POST SUMMARY: What patients want/need in mobile health is much different than what marketers believe “we want”. There are some opportunities but it’s going to take time and money to get right.
The final findings from some research I led last month are starting to hit and my client is allowing me to talk about it here for the first time. The objective was to determine what consumers want in mobile health and explore some possible opportunities. Here are the top line findings..
(1) The number one desired feature in mobile health is both the patients’ ability to schedule medical appointments and one place where ALL their medical records are stored. This is especially true for patients who see multiple doctors and specialists.
(2) Patients do not want to download health apps (health apps defined as medical information) but they want access to health information on mobile devices so they can access information on health conditions/medications.
(3) Some patients would like to monitor chronic health conditions via their mobile devices but the apps have to be intuitive. Top requests by health condition.. MS, Diabetes and Womens Health. They want very much to be able to share the data with their HCP.
(5) Privacy is becoming more important for patients with mobile health. The privacy issues concern others seeing their health data (via apps) and possible medical identity theft.
(6) One “portal” for everything is most desired, preferably through insurers, although younger demographics were concerned about switching jobs & insurers.
(7) Interestingly eMail from pharma companies informing patients to stay on therapy was not received well. There could be value but it varies widely by health condition.
(8) Frustration with non-mobile sites is very high. This is especially true when people are using tablets and are not given the option of viewing the full site.