1. HEALTH GUARDIAN
‘The all-in-one automated
Health Monitoring Solution’
Developed by the Little Green Monsters
Hristo Deliolanov, David Mann, Alison Yarrow, Emily Strang, Olivia Moss, Owen Lee, Emily Galloway, Kate Lloyd, Elizabeth White
3. The number of UK smartphone users continues to grow, as does the time people are spending on a
variety of apps, such as gaming and social networking.
6. Predicted SmartPhone Usage
UK smartphone users and adoption rate, 20112017:
- 2011: 21.6 million (44.1% of mobile phone users /
34.3% of population)
- 2012: 26.4 million (52.5% / 41.7%)
- 2013: 30.9 million (60.4% / 48.4%)
- 2014: 34.6 million (66.7% / 53.7%)
- 2015: 37.8 million (71.7% / 58.2%)
- 2016: 40.7 million (76.6% / 62.2%)
- 2017: 43.4 million (80.9% / 65.8%)
Among adults, smartphone usage decreases with age, and this will continue to be the case throughout the forecast period. This year,
62.3% of mobile phone users ages 45 to 54 and 37% of those ages 55 to 64 will own and use a smartphone. eMarketer estimates that
only 13% of mobile phone users 65 and older will be smartphone users in 2013. (eMarketer, June 2013)
7. Fitness App Usage
●
Health tracking apps usage is most prevalent with ABC1 male and females aged 16 - 44
●
This usage is predicted to grow significantly in the future
8. Current Health Market: Data Gathering Devices.
FitBit Flex
Samsung Galaxy Gear
Jawbone UP
Nike + Fuel Band
Angel Health Monitor
MWI Technology
11. “Innovation and technology can revolutionise
the health service, and we are looking at how
the NHS can use these apps for the benefit of
patients, including how GPs could offer them
for free.”
- Andrew Lansley (Former Health Secretary)
12. Market Insight
•
•
•
•
•
•
•
Fast paced, busy lifestyles
Everything ‘on the go’ attitude
Increasing desire to take control of health issues
Advancing Technology and mobile device usage.
Monitoring complex health issues.
Saving NHS Resources - regularly collected data inputted onto central data
system.
Post Discharge Monitoring - prevents unnecessary readmittance.
13. Consumer Insight
"Every patient carries her or his own doctor inside."
– Albert Schweitzer
Today’s consumers rely on technology to better process and understand personal choices and
behaviours.
Deepening access to intelligence-laden technology is allowing individuals to collect real-time data
about their every movement both seamlessly and effortlessly - and to have it analysed and
interpreted in easily-digestible and personalised chunks of information.
Instant manipulation of hard data now enables consumers to rectify poor choices immediately and
to adjust behaviours to gain optimum benefits. Soon, no-one will tolerate estimates; we will
become our own personal trainers and account managers across so many areas of our lives.
17. The Opportunity
●
●
●
●
Fitness apps and devices are everywhere - customers young and old are used to using mobile apps to
store data - and are now devices such as Samsung Gear enable remote data collection.
- Mobile phone and tablets are now common and accessible/usable for most people.
Millions of people around the world have conditions that require monitoring.
- Patients wired to machines on wards
- Patients kept in hospital to be monitored
- Elderly in care homes
- Outpatients recovering
- People with long term conditions
Currently patients are checked intermittently, even in hospitals.
Home patients get checked rarely - either district nurses, or a visit to a GP.
Monitoring Health Issues, even poorly as at present, is extremely expensive, both in terms of
machines, and time invested by professionals.
- Most data recored manually.
There would be a real benefit to track and record data 24-7, a live and constant stream showing
accurate health data.
- Doctors could access data at any time. From a nurse station, even check patient at home.
- Patients could monitor their own health data, and take control of their conditions.
- Alarms can be raised quickly. Patterns detected and more effective treatment used.
19. Welcome to the future of Personal and Professional Health Monitoring
Health Guardian
All-in-one automated Health Monitoring Solution
●Central App, Website and partnered devices that work in harmony
to provide a complete system to monitor multiple conditions
●Continuously collects data from a patient - creating
the most accurate and detailed health charts - live!
●Works everywhere - designed for use in home and professional environments.
