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Mobile Health Business Model Innovation

Mobile health (mHealth)—the use of mobile applications and devices to deliver medical information, access and record data, and provide clinical services—has the potential to revolutionize patient care. But the entrenched behaviors of patients and providers represent formidable barriers to mHealth adoption.

Mobile-health-solution providers should consider these best practices for business model innovation:

  • Align an offering with existing behaviors. This requires analyzing the daily routines of patients and providers, identifying potential pain points resulting from the introduction of mHealth offerings, and developing solutions designed to minimize those pain points. For providers, the major pain points relate to managing and interpreting massive amounts of patient data. Mobile health solutions must be integrated into providers’ routines—the less change that is required to incorporate the product, the more likely it is that providers will use it.
  • Combine multiple offerings into a single, integrated experience. Users will likely interact with a number of different mHealth devices and applications across multiple platforms. This points to the option of combining multiple offerings into a single, integrated experience, from a “must-have app” that combines the functionality of multiple apps to a hardware platform that connects a diverse set of modular, interoperable devices. For providers, this could mean developing a single interface that synthesizes data from multiple sources.
  • Design targeted solutions to facilitate changes in customer behavior. Some change in customer behaviour is inevitable—and can be quite significant in the case of certain mHealth applications. For these, mHealth solution providers have the option of offering targeted services that make the transition to mHealth as easy as possible. Providers of mHealth solutions, such as telcos, could provide physicians with data management services to handle the flow of large amounts of data and filter out all but the most important pieces. Biopharma and medtech companies could also consider developing online decision tools to help support remote diagnosis. The key will be for telcos, biopharma companies, and medtech companies to expand their roles along the entire value chain, within the constraints of regulatory guidelines.
Medical Devices & Technology
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