Download - Mobile health commercialization
Understanding and Developing the Market for Mobile Health
Clay Braziller
November 24, 2014
Mobile Market-‐-‐ today
Mobile Health -‐-‐ where the ROI is
Intel from the trenches!
Lumo Li=: Posture correc@on
Trac@vity: Director Healthcare; Wearable sensors and enterprise so=ware
Kine@c Muscles: Strategic Marke@ng, Digital Community and CRM; Remote stroke recovery
EaglePicher : Director Sales and Marke@ng; BaNeries for implantable medical devices
Medtronic: Canadian Introduc@on, Neuros@mula@on devices
Cien@s Technologies: Partner, Electronic Health Records consul@ng
Size and Composi@on ! Worldwide mobile health revenue $23 Billion US by 20171 ! Approximately 30% Asia Pacific, 30% Europe, 30% USA/Canada
! 97,000 mHealth applica@ons, 62 full catalogue app stores ! Majority are general health and fitness apps
1. Touching lives through mobile health: PWC
71% Disease Management
29% Independent aging
Wellness Prevention Diagnosis Treatment
Monitoring
Emergency Response
Healthcare Practioner Support
Healthcare Surveillance
Healthcare Admin
Solutions across the Continuum of Care
Healthcare Systems Strengthening
Keeping people out of hospitals
Keeping people healthy**
**Affordable Care Act pays for preven@on
US Health consump@on expenditures 2010 $3 Trillion
Hospital care 30%
Professional services 20% Physician and clinical services 20%
Chronic Diseases 30% of spending
CVD $444 Billion Diabetes $245 Billion Cancer $125 Billion
Behaviors are hard to change ! People ! Physicians ! Health systems ! Vendors
The payer has not stepped forward
Glacial revenue streams
Poster sessions
Niche tradeshows
Persistence and luck
1. It is as hard to sell into a large system as a small system 2. Find a champion -‐-‐avoid the front door 3. There is a difference between product bought by the customer for a trial
and product given to a customer for a trial 4. Hospital worksta@ons s@ll run XP 5. Health system bureaucracy will stall early progress with Champions 6. Start selling early-‐-‐ Aim, shoot re aim 7. Keep the product, workflow, training as simple as possible 8. Sales 101 -‐-‐Don’t rely 100% on the champion to take you the whole way 9. Prepare for a marathon
Clay Braziller ! 604 961 6360 ! [email protected]
