2015: mhealth's coming out party...or is it?

2015: mHEALTH’S COMING OUT PARTY… OR IS IT?

Joseph C. Kvedar, MD

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Apple

Samsung

Microsoft

Intel

Google

But is it irrational exuberance?

RECENT ENTHUSIASM FOR mHEALTH…

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• How is HealthKit different than now-defuntGoogle Health?

• Samsung’s S Health (on its 3rd generation) –adoption not strong

• Aetna discontinues CarePass August 2014

• Microsoft, Samsung, Apple betting that theSmart Watch will be the difference

THOSE WHO CANNOT LEARN FROM HISTORY ARE DOOMED TO REPEAT IT (GEORGE SANTAYANA)

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TYPICAL APP STRATEGYGive The People What They Want

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In Health Care That Can Result In

MISPLACED RESOURCES

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The People We’d Really Like To Have As mHealth Users

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HEALTH APPS ARE DIFFERENT

Although 1 in 10 U.S. adults over the age of 18 owns an activity tracker, within 6 months one-third stops using them.

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HEALTH APPS ARE DIFFERENT

More than 80% of health apps that are downloaded are abandoned within 2 weeks.

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Even though we know people need these apps, they don’t always want them.

HEALTH APPS ARE DIFFERENT

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WE CHECK OUR SMARTPHONES >100 TIMES A DAY!

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BUT PUSHING A BUTTON FOR HEALTH IMPROVEMENT IS TOO HARD

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The Bottom Line

DON’T CONFUSE EDUCATION WITH INSPIRATION

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ENGAGEMENT IS KING

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TOOLS FOR ENGAGEMENT

Frictionless Technology

Social

Personalization

Relevance to Everyday Life

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FRICTIONLESS

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FRICTIONLESS

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FRICTIONLESS

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TOOLS FOR ENGAGEMENT

Social

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MULTIPLE DIMENSIONS TO SOCIAL

Camaraderie

Competition

Visibility

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SOCIAL - Camaraderie

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SOCIAL - Competition

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Average drop of HbA1c: 1.5

69% achieved a drop in BP

SOCIAL - VisibiltyDIABETES & BLOOD PRESSURE CONNECT

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TOOLS FOR ENGAGEMENT

Personalization

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Customized

Program DesignReadiness

To Change

Connected

Health Data

Practice

Location

Analytic

Engine

PERSONALIZATION: TEXT 2 MOVE

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PERSONALIZATION: TEXT 2 MOVE

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0.36

1.08

0.62

Low engagement High Engagement All

HbA1c Change

Mean change in HbA1c by engagement level

*

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RELEVENCE TO EVERYDAY LIFE

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RELEVENCE TO EVERYDAY LIFE

Subconscious Triggers

Go Where the Consumer Is

Focus on Near Term Goals

State of the Art Design

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-10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6

% A

dh

ere

nc

e

Study Period

Weekly Adherence Rates (mean +/- SEM)

Reminder group

No Reminder Group

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SUBCONSCIOUS TRIGGERS: SUNSCREEN REMINDERS

Arch Dermatol. 2009;145(11):1230-1236.

GO WHERE THE CONSUMER IS

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FOCUS ON NEAR TERM GOALS

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STATE OF THE ART DESIGN

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BIG DATA, BIG OPPORTUNITY

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BIG DATA

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IMPLICATIONS

• The “give the people what they want” strategy for consumer apps does not translate

• If we don’t get engagement right, mHealth will godown in history as yet another tech bubble

• Some companies are doing some things rightsome of the time

• This will be hard but worth the effort

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WAYS TO CONNECT

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The cHealth Blog:

chealthblog.connectedhealth.org

www.partners.org/connectedhealth

LinkedIn Group:

Connected Health Community

Twitter:

@connectedhealth

@jkvedar

Contact Me:

jkvedar@partners.org