones are Changing Health Care for Consumers and Providers,” Jane Sarasohn-Kahn, April 2010
  • 25. BUT THE true potential EXTENDS far beyond 1st GENERATION INFO APPS...
  • 26. TOOLS SMARTER HEALTHCARE THAT ENABLE
  • 27. Seamless electronic health records delivered in real time to professionals and patients
  • 28. Vital Sign monitoring for everything from blood pressure to blood cell counts OXI METER ECG SENSOR SIDE EFFECTS BP MONITOR WEIGHT MONITOR NUTRITION DATA PILL REMINDERS APPOINTMENT REMINDERS SYNC WITH ERM SYSTEM EMERGENCY ALERTS FOR PHYSICIANS & CAREGIVERS GPS LOCATOR FOR CLOSEST HOSPITAL
  • 29. MOBILE - Several dozen apps are available for HCPs & patients - Functionality is generally limited - UX not optimal for cancer patients and caregivers oncology
  • 30. professional examples THE
  • 31. www.chemocalcapp.com iPhone $49.99 CHEMO CALC: DOSING CALCULATOR Comprehensive chemo dosing calculator with ability to calculate doses based on AUC, BSA, or weight
  • 32. EPOCRATES: ESSENTIALS FOR ONCOLOGY http://www.epocrates.com/products/medtools/oncologyessentials.html Palm & Windows Mobile Free ONCOLOGY CALCULATOR: BSA & Dosing, Carboplatin AUC, Opiate Conversion, etc. RENAL CELL CARCINOMA PROGNOSIS: Estimates the likely prognosis of patients with stage I to stage IV renal cell carcinoma
  • 33. OncLIVE MOBILE: LATEST INDUSTRY NEWS http://itunes.apple.com/us/app/onclive/id348226937?mt=8 iPhone FREE Keep up-to-date with the latest breakthroughs in cancer research and pharma industry news
  • 34. CBC ONCOLOGY CME: MOBILE CME http://itunes.apple.com/us/app/cbce-oncology-cme/id317839789?mt=8 iPhone FREE Fully accredited CME from the Center of Biomedical Continuing Education
  • 35. patient experience THE
  • 36. iCHEMO DIARY (MERCK): DISEASE MANAGEMENT http://itunes.apple.com/us/app/ichemodiary/id334253464?mt=8 iPhone FREE Personal Oncology Diary to record your chemotherapy schedule, treatments, and symptoms
  • 37. BREAST HEALTH GPS: SCREENING LOCATOR http://itunes.apple.com/us/app/breast-health-gps/id361840350?mt=8 iPhone FREE Locate the nearest certified mammogram screening center using the iPhone’s GPS and Google Maps
  • 38. COLON CANCER TRIALS: CLINICAL TRIALS LOCATOR http://itunes.apple.com/gb/app/colon-cancer-drug-trials/id348005674?mt=8 iPhone FREE Locate clinical trials using the iPhone and Google Maps Multiple clinical trial apps available for different forms of cancer
  • 39. CRITICALSUCCESS FACTORS
  • 40. KNOW YOUR TARGET Patient or Caregiver? Ambulatory or not? Smartphone? Cellphone? No Phone?
  • 41. 55-65+OLDER PATIENTS ARE LESS MOBILE 13-17 18-24 25-34 35-44 45-54 55-64 65+ Source: comScore MobiLens as cited in press release, November 3, 2009 9% 21% 29% 19% 12% 7% 4%
  • 42. Too many health smartphone apps are ill-conceived. They’re not going to change anybody’s behavior. Put hot triggers in the path of motivated people. design for reality “ “ – B.J. Fogg, director of Stanford’s Persuasive Computer Lab “How Smartphones are Changing Health Care for Consumers and Providers,” Jane Sarasohn-Kahn, April 2010
  • 43. the end user benefit REPEATED INTERACTIONS OVER TIME THE WISDOM (AND REVIEW) OF CROWDS WELL-DEFINED FUNCTION, WITH FOCUS ON MICRO-TASK
  • 44. promote & engage SEED IN SOCIAL MEDIA PAID & FREE PR IF YOU DON’T PROMOTE, DON’T BOTHER
  • 45. app store aptitude HIGHLIGHT FEATURES & BENEFITS USER FEEDBACK INTELLIGENT LISTING & TAGGING
  • 46. Coughs are the most common symptom when a patient presents, and we are relying on doctors and nurses with good old technology from the 19th century. think beyond marketing “ “ - Suzanne Smith, STAR Analytical Services Bland, E. “Cough Into Your Cell Phone, Get Diagnosis,” Discovery News, Nov 8, 2009
  • 47. TRUESTORIES
  • 48. Google Mobile
  • 49. lie detector Zillow
  • 50. help for hopeless husbands
  • 51. 3 You have 3 messages...
  • 52. marketing app-titude OFFER UNIQUE, ON-GOING VALUE PROMOTE THE $#!% OUT OF IT! TAP AN UNMET NEED OF A SPECIFIC AUDIENCE
  • 53. q & a THE
  • 54. HOW CAN I POSSIBLY KEEP UP WITH THIS STUFF? Follow us: @heartbeatnypulse.heartbeatdigital.com