mobile healthcare business models
DESCRIPTION
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
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Drug Delivery | Surgical | Implantable | Diagnostic
Who are Cambridge Consultants?
Leaders in Medical Device development
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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
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Who are Cambridge Consultants?
Leaders in Wireless Medical product development
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Scope of the Presentation
TelehealthChronic disease
ManagementAdviceCoaching
Mobile HealthMobile Networks
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Agenda:
Introduction 1
Example application
Business models
Opportunities
Summary
2
3
4
5
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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
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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
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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
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Vena™ Inhaler demo
The Vena Inhaler
Standard cartridge
Circuit Board
Cambridge Consultants has added low cost communications technology to a drug delivery device
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Vena™ Inhaler demo
The Vena inhaler
The connected inhaler uses wireless commsto work with online services
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Vena™ Inhaler demo
The Vena inhaler
The connected inhaler can link to existing Personal Health Records to store and monitor your medication usage
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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.
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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.
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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.
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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
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Agenda:
Introduction 1
Example application
Business models
Opportunities
Summary
2
3
4
5
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The model for diabetes
Bluetooth HDP profile
Mobile HandsetHealth device
Patient self management
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The model for diabetes
Bluetooth HDP profile Internet Protocol
Mobile HandsetHealth device Health Service
Patient self management Coaching
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The model for diabetes
Bluetooth HDP profile Internet Protocol
Mobile HandsetHealth device Medical records serverHealth Service
Internet Protocol
Patient self management Coaching Healthcare integration
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Opportunity for the device maker
Health device
-$ Device
+$ Test Strips(market share)
+/-$ Mobile App
+$
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Opportunity for the Service provider
-$ Development
+$
Health Service
+$ Subscription+$ Advertising
-$ Operation
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Opportunity for the Service provider with demonstrated efficacy
-$ Development
+$
+$ Subsidy+$ Reimbursement
-$ Operation
Medical records server
Health Service
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Opportunity for the Network Operator
-$0 Development$0
+$0 Data RevenueInternet Protocol
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Opportunity for the Mobile device maker
$0-$ Development
Mobile Handset
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Why Bother?
Inevitable
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Agenda:
Introduction 1
Example application
Business models
Opportunities
Summary
2
3
4
5
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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
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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
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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
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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
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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:
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