Presentation by Jane Sarasohn-Kahn, founder and president of THINK-Health, focusing on the hype and hope associated with mobile health. This presentation was delivered at unNiched(micro) a breakfast series produced by the Path of the Blue Eye Project. This initiative is designed to enhance collaboration and knowledge sharing among health marketing communications professionals from around the world. Learn more about unNiched and the Project at www.pathoftheblueeye.com. Learn more about THINK-Health at www.think-health.com.

1. unNiched(micro)Mobile Health: Hype and Hope Jane Sarasohn-Kahn, MA (Econ.), MHSATHINK-Health and Health Populi BlogFebruary 17, 2011 New York, NY

2. Mobile Health &

3. “m” – The New Holy Grail for Health 3

4. The Conference Industry Wishes to Thank the Mobile Health Sector Next Week! Right Now! 4 4

5. The New “Wellness Delivery Channel” Phones will be the “new wellness delivery channel,” according to Dr. John Mattison, CMIO of Kaiser Permanente 5

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7. DIY Life 7

8. Drivers of mHealth Hope – Data Points 8

9. DYI Life 9

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14. Mobile – The New Wellness Delivery Channel BJ Fogg-Marry, not only adopt! 14

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17. SoLoMo Social Local Mobile comes to health 17

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19. Smartphone Users Have Strong mHealth Intentions Source: The Promise of Mobile Health – Bigger than DTC? Euro RSCG, November 2010 19

20. KPCB Top Mobile Internet TrendsMatt Murphy & Mary Meeker, 2/10/11Page 54 “On the horizon – 2011 and Beyond: Consumer led mobile health for monitoring / diagnosis / wellness” Source: Top Mobile Internet Trends, KPCB, 2/10/11 20

21. Drivers of Hype – Data Points 21

22. Gartner Hype Cycle 22

23. Health Care Is Complicated, System-wise… Source: The New Republic, July 1, 2009 23

24. …and Health Care Is Complicated, Treatment-wise… 24

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28. Data Liberación! 28

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32. Developing Apps as Money PitThe cost to develop a tablet app can vary widely – here’s back-of-envelope calculation Upfront development = $20K (low-budget, off-shore) to $1 mm for multimedia/e-commerce Staffing = $200K/yr Hidden costs/opportunity costs: existing staff time spent on app means time not spent on other projects Final costs = $150K - $1.5 mm Source: Adweekmedia, 12/6/2010 32

33. mHealth Hope and Hype: Putting it All Together 33

34. Hope Lots of apps and portals Bullish forecasts Social network adoption growing among older people Ubiquitous phones, ↑ smart Smartphone users have strong mHealth intentions Falling prices for networks & devices SoLoMo coming to health Health consumers seeking transparency and information for health ‘shopping’ Matt & Mary say mHealth is heating up! Hype Remember the Gartner Hype Cycle When you’re sick, it’s complicated Lack of data/device integration Lack of data liquidity Patient dis-engagement Who Will Buy? Slow physician engagement (vis-à-vis participatory health, not clinical apps) FDA regulation: TBD Developing apps is not free. 34

35. The Real Holy Grail: Open mHealth Vision funded by 35

36. Many Platforms for Mobile Health 36

37. According to Dr. Ted Eytan, Permanente Federation “Being active in social media is not so much using a particular tool – because the tools are going to change – it’s the effect of what it does, the way it makes people behave. And what social media does is connect people in new ways.” Source: Social Media Are Your Friends, Managed Care, September 2010 37

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40. Source: HIMSS Celltop Design Workgroup 40

41. DESIGN BUSINESS TECHNICAL BEHAVIOR IMPACT Source: HIMSS Celltop Design Workgroup 41

42. Stay in Contact Jane Sarasohn-Kahn, MA (Econ.), MHSA Health Economist and Management Consultant THINK-Health jane@think-health.com www.think-health.com www.healthpopuli.com Blog @healthythinker Twitter 42