2015: mHealth's Coming Out Party...Or Is It?

2015: mHEALTH’S COMING
OUT PARTY… OR IS IT?
Joseph C. Kvedar, MD
© 2014 Center for Connected Health – All Rights Reserved Content Confidential – DO NOT DUPLICATE.

RECENT ENTHUSIASM FOR mHEALTH…
Apple
Samsung
Microsoft
Intel
Google
But is it irrational exuberance?
Artwork: Mark Ulriksen

THOSE WHO CANNOT LEARN FROM HISTORY ARE
DOOMED TO REPEAT IT (GEORGE SANTAYANA)
• How is HealthKit different than now-defunt
Google Health?
• Samsung’s S Health (on its 3rd generation) –
adoption not strong
• Aetna discontinues CarePass August 2014
• Microsoft, Samsung, Apple betting that the
Smart Watch will be the difference
Photo by melenita2012 - Creative Commons Attribution License https://www.flickr.com/photos/78586432@N05 Created with Haiku Deck

TYPICAL APP STRATEGY
Give The People What They Want

In Health Care That Can Result In
MISPLACED RESOURCES

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

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.

More than 80% of health apps
that are downloaded are
abandoned within 2 weeks.
Photo by William Brawley - Creative Commons Attribution License https://www.flickr.com/photos/93841400@N00 Created with Haiku Deck

Even though we know people
need these apps, they don’t
always want them.
Photo by pmarkham - Creative Commons Attribution-ShareAlike License https://www.flickr.com/photos/9197427@N06 Created with Haiku Deck

WE CHECK OUR SMARTPHONES
>100 TIMES A DAY!

BUT PUSHING A BUTTON FOR HEALTH
IMPROVEMENT IS TOO HARD
Photos: Center for Connected Health, Alere Connect © 2014 Center for Connected Health – All Rights Reserved Content Confidential – DO NOT DUPLICATE.

The Bottom Line
DON’T CONFUSE EDUCATION
WITH INSPIRATION
Photo by profcarlos - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/35083636@N00 Created with Haiku Deck

ENGAGEMENT IS KING
Photo by pamhule - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/58571789@N00 Created with Haiku Deck

TOOLS FOR ENGAGEMENT
Frictionless Technology
Social
Personalization
Relevance to Everyday Life
Photo by FindYourSearch - Creative Commons Attribution-ShareAlike License https://www.flickr.com/photos/48540379@N02 Created with Haiku Deck

FRICTIONLESS
Photo by pellesten - Creative Commons Attribution License https://www.flickr.com/photos/82976024@N00 Created with Haiku Deck

FRICTIONLESS

Social

MULTIPLE DIMENSIONS TO SOCIAL
Camaraderie
Competition
Visibility
Photo by qwghlm - Creative Commons Attribution License https://www.flickr.com/photos/56495127@N00 Created with Haiku Deck

SOCIAL - Camaraderie

SOCIAL - Competition

SOCIAL - Visibilty
DIABETES & BLOOD PRESSURE CONNECT
Average drop of HbA1c: 1.5
69% achieved a drop in BP

Personalization

PERSONALIZATION: TEXT 2 MOVE
Customized
Program Design Readiness
To Change
Connected
Health Data
Practice
Location
Analytic
Engine

PERSONALIZATION: TEXT 2 MOVE
Mean change in HbA1c by engagement level
0.36
HbA1c Change
1.08
0.62
Low engagement High Engagement All
*

RELEVENCE TO EVERYDAY LIFE
Created with Haiku Deck

RELEVENCE TO EVERYDAY LIFE
Subconscious Triggers
Go Where the Consumer Is
Focus on Near Term Goals
State of the Art Design

SUBCONSCIOUS TRIGGERS:
SUNSCREEN REMINDERS
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
-10%
Weekly Adherence Rates (mean +/- SEM)
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
% Adherence
Study Period
Reminder group
No Reminder Group
Arch Dermatol. 2009;145(11):1230-1236.

GO WHERE THE CONSUMER IS

FOCUS ON NEAR TERM GOALS

STATE OF THE ART DESIGN

BIG DATA, BIG OPPORTUNITY
Photo by IBM Curiosity Shop - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/52468544@N07 Created with Haiku Deck

BIG DATA

IMPLICATIONS
• The “give the people what they want” strategy
for consumer apps does not translate
• If we don’t get engagement right, mHealth will go
down in history as yet another tech bubble
• Some companies are doing some things right
some of the time
• This will be hard but worth the effort
Photo by William Hook - Creative Commons Attribution-ShareAlike License https://www.flickr.com/photos/83542829@N00 Created with Haiku Deck

WAYS TO CONNECT
The cHealth Blog:
chealthblog.connectedhealth.org
www.partners.org/connectedhealth
LinkedIn Group:
Connected Health Community
Twitter:
@connectedhealth
@jkvedar
Contact Me:
jkvedar@partners.org

2015: mHealth's Coming Out Party...Or Is It?

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