LUMINARY LABS POINT-OF-VIEW

GOOGLE HEALTH RELAUNCHA GUIDE FOR TECHNOLOGY & HEALTHCARE PLAYERS

September 20, 2010

THE ESSENTIALS

1. Google released a significant re-launch of Google Health on 9/15/10

2. Google is taking a broad health and fitness approach

3. Data integration is at the core, with multiple new partners:– Import medical records– Explore medications and treatments– Convert paper records– Find personalized tools (PRH)– Copy and share your records

1. Pharma companies are absent from the partner lists

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GOOGLE HEALTH OVERVIEWDATA IMPORTS – SAMPLE PARTNERS

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IMPORT MEDICAL RECORDS

EXPLORE MEDICATIONS & TREATMENTS

FIND PERSONALIZED TOOLS

CONVERT PAPER RECORDS

COPY AND SHARE YOUR RECORDS

23 PARTNERS

9 PARTNERS14 PARTNERS

16 PARTNERS 2 PARTNERS

GOOGLE HEALTH OVERVIEWNEW FUNCTIONALITY GOOGLE IS TOUTING

1. New Easier to Use Dashboard. Google Health’s easier to use, customizable dashboard makes it simple to track and act on your health and wellness data.

2. Set Personalized Goals. By creating personalized trackers, you can track your progress and compare your results easily, whatever goal or issue you’re interested in keeping tabs on.

3. New Wellness Focused Partners. We’ve integrated with a number of wellness-focused partners, including Fitbit, CardioTrainer and Withings to help you import information into your Google Health profile.

4. Keep a Progress Journal. Take notes and keep a diary to track your individual experience with medications or health conditions. Quickly reference this personal record alongside charts and personalized web content.

5. Improved Content Personalized for You. Whatever you’re tracking and managing, we’ve added content better personalized to fit your particular situation. Select a wellness goal, condition, medication or topic you’re tracking, and alongside your other data, you have access to more relevant and customized news and information from Google Search results and other trusted content.

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LITMUS TESTDO CONSUMERS CARE ABOUT DATA INTEGRATION?

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KEY OBSERVATIONSFOR TECH AND HEALTHCARE COMPANIES

The new customer promise is integration. The new promise moves beyond health record storage, and toward health data integration. Seven percent of consumers are using some type of personal health record. Expect this number to grow with smartphone penetration and easy-to-use health applications and devices. The more personal data that consumers collect, the more likely it is that consumers will seek the lowest barrier means of integrating various data sources.

Google and Microsoft are pushing the envelope. Google Health and Microsoft Healthvault are going head-to-head to become the preferred point of data integration for consumers. Both Google and Microsoft will lean on their existing brand equity, which allows consumers to trust each giant to store and manage vast amounts of personal data. From a tech perspective, Google and Microsoft offer experience in devices, consumer-facing applications and cloud computing. Like all industries, we expect continued competition.

Consumer expectations to will follow. Companies such as Apple and Google frequently raise the online expectations of consumers by simply launching new features and functionality. Once consumers are able to integrate various health data points online, they will expect their physician, clinic, hospital, devices and even their drug makers to follow suit.

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DETAILED SUMMARY

Google announced today a revamp to Google Health, a significant update that repositions the service with a broader health and fitness focus, including the ability to integrate data from multiple sources, including the popular fitbit device, the Wi-Fi-enabled scale from Withings, the CardioTrainer Android app and mobile PHR ZipHealth. The user interface has likewise been upgraded with an easier to use, more customizable dashboard of health and wellness information.

 

At the same time, Google has not abandoned its earlier emphasis on the Personal Health Record (PHR) segment. It also announced new partnerships with Lucille Packard Children’s Hospital, UPMC and Sharp Healthcare and added new pharmacy chains, including Hannaford and Food Lion. Absent, however, was any mention of new partnerships with pharma companies.

 

The broader focus should give Google Health greater appeal, and possibly enhanced traction in the market, particularly if Google is able to a) partner with corporations interested in promoting wellness programs among their employees; b) incorporate more health monitoring devices; and c) market Google Health more aggressively and proactively in both the consumer and enterprise space. Gaining traction with enterprises is indeed a sizable “if,” as Google has been slow to achieve scale in the enterprise space for any of its services outside of its core advertising business.

 

Bottom line: Google’s reset of Google Health gives the service greater appeal. However, with both consumers and corporations, Google needs to do a better job of communicating the value proposition.

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DETAILED LOOK AT THE PARTNERSHIPS

GOOGLE HEALTH OVERVIEWPARTNERING FOR DATA IMPORTS

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IMPORT MEDICAL RECORDS

EXPLORE MEDICATIONS & TREATMENTS

FIND PERSONALIZED TOOLS

CONVERT PAPER RECORDS

COPY AND SHARE YOUR RECORDS

23 PARTNERS

9 PARTNERS14 PARTNERS

16 PARTNERS 2 PARTNERS

GOOGLE PARTNERSIMPORT MEDICAL RECORDS

1HealthRecord

Allscripts ePrescribe

APWU Health Plan

Beth Israel Deaconess Medical Center

Blue Cross Blue Shield of MA Body Scale by Withings

Citizens Memorial Healthcare

Cleveland Clinic MyChart

CVS Caremark

CVS/pharmacy

Hannaford Pharmacy

Harvard Pilgrim Health Care

Kmart Pharmacy

Medco

Meijer

MinuteClinic from CVS Caremark

Quest Diagnostics

RxAmerica

Sharp HealthCare

Shopko Pharmacy Sweetbay Supermarket Pharmacy

Union Hospital

Walgreens Pharmacy 10

GOOGLE PARTNERSCONVERT PAPER RECORDS

MediConnect Global

yourHealth™ by UNIVAL™

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GOOGLE PARTNERSFIND PERSONALIZED TOOLS

CardioTrainer

CareOpinion

Diabetes Risk Assessment

Fitbit Tracker

Go Red Heart CheckUp

Health Butler

Heart Attack Risk Calculator

iMedix

IZaware

LIVESTRONG.COM

My Diabetes Health Assessment

My Epilepsy Diary

MyCareTeam MCT-Diabetes

MyDailyApple

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GOOGLE PARTNERSCOPY AND SHARE YOUR RECORDS

Basic MedCard

Epocrates Patient Snapshot

HealthPAL by MedApps

iHealth, powered by Medem

Lifestar

MiCARD Device

MyMedicalRecords.com

NoMoreClipboard

SeeMyRadiology.com

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GOOGLE PARTNERSEXPLORE MEDICATIONS AND TREATMENTS

Blueprint for Wellness

Cleveland Clinic MyConsult

Community Nursing & Rehabilitation Center

DestinationRx

Drug Comparison Tool

ePillBox.info

ePREOP

Hello Health

MDLiveCare

MedNotes by Drugs.com

MyMedSchedule.com

Patient Assistance

Physicians Wellness Network

RxCut Savings Program

TrialX

Wesley Commons

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THE CONSUMER EXPERIENCE

GETTING STARTEDBASIC PERSONAL INFORMATION

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ADD A TRACKERFULL LIST

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ADD A TRACKERBLOOD GLUCOSE (MANUAL)

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ADD AN INSURANCE POLICY

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LINK GOOGLE HEALTH TO A DEVICEFITBIT (AUTOMATED)

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