Mobile Healthcare Business models

The Business Gap How can telecoms business engage in mobile healthcare? Mobile Healthcare Industry Summit – 1st December 2009 Paul Williamson 30 November 2009 WBUM101-P-059 v1.0

Agenda: 1 Introduction 2 Example application 3 Business models 4 Opportunities 5 Summary 2 30 November 2009 WBUM101-P-059 v1.0

Who are Cambridge Consultants? Leaders in Medical Device development Drug Delivery | Surgical | Implantable | Diagnostic 3 30 November 2009 WBUM101-P-059 v1.0

Who are Cambridge Consultants? Leaders in Wireless Communications From the first single chip Bluetooth and ZigBee To the first 802.16e Base station and mobile implementations, and UWB silicon RFiD ID Access Sensor Display Voice Audio Data Video 4 30 November 2009 WBUM101-P-059 v1.0

Who are Cambridge Consultants? Leaders in Wireless Medical product development 5 30 November 2009 WBUM101-P-059 v1.0

Scope of the Presentation Mobile Health Telehealth Mobile Networks Chronic disease Advice Management Coaching 6 30 November 2009 WBUM101-P-059 v1.0

Adherence Medication Adherence is the most important factor determining Medical Outcomes. -World Health Organization Adherence (ād-hǐr'əns) n. the extent to which a person’s behavior – taking medication, following a diet and/or executing lifestyle changes, corresponds with agreed recommendations from a health care provider. -World Health Organization, Adherence to long term therapies: evidence for action, 2003. 8 30 November 2009 WBUM101-P-059 v1.0

Adherence 1in10 Americans may have COPD. 1 in 15 have Asthma 3 rd leading cause of death in 2020 will be COPD >50% chronic asthma patients are non- adherent 45% of total costs may be due to poor adherence $290B is non-adherence cost There is a significant health problem; patients are under-served by the current system; money is left on the table 9 30 November 2009 WBUM101-P-059 v1.0

Connected Inhalers We based our product and service concept on key research findings Motivation to be healthy is not enough of an incentive by itself Technology needs to be simple, customized Service must address various feedback loops encompassing multiple stakeholders 10 30 November 2009 WBUM101-P-059 v1.0

The Vena Inhaler Vena™ Inhaler demo Cambridge Consultants has added Standard cartridge low cost communications technology to a drug delivery device Circuit Board 11 30 November 2009 WBUM101-P-059 v1.0

The Vena inhaler Vena™ Inhaler demo The connected inhaler uses wireless comms to work with online services 12 30 November 2009 WBUM101-P-059 v1.0

The Vena inhaler Vena™ Inhaler demo The connected inhaler can link to existing Personal Health Records to store and monitor your medication usage 13 30 November 2009 WBUM101-P-059 v1.0

The Vena inhaler Vena™ Inhaler demo The Vena inhaler can communicate with websites that develop incentive schemes, where one could earn points for compliance and redeem them for medication discounts, free refills. Demonstration Site 14 30 November 2009 WBUM101-P-059 v1.0

The Vena Inhaler Vena™ Inhaler demo The Vena inhaler could also connect to Health 2.0 sites, to develop community support and motivation, enter contests, and find similar patients to share information and encouragement. Demonstration Site 15 30 November 2009 WBUM101-P-059 v1.0

The Vena Inhaler Vena™ Inhaler demo The connected inhaler can be used in clinical trials, to help pharmaceutical companies correlate compliance data and drug efficacy. Demonstration Site 16 30 November 2009 WBUM101-P-059 v1.0

The Vena inhaler Our connected inhaler is based on Cambridge Consultants Vena IP Hardware and software solution Uses single chip Bluetooth for low cost Includes battery manager and simple UI for complete device functionality Compliance with Continua standards for wireless health communication – IEEE 11073 Personal Health Data – Bluetooth Health Device Profile (HDP) Allows for interoperability with ecosystem of connected devices and applications 17 30 November 2009 WBUM101-P-059 v1.0

