MOBILE
EVOLUTION
moore’s law
COMPUTING POWER
DOUBLES EVERY 2 YEARS
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/p...
0
10
20
30
40
50
60
Q1
Q10
Apple iPhone + iTouch
Nintendo Wii
Nintendo DS
Sony PSP
RIM Blackberry
Apple iPod
Source: Morga...
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,...
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, Marc...
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 c...
MARKETING
ON THE MOVE
DISPLAY APP SPONSORSHIP APP CREATION
MOBILE MARKETING OPTIONS
mobile ads
SUCK
“
“
- Steve Jobs
according to a source
quoted in BusinessWeek
http://www.businessweek.com/magazine/content...
CONSUMER
APP-ETITE
Source: eMarketer, “Mobile apps and Consumer Products Brands”, March 2010
APP STATS
App Store
➡ 150,000 apps available in ...
APP USAGE OVER-INDEXES
FOR ANDROID AND IPHONE OWNERS
Source: eMarketer, “Data Feature Use Among US Mobile Phone Users”, Ma...
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
No...
eMarketer, “Mobile apps and Consumer Products Brands”, March 2010
25%
50%
75%
100%
DOWNLOAD MONTH 1 MONTH 2 MONTH 3 MONTH ...
OKSO WHAT
WORKS?
OFFER UNIQUE, ON-GOING VALUE
PROMOTE THE $#!% OUT OF IT!
TAP AN UNMET NEED OF A SPECIFIC AUDIENCE
marketing app-titude
HEALTHY
APP-ETITE
20.2 MILLION
US adults access health
info from cell phones,
smartphones, or PDAs
Source: http://www.mmm-online.com/overvie...
Source: http://www.mmm-online.com/overview-online-video-killed-the-radio-star/article/164883/, accessed March 23, 2010
OF ...
MOBILE DEVICES ARE
HEALTHCARE PROFESSIONALS ARE
practicing
medicine
changingTHE WAY
Text
CLINICAL REFERENCES
DRUG INTERACTION DATA
MEDICAL CALCULATORS
PATIENT RECORD MANAGEMENT
IDC-9 CODING REFERENCES
- 1 in 5 physicians actively
use Epocrates on their
iPhone or iTouch
- Mobile applications are not
only making daily tasks...
CONDITION
management
appointment reminders
exerciseRx REFILLS
5,805HEALTH, MEDICAL AND
FITNESS APPS IN THE APPLE APP STORE...
BUT THE true potential
EXTENDS far beyond
1st
GENERATION INFO APPS...
TOOLS
SMARTER
HEALTHCARE
THAT
ENABLE
Seamless
electronic
health records
delivered in
real time to
professionals
and patients
Vital Sign
monitoring
for everything
from blood
pressure to
blood cell
counts
OXI METER
ECG SENSOR
SIDE EFFECTS
BP MONITOR...
MOBILE
- Several dozen apps are available for HCPs & patients
- Functionality is generally limited
- UX not optimal for ca...
professional examples
THE
www.chemocalcapp.com iPhone $49.99
CHEMO CALC: DOSING CALCULATOR
Comprehensive chemo dosing calculator with ability
to cal...
EPOCRATES: ESSENTIALS FOR ONCOLOGY
http://www.epocrates.com/products/medtools/oncologyessentials.html Palm & Windows Mobil...
OncLIVE MOBILE: LATEST INDUSTRY NEWS
http://itunes.apple.com/us/app/onclive/id348226937?mt=8 iPhone FREE
Keep up-to-date w...
CBC ONCOLOGY CME: MOBILE CME
http://itunes.apple.com/us/app/cbce-oncology-cme/id317839789?mt=8 iPhone FREE
Fully accredite...
patient experience
THE
iCHEMO DIARY (MERCK): DISEASE MANAGEMENT
http://itunes.apple.com/us/app/ichemodiary/id334253464?mt=8 iPhone FREE
Personal ...
BREAST HEALTH GPS: SCREENING LOCATOR
http://itunes.apple.com/us/app/breast-health-gps/id361840350?mt=8 iPhone FREE
Locate ...
COLON CANCER TRIALS: CLINICAL TRIALS LOCATOR
http://itunes.apple.com/gb/app/colon-cancer-drug-trials/id348005674?mt=8 iPho...
CRITICALSUCCESS FACTORS
KNOW YOUR TARGET
Patient or Caregiver?
Ambulatory or not?
Smartphone?
Cellphone?
No Phone?
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 r...
Too many health smartphone apps are ill-conceived.
They’re not going to change anybody’s behavior.