20. The Health Guardian App
The App is the Core of the system
Collects data from the monitoring device automatically
Available for Android and Apple mobile devices
(Windows & other platforms coming soon)
Manually input or automatically records health data via bluetooth from any
enabled devices
Health
Monitor
Free
Basic app free - covers heart
rate and other main
functions. Can be linked to a
pro-account. Encourages
take up.
Health
Guardian +
Purchase extra modules:
Enable remote alarm
functions, send data to
your doctor, add extra
functions to the app
Designed for
Professional
Manage multiple user
accounts. Subs based
service for use in
professional health care
institutions.
21. The Website
●
●
●
Manage your account - Pro users can
manage multiple accounts.
Clear, simple to use and easy to navigate.
Accessible on all devices, responsive
design.
Packed with information.
News and features sections with advice and
reviews of new devices, health advice and
tips.
Community and forum.
22. Product
Partnerships
Under development - ‘Electronic Tattoos’
(or flexible "epidermal electronics”)
Epidermal Electronics:
The next step in patient monitoring
Devices are being developed that can
already measure heart rate, temperature,
strain
and hydration - with more to follow - already
capable of doing the work of several
expensive and cumbersome machines!
Health Guardian will be the go-to app, ideal
for patients to continue to use at home.
Fully automated, secure data collection.
Product developers already have ties with Hospitals
and Care facilities - our partnership would open doors
to many health trusts.
Can be combined with images. Can convey visual
data such as ward number, or even customised for
children so they can have favourite character badges.
23. The Health Help Tattoo & App
Outline App:
- Functionality
- Point of differential
- Why Consumers will want to use it. How
does it satisfy the consumer insight?
24. Situational Analysis
Political
●
●
●
Depending on how integrated the app becomes in the health
service and the way in which it could be used it may need to be
government regulated in order to comply with law.
Standardisation.
Issues with law, data being recorded is personal, needs to
comply with data protection, privacy laws etc
Potential Conflict with Health related laws, industry regulations
Economical
●
●
Social
●
●
●
●
●
●
Lifestyle changes, in this case how an app would change
someones everyday life
Gaps between social classes, people who cannot afford to have
a mobile phone that has the right software to support this app or
even can’t afford to have a mobile phone.
Generational issues, young unlikely to use this app and elderly
narrowing the target market.
Levels of consumerism, How many people are likely to pay for a
service like this.
Public opinion and attitudes to using this sort of app, levels of
trust of the technology
Buying trends/Lifestyle trends
If app was used within the public sector would have to consider
the current state of finance within NHS and restraint on funding
Customer/end user drivers
Technological
●
●
●
●
●
How well the app is adopted by users, if it is fit for purpose and
whether something like this becomes obsolete quickly and could
be easily replaced by something else more technically advanced.
Impact of emerging technologies
How an app like this would be integrated into something like the
national service, what effect would this have on other
technologies in the public health sector and how things are
supported by different technologies in this industry.
Development and testing
Security of data, technology infrastructure, exchange of data etc
Rate of technological diffusion
25. Audience Analysis
•
It is often a family member that will encourage someone to seek medical advice whether that be for a new or existing condition.
•
People want to stay in control of their life and medical conditions can render a
person feeling helpless. Apps such as MyFitnessPal allows a visual aid to see
how their efforts are beneficial.
•
More government powered adverts and campaigns to live healthy lifestyles
resulting in people thinking more about changes that may need to be made.
•
Morality is an issue that resonates with everyone, anything that effects that
results in the flight or flight response- either take control or let it happen.
26. Our Audience Goal
To empower the individual, enabling them to
take greater personal control and make
better/more informed decisions about their
everyday lives
27. Our Audiences
Health Challenged
●Interested in latest developments
in their own health issues
●Family members play an active
role in helping with their relative’s
well being
Medically Savvy
●Well informed and interested in
the latest developments in
scientific and technology in the
treatment of health issues
Well-being Aware
●Index highly against strong
motivation to keep themselves
looking and feeling good
●Up to date on the latest health
apps
●Proactive in getting health checks
29. SWOT Analysis
Strengths
●
●
●
●
●
Life-saving
Potentially disruptive
In the long term would prove very cost effective
Help people to monitor their health
independently
Relevant to the emerging trend in medical
health sector
Weaknesses
●
●
●
●
●
●
Opportunities
●
●
●
●
Expansion into other specialist areas
Revenue from sponsorship
Highly customisable
Revenue potential from data collected
People are resistant towards change
People will be unsure in trusting technology with
something so important
Difficult for some people to adopt new
technology
Initially funding would be slow
If launching app as free version - would people
then trust it?
