mobile healthcare business models

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Analysis of business models for mobile healthcare with example applications. Delivered at the Mobile Healthcare industry summit London December 2009. 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 revenue opportunity from mobile health applications.Successful strategies must therefore focus on creating an attractive ecosystem for mobile health. Generating user value will bring corporate revenue.

TRANSCRIPT

30 November 2009

WBUM101-P-059 v1.0

The Business Gap

How can telecoms business engage in mobile healthcare?

Mobile Healthcare Industry Summit – 1st December 2009

Paul Williamson

2 30 November 2009 WBUM101-P-059 v1.0

Agenda:

Introduction 1

Example application

Business models

Opportunities

Summary

2

3

4

5

3 30 November 2009 WBUM101-P-059 v1.0

Drug Delivery | Surgical | Implantable | Diagnostic

Who are Cambridge Consultants?

Leaders in Medical Device development

4 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

VideoAudioVoiceDisplaySensorAccessID Data

RFiD

5 30 November 2009 WBUM101-P-059 v1.0

Who are Cambridge Consultants?

Leaders in Wireless Medical product development

6 30 November 2009 WBUM101-P-059 v1.0

Scope of the Presentation

TelehealthChronic disease

ManagementAdviceCoaching

Mobile HealthMobile Networks

7 30 November 2009 WBUM101-P-059 v1.0

Agenda:

Introduction 1

Example application

Business models

Opportunities

Summary

2

3

4

5

8 30 November 2009 WBUM101-P-059 v1.0

Adherence (ād-hǐr'əns) n.the extent to which a person’s behavior – taking medication, following a diet and/or executing lifestyle changes, correspondswith agreed recommendations from a health care provider.

-World Health Organization, Adherence to long term therapies: evidence for action, 2003.

Medication Adherence is the most important factor determining Medical Outcomes.-World Health Organization

Adherence

9 30 November 2009 WBUM101-P-059 v1.0

There is a significant health problem; patients are under-served by the current system; money is left on the table

45% of total costs may be due to poor adherence

>50% chronic asthma patients are non-adherent

1in10 Americans may have COPD. 1 in 15 have Asthma

3rd leading cause of death in 2020 will be COPD

is non-adherence cost$290B

Adherence

10 30 November 2009 WBUM101-P-059 v1.0

We based our product and service concept on key research findings

Connected Inhalers

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

11 30 November 2009 WBUM101-P-059 v1.0

Vena™ Inhaler demo

The Vena Inhaler

Standard cartridge

Circuit Board

Cambridge Consultants has added low cost communications technology to a drug delivery device

12 30 November 2009 WBUM101-P-059 v1.0

Vena™ Inhaler demo

The Vena inhaler

The connected inhaler uses wireless commsto work with online services

13 30 November 2009 WBUM101-P-059 v1.0

Vena™ Inhaler demo

The Vena inhaler

The connected inhaler can link to existing Personal Health Records to store and monitor your medication usage

14 30 November 2009 WBUM101-P-059 v1.0

Vena™ Inhaler demo

The Vena inhaler

Demonstration Site

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.

15 30 November 2009 WBUM101-P-059 v1.0

Vena™ Inhaler demo

The Vena Inhaler

Demonstration Site

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.

16 30 November 2009 WBUM101-P-059 v1.0

Vena™ Inhaler demo

The Vena Inhaler

Demonstration Site

The connected inhaler can be used in clinical trials, to help pharmaceutical companies correlate compliance data and drug efficacy.

17 30 November 2009 WBUM101-P-059 v1.0

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

The Vena inhaler

18 30 November 2009 WBUM101-P-059 v1.0

Agenda:

Introduction 1

Example application

Business models

Opportunities

Summary

2

3

4

5

19 30 November 2009 WBUM101-P-059 v1.0

The model for diabetes

Bluetooth HDP profile

Mobile HandsetHealth device

Patient self management

20 30 November 2009 WBUM101-P-059 v1.0

The model for diabetes

Bluetooth HDP profile Internet Protocol

Mobile HandsetHealth device Health Service

Patient self management Coaching

21 30 November 2009 WBUM101-P-059 v1.0

The model for diabetes

Bluetooth HDP profile Internet Protocol

Mobile HandsetHealth device Medical records serverHealth Service

Internet Protocol

Patient self management Coaching Healthcare integration

22 30 November 2009 WBUM101-P-059 v1.0

Opportunity for the device maker

Health device

-$ Device

+$ Test Strips(market share)

+/-$ Mobile App

+$

23 30 November 2009 WBUM101-P-059 v1.0

Opportunity for the Service provider

-$ Development

+$

Health Service

+$ Subscription+$ Advertising

-$ Operation

24 30 November 2009 WBUM101-P-059 v1.0

Opportunity for the Service provider with demonstrated efficacy

-$ Development

+$

+$ Subsidy+$ Reimbursement

-$ Operation

Medical records server

Health Service

25 30 November 2009 WBUM101-P-059 v1.0

Opportunity for the Network Operator

-$0 Development$0

+$0 Data RevenueInternet Protocol

26 30 November 2009 WBUM101-P-059 v1.0

Opportunity for the Mobile device maker

$0-$ Development

Mobile Handset

27 30 November 2009 WBUM101-P-059 v1.0

Why Bother?

Inevitable

28 30 November 2009 WBUM101-P-059 v1.0

Agenda:

Introduction 1

Example application

Business models

Opportunities

Summary

2

3

4

5

29 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

30 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

31 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

32 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

33 30 November 2009 WBUM101-P-059 v1.0

Agenda:

Introduction 1

Example application

Business models

Opportunities

Summary

2

3

4

5

34 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

35 30 November 2009 WBUM101-P-059 v1.0

Contact details:

Cambridge Consultants Ltd Cambridge Consultants IncScience Park, Milton Road 101 Main StreetCambridge, CB4 0DW Cambridge MA 02142England USA

Tel: +44(0)1223 420024 Tel: +1 617 532 4700Fax: +44(0)1223 423373 Fax: +1 617 737 9889

Registered No. 1036298 England

info@CambridgeConsultants.comwww.CambridgeConsultants.com

© 2009 Cambridge Consultants Ltd, Cambridge Consultants Inc. All rights reserved.

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