1. Market Analysis
Health and self-tracking
Nikita Kosholkin, Empatika
March 14, 2013

2. About this analysis
• This analysis has 2 main topics: statistics on
U.S. health online and self-tracking.
• The goal of this presentation is to better
understand new markets and trends.
• P.S. there are links to the resources on each
slide in «speaker’s notes».

3. «The digital and physical worlds are
starting to come together more seamlessly--it's
only the tip of the iceberg in terms of what's
coming...» - Mark Parker, CEO Nike.

4. US: health online
• 81% of U.S. adults (200mln) use the Internet
• 59% say they have looked online for health
information in the past year
• 35% of U.S. adults say they have gone online
specifically to try to figure out what medical
condition they or someone else might have.
• 53% of them talked with a clinical about
what they found online
• Only 41% of online diagnoses confirmed
http://pewinternet.org/Reports/2013/Health-online.aspx

5. US: health online
• Last time you had a serious health issue and to
whom you turned for help?
• 70% of U.S. adults got information, care, or
support from a doctor or other health
care professional.
• 60% got information or support from
friends and family.
• 24% got information or support from
others who have the same health condition.
http://pewinternet.org/Reports/2013/Health-online.aspx

6. http://www.emarketer.com/Article/Consumers-Seek-Health-Research-Diagnosis-Tools-Online/1009616

7. Be aware of browsing Internet forums
Always check that the information is coming from
• a verifiable doctor;
• the federal government (such as the National Institutes of
Health which are usually identified by a .gov Web address);
• a reputable medical facility (such as The Mayo Clinic or
The Cleveland Clinic).
Remember that when interacting on social networks and
forums with others openly online, your healthcare information
is not protected.
Remember about HIPAA (Health Insurance Portability and
Accountability Act of 1996)
http://mashable.com/2013/02/26/doctor-tweet/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Mashable+%28Mashable%29
http://www.hhs.gov/ocr/privacy/

8. http://www.emarketer.com/Article/Consumers-Seek-Health-Research-Diagnosis-Tools-Online/1009616

9. Tracking for Health
7 out of 10 U.S. (175 mln) adults keep track of a
health indicator
http://pewinternet.org/Infographics/2013/Health-and-Internet-2012.aspx

10. Tracking for Health
69% U.S. adults (175 mln) track a health indicator for themselves or a
loved one
• 60% of U.S. adults say they track their weight, diet, or
exercise routine.
• 33% of U.S. adults track health indicators or symptoms, like
blood pressure, blood sugar, headaches, or sleep
patterns.
However, their tracking is often informal:
• 49% of trackers say they keep track of progress “in their heads.”
• 34% say they track the data on paper, like in a notebook or
journal.
• 21% (36 mln) say they use some form of technology to track
their health data, such as a spreadsheet, website, app, or device.
http://pewinternet.org/Reports/2013/Tracking-for-Health.aspx

11. Tracking for Health
• 46% of trackers say that this activity has changed
their overall approach to maintaining
their health or the health of someone for whom
they provide care.
• 40% of trackers say it has led them to ask a
doctor new questions or to get a second
opinion from another doctor.
• 34% of trackers say it has affected a decision
about how to treat an illness or condition.
http://pewinternet.org/Reports/2013/Tracking-for-Health.aspx

12. Singularity University: the future of health care
• By 2020, we’ll have a relible biomarker that can predict
neurodegenerative diseases like Alzheimer’s
• By 2050, there will be a «mental revolution» We’ll have
effective, safe treatments for at least 10 neurodegenerative disorders
• Real-time brain monitoring (thanks to advancements in
EEGs and fMRIs).
• Controlling everything with your mind. Not only for people with
diseases like ALS, but even for laypeople.
• Doctors probably will prime your immune system to fight your
specific cancer
• Viruses could be our future medicine (like adenoviruses that wipe
out breast cancer).
http://www.fastcoexist.com/1681369/how-silicon-valley-envisions-the-future-of-healthcare?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A
+fastcompany%2Fheadlines+%28Fast+Company%29

13. Self-tracking

14. Self-tracking users:
who are they?
«Many early adopters of mobile health technology
were patients with a chronic disease and patients
who were attracted to the novelty of it,» said Michael
Esquivel, a health information technology attorney and
partner at Fenwick & West in Mountain View, Calif.
http://www.amednews.com/article/20130218/business/130219955/6/

15. Thanks to...
a) absurdly cheap smartphones and
sensors like accelerometers
b) low-power connection standards
(i.e. bluetooth 4.0)
Now we have devices for self-tracking at very
affordable price with long working time

16. Why self-tracking?
1 step: world’s information in our pockets
2 step: our body’s information in our pockets.

17. The world is...
“We’re entering an age of human-centered
design, shaped around people and their existing habits
and body language,” Fjord CEO and report consultant Olof
Schybergson explains. “Instead of learning how to interact
with machines, it’s the reverse--machines learn to
work with us.”
«...It has to not only be comfortable--it has to express
something about who you are («insights»)», - said
Forrester Senior Analyst Sarah Rotman Epps
Personal expression!
http://www.fastcodesign.com/1671090/are-wearable-gadgets-the-next-tech-revolution
http://www.forrester.com/Smart%2BBody%2BSmart%2BWorld/fulltext/-/E-RES82783