Would need to overcome establishing
consumer’s confidence in brand
Threats
●
●
●
Other companies already attempting this
More ‘focussed’ products could be considered
more trustworthy
Constant technology changes could have
negative impact
30. SWOT - other considerations
•
Training and cost implementation if rolling out across public sector
•
Across-device compatibility
•
Security considerations
•
Hard to test
•
Would require multiple sources to maintain the service and system
31. SMART Objectives
Specific
To create a medical health app which is disruptive, fit for purpose and
accurately records vitals.
Measurable
Need to monitor adoption rate, feedback, reviews, secure routes to
market and brand awareness
Achievable
Assess marketing environment, target consumers and competition to
realise level of viability
Realistic
Timescaled
Need to review resources, budget and set a deadline for completed
functionality and release to market after development and testing
Set and monitor Timescales and milestones allowing for contingency
and potential setbacks
32. KPI’s
Objective/ goals
Strategy
KPI
Acquisition Objective- 5000 user
per day.
- Active promotion.
- Key words for top position on
natural research.
- NHS trust contract.
- Free trial of pro for new customers
who sign up.
- Advertising on other apps
- Study current users.
- Usage, daily entries to apps.
- New customers accounts
(subscribers).
- NHS contract- pro version.
- Upgrade to pro versions.
- Profits
Lifetime Value.
- Updates
- Frequent feedbacks from
customers
- Customers’ usage rate.
- Upgrade rate.
- Reviews.
Retention.
- Customers satisfaction, strive for
longevity.
- Upgrades, and new features within
the app.
- Check on usage of new
customers in the first 30 days.
- App store ranking.
Active users.
- See what the daily active users
like most about the app.
- With pro users, see what features
they use and promote to free users.
- Account accessed daily.
- Features regularly used.
- If customer upgrade, what
features is used most
33. KPI’s continued
Objective/ goals
Strategy
KPI
Season Length.
- Prolong usage.
- Make app more inviting.
- Create a more engaging app.
- With every login, monitor changes
created on app to length spent using
the app.
App Load time/Launch.
- Make app size small and practical
- App launches with in 6 seconds so
not to lose customers to competitors.
- File size small so when running out
of memory space on the phone it isn’t
deleted.
- How many people downloaded but
not used.
User Experience/Happiness
- Use Helpshift and in-app messaging
for feedbacks.
- Review customers feedbacks and
see if they are still users after a
feedback is left.
34. Opportunity to Disrupt
Outline the opportunity based on market and
consumer insight.
Consumer Insight + consumer Insight
= (......)
Introducing an app that works with all ‘open’ devices means that the app has
limitless capabilities
37. Build hype
Celebrity Endorsement - Sports Stars, Music Performers, Health and
Fitness Gurus.
Tech Blog Coverage - (9 days before release)
(eg:http://www.techeblog.com/)
Demos
Previews
Teaser Videos
TV Mentions: (On-Screen Features) eg: The Gadget Man, The Gadget
Show, ITV This Morning, BBC/SKY News.
Magazine Promotion: (Informative Articles and Promotion) eg: Stuff
Magazine, Mens Health, Discover (Medical)
38. Press Kit
App Logo
High Quality ScreenShots
Press Releases
Endorsement Imagery
Personal Experience Quotes
39. Direct Marketing
Target marketing – due to the specifics of the product, the experts in the health field
and their recommendations would be crucial for the consumers end-decision.
4 main directions of the direct marketing:
1
Collaborations with universities/research teams
2
Collaborations with hospitals (doctors and staff included)
3
Collaborations with dedicated health media – magazines, TV programs,
websites, etc.
4
Collaborations with pharmaceutical companies.