The model for diabetes Bluetooth HDP profile Health device Mobile Handset Patient self management 19 30 November 2009 WBUM101-P-059 v1.0

The model for diabetes Bluetooth HDP profile Internet Protocol Health device Mobile Handset Health Service Patient self management Coaching 20 30 November 2009 WBUM101-P-059 v1.0

The model for diabetes Bluetooth HDP profile Internet Protocol Internet Protocol Health device Mobile Handset Health Service Medical records server Patient self management Coaching Healthcare integration 21 30 November 2009 WBUM101-P-059 v1.0

Opportunity for the device maker -$ Device +$ Test Strips (market share) Health device +/-$ Mobile App +$ 22 30 November 2009 WBUM101-P-059 v1.0

Opportunity for the Service provider +$ Advertising +$ Subscription -$ Development Health Service -$ Operation +$ 23 30 November 2009 WBUM101-P-059 v1.0

Opportunity for the Service provider with demonstrated efficacy +$ Reimbursement +$ Subsidy -$ Development Health Service -$ Operation +$ Medical records server 24 30 November 2009 WBUM101-P-059 v1.0

Opportunity for the Network Operator Internet Protocol +$0 Data Revenue -$0 Development $0 25 30 November 2009 WBUM101-P-059 v1.0

Opportunity for the Mobile device maker -$ Development Mobile Handset $0 26 30 November 2009 WBUM101-P-059 v1.0

Why Bother? able vi t Ine 27 30 November 2009 WBUM101-P-059 v1.0

Why Bother ? (Network Operators) Network choice no longer about coverage Contract price competition is tough How do network operators differentiate? Offer valuable experiences to their customers Mobile Healthcare applications will be a high value service 29 30 November 2009 WBUM101-P-059 v1.0

How to Engage ? (Network Operators) Deploy pilot programs using R&D to demonstrate support for roll out on your network Invest in applications and services that offer value to your subscribers – E.g Family support tariff with app for caregiver support/ monitoring Specify handsets that support open application development Specify handsets that support Continua standards Create an ecosystem where health applications can be deployed 30 30 November 2009 WBUM101-P-059 v1.0

Why Bother ? (Handset Manufacturers) Handset value increasingly about value in applications Mobile Health applications will become a decision factor in handset selection Early support for mobile health apps, and application development platform will enrich the handset value Mobile Healthcare will be a “must have” handset capability 31 30 November 2009 WBUM101-P-059 v1.0

Other Options ? Partnerships (network operators) – Seed and grow new Health service providers – Offer ability to scale infrastructure, and invest – Learn through partnership from medical business Partnerships (handset manufacturers) – Joint marketing opportunity (beware Medical device regulation) – Enhanced applications with your handset 32 30 November 2009 WBUM101-P-059 v1.0

Summary Emerging business models for Mobil Health Applications The mobile handset will be the central delivery platform Handset manufacturers, and Network operators have limited direct opportunity from mobile health applications Successful strategies must therefore focus on creating an attractive ecosystem Generating user value will bring corporate revenue 34 30 November 2009 WBUM101-P-059 v1.0

Contact details: Cambridge Consultants Ltd Cambridge Consultants Inc Science Park, Milton Road 101 Main Street Cambridge, CB4 0DW Cambridge MA 02142 England USA Tel: +44(0)1223 420024 Tel: +1 617 532 4700 Fax: +44(0)1223 423373 Fax: +1 617 737 9889 Registered No. 1036298 England info@CambridgeConsultants.com www.CambridgeConsultants.com © 2009 Cambridge Consultants Ltd, Cambridge Consultants Inc. All rights reserved. 35 30 November 2009 WBUM101-P-059 v1.0

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Mobile Healthcare Business models

by Paul Williamson on Mar 18, 2010

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Mobile Healthcare Business models — Presentation Transcript