18. Devices
Wearables

19. Fjord: 7 Reasons Why Wearables Are Poised To Disrupt Our Lives
1. The smartphone’s novelty has worn off, and people want new toys.
2. Now that digital has impacted our lifestyle (we already share our lives
on Facebook), digital can become a lifestyle product (we’ll let
the tech seep deeper into our personal lives).
3. These devices can appeal to techies, by looking like tech, or everyday
people, by looking like fashion.
4. Sensor-based appcessories are unlocking data that we’ve never had
before on the human body and the way we live.
5. By blending so well into our lives (and our bodies), wearables can
paradoxically reduce the time we spend on our cell phones,
which everybody wants.
6. A wearable’s immediate feedback can guide us to choices that
make us feel better, immediately.
7. But all this data will merge atoms and bits in ways we can’t predict.
http://www.fastcodesign.com/1671821/7-reasons-why-wearables-are-poised-to-disrupt-our-lives?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed
%3A+fastcompany%2Fheadlines+%28Fast+Company%29

20. Nike+ FuelBand
• Your every movement
converts into unique
Fuel score
• Track your steps and
calories
• Big community
• Works with: iPhone, Web
• Release: Feb 2012
• Price: $149
http://www.fastcodesign.com/1665872/with-fuelband-nike-aims-to-crush-jawbone-up-and-overhaul-nike

21. Nike+ FuelBand
Fun fact: NikeFuel users earn more than 1
billion points each day. Converted to
electricity, all that energy would be enough
to power 6,772 houses daily, Nike says.
http://mashable.com/2013/02/22/nike-fuelband-stats/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Mashable+%28Mashable%29

22. Benchmark: Nike’s Digital future
Mark Parker, CEO Nike:
• Delivering new kinds of feedback to customers (i.e.
body can could control or change the music that you're
listening to)
• Visual feedback (i.e. bring the performance of your
body alive through different sensory inputs - heart rate,
blood pressure etc.)
Stefan Olander,VP Nike Digital Sport division:
• «Nike's digital future is likely to involve more
personalization»
http://www.fastcompany.com/3005528/most-innovative-companies-mark-parker-nikes-digital-future?
utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+fastcompany%2Fheadlines+%28Fast+Company%29
http://www.fastcompany.com/most-innovative-companies/2013/nike

23. Amiigo
• Could Name Your
Exercises: Amiigo won’t only
distinguish walking, running,
biking, or an elliptical; it can
discern five different
methods of bicep curls.
• Works with iPhone, Android
• Available in June 2013
• Starting price $99
http://amiigo.co

24. Jawbone UP 2.0
• Fitness device to track
activity, sleep, and even
your diet.
• It’s all about feedback: your
activity through the day,
calories... and much more
in the app (i.e. app may
advise you to sleep more
according to your stats)
• Release: late 2011
• Price: $129
http://www.fastcodesign.com/1671325/jawbone-up-20-ambitious-beautiful-and-still-fatally-flawed#1

25. Withings: smart activity tracker
• Follow your steps, stairs,
calories, and sleep and it
can measure your heart
rate
• Withings (a company)
categorizes health as weight
(they have special scale),
activity, heart, and sleep.
• Analytics inside the app
• Will be out this year for an
undisclosed price
http://www.fastcodesign.com/1671596/withings-weighs-in-on-fuelbands-with-its-smart-activity-tracker
http://www.fastcompany.com/1319169/need-track-your-body-fat-theres-iphone-app

26. FitBit Flex
• It tracks steps, calories
burned, and even quality of
sleep along with an alarm
• Bluetooth 4.0 (uses less
power)
• Passive syncing
• Ship in spring 2013
• Price: $100
http://www.fastcodesign.com/1671589/the-fitbit-flex-is-a-fitness-band-that-syncs-automatically#2

27. Misfit Shine Fitness
• It tracks walking,
jogging, running, cycling,
and swimming (the
Shine is waterproof)
• Release: spring 2013
• Price: $99
http://www.businessinsider.com/misfit-shine-fitness-tracker-2013-2?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+typepad%2Falleyinsider
%2Fsilicon_alley_insider+%28Silicon+Alley+Insider%29

28. BodyMedia Core 2
• It’s an armband with
skin sensors
• It’s a modular gadget
(plug it into all sorts of
other stuff)
• So you can wear it 24/7
• Launch: 2013
• Price: unknown
http://www.fastcodesign.com/1671663/fitness-bands-on-the-verge-of-a-glitzy-makeover

29. MC 10: biometric health
sensor
• Can now be printed
directly on the skin
• The "epidermal electronics"
can detect things like the
temperature of the wearer
and hydration levels
• Stage: improvement of the
technology's wireless
capabilities.
http://mashable.com/2013/03/12/mc10-health-sensors-second-skin/

30. Video is here
http://mashable.com/2013/03/12/mc10-health-sensors-second-skin/
http://www.mc10inc.com

31. Under armour: the future of sport devices
Video is here
http://www.underarmour.com
https://www.youtube.com/watch?v=oYCvIr0fWnM

32. The Near Future of Online health and
self-tracking
Me with sensors
Feedback to myself Feedback to my doctor
(simple analysis) or some database
(powerful analysis)

33. Summary - trends
Health care:
• More online tools (with more relevant info and
opportunity to upload info from user’s sensors)
Self-tracking:
• We are moving to self-tracking era (with many
dimensions and metrics)
• People want more information about themselves
• Sensors to control our body condition and
provide real-time feedback

34. Thank you
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Empatika Insights