40. Online Marketing
Social Media
Online Advertising Networks (PPC) -
• Google Adwords
• Google Adsense
Real Time Bidding - Ads reaching relevant consumers
Real Time Optimisation
E-mail Marketing - Consumers who have downloaded the basic Health
Guardian App; explain the benefits of upgrading (include offers eg: 50% off
upgrade price)
In App Promotion - Banners promoting Health Guardian Upgrade Benefits.
41. Social Media In More Depth
Facebook: Online Profile explaining app benefits, compatible technology, troubleshooting,
offers, In-App imagery published, product reviews, success stories, track ads/ learn
customers behaviours Also advertise through real time bidding to promote on “Suggested
Apps”
Twitter: Online Profile, troubleshooting, customer feedback and support, imagery,
advertise offers, link to product partnerships, allows real time uploads of results by
consumers, promote success stories, increase exposure through mentions, In Twitter
Advertisement - track ads/ learn customers behaviours.
YouTube: Create a youtube channel showing videos demonstrating the product, previews
of new software, taster videos, produce an online video marketing campaign - Viral?,
Interactive videos; link straight to app download/ website,
Google +: Remarket on Google + (track from search to your website then back to google
+ using adwords) Use this information to send out offers to consumers, Advertise business
profile therefore increasing awareness of google + profile, create targeted ads and
searches based on actions on G+ (behavioural targeting), Create Social Ads targeting
circles and communities.
42. Wordpress (Blog): Ongoing Technical blog that can be shared with other tech bloggers and
used to promote product to industry professionals. Users can share bookmark and email
content therefore promoting further the product. Blog also promotes new software, technicals
faults/fixes, upgrade details and Hints and Tips.
Health Guardian Website: Official site promoting the brand, app and its features. Link to sales
platform. Any troubleshooting queries addressed, contact us forum, Detailed feature
explanation. Site can be shared and promoted through other online platforms. (see website
slide)
LinkedIn: Allows a connection platform for communication with industry professionals about
future product collaboration and expansion. Use LinkedIn sponsored updates to reach industry
professionals, Create Targeted self service ads that focus on consumer by job or industry.
Extend link to LinkedIn feed through web, mobile and tablet. Create precision B2B Targeting
through product sponsorship.
App-Store: Get the app noticed through Apple’s ‘What’s hot, new and noteworthy’ promotions,
Get on the top 25 or 100 App lists. Get noticed by Apple through high profile press coverage of
the launch of the App. Offer a free basic App as a hook and then offer premium products as an
upgrade to increase revenue.
43. Discover and Target the Right Users
●
●
●
●
●
●
Source: http://urbanairship.com
Build Detailed User Profiles.
Enable High Targeted Mobile
Engagement
Monitor User Preferences
Record In-App Behaviour - eg: Which
features are used most commonly.
Look at highest value users and create
a look-a-like audience profile.
Study and improve ARPU (Average
Revenue Per Customer), Customer
Lifetime Value and ROI.
44. Post Download Data Collection (Service Improvement)
•
•
•
Consumer Feedback Pop Up Within App.
•
•
Track Customer usage and Funnel abandonment.
•
•
Marketing Attribution Analytics - Measure and Improve ROI.
Collect location data - use this to increase consumer specific promotion.
(Personalisation)
Correlate upgrade statistics - This can be used to create goals and work on
KPI.
Collect consumer post details (eg:how often they upload, access the app,
clicks?)
Re-evaluate customer lifetime value - analyse upgrades and usage - how
can this improve.
45. Marketing Analysis and Improvements
•
•
•
Measure ROI on all online marketing campaigns
Lower Levels of funnel abandonment
Use Google Analytics to create company goals and monitor these with
funnel data analysis. Use this information to create a funnel conversion
rate
46. Internal NHS Marketing
•
Staff Intranet - Promotion through internal mail, staff bulletins, independent
reports published on software
•
•
•
•
Free Training Courses to ensure correct software usage
•
Quick and efficient tech support available for all staff.
Individual collaborations from independent NHS Trusts
Managers to emphasise the importance of the software in each department.
Patient feedback on effectiveness of technology - adapt to increase
effectiveness of product.
