By Kristin Mengel

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HILL HOLLIDAY HEALTH @ CES 2019
10TH
ANNUAL DIGITAL HEALTH SUMMIT
Prepared by Kristin Mengel
January 2019

2. C E S + T H E D I G I T A L H E A L T H S U M M I T
The Digital Health Summit celebrated its 10th year at CES.
The first week of 2019 brought us the Consumer Technology Association’s 52nd
Consumer Electronics Show. CES is an annual must-see innovation and technology
conference that gathers 200,000+ attendees and 4,000+ exhibitors working across
various disciplines to improve consumer experiences through technology.
For the past ten years, The Digital Times has hosted a health-specific track called the
Digital Health Summit. In its first year, the summit was a small, half-day session. After
great press and feedback, the summit grew to a full day session with 1,500 attendees
in year two. Today, it is a two-day event that brings together policy makers,
physicians, patients, caregivers, pharmaceutical executives, biotech and digital health
startups, marketers, and educators. Given the 2018 funding numbers in Digital
Health, it’s no surprise that the accompanying Digital Health exhibit saw its largest
year yet, covering 55,000 square feet of show floor space with 521 digital health, 631
wearable, and 151 fitness exhibitors.
CES is an incredible celebration of ideas and creativity – showcasing thousands of
startups who are leveraging technology to remove friction from the consumer
experience. The reality is that many of these solutions will not reach the market at
scale; however, they do provide use cases, proof of concept, inspiration, and
opportunity for partnership.
This year, the CTA’s top five trends to watch were:
• Artificial Intelligence on the Rise
• Envisioning the Smart Home of the Future
• Digital Health Tech Empowers Patients
• ESports and Sports Technology
• Smart Cities Promote Resilience*
* https://www.healthpopuli.com/2019/01/06/what-ces2019-5-tech-trends-to-watch-mean-for-health-care-2/

3. The Digital Health Summit celebrated its 10th
anniversary. Time was spent reflecting on the
reasons behind the major shifts in consumer expectations and the ownership of
healthcare decisions warranting a new era of “digital health” as we know it:
• ~ 10 years of iPhone market saturation, and 10 years since the launch of the app store
where third-party health apps can be accessed
• ~ 10th
year of the FitBit era = fueling greater understanding of personal activity with
data at the users’ fingertips, paving the way for the wearable revolution
• ~ Access to and adoption of Healthgrades – offering the ability to share patient
feedback, and rate your physician or experience
• ~ Access to and adoption of WebMD – ability to look up symptoms, research, and be
more informed in healthcare conversations
“ M O S T P E O P L E O V E R E S T I M A T E W H A T T H E Y C A N D O I N O N E Y E A R
A N D U N D E R E S T I M A T E W H A T T H E Y C A N D O I N T E N Y E A R S . ”
― B I L L G A T E S

4. O V E R H E A R D A T C E S
“CES, consumer electronics show, has focused on
products that consumers can purchase. However, I
have also come to value the other CES, which is
the content/context electronics show (not a
published thing here if you try to look), meaning
the technologies that enable content and support
experiences that make the engagement with the
consumer electronics matter.”
– Cary Tilds, Ford Direct
Image: The evolution of Maslow’s Law by Dr Daniel Kraft
“Be aware of the lens with which you view the
world – groups that bring together different
perspectives will see the most success.”
– Dr Jessica Mega, Verily
“If you told me 10 years ago the FDA would be
approving software treatment as a medical
device, I would have laughed at you.”
“In 10 years it will be unusual if you
walk away from your physician with
just a prescription for a pill. Instead
there will be a digital therapeutic
component to the prescription, maybe
even just that and not a pill.”
“It’s not enough to be just a pill
company anymore.”
“Digital health has become a key part of CES, showcasing life-
changing technologies that address real-world issues like opioid
dependence, mental illness, chronic disease, and more.” - Karen
Chupka, EVP, CES

