MHealth: Trends und Best Practice im Markt der mobilen Gesundheitslösungen Zürich 20th of June 2013 Ralf-Gordon Jahns

mHealth: Trends und Best Practice im Markt der mobilen GesundheitslösungenZürich 20th of June 2013Ralf-Gordon Jahns

2© research2guidance, 2013

Introduction

Market intelligence and consultancy for the mobile applications market

www. research2guidance.com


Our clients are leading app market players, start-ups, major brands and government organizations (excerpt)


Topics of today‘s presentation

30 min.

Look 5 years back, to see what has changed in so little time

2007

See current status of mHealth

2013

Discuss 6 trends that will shape the mhealth market in the next 5 years

2017/18


What has changed over the last 5 years in the mobile industry

2007 2013

Source: Gartner, IDC

Smartphone share of global mobile device shipments


Complete eco systems disapeared

Source: Gartner

Smartphone OS market share


App user base is growing 15 times faster than stationary internet user base

Number of internet and app users worldwide (in Millions)

Sources: research2guidance, Bitkom, Worldwide-DatasInternet users: Users with access to a stationary internet capable deviceApp users: Smartphones and tablet users that use mobile apps

CAGR 16%

+ +

+

CAGR 251%


Have you been aware of mobile health solutions 5 years ago?

Number of mHealth apps between 2007 and 2012

Base: 62 major app stores which have mHealth apps.Source: research2guidance, 2013.


Today’s mHealth apps are made for consumers/patients not for professionals

Base: All mHealth applications from Windows Marketplace for Mobile; Top 100 most popular mHealth applications from BlackBerry App World, PocketGear, Handango; Top 200 most popular mHealth applications from Android Market, Apple App Store. Other includes Patients’ Health Record, Medication Compliance, Remote Monitoring, Remote Consulting, Emergency, Logistical support, etc.

Medical Reference 29%

Health Tracking Tools 21%

Wellness 14%

Fitness & Nutrition

9%

CME 7%

Diagnosis Tools 4%

Alerts/Awareness 3%

Managing Medical Conditions

3%

Other 10%

Source: research2guidance


Is there a reason to try something new in healthcare?

Source: OECD.

Healthcare expenditure as a percentage of GDP (1980-2009)


Are physician ready for change?

Sources: 1 – Google/Manhattan Research, 2 – Manhattan Research, 3 – Google/Manhattan Research, 4 – Float Mobile Learning ,

5 – Prism Healthcare, 6 – EPG Media, 7 – EPG Media, 8 – DocCheck, 9 - DocCheck

Smartphone and tablet penetration among physicians in 2012

54%

62%

84%

80%

67%

81%

91%

90%

57%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

1

2

3

4

5

6

7

8

9


We want to discuss 6 trends that will shape the mHealth app market in the next 5 years

1. Smartphone app users will drive the demand for mHealth apps

2. mHealth app business model will change to freemium and service revenues

3. mHealth will become wearable

4. mHealth sensors will track a multitude of health and fitness data

5. APIs Eco-systems will drive interoperability

6. Distribution channels of mHealth apps will change


App users will drive the demand for mHealth apps

mHealth users* (2010-2017)

* mHealth user: a user that has downloaded a mHealth application at least once.

Source: research2guidance, 2013.


mHealth apps generate reach also in Germany

Average accumulated downloads of the top 10 free apps per category and platform (February 2013)

FREE

Sources: research2guidance 2013, appannie, and prioridata

App category and platform comparison

x3

x8

x3


In-app purchase

The revenue model for mHealth apps will move towards freemium and sensor and service sales

• Most common (60% of content)

• 70% developer share

• Penetration varies among app stores and app categories

• Penetration grows rapidly but depends on app category

• 50%-70% publisher revenue share

• Penetration growing (>80% of Top50 grossing AppStore apps)

In-app advertising

Pay-per-download Subscription

1 2

• Outside app stores• Few applications

Health services and devices

3


Smart devices become wearable

Video sharing and storage: Physicians could record medical visits and store them for future reference or share the footage with other doctors.

A diagnostic reference: If Glass is integrated with an electronic medical record (EMR), it could provide a real-time feed of the patient’s vital signs..

A textbook alternative: Rather than referring to a medical textbook, physicians can perform a search on the fly with their Google Glass.

Preventing medical errors: With an electronic medical record integration, a nurse can scan the medication to confirm whether it’s the correct drug dose and right patient.