48. Outline
•
•
•
•
•
•
•
•
Free Version
In-App Purchase
Pro Version
Product Tie-ins
Endorsement- Campaigns and charities
Funding- Private, NHS, Government
Advertising from third parties
Affiliate- Other products which can be used in conjunction with the App
49.
50.
51. PRO-VERSION
Cost of pro-version
£4.99
Number of users each day
5000
Avg. upgrade rate
0.10%
No, of days per month
30
Number of upgrades per month
150
Total revenue per month
£748.50
Grand total of Revenue per month
£13,179.00
Grand total of Revenue per year
£160,344.50
53. Outline
- How are we exploiting the market
opportunity?
-by creating an app which is pontentially disruptive and following emerging trends for innovation and
new uses for technologies
how are we going beyond something that’s
just useful to being something that becomes
essential for consumers to use in this space
55. e.g. tattoo
expanding worldwide
specialised for diseases?
Potential for partnership with medical
companies which provide monitoring software
which could be used with device, e.g blood
pressure monitor
56. Why is this a good investment?
(not just a product, but a process)
The potential for making profit makes Health help a good investment. The nature of the app makes it not just a
product, but more a process that will further evolve and have much longer life-cycle than a standard product or a
trend, proves even more that Health help is a good investment.
- The app combines top-notch technologies and concepts in a fast growing and demanding market.
- The application refers to the widespread use of mobile telecommunication and multimedia technology involved in
the delivery of health services and distribution of health information. The opportunities offered by modern
technology are already changing really fast the social marketing framework. Many researches have already
shown that mobile devices can serve as powerful tools for maintaining strong relationships that originated in
person.
- The application would be very useful in monitoring behavior and providing feedback for individuals in a very easy
way. Many psychological and social barriers that prevent people from accessing public health services will be
overcomed.
- Live, recorded, or stored media can be listened to on the device through the internet or an alternative data
network.
- Use of different devices allows for consistent communication. Health information can be provided on demand to
individuals whenever they desire access.
A complete system that allows for accurate and live constant health data monitoring.
A system that can be used both in the home and those being cared for in professional facilities.
Designed to work ac
The system revolves around an app that can run on smart phones or tablets, collects and monitors data in real time, from users wearing either commercial monitoring devices or more cutting edge inplants or electronic tattoos.
But first the market
What market is there for a health monitoring system?
I’ve taken the second sentence out of the top bit and put it below just to emphasise the key take-out
. The number of UK smartphone users continues to grow, there will be 30.9 million smartphone users in the country in 2013, eMarketer estimates, representing 48.4% of UK residents and 60.4% of UK mobile phone users.
Health and Fitness only takes up 1% of time spent on iOS and Android Smart Devices. By buying into this niche the possibility to expand usage time and create a reliance on the app is huge.
⅓ of UK Page Views are from Mobiles and Tablets - Mobile usage is constantly increasing. As Mobile expands so does the opportunity for innovative App software. These Apps Connect ‘on the go’ users to central databases that, in turn, help to improve quality of life. Through information sharing and development it allows professionals, in our case medical, to work directly with consumers (patients) without physical communication channels.
Another example of how Smartphones currently dominate the mobile industry. In the UK 61% of Phone users have a smartphone device.
Does anyone else think we have too many slides about the increase in smartphones and usage? I would say we need about two slides at most...
Samsung Galaxy Gear
FitBit Tracker- Wikihttp://en.wikipedia.org/wiki/Fitbit_Tracker
MyFitness Companion - New Android Application Connects to A&D Medical Deviceshttp://myemail.constantcontact.com/New-Android-Application-Connects-to-A-D-Medical-Devices.html?soid=1103282508985&aid=R_p7KUJoTlM- MyFitnessCompanion sitehttp://www.myfitnesscompanion.com/
I installed MyFitnessCompanion to check out what it offered.
a) 1st note: A disclaimer highlighting that it was not an app for emergency care!
Most devices and apps/software in the current health market are geared towards ‘fitness’ rather than ‘health’ and as such, there is a huge gap in the market.
I’ve taken out the extra points in the advancing technology bit as it’s repeated in more direction below
Fast Paced, Busy Lifestyles - In today’s society people’s health is often pushed to the back of their minds; because of this often important health issues are not monitored or addressed.
