Analysis of business models for mobile healthcare with example applications. Delivered at the Mobile Healthcare industry summit London December 2009. Summary: Emerging business models for Mobil Health Applications.The mobile handset will be the central delivery platform. Handset manufacturers, and Network operators have limited direct revenue opportunity from mobile health applications. Successful strategies must therefore focus on creating an attractive ecosystem for mobile health. Generating user value will bring corporate revenue.

1. The Business Gap
How can telecoms business engage in mobile healthcare?
Mobile Healthcare Industry Summit – 1st December 2009
Paul Williamson 30 November 2009
WBUM101-P-059 v1.0

2. Agenda:
1 Introduction
2 Example application
3 Business models
4 Opportunities
5 Summary
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3. Who are Cambridge Consultants?
Leaders in Medical Device development
Drug Delivery | Surgical | Implantable | Diagnostic
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4. Who are Cambridge Consultants?
Leaders in Wireless Communications
From the first single chip Bluetooth and ZigBee
To the first 802.16e Base station and mobile implementations, and UWB silicon
RFiD
ID Access Sensor Display Voice Audio Data Video
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5. Who are Cambridge Consultants?
Leaders in Wireless Medical product development
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6. Scope of the Presentation
Mobile Health
Telehealth Mobile Networks
Chronic disease
Advice Management
Coaching
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7. Agenda:
1 Introduction
2 Example application
3 Business models
4 Opportunities
5 Summary
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8. Adherence
Medication Adherence is the most
important factor determining Medical
Outcomes.
-World Health Organization
Adherence (ād-hǐr'əns) n.
the extent to which a person’s behavior – taking medication,
following a diet and/or executing lifestyle changes, corresponds
with agreed recommendations from a health care provider.
-World Health Organization, Adherence to long term therapies: evidence for action, 2003.
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9. Adherence
1in10 Americans may have COPD. 1 in 15
have Asthma
3 rd leading cause of death in 2020 will be
COPD
>50% chronic asthma patients are non-
adherent
45% of total costs may be due to poor
adherence
$290B is non-adherence cost
There is a significant health problem; patients are under-served by the current
system; money is left on the table
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10. Connected Inhalers
We based our product and service concept on key research findings
Motivation to be healthy is not enough of an incentive by itself
Technology needs to be simple, customized
Service must address various feedback loops encompassing multiple stakeholders
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11. The Vena Inhaler
Vena™ Inhaler demo
Cambridge Consultants has added Standard cartridge
low cost communications
technology to a drug delivery
device Circuit Board
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12. The Vena inhaler
Vena™ Inhaler demo
The connected inhaler uses wireless comms
to work with online services
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13. The Vena inhaler
Vena™ Inhaler demo
The connected inhaler can link to existing Personal Health Records to store and
monitor your medication usage
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14. The Vena inhaler
Vena™ Inhaler demo
The Vena inhaler can communicate with websites that develop incentive schemes,
where one could earn points for compliance and redeem them for medication
discounts, free refills.
Demonstration Site
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15. The Vena Inhaler
Vena™ Inhaler demo
The Vena inhaler could also connect to Health 2.0 sites, to develop community
support and motivation, enter contests, and find similar patients to share information
and encouragement.
Demonstration Site
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16. The Vena Inhaler
Vena™ Inhaler demo
The connected inhaler can be used in clinical trials, to help pharmaceutical
companies correlate compliance data and drug efficacy.
Demonstration Site
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17. The Vena inhaler
Our connected inhaler is based on Cambridge Consultants Vena IP
Hardware and software solution
Uses single chip Bluetooth for low cost
Includes battery manager and simple UI for
complete device functionality
Compliance with Continua standards for wireless
health communication
– IEEE 11073 Personal Health Data
– Bluetooth Health Device Profile (HDP)
Allows for interoperability with ecosystem of
connected devices and applications
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18. Agenda:
1 Introduction
2 Example application
3 Business models
4 Opportunities
5 Summary
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19. The model for diabetes
Bluetooth HDP profile
Health device Mobile Handset
Patient self management
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20. The model for diabetes
Bluetooth HDP profile Internet Protocol
Health device Mobile Handset Health Service
Patient self management Coaching
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21. The model for diabetes
Bluetooth HDP profile Internet Protocol Internet Protocol
Health device Mobile Handset Health Service Medical records server
Patient self management Coaching Healthcare integration
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22. Opportunity for the device maker
-$ Device
+$ Test Strips
(market share)
Health device
+/-$ Mobile App
+$
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23. Opportunity for the Service provider
+$ Advertising
+$ Subscription
-$ Development
Health Service
-$ Operation
+$
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24. Opportunity for the Service provider with demonstrated efficacy
+$ Reimbursement
+$ Subsidy
-$ Development
Health Service
-$ Operation
+$
Medical records server
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25. Opportunity for the Network Operator
Internet Protocol
+$0 Data Revenue
-$0 Development
$0
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26. Opportunity for the Mobile device maker
-$ Development
Mobile Handset $0
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27. Why Bother?
able
vi t
Ine
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28. Agenda:
1 Introduction
2 Example application
3 Business models
4 Opportunities
5 Summary
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29. Why Bother ? (Network Operators)
Network choice no longer about coverage
Contract price competition is tough
How do network operators differentiate?
Offer valuable experiences to their customers
Mobile Healthcare applications will be a high value service
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30. How to Engage ? (Network Operators)
Deploy pilot programs using R&D to demonstrate support for roll out on your network
Invest in applications and services that offer value to your subscribers
– E.g Family support tariff with app for caregiver support/ monitoring
Specify handsets that support open application development
Specify handsets that support Continua standards
Create an ecosystem where health applications can be deployed
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31. Why Bother ? (Handset Manufacturers)
Handset value increasingly about value in applications
Mobile Health applications will become a decision factor in handset selection
Early support for mobile health apps, and application development platform will
enrich the handset value
Mobile Healthcare will be a “must have” handset capability
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32. Other Options ?
Partnerships (network operators)
– Seed and grow new Health service providers
– Offer ability to scale infrastructure, and invest
– Learn through partnership from medical business
Partnerships (handset manufacturers)
– Joint marketing opportunity (beware Medical device regulation)
– Enhanced applications with your handset
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33. Agenda:
1 Introduction
2 Example application
3 Business models
4 Opportunities
5 Summary
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34. Summary
Emerging business models for Mobil Health Applications
The mobile handset will be the central delivery platform
Handset manufacturers, and Network operators have limited direct opportunity from
mobile health applications
Successful strategies must therefore focus on creating an attractive ecosystem
Generating user value will bring corporate revenue
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35. Contact details:
Cambridge Consultants Ltd Cambridge Consultants Inc
Science Park, Milton Road 101 Main Street
Cambridge, CB4 0DW Cambridge MA 02142
England USA
Tel: +44(0)1223 420024 Tel: +1 617 532 4700
Fax: +44(0)1223 423373 Fax: +1 617 737 9889
Registered No. 1036298 England
info@CambridgeConsultants.com
www.CambridgeConsultants.com
© 2009 Cambridge Consultants Ltd, Cambridge Consultants Inc. All rights reserved.
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