They track your activities (steps, distance), monitor calories, food and liquid consumption, sleep pattern and allow sharing

Jawbone Up Fibit Flex Nike Fuelband

Price: 129 EUR, App freeActivity and sleep tracker Sensor : accelerometerSteps, distance, caloriesFood, Drink MonitorSocial media

Price: 99 EUR, App freeActivity and sleep tracker Sensor : accelerometerSteps, distance, caloriesFood, Drink MonitorSocial media

Price: 149 USD, App freeActivity tracker Sensor : accelerometerSteps, distance, caloriesSocial media NikeFuel, a universal metric of activity


Sensors will allow patients to track health &fitness parameters on the go without manual data input

Scanadu: temperature, ECG, heart rate, oximetry and stressHold against the forehead and connect via Bluetooth

Runtastic:HeartrateConnect via Bluetooth

iBG Star: Diabetis, GlucolevelConnect to the smarthone

Withing: Weightconnect via Bluetooth

Cardiodoc: Bloodpressure, heartrateDocking station

Uchik: UrineImage recognition

Asthampolis: Asthma, air volumeConnect via Bluetooth

Temperature

ECG

heart rate

HemoglobinWeigth

Glucolevel

Air volumeStress

Blood-pressure

UrineSteps

More than 150 app sensors today

App sensor market will reach 5,6 bn USD in 2017.


APIs will drive interoperability and access to billions of health and lifestyle data

mHealth data

• Precription• Product

photos• Health

data, (blood presure, temperature, Gluco level etc.)

• Facility locations

• Research results

Data Sources Access&Display

API platform provider

Databases

Devices

Apps

Cloud platform for medical mobile devices • API Libraries• Devices• Datamanagement

HCPs

Patients

Payers

Apps

API Eco-System


App stores are the most important distribution channels nowadays

Pharmacies

MNOs

Hospitals*

Webpages of mHealth solution providers

Physicians*

Healthcare websites

App stores

0% 20% 40% 60% 80% 100%

16%

20%

31%

33%

34%

49%

53%

Share of respondents

*Physicians and hospitals will prescribe or make available to patients mHealth applications as part of their treatment plan.Source: research2guidance, 2013. n = 1.032

0% 20% 40% 60% 80% 100%

18%

20%

26%

28%

26%

39%

68%

0% 20% 40% 60% 80% 100%

16%

14%

22%

23%

22%

33%

79%

Distribution channels that offer the best business opportunities for mHealth today (2010-2012)

2010 2011 2012

62%

50%

59%

37%

59%

28%

47%

2017

In 5 years apps will be distributed also in traditional healthcare channels


There will be specialized distribution platforms for mHealth apps

Founded in 2010, Happtique is a mobile application management company

Total Number of apps: 7,000

Available platforms: Apple IOS, Android, Blackberry

Happtique offers healthcare enterprises—like hospitals, continuing care facilities, and physician practices—the ability to create individually branded, secure substores that support employee and patient mobile technology use.

Hpptique is creating a system to allow doctors to prescribe apps.

Happtique has established its own set of guidelines to determine the quality of healthcare-related apps.

"Happtique has 'curated' the iTunes medical apps, sorting them by disease and medical profession, and will soon be classifying them further by subspecialty, and the like.“


Thank you

MOBILE HEALTH MARKET REPORT 2013-2017THE COMMERCIALIZATION OF MHEALTH APPS

RELEASE DATE: MARCH 2013

Contact us:Ralf-Gordon Jahns, Mob: +49 (0) 172 616 5655,[email protected]

If you want to get a deeper look:


OUT


Example. Health Tracking Tools: MyPersonalDiet (VidaOne Inc.)

Available for iPhone OS, Windows Mobile, Windows Pocket PC and Palm devices.Prices vary per distribution channel ($4.99 US to $19.99 US)


Example. Medical Reference: ePocrates Essentials (ePocrates Inc.)

Available for iPhone, Android, BlackBerry, Palm and Windows Mobile devices. Application: Free, subscription from $99 US to $199 US per year.

http://cdn.imedicalapps.com/wp-content/uploads/2010/02/IMG_4389.png




Example. Continued Medical Education/Medical Reference: Blausen Human Atlas (Blausen Medical Communications)

For iPhone - $19.99 US, with in-app-purchases of additional material for $3.99-$4.99 US each.For iPad - $29.99 US, price per additional individual atlas: $8.99-$9.99 US.


Example. iBG Star Blood Glucose Meter (Sanofi Aventis)

Available only for iPhone OS. Price per download – Free.Price for sensor - $80 US.

Documents

MHealth: Trends und Best Practice im Markt der mobilen Gesundheitslösungen Zürich 20th of June 2013 Ralf-Gordon Jahns