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mWellness: Remote Monitoring and Preventative Cre 02
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Copyright © 2011 Accenture All Rights Reserved. 1
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
Copyright © 2011 Accenture All Rights Reserved. 3
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
Copyright © 2011 Accenture All Rights Reserved. 4
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
Copyright © 2011 Accenture All Rights Reserved. 5
Companionship
mHealth industry is gearing up
New devicesNew devicesNew servicesSmartphone appsp ppPilots• ClinicsClinics• Insurers• Developers• Developers• Network operators
Copyright © 2011 Accenture All Rights Reserved. 6
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
Copyright © 2011 Accenture All Rights Reserved. 7
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%
Copyright © 2011 Accenture All Rights Reserved. 8
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
Copyright © 2011 Accenture All Rights Reserved. 9
3,0%Used teleconferencing to communicate with a healthcare professional
Source: Accenture: Mobility Comes to Healthcare Consumer Research, Fall 2010.
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
Copyright © 2011 Accenture All Rights Reserved. 10
An implanted medical device (such as a pacemaker) 3,0%
Source: Accenture: Mobility Comes to Healthcare Consumer Research, Fall 2010.
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
Copyright © 2011 Accenture All Rights Reserved. 11
21,0%A device that dispenses medication in response to the monitored data
Source: Accenture: Mobility Comes to Healthcare Consumer Research, Fall 2010.
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
Copyright © 2011 Accenture All Rights Reserved. 12
Gen-Xers Baby Boomers
Source: Accenture: Mobility Comes to Healthcare Consumer Research, Fall 2010.
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
Copyright © 2011 Accenture All Rights Reserved. 14
Average for Canada, UK & Australia US Consumers
Source: Accenture: Mobility Comes to Healthcare Consumer Research, Fall 2010.
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
Copyright © 2011 Accenture All Rights Reserved. 15
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Copyright © 2011 Accenture All Rights Reserved. 18