Put hot triggers in the...
the end user benefit
REPEATED INTERACTIONS OVER TIME
THE WISDOM (AND REVIEW) OF CROWDS
WELL-DEFINED FUNCTION, WITH FOCUS O...
promote & engage
SEED IN SOCIAL MEDIA
PAID & FREE PR
IF YOU DON’T PROMOTE, DON’T BOTHER
app store aptitude
HIGHLIGHT FEATURES & BENEFITS
USER FEEDBACK
INTELLIGENT LISTING & TAGGING
Coughs are the most common symptom
when a patient presents, and we are
relying on doctors and nurses with good
old technol...
TRUESTORIES
Google
Mobile
lie detector
Zillow
help for
hopeless
husbands
3
You have 3 messages...
marketing app-titude
OFFER UNIQUE, ON-GOING VALUE
PROMOTE THE $#!% OUT OF IT!
TAP AN UNMET NEED OF A SPECIFIC AUDIENCE
q & a
THE
HOW CAN I POSSIBLY KEEP UP WITH THIS STUFF?
Follow us: @heartbeatnypulse.heartbeatdigital.com
Mobile Revolution | Helthcare Technology Trend Presentation | 2009
Mobile Revolution | Helthcare Technology Trend Presentation | 2009
Mobile Revolution | Helthcare Technology Trend Presentation | 2009
Mobile Revolution | Helthcare Technology Trend Presentation | 2009
Mobile Revolution | Helthcare Technology Trend Presentation | 2009
Mobile Revolution | Helthcare Technology Trend Presentation | 2009
Mobile Revolution | Helthcare Technology Trend Presentation | 2009
Mobile Revolution | Helthcare Technology Trend Presentation | 2009
Mobile Revolution | Helthcare Technology Trend Presentation | 2009
Mobile Revolution | Helthcare Technology Trend Presentation | 2009
Mobile Revolution | Helthcare Technology Trend Presentation | 2009
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Mobile Revolution | Helthcare Technology Trend Presentation | 2009

  1. 1. MOBILE EVOLUTION
  2. 2. moore’s law COMPUTING POWER DOUBLES EVERY 2 YEARS
  3. 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. 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. 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. 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. 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. 8. MARKETING ON THE MOVE
  9. 9. DISPLAY APP SPONSORSHIP APP CREATION MOBILE MARKETING OPTIONS
  10. 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. 11. CONSUMER APP-ETITE
  12. 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. 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. 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. 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. 16. OKSO WHAT WORKS?
  17. 17. OFFER UNIQUE, ON-GOING VALUE PROMOTE THE $#!% OUT OF IT! TAP AN UNMET NEED OF A SPECIFIC AUDIENCE marketing app-titude
  18. 18. HEALTHY APP-ETITE
  19. 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. 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. 21. MOBILE DEVICES ARE HEALTHCARE PROFESSIONALS ARE practicing medicine changingTHE WAY
  22. 22. Text CLINICAL REFERENCES DRUG INTERACTION DATA MEDICAL CALCULATORS PATIENT RECORD MANAGEMENT IDC-9 CODING REFERENCES
  23. 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. 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. 25. BUT THE true potential EXTENDS far beyond 1st GENERATION INFO APPS...
  26. 26. TOOLS SMARTER HEALTHCARE THAT ENABLE
  27. 27. Seamless electronic health records delivered in real time to professionals and patients
  28. 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. 29. MOBILE - Several dozen apps are available for HCPs & patients - Functionality is generally limited - UX not optimal for cancer patients and caregivers oncology
  30. 30. professional examples THE
  31. 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. 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. 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. 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. 35. patient experience THE
  36. 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. 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. 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. 39. CRITICALSUCCESS FACTORS
  40. 40. KNOW YOUR TARGET Patient or Caregiver? Ambulatory or not? Smartphone? Cellphone? No Phone?
  41. 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. 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. 43. the end user benefit REPEATED INTERACTIONS OVER TIME THE WISDOM (AND REVIEW) OF CROWDS WELL-DEFINED FUNCTION, WITH FOCUS ON MICRO-TASK
  44. 44. promote & engage SEED IN SOCIAL MEDIA PAID & FREE PR IF YOU DON’T PROMOTE, DON’T BOTHER
  45. 45. app store aptitude HIGHLIGHT FEATURES & BENEFITS USER FEEDBACK INTELLIGENT LISTING & TAGGING
  46. 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. 47. TRUESTORIES
  48. 48. Google Mobile
  49. 49. lie detector Zillow
  50. 50. help for hopeless husbands
  51. 51. 3 You have 3 messages...
  52. 52. marketing app-titude OFFER UNIQUE, ON-GOING VALUE PROMOTE THE $#!% OUT OF IT! TAP AN UNMET NEED OF A SPECIFIC AUDIENCE
  53. 53. q & a THE
  54. 54. HOW CAN I POSSIBLY KEEP UP WITH THIS STUFF? Follow us: @heartbeatnypulse.heartbeatdigital.com

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