Maria Shepherd, Data Decision Group06.10.14
The mobile phone has become one of the most important arrows in the quiver of the physician armamentarium. Healthcare information technology is changing the landscape of how physicians are treating patients, and much of the data doctors require is being funneled through a smartphone. Connected health is a big deal in the business of medicine, and undoubtedly will change clinician practices and behaviors forever.
Why It’s Important
Medical device marketing must stay relevant to physicians, and what better way than to give them access to data from our devices? For example, an article in the Journal of Mobile Technology in Medicine (JMTM) said that iPhone and Android platforms have applications specifically created for orthopedic surgeons.1,2 The Journal reported that 84 percent of U.S. orthopedic health professionals currently use a smartphone, that 53 percent use applications in clinical practice, and that 96 percent indicated they would like to see more applications.
The healthcare market for apps was estimated at $718 million in 2011.3 The leading apps used in medical specialties was reported in a JMTM article titled,“An Empirical Review of the Top 500 Medical Apps in a European Android Market” (see Chart 1).4 Many of the reasons physicians use mobile health applications are shown in Chart 2.5
What Do Doctors Download?
This change—doctors and their smartphones—is critically important to the physician psyche and how they are changing their practices. Table 1 shows a sampling of medical apps developed for orthopedic surgeons. Table 2 outlines medical apps used by interventional cardiologists.
Impact on the Healthcare System
What is your mobile product roadmap?
How can the medical technology sector leverage the capabilities physicians have come to expect from smartphones? Physicians pay attention to mobile healthcare products and how the technology can impact their practice of medicine. The important question for medical device makers is: How can this communication tool become a part of your market opportunity?
In a recent MedData Group study titled, “Physician Perceptions of Mobile and Connected Health,” two-thirds of U.S. physicians reported using mobile applications to reduce cost and use their time more efficiently.7 The report includes results from three studies conducted between December 2013 and March this year. The study also revealed that physicians surveyed indicated a willingness to adopt new mobile technology within the next 12 months where they see a clear benefit. In particular, six out of 10 said they are interested in technology that enables mobile electronic health records.
Interestingly, physicians—according to the report—are skeptical that American healthcare is close to achieving a truly connected system. Only one physician in 100 thinks the system is ready to make the transition now, while nearly six in 10 believe that such a transition is more than five years away.
Clearly, this is an evolving market and medical device marketers who address this opportunity may be ahead of the curve.
References
Maria Shepherd has 20 years of leadership experience in medical device/life-science marketing in small startups and top-tier companies. After her industry career, including her role as vice president of marketing for Oridion Medical, where she boosted the company valuation prior to its acquisition by Covidien plc, director of marketing for Philips Medical and senior management roles at Boston Scientific Inc., she founded Data Decision Group. Data Decision Group provides whitespace research and critical data to support medical device decision making. The firm quantitatively and qualitatively sizes opportunities, evaluates new technologies, provides marketing services and assesses prospective acquisitions. Shepherd has taught marketing and product development courses, and is on the board of the MSBiV Medtech Investment Committee. She can be reached at (617) 548-9892 or at mshepherd@ddecisiongroup.com.
Why It’s Important
Medical device marketing must stay relevant to physicians, and what better way than to give them access to data from our devices? For example, an article in the Journal of Mobile Technology in Medicine (JMTM) said that iPhone and Android platforms have applications specifically created for orthopedic surgeons.1,2 The Journal reported that 84 percent of U.S. orthopedic health professionals currently use a smartphone, that 53 percent use applications in clinical practice, and that 96 percent indicated they would like to see more applications.
The healthcare market for apps was estimated at $718 million in 2011.3 The leading apps used in medical specialties was reported in a JMTM article titled,“An Empirical Review of the Top 500 Medical Apps in a European Android Market” (see Chart 1).4 Many of the reasons physicians use mobile health applications are shown in Chart 2.5
What Do Doctors Download?
This change—doctors and their smartphones—is critically important to the physician psyche and how they are changing their practices. Table 1 shows a sampling of medical apps developed for orthopedic surgeons. Table 2 outlines medical apps used by interventional cardiologists.
Impact on the Healthcare System
What is your mobile product roadmap?
How can the medical technology sector leverage the capabilities physicians have come to expect from smartphones? Physicians pay attention to mobile healthcare products and how the technology can impact their practice of medicine. The important question for medical device makers is: How can this communication tool become a part of your market opportunity?
In a recent MedData Group study titled, “Physician Perceptions of Mobile and Connected Health,” two-thirds of U.S. physicians reported using mobile applications to reduce cost and use their time more efficiently.7 The report includes results from three studies conducted between December 2013 and March this year. The study also revealed that physicians surveyed indicated a willingness to adopt new mobile technology within the next 12 months where they see a clear benefit. In particular, six out of 10 said they are interested in technology that enables mobile electronic health records.
Interestingly, physicians—according to the report—are skeptical that American healthcare is close to achieving a truly connected system. Only one physician in 100 thinks the system is ready to make the transition now, while nearly six in 10 believe that such a transition is more than five years away.
Clearly, this is an evolving market and medical device marketers who address this opportunity may be ahead of the curve.
References
- Nazarian, N. et. al, JMTM, 1:1:13-15, 2012
- Franko OI. Smartphone apps for orthopaedic surgeons. Clin Orthop Relat Res 2011;469(7):2042-8.
- Jahns R.G. The market for mHealth application reached $US 718m in 2011 [Internet]. 2012 [cited 2012 Aug 25]. Available from: www.research2guidance.com/the-market-for-mhealth-application-reached-us-718-million-in-2011/
- Obiodu, V., Obiodu, E., JMTM 1:4:22-37, 2012
- www.cavanaughconsulting.org/wp-content/uploads/2014/01/2014-Physician-Perceptions-of-Mhealth.pdf
- www.imedicalapps.com/2013/12/top-medical-apps-orthopedic-surgeons/2/
- www.cavanaughconsulting.org/wp-content/uploads/2014/01/2014-Physician-Perceptions-of-Mhealth.pdf
- http://internetmedicine.com/cardiology-apps/ Accessed 5/1/2014
Maria Shepherd has 20 years of leadership experience in medical device/life-science marketing in small startups and top-tier companies. After her industry career, including her role as vice president of marketing for Oridion Medical, where she boosted the company valuation prior to its acquisition by Covidien plc, director of marketing for Philips Medical and senior management roles at Boston Scientific Inc., she founded Data Decision Group. Data Decision Group provides whitespace research and critical data to support medical device decision making. The firm quantitatively and qualitatively sizes opportunities, evaluates new technologies, provides marketing services and assesses prospective acquisitions. Shepherd has taught marketing and product development courses, and is on the board of the MSBiV Medtech Investment Committee. She can be reached at (617) 548-9892 or at mshepherd@ddecisiongroup.com.
