Making Mobile Health work Nick Hunn an alternative look at Mobile Health business models

First, Let’s make sure we understand the basics…

mHealth truths #1 it will cost more

mHealth truths #1 The only way to cut health costs significantly is to cut health staff. Otherwise it’s like building more roads. Cuts of 30% to staffing is politically unacceptable. So in the short to medium term, mHealth can only be a personal, additional, discretionary spend.

mHealth truths #2 doctors don’t want it

mHealth truths #2 To get a toehold, mHealth will need to be disruptive. Once you can prove it works, they may buy it, but they’ll not accept it wholesale before then. They’ve spent over 200 years building up their professional status and salary levels. They’re not going to be very happy about giving away that status and income.

mHealth truths #3 patients don’t want it

Most patients don’t want to be involved, especially at the lower levels of chronic disease. At best, they only want to be fixed. if patients cared about their health, this wouldn’t be funny does this make you laugh?

mHealth isn’t about curing disease that’s too hard. it’s not a business model. leave that to the health services…

it’s about what people will pay for. maintaining quality of life, enhancing self image, assuaging guilt, convenience.

it’s all about compelling services. and if you want to make money,

so don’t bother about: 1.doctors 2.insurers 3.hospitals they’re just barriers.

they’re far too small a market. forget about: 1.techie geeks 2.sports and fitness fanatics unless you’re Apple or Nike.

let’s look at some real business models that might make Mobile Health happen…

The Guilty Look at current models that work (Weightwatchers, etc.). Target the worried well. Work out how to use loyalty for ongoing service revenue. Remove the guilt from not having to have your parents live with you (a.k.a. Assisted Living).

The Gullible Alternative healthcare has less regulation. It has fast development and deployment cycles. Look on it as the pornography of health (and remember that porn was responsible for most web developments).

The Drug Dealers Our average lifetime pill consumption is 54,000 pills. Kick the doctors out of the loop. Monitor and dispense generics directly to the patient. Think about the opportunities in medication compliance for vitamin pills (and encourage overdoses).

The Supermarket They know what you buy, They know how to mine data, It’s easy to add sensors to a shopping cart handle, Diagnose customers as they shop and sell them healthcare as part of your loyalty scheme.

The Workforce Make your workforce fitter. Sell a Faustian pact of compliance versus healthcare. Increase presenteeism, reduce absenteeism. Tell your shareholders that you care for your employees. (Even if you really only care about your bottom line.)

The Wisdom of (sick) Crowds Engage with those patients that DO care, Use their experience to build compelling feedback, Consider how to make it Open Source. Charge a monthly subscription for using their data (and selling it to someone else).

The Third World There’s less regulation and fewer institutional barriers. Local Healthcare systems can leapfrog the practices that stifle novel or disruptive services in the West. There is often more support for innovative models.

Be aware of the Barriers 1.the medical profession 2.regulation but mostly… the biggest barrier is your imagination and avoid them.

if mHealth is going to work… we need to stop thinking like doctors, and start thinking like patients consumers. consumers..

If all else fails… …there’s still pets and kids.

Unless you’re in the U.S. as FDA regulations extend to pets and cosmetics.

there’s a business model somewhere… you just need to look hard enough.

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