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H E A L T H T E C H T A K E A W A Y S F R O M C E S 2 0 1 9
Healthcare everywhere – a hospital without walls
If you’re not working on a voice strategy, you’re behind
Low awareness of digital tools is impacting adoption
Whose data is it anyway? Crowdsourcing data and ownership
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1.At one of the first Digital Health Summits at CES, Colonel Ron Poropatich, a pioneer in telemedicine, led a keynote entitled “A hospital without
walls.” Leading the advanced technology and telemedicine center for the US Army, Dr Poropatich blazed a trail for the model that is coming to
fruition today. This year, the DHS came full circle, kicking off with a panel entitled “hospital at home.” After much research and analysis,
physicians, innovators, and insurers agree that patients do better at home. However, health delivery is more difficult. There are three keys to
success: wire homes (e.g. the Internet of Things movement), centralize a command center (e.g. clinicians via tech-enabled virtual care), and
offer mobile services (e.g. telemedicine and remote patient monitoring). Offering hospital care at home will lead to patient and caregiver
satisfaction as well as economic benefits.
Home care is critically important for our elderly population. Experts shared some eye-opening statistics: 117 million Americans will need care
assistance by the year 2020. On average, seniors take as many as seven medications per day. 14 million people over 65 are elder orphans, 12
million boomers didn’t have kids and 47% of Americans live far away from where they were born and raised, thus far from family members.
Attention is being paid to the elder demographic, leveraging the latest technologies to aid with medication management, track activity, and
detect falls via shoes (E-vone) and home sensors (Vayyar Walabot Home).
This past year, Best Buy acquired an aging-care company called GreatCall that holds an impressive portfolio of connective devices that support
elders and their caregivers. In their panel, The CEOs of Best Buy and GreatCall discussed their strategy for the coming years and ambitions to
keep older consumers independent longer and keep care in the home.
The home healthcare market is expected to reach $517 billion by 2015, bringing on an onslaught of connected devices, sensors, and voice-
activated assistants. When creating solutions to aid in the effort of keeping patients at home, connectivity of the various gadgets and platforms
needs to be top of mind. All of these devices need to work together to provide seamless and effective experiences.
H E A L T H C A R E E V E R Y W H E R E - H O S P I T A L A T H O M E

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Medically Home focuses on
eldercare, providing all the services
one would expect in the hospital,
at home. It’s complete care
coordination including antibiotics,
diet, infusions, and physical
therapy. Medically Home service
equates to roughly one-third to
one-half of the cost of traditional
hospitalization.
N O T A B L E T E C H B R I N G I N G C A R E T O T H E H O M E
Black + Decker debuted its new wellness
device that offers in-home healthcare
management support. Pria, the home
care companion, is an automated
medication management and home-
health assistant that includes voice-
control features. Caregivers are able to
monitor a loved one’s medication and
care schedule without interrupting their
independent lifestyle.
Features include:
• Scheduling of up to 28 medication doses
• Reminder alerts
• Dispensing of meds
• Access to caregivers and providers via voice and
camera
Addison care is the world’s first virtual
caregiver that provides round-the-
clock check-ins with aging patients
being cared for in the home. Addison
is capable of reminding users to take
medications, take vitals, conduct
examinations, and measure health
performance. Addison also uses AI to
understand the results of exams and
data collected to predict if the
patient’s health is declining.
Addison care’s goal is to “cut costs,
improve care and extend functional
independence.”

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Over the past few years, voice technology usage has grown significantly in the consumer space, largely because the technology is integrated in
mass-market devices such as smart phones and home speakers, making solutions more scalable than ever before.
We’ve all heard the stats. Over half of all searches will be performed via voice by 2020, and nearly 1 in 5 US adults have smart speaker devices in
their homes. Right now, the majority of smart speaker users likely use their devices to answer queries, set timers and reminders, ask about the
weather, or listen to music. At CES, you could find just about any home appliance enabled with voice tech. Some were definitely hits (e.g. virtual
caregivers), others misses (e.g. a voice-connected toilet?).
The main focus of the conversation around voice at the digital health summit was around how voice technologies can be used as a diagnostic
tool and a support companion for lonely patients. Voice technology is powered by artificial intelligence and machine learning – offering an
opportunity to interpret and understand the tone of voice and specific biomarkers.
There’s a lot pharma and healthcare can learn from other categories - voice analysis is already happening in the commercial world in call centers
– many have technology enabled to analyze and identify tone of voice, to understand if the customer is stressed or angry and direct their call to
appropriate representatives. Startups are beginning to develop similar technology to identify new patterns within voice, such as patterns for
different forms of depression.
As voice interaction becomes the norm, pharma and healthcare marketers should start thinking about how these devices can remove friction
and alleviate burden from the patient and physician experience. An executive from Orbita referenced the famous chart “20 years, 5 waves of
disruption.” We have experienced disruption in the marketing field many times over the years, with the web making brand experiences virtual,
search making it discoverable, social making it shareable, mobile making it responsive, and now voice making brand experiences conversational.
Whether it’s medication or refill reminders, setting up appointments, disease information, symptom checking – there is an abundance of ways to
make brands conversational. It’s important to be aware of the context and understand that users may not want to say out loud the things they
search intimately on their phone. 2019 is the year, if you haven’t already, to begin discovery regarding how to make your brand experiences
conversational using this emerging user interface.
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I F Y O U ’ R E N O T W O R K I N G O N A V O I C E
S T R A T E G Y , Y O U ’ R E B E H I N D

