mwellness: remote monitoring and preventative cre 02

Mobile World Congress 2011

Always OnAlways On. Always Connected.Now What?Now What?Capitalizing on the Opportunities of a Networked World

Preparing for TakeoffA consumer-focused view of the emerging market for mHealthA consumer focused view of the emerging market for mHealth

Lisa MitnickFebruary 14 2011

Copyright © 2011 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.

February 14, 2011

A mandate for mHealth

18 Health Expenditures as Percent of GDP

A mandate for mHealth

16.0

14

16

pCountries sampled in consumer research

11.010.810.410.210.110.1 9.9 9.8 9.8 9.6 9.3 9.2 9.1 8.9 8.7 8.7 8 5 8 4 8 2

10

12

8.5 8.4 8.2 8.1 7.7 7.6 7.4 7.36.8 6.8 6.4

5.9 5.76

8

2

4

0


Source: Congressional Budget Office 2009

Increased attention pays off, but has historically been h d t lhard to scale

“Super Utilizer”Super Utilizer• Disproportionate spend• Targeted response• Targeted responseNon-compliance• Readmissions• Emergency room visitsHome visits• One size fits all approachpp• Shortage of healthcare

workers


http://www.newyorker.com/reporting/2011/01/24/110124fa_fact_gawande

mHealth promises a way to l i di id l tt ti

Connected devices

scale individual attention

Connected devices• Remote monitoring• Early warning signs• Early warning signs• User feedbackImproved compliance• Virtual communications• Medication alerts• Remote diagnosticsg• Reduction in visits• Companionship


Companionship

mHealth industry is gearing up

New devicesNew devicesNew servicesSmartphone appsp ppPilots• ClinicsClinics• Insurers• Developers• Developers• Network operators


http://www.bosch-telehealth.co.uk/content/language1/html/55_ENG_XHTML.aspx

Accenture Research into consumer adoption of

H lthmHealth

Gen X Baby Boomers

Sample skewed to people who are tech savvy

25 to 45 years old

Sample skewed to people with heath problems

Over 55• 25 to 45 years old• Must own smartphone• 1,000 on-line interviews across 4 countries

C d t d S t b 2010

• Over 55• Must have chronic condition• 1,000 on-line interviews across 4 countries

C d t d S t b 2010• Conducted September, 2010 • Conducted September 2010

Countries: US, UK, Canada, Australia


Chronic conditions: Arthritis, Asthma, Cancer, CHF, other cardiovascular, COPD, DiabetesSource: Accenture: Mobility Comes to Healthcare Consumer Research, Fall 2010.

Consumers see benefits for both mHealth devices and

H lth i timHealth communications

mHealth Devices mHealth CommunicationsYou have devices at home that you rated useful and they are linked to the medical professionals and caregivers who oversee your

You can communicate with medical professionals on a regular basis through use of telephone calls, video conferencing text messaging

36%43%

Increase your overall quality of care

caregivers who oversee your condition

conferencing, text messaging

36%

40%Increase your physical fitness

y q y

29%

Decrease the number of trips you now make to medical facility

38%

28%

34%

Decrease the number of emergency room visits 28%

Decrease the number of at-home visits by 18%

24%


healthcare professional 12%

Source: Accenture: Mobility Comes to Healthcare Consumer Research, Fall 2010.

Consumers are more comfortable sourcing information from web th h i it

Consumers do have an interest in their health…

than sharing it

Consumers do have an interest in their health…

68,0%

56 0%

Looked up health information on the Internet

Would like to get more involved in own treatment 56,0%Would like to get more involved in own treatment

But they are not in the habit of discussing it with others

27,0%Exchanged email with friends regarding your health

…But they are not in the habit of discussing it with others

11,0%

11,0%Sent an email to a healthcare professional regarding your health needs

Discussed your health on a social network such as Facebook

9,0%

3,0%

Participated in a health-oriented Website

Put or updated your medical record on the Internet using Microsoft HealthVault, Google Health or a similar service


3,0%Used teleconferencing to communicate with a healthcare professional


mHealth devices not top of mind even to tech savvy

Consumers are already experienced users of connected devices…

consumers

90,0%*

76,0%

Mobile phone

Desktop computer

* Gen X sample required smartphone ownership

63,0%

5,0%

Laptop computer or eBook

Digital bookreader (such as Kindle or Nook)

