This document discusses the evolution of mobile technology and its impact on healthcare. It outlines how smartphones and mobile apps are changing the way healthcare is delivered and accessed. Key points include: - Smartphones and tablets are becoming more powerful and ubiquitous, enabling new health-focused mobile apps. - Many healthcare professionals now use mobile apps for clinical references, drug interactions, medical calculators and patient record management. Some apps help avoid medical errors. - Consumers use health and fitness apps for condition management, appointments, refills and more. However, true potential lies in tools enabling electronic health records, remote monitoring, and smarter healthcare delivery. - Successful health apps require understanding users, promoting value, and focusing on un

1. MOBILE
EVOLUTION

4. moore’s law
COMPUTING POWER
DOUBLES EVERY 2 YEARS

6. 0
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
Q3-07 Q1-08 Q3-08
Q1-09
Q3-09
Q1-10
42.2 M
http://www.apple.com/pr/library/
Crowd Science, “Smartphone Usage and Brand Study,” June 16, 2009
– Total iPhones sold – iPhones sold by qtr
iPHONE GROWTH

7. 0
10
20
30
40
50
60
Q1
Q10
Apple iPhone + iTouch
Nintendo Wii
Nintendo DS
Sony PSP
RIM Blackberry
Apple iPod
Source: Morgan Stanley, "The Mobile Internet Report" December 15, 2009
CUMULATIVEUNITSHIPMENTS(MM)
QUARTERS SINCE LAUNCH
FASTEST HARDWARE USER GROWTH
IN CONSUMER TECH HISTORY
OF iPHONE USERS SAY THEY
WOULD PROBABLY OR DEFINITELY
PURCHASE AN iPHONE AGAIN82%
WOULD RECOMMEND THE
DEVICE TO SOMEONE ELSE
97%

8. 0
140
280
420
560
700
92
131
205
316
491
656
127 131
152
186
218
247
2008 2009 2010 2011 2012 2013
Source: Morgan Stanley, "The Mobile Internet Report" December 15, 2009
3G-Enabled Smartphones
Notebook PCs
HIGH-SPEED WIRELESS INTERNET-ENABLED
DEVICE SHIPMENTS WORLDWIDE
2008-2013 (MILLIONS)

9. 49.2%
43.0%
23.1%
21.3%
9.7%
18.9%
10.1%
7.2%
3.2% 3.4%3.1%
4.7%
1.7% 1.6%
Source: Canalys as cited in press release, March 17, 2010
OTHER OTHER
2009 2010
SMARTPHONE SHIPMENTS WORLDWIDE
BY OPERATING SYSTEM

10. 25-5460% IN THE SWEET SPOT
9%
21%
29%
19%
12%
7%
4%
13-17
18-24
25-34
35-44
45-54
55-64
65+
Source: comScore MobiLens as cited in press release, November 3, 2009

11. MARKETING
ON THE MOVE

12. DISPLAY APP SPONSORSHIP APP CREATION
MOBILE MARKETING OPTIONS

13. mobile ads
SUCK
“
“
- Steve Jobs
according to a source
quoted in BusinessWeek
http://www.businessweek.com/magazine/content/10_04/b4164028483414_page_2.htm

14. CONSUMER
APP-ETITE

15. Source: eMarketer, “Mobile apps and Consumer Products Brands”, March 2010
APP STATS
App Store
➡ 150,000 apps available in Apple App Store as of March 2010
✴3 billion downloads as of Jan 2010
➡ 4.5 BILLION apps will be downloaded in 2010 alone
✴80% will be free
➡ 20,000 Android apps have been created
➡ In contrast, only 5,000 Bberry apps have been created

16. APP USAGE OVER-INDEXES
FOR ANDROID AND IPHONE OWNERS
Source: eMarketer, “Data Feature Use Among US Mobile Phone Users”, March 2010
76% 74%
All Smartphone 48%
All Subscribers 12%