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N O T A B L E T E C H L E V E R A G I N G V O I C E
Samsung Bot Care
Samsung presented its new
personal health robot called “Bot
Care.” Using artificial intelligence
and sensors, Bot Care can track
vitals and sleep patterns, promote
compliance and adherence by
regulating medicine intake,
recommend exercise routines, and
call emergency services if the
elderly fall down.
MobileHelp LifePod Orbita Voice is a complete
experience management solution
that strives to make it easy for
healthcare organizations to create
effective voice-first experiences
that improve engagement and
drive results. Orbita currently
works with the American Red
Cross, Amgen, Brigham Health,
Mayo Clinic, Merck, and Cigna.
LifePod is a virtual caregiver
that proactively interacts with
a user to provide everything
from simulated socialization
to monitoring for a potential
health crisis detectable in the
voice of the user.

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3.Lightspeed by Kantar Health presented findings from their health tech consumer research study that was conducted in Q4 of
last year. The study addressed consumer attitudes towards mHealth devices and barriers to digital health adoption, which
include privacy concerns but also, quite interestingly, awareness as a top barrier.
• 59% of diabetes patients are unaware of the availability of web-connected glucose monitoring systems
• 66% of patients with heart conditions are not aware of web-connected blood pressure monitors*
With the amount of time and investment being spent on the development of these tools, consumer and professional
marketing needs to be a top priority for success.
Recommendations coming out of the study included:
• More effective consumer marketing
• Better physician education
• Promotional partnership to dramatize use cases
• Greater integration into treatment plans
L O W A D O P T I O N O F D I G I T A L H E A L T H T O O L S
D U E T O L O W C O N S U M E R A W A R E N E S S
*https://us.kantar.com/media/1911470/final__health_tech_report__scroll.pdf

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N O T A B L E D I G I T A L H E A L T H T O O L S
Akili is a Boston-based prescription
digital medicine company that
combines “scientific and clinical rigor
with the ingenuity of the tech industry
to reinvent medicine.” Akili is expected
to receive FDA clearance for its pediatric
ADHD video game therapy soon. The
company also has plans to build its own
independent procurement, prescription,
and distribution platform, something
that has been missing from the digital
medicine world.
https://www.mobihealthnews.com/content/akili-building-its-own-digital-therapeutic-distribution-platform-foregoing-pharma
The Butterfly iQ is a new FDA-
approved ultrasound technology
that allows patients to administer an
ultrasound on themselves and
connect directly with a physician via
telemedicine to analyze the images.
Butterfly iQ is making medical
imaging more accessible, convenient
in size, and cost efficient than bulky
office machines.
The Omron HeartGuide blood pressure
watch received FDA clearance this year
and has proven to be a must-have
medical device for those concerned
about their blood pressure.
The watch wirelessly uploads its
readings to an app called HeartAdvisor,
and that history can be shared with
your doctor via automatic PDF export
or transferred into Apple's new health
records vault in iOS.

