As we all know, if we want something, there’s probably an app for that. From head to toe, from bank to restaurant to club, in most places in the world, there’s probably an app to meet your needs.
Apple is rightly lauded for its contribution in this area. While it didn’t invent the smart phone as such — early devices mashing together PDAs and connected computing preceded the march of i-Everything by some time — but obviously, it popularized this technology and made it usable to virtually everyone, and for that it deserves the kudos it has gotten.
But as we work to build mobile healthcare models, I’d argue, the notion of there being an app for each need is falling flat. Healthcare organizations are creating, and clinicians prescribing, targeted apps for every healthcare niche, but consumers aren’t showing a lot of interest in them.
Healthcare consumers have shown interest in a subsection of health app categories. According to a study completed last year, almost two-thirds of Americans would use a mobile app to manage health issues. The study, the Makovsky/Kelton “Pulse of Online Health” survey, found that their top interests included tracking diet/nutrition (47%), medication reminders (46%), tracking symptoms (45%) and tracking physical activity (44%).
But other research suggests that consumers aren’t that enthused about other categories of healthcare apps. For example, a recent study by HealthMine concluded that while 59% of the 500 respondents it surveyed had chronic conditions, only 7% used digital disease management tools.
I’ve made the following argument before, but I think it’s worth making again. From what I’ve observed, in talking to both providers and patients, the notion of developing a multitude of apps covering specialized needs is a failed strategy, reflecting the interests of the healthcare industry far more than patients. And as a result, patients are staying away in droves.
From what I’ve observed, it appears that healthcare organizations are developing specialized apps because a) that strategy mirrors the way they are organized internally or b) they’re trying to achieve specific outcomes (such as a given average blood sugar level among diabetics). So they build apps that reflect how they collect and manage data points within their business.
The problem is, consumers don’t care what a facility or clinician’s goals are, unless those goals overlap with their own. They certainly don’t want to open a new app every time they take on a new health concern. And that sucks the benefit right out of app-creation efforts by healthcare providers. After all, aren’t people with multiple conditions the expensive patients we’d most like to target?
What’s more, apps designed to capture data aren’t terribly motivating. Clinicians may live or die on the numbers, but unless those numbers come with a realistic path to action, they will soon be ignored, and the app discarded. Consider the humble bathroom scale. For most people, that one data point isn’t particularly helpful, as it says nothing about where to go from there. So people generally give up when they’re neither motivated nor taught by the apps they download.
To be successful with mobile healthcare, providers and clinicians will need to back the development of apps which guide and sustain users, rather than turn them into data entry clerks. It’s not clear what should replace the current generation, but we need to turn to a more patient-centric model. Otherwise, all our efforts will be wasted.