17. 0.2%
15%
22%
15%
18%
10%
17%
0 1-5 6-10 11-15 16-20 21-30 31+
Number of iPhone Apps Downloaded by US Mobile Phone Users
Notes: March-April 2009 data; n=104; numbers may not add up to 100% due to rounding
Source: Compete, Inc., provided to eMarketer, May 2009
82% OF iPHONE OWNERS DOWNLOAD
AT LEAST 6 APPS

18. eMarketer, “Mobile apps and Consumer Products Brands”, March 2010
25%
50%
75%
100%
DOWNLOAD MONTH 1 MONTH 2 MONTH 3 MONTH 4 MONTH 5 MONTH 6
40%RETENTION RATE
15%RETENTION RATE
5%RETENTION RATE
iPHONE & ANDROID APP LIFESPAN
MONTH 1
MONTH 2
MONTH 6

19. OKSO WHAT
WORKS?

20. OFFER UNIQUE, ON-GOING VALUE
PROMOTE THE $#!% OUT OF IT!
TAP AN UNMET NEED OF A SPECIFIC AUDIENCE
marketing app-titude

25. HEALTHY
APP-ETITE

26. 20.2 MILLION
US adults access health
info from cell phones,
smartphones, or PDAs
Source: http://www.mmm-online.com/overview-online-video-killed-the-radio-star/article/164883/, accessed March 23, 2010
That’s DOUBLE the
amount from last year

27. Source: http://www.mmm-online.com/overview-online-video-killed-the-radio-star/article/164883/, accessed March 23, 2010
OF DOCS CURRENTLY
OWN A SMARTPHONE1
64%
WILL HAVE THEM
BY 20121
81%

28. MOBILE DEVICES ARE
HEALTHCARE PROFESSIONALS ARE
practicing
medicine
changingTHE WAY

29. Text
CLINICAL REFERENCES
DRUG INTERACTION DATA
MEDICAL CALCULATORS
PATIENT RECORD MANAGEMENT
IDC-9 CODING REFERENCES

30. - 1 in 5 physicians actively
use Epocrates on their
iPhone or iTouch
- Mobile applications are not
only making daily tasks
easier –– the quality of care
is improving
- 40% of Epocrates users
report avoiding two or more
medical errors a week2
1. http://www.epocrates.com/company/news/020410.html
2.. http://www.epocrates.com/company/news/061809.html

31. CONDITION
management
appointment reminders
exerciseRx REFILLS
5,805HEALTH, MEDICAL AND
FITNESS APPS IN THE APPLE APP STORE*
73%WERE FOR
CONSUMERS/PATIENTS
DIET* as of February 2010
“How Smartphones are Changing Health Care for Consumers and Providers,” Jane Sarasohn-Kahn, April 2010

36. BUT THE true potential
EXTENDS far beyond
1st
GENERATION INFO APPS...

37. TOOLS
SMARTER
HEALTHCARE
THAT
ENABLE

38. Seamless
electronic
health records
delivered in
real time to
professionals
and patients

39. Vital Sign
monitoring
for everything
from blood
pressure to
blood cell
counts
OXI METER
ECG SENSOR
SIDE EFFECTS
BP MONITOR
WEIGHT MONITOR
NUTRITION DATA
PILL REMINDERS
APPOINTMENT
REMINDERS
SYNC WITH
ERM SYSTEM
EMERGENCY ALERTS
FOR PHYSICIANS &
CAREGIVERS
GPS LOCATOR FOR
CLOSEST HOSPITAL

40. MOBILE
- Several dozen apps are available for HCPs & patients
- Functionality is generally limited
- UX not optimal for cancer patients and caregivers
oncology

41. professional examples
THE

42. www.chemocalcapp.com iPhone $49.99
CHEMO CALC: DOSING CALCULATOR
Comprehensive chemo dosing calculator with ability
to calculate doses based on AUC, BSA, or weight