Everything on the go attitude - Due to our lifestyle choices it is expected for information to be instantaneous and on readily available no matter where a person is or what they are doing. This includes information about our health and fitness.
Increasing desire to take control of health issues - Although our lifestyles make taking control of health issues difficult we are becoming increasingly aware, especially through the media, of the importance of keeping fit and healthy. People are retiring later in life, living longer and are more intent on being the best they can.
Advancing Technology and mobile device usage - Modern technology is constantly advancing and developing. Mobile devices, for example tablets and phones, dramatically influences the structure of our daily routines. This technology is constantly in use by everyone; therefore it is no longer demographically dependant. As an example: 94% of adults own or use a mobile phone, the average person has 41 apps on their phones and about 10 are paid for. Only about 1/7 people have paid for more than 10 apps. 77% of mobile searches done are in a location where a PC is available. 17% on the go and 2% in store and 49% search on their smartphone. These Statistics show that. Mobile device usage is dramatically predominant within our digital lives.
s everyday.
Existing bluetooth monitors and sensors - There are currently many popular new devices that collect fitness data, for example: Nike Fuel Band, Fitbit technology and Angel. There is no central app for the information collected by these devices. This is a unique selling point for our product.
Monitoring Complex Health Issues - Although great start up technology these devices do not collect enough detailed data to monitor ongoing health complaints. Due to the limited nature of the information collected by these products complex health tracking would be unsuccessful. The device needs to collect concise and detailed information and return it to a central data system for it to be analysed and results returned to the user.
NHS Resources - NHS resources are constantly stretched to their limits; regular outpatient check-ups cost both time and money which could be spent elsewhere. If physical checks (eg: Blood pressure, heart rate) no longer needed to be manually recorded onto a central database and were inputted automatically the time spent collecting and inputting this information could be dramatically reduced, therefore saving resources for emergency cases. Alongside this if automatic medical checks are carried out by the technology then a problem can be detected at an early stage therefore leading to faster, often less complex, treatment.
Post Discharge - If a patient could be monitored remotely post discharge it would save the time and resources post discharge medical professionals. For example District Nurses and GP Practices. It would also allow them to monitor patients whom may, in other circumstances, not be correctly monitored or fail to attend appointments. This then prevents unnecessary re-admittance therefore saving more money for the NHS.
As the internet and digitally-enhanced products and services become ever more central to day-to-day living, data relating to personal activity is being created at rapid pace. In turn, we have seen the emergence of a number of innovative software programmes, tracking devices and applications which enable consumers to better process and understand personal choices and behaviours.
Indeed, deepening access to intelligence-laden technology is allowing individuals to collect real-time data about their every movement both seamlessly and effortlessly - and to have it analysed and interpreted in easily-digestible and personalised chunks of information.
With this wealth of real-time data at their fingertips, no longer will many consumers systematically rely on external sources of authority and experts to understand “the truth” about their own lifestyles or to help them make the “right” decision. Instant manipulation of hard data now enables consumers to rectify poor choices immediately and to adjust behaviours to gain optimum benefits. Soon, no-one will tolerate estimates; we will become our own personal trainers and account managers across so many areas of our lives.
Self-monitoring tools are helping us to assess our lives and lifestyles so that potentially damaging or inefficient patterns of consumption can be adjusted and bad decisions rectified on-the-spot. This is a trend which seriously empowers the individual, enabling them to take greater personal control and make better / more informed decisions.
There are a range of hardware apps available in the current market however, most of these are only compatible with their built-in software. This poses a problem as there is no collation of data available. As such, it’s unrealistic for healthcare providers to invest in these, due to their transient and segregated nature.
Furthermore, this lack of collaboration can be seen throughout the software options available in the Health sector. Many apps are also only compatible with certain types of devices e.g. IOS or Android and again, this limits the data collection and distribution possibilities.
As shown here, there are numerous shortfalls with the current digital health solutions available. Most notably, there is not currently an app that acts as a centralised system, able to collate data from a range of different software and hardware products, giving a full and in depth view of a patient’s health.
(Read slide above 1st.)It could improve the quality of life for millions of users - and save institutions billions.