4,0%Tablet computer (such as iPad)

…But currently mHealth devices have low consumer awareness

Read about or discussed in-home healthcare or fitness devices that connect to the Internet

A healthcare or fitness device that connects to the Internet and 6 0%

9,0%

…But currently mHealth devices have low consumer awareness

ea t ca e o t ess de ce t at co ects to t e te et a dmonitors your health

An emergency alert device that lets you call for help

6,0%

3,0%

Own


An implanted medical device (such as a pacemaker) 3,0%


There is real interest in mHealth, but the market

d d tineeds education

When promoted consumers rate mHealth devices as “very useful”

38,0%*

32,0%

A device that automatically calls for help if you fall

A bathroom scale that tracks and charts your weight over time

* Boomer only ** Gen X only

32 0%

32,0%

,A bathroom scale that tracks and charts your weight over time

A device that tracks your activity level and amount of exercise

A device that notifies healthcare professionals if the monitored data

28 0%

32,0%

30,0%

indicates an abnormal conditionA device that continuously monitors and tracks bodily signs specific to your

own health needs

A device that tracks your eating habits 28,0%

27,0%**

A device that tracks your eating habits

An exercise machine that lets you compare your workout scores and compete with others on the Internet

An electronic medical record that automatically records and graphs the 25,0%

24,0%

An electronic medical record that automatically records and graphs the data from multiple health and fitness devices

An electronic pill box that alerts you when it’s time to take your medications


21,0%A device that dispenses medication in response to the monitored data


Unclear whether Gen-Xers or Baby Boomers are the b tt k tbetter market

Gen Xers see more value in mHealth Devices

49%Willi t t l t $10 th f

49%Would increase overall quality of care 37%

… and in mHealth Communications

49%Willing to pay at least $10 per month of own money 29%

40%40%

Willing to pay at least $10 per month of own money 18%39%

Would increase overall quality of care 33%

But Baby Boomers have the greater need

Visit doctor or medical facility at least once per month 37%19%

Describe health as only fair or poor 45%15%

y p 37%

Gen Xers


Gen-Xers Baby Boomers


Majority of consumers do not make the connection between mHealth and a decrease in h l h

mHealth Devices

healthcare costs

mHealth Devices

Increase About same Decrease

16%50%25%Your own cost for healthcare

The total cost of healthcare – regardless of who pays

%%%

20%45%27%

mHealth Communications

IncreaseAbout sameDecrease Increase About same Decrease

15%51%25%Your own cost for healthcare

The total cost of healthcare – regardless of who pays 19%45%25%

Copyright © 2011 Accenture All Rights Reserved. 13Source: Accenture: Mobility Comes to Healthcare Consumer Research, Fall 2010.

United States stands out as a developed- world market f H lthfor mHealth

US consumers are more concerned about healthcare costs

Pay at least some of healthcare costs out of own pocket 70%

Concerned that healthcare costs are increasing too rapidly 64%86%

Worry that health issues could result in economic hardship23%

39%

Pay at least some of healthcare costs out of own pocket 51%

Suspect that some medical procedures are unnecessary 23%38%

Worry that won’t be able to afford medical visits 14%28%

US consumers are somewhat faster to adopt technology

23%

Have sent email to healthcare professionals 9%18%p 9%

6%Have participated in a health-oriented Website 18%

US Consumers


Average for Canada, UK & Australia US Consumers


Implications for mobile t k t

• St k t iti i th till t H lth t

network operators

• Stake out a position in the still emergent mHealth ecosystem now

• Focus should be on systems, not individual applications (whole person view)

• Increase awareness of mHealth to consumers to drive trial and adoptionIncrease awareness of mHealth to consumers to drive trial and adoption

• Show consumers how mHealth can reduce costs and improve their health

• Gen-Xers will be more attuned to mHealth offers, but Boomers offer biggerGen Xers will be more attuned to mHealth offers, but Boomers offer bigger payback so worth educating and investing in

• Focus on mHealth devices/apps over communications when targeting consumers

• Strategy should embrace both institutional and consumer distribution channels

− United States represents especially good mHealth opportunity for targeting consumersconsumers

− Single payer systems should prove easier to penetrate on institutional side


mwellness: remote monitoring and preventative cre 02

Technology