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The Four P’s of Mobile Healthcare According to Deloitte

Published on June 9th, 2014 by in Uncategorized

With the ever expanding world of Mobile healthcare gaining credence in the business world, researchers and investors are looking towards its business workings. Deloitte recently released a report presenting four characteristics that must be considered to make a mobile healthcare business successful. These were People, Places, Payment, and Purpose. Deloitte, and its senior advisor Henry Greenspun, purport that an imbalance of these four focuses results in the failure of many mhealth ventures. They propose that the world of mobile healthcare is an intricate one, though certainly a field of opportunity. With their report, they claim to have a key to success in mobile healthcare.

“People” is referring to an understanding of the demographics that the healthcare app is targeting. This could refer to age, income, gender, and more factors that affect the presentation and availability of the app. Without the knowledge of the specific group the app is reaching towards, developers cannot create and market the app correctly, resulting in a failure even if all the other characteristics have been achieved.

“Places” is referring to the area surrounding the target audience and the availability of apps and internet to that area. With the expansion of wireless data networks, this facet is becoming more positive, but there are still large areas, especially in the western United States, where cellular data is not available. Mobile healthcare developers need to understand this and take it into account when planning their apps, in addition to perhaps investing in solutions to this lack of connectivity.

“Payment” is referring to the reimbursement and charges associated with mobile healthcare. Deloitte explains how the beginning of mobile healthcare was strained because of confusion over how to pay, and over the savings involved with mobile healthcare versus classic versions. Mhealth offers many savings, as apps are obviously cheaper to mass produce than medical objects, such as insulin testers. This fact must be explained and promoted, as it is a powerful example of the superiority of mobile healthcare. Additionally, mhealth developers have solved the original issues of mobile payment and reimbursement, making current mobile healthcare simple and lucrative.

Finally, “Purpose”, is referring to the exact healthcare field that the app is addressing. Deloitte mentions fields such as “Fitness, wellness, care provision, disease management, and complex case management.” With so many differing areas that fit under the umbrella of mobile healthcare, there are also many different approaches. The developers must have a good understanding of which field they are aiming for and what the nature of their method should be in that field. A fitness app is very different from a complex case management app. Yet developers should be knowledgeable in all these fields, so as to leave room for cross-innovation and to understand distinctions.

If a mobile healthcare business can master all of these aspects – understanding the demographics and exact field he is aiming for and the connectivity and financial options of that area. Deloitte proposes that when all these facets are taken into consideration and fully balanced, that is when mobile healthcare is able to thrive.

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