Fitness apps have paved the way.
We are looking at the next step, and beyond.
- Using an all-in-one Health Monitoring Solution, based around an app which collects data from remote devices, Health Monitoring around the world could be changed forever.
A product that can be for patients with health conditions that need careful monitoring.Used home, in school or work, and especially in professional care such as hospitals and care facilities.
Automated - there is no need to manually enter data, instead it collects, collates health data for the most accurate and thorough health data possible. It can securely send data from your home to your GP - or from your bed/canteen directly to your doctors station!
An app/website and products that simply and seamlessly works wherever you are, and however you need it.
Health Guardian is the first app of its kind to sync all health and wellbeing data from a variety of ‘open devices’. As such, the consumer is not limited to which hardware they can and cannot use with the app. This makes Health Guardian an obvious choice for hospitals and health professionals as they can find and add data to patient records from a multitude of sources/devices.
Health Guardian - Free VersionOffers basic functionality and can connect with all currently available bluetooth remote devices.Monitor your heart, blood pressure, weight and more.
- Low profile ads within app. Such as companies releasing new devices.
Health Guardian+
Driving home users to purchase.
- Purchase individual add-ons, eg diabetes monitor.- Enables alarm raising. eg Warn user blood sugar low
- Allows tieing to a 2nd account - so a parents can monitor their childs health, live.
Health Guardian Pro
- A subscription based service. The core product in terms of profit.- Allows complete functionality and multiple account monitoring. Perfect for a GP monitoring home patients. Allows checking of all elderly in a care home. - This would save services such as the NHS billions, reducing need for patient hospitalisation, for home visits and even reducing the stress of unnecessary check ups.
To accompany the app there is an extensive website.
From here, customers can register or access their accounts and settings.
The site will also act as a news and information hub - sections regards health news, sections dedicated to specific conditions, advice, reviews.
- All of which will be also be available in the app as feeds.
Advertising revenue will be available through ads on the site.New product news and reviews will also feature - we will always be driving to ensure the apps work with new and emerging products.
Windows 8 version of the app can be run from a PC
- This could be used on a PC in a nursing station.
There are other apps and devices on the market and launching soon.
- To further cement future take up in professional environments we are forging product partnerships with emerging technologies
- Wristbands currently can only collect so much data - like the angel band, they are getting better - but devices like the ‘electronic tattoo’ or chip implants, can theoretically take health monitoring to the next level. They willl soon be able to access data from actual blood content, diseases and more.
- Asides from getting in 1st with tattoos, and cornering the market (tattoos and implants are potentially much better for hospitals etc) there are other potential things to look at: Kids - instead of having all the wires coming out of them in hospital, a tattoo could be applied, and it could be in the shape of a Peppa Pig, or a Superman logo.
I didn’t write this but I would assume for the script say exactly what is written on the slide?
I didn’t write this but I would assume for the script say exactly what is written on the slide?
We used TGI in order to understand the types of audiences that would be interested in our health guardian app, through looking at statements such as ‘I have a periodic health check when i’m feeling fine’ and ‘I am interested in the latest advancements in health’ etc
We found the below categories of people indexed highly and were able to put them into three clear categories:
-the ‘health challenged’ tended to be made up of ABC1s and typically aged 44+
-the ‘medically savvy’ indexed highly against the AB demographic and were aged between 16 and 65+
-the ‘well-being aware’ were ABC12s and aged between 16 and 44
The ‘health challenged’ audience consumed more above the line advertising, such as outdoor billboards, tv and magazines.
The ‘medically savvy’ audience have what could be perceived as a more ‘highbrow’ consumption of media, typically reading blue top newspapers, keeping up to date on medical websites with the latest health developments and using apps that helped them to monitor their own fitness.
The ‘well-being aware’ audience consume a mixture of health apps on their smartphones, health-related magazines-online and offline, and use social media sites to follow celebrities that give fitness and dietary advice.
