The Mobile Revolution

A look at how the widespread adoption of mobile technology is transforming healthcare for patients, providers, and payors.

Transcript

1. MOBILE EVOLUTION
4. moore’s law COMPUTING POWER DOUBLES EVERY 2 YEARS
6. 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
7. 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 CUMULATIVE UNIT SHIPMENTS (MM) QUARTERS SINCE LAUNCH FASTEST HARDWARE USER GROWTH IN CONSUMER TECH HISTORY OF iPHONE USERS SAY THEY WOULD PROBABLY OR DEFINITELY PURCHASE AN iPHONE AGAIN 82% WOULD RECOMMEND THE DEVICE TO SOMEONE ELSE 97%
8. 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)
9. 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
10. 25-54 60% 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
11. MARKETING ON THE MOVE
12. DISPLAY APP SPONSORSHIP APP CREATION MOBILE MARKETING OPTIONS
13. mobile ads SUCK “ “ - Steve Jobs according to a source quoted in BusinessWeek http://www.businessweek.com/magazine/content/10_04/b4164028483414_page_2.htm
14. CONSUMER APP-ETITE
15. 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
16. 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%
17. 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
18. 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
19. OK SO WHAT WORKS?
20. OFFER UNIQUE, ON-GOING VALUE PROMOTE THE $#!% OUT OF IT! TAP AN UNMET NEED OF A SPECIFIC AUDIENCE marketing app-titude
25. HEALTHY APP-ETITE
26. 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
27. 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%
28. MOBILE DEVICES ARE HEALTHCARE PROFESSIONALS ARE practicing medicine changingTHE WAY
29. Text CLINICAL REFERENCES DRUG INTERACTION DATA MEDICAL CALCULATORS PATIENT RECORD MANAGEMENT IDC-9 CODING REFERENCES
30. - 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
31. CONDITION management appointment reminders exercise Rx REFILLS 5,805 HEALTH, 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
36. BUT THE true potential EXTENDS far beyond 1st GENERATION INFO APPS...
37. TOOLS SMARTER HEALTHCARE THAT ENABLE
38. Seamless electronic health records delivered in real time to professionals and patients
39. 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
40. MOBILE - Several dozen apps are available for HCPs & patients - Functionality is generally limited - UX not optimal for cancer patients and caregivers oncology
41. professional examples THE
42. 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
43. 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
44. 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
45. 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
46. patient experience THE
47. 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
48. 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
49. 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
50. CRITICAL SUCCESS FACTORS
51. KNOW YOUR TARGET Patient or Caregiver? Ambulatory or not? Smartphone? Cellphone? No Phone?
52. 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%
53. 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
54. the end user benefit REPEATED INTERACTIONS OVER TIME THE WISDOM (AND REVIEW) OF CROWDS WELL-DEFINED FUNCTION, WITH FOCUS ON MICRO-TASK
55. promote & engage SEED IN SOCIAL MEDIA PAID & FREE PR IF YOU DON’T PROMOTE, DON’T BOTHER
56. app store aptitude HIGHLIGHT FEATURES & BENEFITS USER FEEDBACK INTELLIGENT LISTING & TAGGING
57. 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
58. TRUE STORIES
59. Google Mobile
60. lie detector Zillow
61. help for hopeless husbands
62. 3 You have 3 messages...
63. marketing app-titude OFFER UNIQUE, ON-GOING VALUE PROMOTE THE $#!% OUT OF IT! TAP AN UNMET NEED OF A SPECIFIC AUDIENCE
64. q & a THE
65. HOW CAN I POSSIBLY KEEP UP WITH THIS STUFF? Follow us: @heartbeatny pulse.heartbeatdigital.com