43. EPOCRATES: ESSENTIALS FOR ONCOLOGY
http://www.epocrates.com/products/medtools/oncologyessentials.html Palm & Windows Mobile Free
ONCOLOGY
CALCULATOR:
BSA & Dosing,
Carboplatin
AUC, Opiate
Conversion, etc.
RENAL CELL
CARCINOMA
PROGNOSIS:
Estimates the
likely prognosis
of patients with
stage I to stage
IV renal cell
carcinoma

44. OncLIVE MOBILE: LATEST INDUSTRY NEWS
http://itunes.apple.com/us/app/onclive/id348226937?mt=8 iPhone FREE
Keep up-to-date with the latest breakthroughs in
cancer research and pharma industry news

45. CBC ONCOLOGY CME: MOBILE CME
http://itunes.apple.com/us/app/cbce-oncology-cme/id317839789?mt=8 iPhone FREE
Fully accredited CME from the Center of Biomedical Continuing Education

46. patient experience
THE

47. iCHEMO DIARY (MERCK): DISEASE MANAGEMENT
http://itunes.apple.com/us/app/ichemodiary/id334253464?mt=8 iPhone FREE
Personal Oncology Diary to record your chemotherapy
schedule, treatments, and symptoms

48. BREAST HEALTH GPS: SCREENING LOCATOR
http://itunes.apple.com/us/app/breast-health-gps/id361840350?mt=8 iPhone FREE
Locate the nearest certified mammogram screening
center using the iPhone’s GPS and Google Maps

49. COLON CANCER TRIALS: CLINICAL TRIALS LOCATOR
http://itunes.apple.com/gb/app/colon-cancer-drug-trials/id348005674?mt=8 iPhone FREE
Locate clinical trials using the iPhone and Google Maps
Multiple clinical trial apps available for different forms of cancer

50. CRITICALSUCCESS FACTORS

51. KNOW YOUR TARGET
Patient or Caregiver?
Ambulatory or not?
Smartphone?
Cellphone?
No Phone?

52. 55-65+OLDER PATIENTS ARE LESS MOBILE
13-17
18-24
25-34
35-44
45-54
55-64
65+
Source: comScore MobiLens as cited in press release, November 3, 2009
9%
21%
29%
19%
12%
7%
4%

53. Too many health smartphone apps are ill-conceived.
They’re not going to change anybody’s behavior.
Put hot triggers in the path of motivated people.
design for reality
“ “
– B.J. Fogg, director of Stanford’s Persuasive Computer Lab
“How Smartphones are Changing Health Care for Consumers and Providers,” Jane Sarasohn-Kahn, April 2010

54. the end user benefit
REPEATED INTERACTIONS OVER TIME
THE WISDOM (AND REVIEW) OF CROWDS
WELL-DEFINED FUNCTION, WITH FOCUS ON MICRO-TASK

55. promote & engage
SEED IN SOCIAL MEDIA
PAID & FREE PR
IF YOU DON’T PROMOTE, DON’T BOTHER

56. app store aptitude
HIGHLIGHT FEATURES & BENEFITS
USER FEEDBACK
INTELLIGENT LISTING & TAGGING

57. Coughs are the most common symptom
when a patient presents, and we are
relying on doctors and nurses with good
old technology from the 19th century.
think beyond marketing
“ “
- Suzanne Smith, STAR Analytical Services
Bland, E. “Cough Into Your Cell Phone, Get Diagnosis,” Discovery News, Nov 8, 2009

58. TRUESTORIES

59. Google
Mobile

60. lie detector
Zillow

61. help for
hopeless
husbands

62. 3
You have 3 messages...

63. marketing app-titude
OFFER UNIQUE, ON-GOING VALUE
PROMOTE THE $#!% OUT OF IT!
TAP AN UNMET NEED OF A SPECIFIC AUDIENCE

64. q & a
THE

65. HOW CAN I POSSIBLY KEEP UP WITH THIS STUFF?
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