Strengths
Alert people quicker to problems with their health so they can address them quickly which is a potentially life saving advantage
Potentially disruptive way of applying and monitoring health care, moving away from how things are done currently in that industry and following the trend for more innovative ways of doing things becoming prominent
Potential cost savings involved in using this app as can cut out the middle man, perhaps cut down on doctors’ visits through self diagnosis and if integrated into public health sector could have potential cost savings which could be applied elsewhere to improve other parts of nhs
Help people to manage their conditions independently and go towards a culture of preventative health
This app is very much illustrative towards the current emerging trends and technologies in the medical health sector
Weaknesses
You will have the issue of people who will want to adopt using this new app and people who are resistant and want to stick to traditional methods
People unsure about whether they can trust this technology with something this fatal
Potential people who would not adopt this technology- children, the elderly and people generally resistant to using technology.
Not sure how this idea would make millions…if you went down the private sector route you could tailor a service to private health members which they have to pay for. If you go down the public route. Private would mean it would be easier to get funding whereas public more difficult.
Starting the app as a free version- will people be trusting of a free medical app? (although I realise there are charges for extra functionality)
Establishing brand awareness and budget
Opportunities
Expansion into other areas to provide further specialist services for people with certain medical conditions
Revenue from sponsorship, such as medical companies willing to evolve their devices to become compatible with this app
Could be set up and customised to monitor different things for different people based on their conditions or problems
Use data recorded for studies and potentially sell data to medical companies etc
Threats
Other companies taking this idea and developing it in a better and more feasible way.
Similar products which specialise in specific conditions or monitoring certain problems which could be considered more reliable as they are more focused and specific.
Changes in trends and technological advances which could have a negative impact
Costs of training and implementation of rolling this out across the whole NHS if we roll this out in the public sector as opposed to private
Making sure all types of phones and medical devices involved in the app are compatible
Security considerations – the data being recorded is personal therefore raises confidentiality issues. How can the data be encrypted etc. this raises issues of higher costs concerning development and testing
How do we suggest this concept is tested- it can’t just be rolled out without having some test subjects so we can see if there are any issues we have not highlighted
Would need to consider who maintains this service and the devices incorporated to address problems people have and ensure the readings being fed back is correct, how would someone know if the device is not working correctly? Or the app is not feeding back the right figures?
Competition and other things to consider-
http://www.dailymail.co.uk/health/article-2404573/Owlet-smart-sock-lets-parents-monitor-babys-health-mobile-app.html
http://www.sheknows.com/health-and-wellness/articles/982313/best-apps-for-monitoring-your-heart-health
http://www.nhs.uk/Tools/Pages/iphonedrinks.aspx
http://allthingsd.com/20130703/house-call-five-smartphone-accessories-that-help-monitor-your-health/
http://technorati.com/technology/article/health-app-lets-doctors-offer-advice/ -
However, the use of medical apps remains a controversial practice that could soon invite more government regulation to prevent patient injuries due to bad information and content errors
http://www.bupa.com.au/health-and-wellness/tools-and-apps/mobile-apps
http://www.everydayhealth.com/digestive-health-pictures/mobile-apps-for-digestion-tracking.aspx#/slide-1
http://www.ihealthlabs.eu/ihealth_myvitals_app.htm
http://www.healthmonitornetwork.com/node/99
(DM) Health monitoring in the home is expensive and sporadic.
- Patients either need to wait for a district nurse to visit (expensive), or travel to a GP (takes up GP’s time and costs patient), or have to take readings themselves (how are these recorded?).
In hospitals, machines to monitor are extremely expensive and used only on the most vunerable. Checks are usually performed by nurses doing rounds, and manually filling in charts. All expensive, time consuming, and sporadic.
- A far cheaper, easier, more accurate, detailed way is to check automatically! Have health monitored continually, and fed automatically to a central app!
Using either bands/wearable devices around the home and in hospital, or using tattoos/implants in medical facilities -
Measure ROI on all online marketing campaigns.
Use this information to adapt online presence to increase ROI and Brand Awareness.
Lower Levels of Funnel Abandonment:
Establish the steps that cause the consumer difficulty or confusion. Acknowledge and improve.
Look at app language use to establish and internal copy confusion. Therefore altering the consumers journey through the app.
Keep on top of any software errors or bugs that may affect customer usage.
Use Google Analytics to create company goals and monitor these with funnel data analysis. Use this information to create a funnel conversion rate - This then monitors goal reach. eg: selling premium app.