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4.Privacy and data ownership have been a growing concern for patients and companies alike. Dr Daniel Kraft, Founder of
Exponential Medicine @ Singularity University, shared what I consider to be the highlight of the summit: a quickfire presentation on
the future of digital health, including an overview of the sensor revolution that is generating this exorbitant amount of data.
Wearables, insideables, trainables, hearables, ingestables, toiletables, underwearables, protectables. Some seem realistic, some
ridiculous. The amount of health-related and medical data being generated is growing day over day, year over year – and
entrepreneurs are looking to come up with solutions to give patients and physicians peace of mind.
This deluge of health and behavioral data mixed with new privacy concerns creates business opportunities.
Companies such as Hu-manity are looking to evolve the definition of privacy and property, addressing the ownership question
around data generation. Michael DePalma, Founder of Hu-manity shared his POV: “We capture value from creativity through our
intellectual property, we capture value from effort through labor, we should also capture value from our health data.” Leveraging
blockchain technology, Hu-manity puts control in the users’ hands to decide if they would like to share their data with clinical
research or any other crowdsourced data efforts.
W H O S E D A T A I S I T A N Y W A Y ?
C R O W D S O U R C I N G D A T A A N D O W N E R S H I P
Sensors 1.0
Sensors 2.0
Sensors 3.0
Ability to measure and record signal
Sensor integration with web;
sharing and accessing data
Passive data gathering,
aggregation, and
meaningful interpretation
Dr Kraft noted at the end of his presentation that we should be striving to create the
Waze of digital health, where patients have full control of what data they share and can
contribute to the greater good when they choose.

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N O T A B L E T E C H W O R K I N G O N D A T A O W N E R S H I P
Hu-manity believes ownership of your
medical data is your 31st
human right.
Hu-manity is a startup that wants to give
consumers legal ownership of their medical
data. Hu-manity has a core belief that data
ownership is a human right and is
campaigning to the United Nations to make
data ownership the 31st
human right in the
UN Declaration of Human Rights.
Hu-manity uses the blockchain to manage
contractual enforcement and encryption.
Hu-manity allows consumers to decide who
can use or access their data, including
pharmaceutical companies, and even allows
an option to be compensated for sharing
medical data.
Seqster, the Mint.com of healthcare and
self-proclaimed solve to interoperability, is
a consumer-centered data management
platform for health. The platform allows
patients and their families to access,
integrate, manage, own, and share all of
their available personal health data. It
seamlessly integrates with fitness
trackers, consumer genetic tests, and
hospital and provider systems.
Users can contribute their data to clinical
research. They can also see trends across
familial generations.

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W H A T E L S E D I D Y O U M I S S ?
It wouldn’t be CES without television announcements. 8k TVs are now available, and
there was an abundance of bendable, rollable television screens. There were a fair
share of transportation announcements, including the Audi VR in-vehicle
entertainment system, electric Harley-Davidsons, and prototypes for flying taxis.
Virtual golf and tennis, prenatal, postnatal, babycare, sleeptech, beauty, and skincare
all deserve their own breakdown themselves.
And lastly, it wouldn't be CES without some controversy:
After last year’s backlash regarding the lack of female speakers, there was a much
stronger female representation on most (health) panels and presentations. Last year
also upset many with the celebration of the RealDoll sex robot, Harmony, VR porn
booths, and an apparent “bro culture.” This year, a female sexual health and wellness
startup that sells vibrators was favored to win a CTA innovation award, but was
disqualified for being a sex toy. Female sexual health has been a taboo topic in the
tech world, having much difficulty getting funding and advertising space.
Unfortunately, blocking this female consumer technology from winning an innovation
award suggests to many that gender bias still exists at CES.

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W H A T C A N W E D O N O W A S P H A R M A M A R K E T E R S ?
Support adoption of telehealth and remote monitoring solutions with easily accessible
and shareable resources. Consider new context of at-home care vs. in-office care.
Begin a discovery phase to make your brand conversational. Work with partners and
experts to understand context, utility, and relevance.
Consider a consumer marketing and physician education strategy for digital health tools
in your ecosystem.
Ensure you allow patients to access and control any information or data shared by your
support services.
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K R I S T I N M E N G E L
VP, Strategy Director
Kristin.Mengel@hhcc.com
Q U E S T I O N S ?
L E T ’ S C O N N E C T
For more insights, visit our online library: https://www.slideshare.net/HHCC_SS

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