Market AnalysisHealth and self-tracking

Nikita Kosholkin, Empatika

March 14, 2013

About this analysis

• This analysis has 2 main topics: statistics on U.S. health online and self-tracking.

• The goal of this presentation is to better understand new markets and trends.

• P.S. there are links to the resources on each slide in «speaker’s notes».

«The digital and physical worlds are starting to come together more seamlessly--it's only the tip of the iceberg in terms of what's coming...» - Mark Parker, CEO Nike.

US: health online• 81% of U.S. adults (200mln) use the Internet

• 59% say they have looked online for health information in the past year

• 35% of U.S. adults say they have gone online specifically to try to figure out what medical condition they or someone else might have.

• 53% of them talked with a clinical about what they found online

• Only 41% of online diagnoses confirmed

http://pewinternet.org/Reports/2013/Health-online.aspx

US: health online

• Last time you had a serious health issue and to whom you turned for help?

• 70% of U.S. adults got information, care, or support from a doctor or other health care professional.

• 60% got information or support from friends and family.

• 24% got information or support from others who have the same health condition.

http://pewinternet.org/Reports/2013/Health-online.aspx

http://www.emarketer.com/Article/Consumers-Seek-Health-Research-Diagnosis-Tools-Online/1009616

Be aware of browsing Internet forums

Always check that the information is coming from

• a verifiable doctor;

• the federal government (such as the National Institutes of Health which are usually identified by a .gov Web address);

• a reputable medical facility (such as The Mayo Clinic or The Cleveland Clinic).

Remember that when interacting on social networks and forums with others openly online, your healthcare information is not protected.

Remember about HIPAA (Health Insurance Portability and Accountability Act of 1996)

http://mashable.com/2013/02/26/doctor-tweet/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Mashable+%28Mashable%29http://www.hhs.gov/ocr/privacy/

http://www.emarketer.com/Article/Consumers-Seek-Health-Research-Diagnosis-Tools-Online/1009616

Tracking for Health

7 out of 10 U.S. (175 mln) adults keep track of a health indicator

http://pewinternet.org/Infographics/2013/Health-and-Internet-2012.aspx

Tracking for Health69% U.S. adults (175 mln) track a health indicator for themselves or a loved one

• 60% of U.S. adults say they track their weight, diet, or exercise routine.

• 33% of U.S. adults track health indicators or symptoms, like blood pressure, blood sugar, headaches, or sleep patterns.

However, their tracking is often informal:

• 49% of trackers say they keep track of progress “in their heads.”

• 34% say they track the data on paper, like in a notebook or journal.

• 21% (36 mln) say they use some form of technology to track their health data, such as a spreadsheet, website, app, or device.

http://pewinternet.org/Reports/2013/Tracking-for-Health.aspx

Tracking for Health

• 46% of trackers say that this activity has changed their overall approach to maintaining their health or the health of someone for whom they provide care.

• 40% of trackers say it has led them to ask a doctor new questions or to get a second opinion from another doctor.

• 34% of trackers say it has affected a decision about how to treat an illness or condition.

http://pewinternet.org/Reports/2013/Tracking-for-Health.aspx

Singularity University: the future of health care

• By 2020, we’ll have a relible biomarker that can predict neurodegenerative diseases like Alzheimer’s

• By 2050, there will be a «mental revolution» We’ll have effective, safe treatments for at least 10 neurodegenerative disorders

• Real-time brain monitoring (thanks to advancements in EEGs and fMRIs).

• Controlling everything with your mind. Not only for people with diseases like ALS, but even for laypeople.

• Doctors probably will prime your immune system to fight your specific cancer

• Viruses could be our future medicine (like adenoviruses that wipe out breast cancer).

http://www.fastcoexist.com/1681369/how-silicon-valley-envisions-the-future-of-healthcare?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+fastcompany%2Fheadlines+%28Fast+Company%29

Self-tracking

Self-tracking users: who are they?

«Many early adopters of mobile health technology were patients with a chronic disease and patients who were attracted to the novelty of it,» said Michael Esquivel, a health information technology attorney and partner at Fenwick & West in Mountain View, Calif.

http://www.amednews.com/article/20130218/business/130219955/6/

Thanks to...

a) absurdly cheap smartphones and sensors like accelerometers

b) low-power connection standards (i.e. bluetooth 4.0)

Now we have devices for self-tracking at very affordable price with long working time

Why self-tracking?

1 step: world’s information in our pockets

2 step: our body’s information in our pockets.

The world is...

“We’re entering an age of human-centered design, shaped around people and their existing habits and body language,” Fjord CEO and report consultant Olof Schybergson explains. “Instead of learning how to interact with machines, it’s the reverse--machines learn to work with us.”

«...It has to not only be comfortable--it has to express something about who you are («insights»)», - said Forrester Senior Analyst Sarah Rotman Epps

Personal expression!http://www.fastcodesign.com/1671090/are-wearable-gadgets-the-next-tech-revolutionhttp://www.forrester.com/Smart%2BBody%2BSmart%2BWorld/fulltext/-/E-RES82783

DevicesWearables

Fjord: 7 Reasons Why Wearables Are Poised To Disrupt Our Lives

1. The smartphone’s novelty has worn off, and people want new toys.

2. Now that digital has impacted our lifestyle (we already share our lives on Facebook), digital can become a lifestyle product (we’ll let the tech seep deeper into our personal lives).

3. These devices can appeal to techies, by looking like tech, or everyday people, by looking like fashion.

4. Sensor-based appcessories are unlocking data that we’ve never had before on the human body and the way we live.

5. By blending so well into our lives (and our bodies), wearables can paradoxically reduce the time we spend on our cell phones, which everybody wants.

6. A wearable’s immediate feedback can guide us to choices that make us feel better, immediately.

7. But all this data will merge atoms and bits in ways we can’t predict.

http://www.fastcodesign.com/1671821/7-reasons-why-wearables-are-poised-to-disrupt-our-lives?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+fastcompany%2Fheadlines+%28Fast+Company%29

Nike+ FuelBand• Your every movement

converts into unique Fuel score

• Track your steps and calories

• Big community

• Works with: iPhone, Web

• Release: Feb 2012

• Price: $149

http://www.fastcodesign.com/1665872/with-fuelband-nike-aims-to-crush-jawbone-up-and-overhaul-nike

Nike+ FuelBand

Fun fact: NikeFuel users earn more than 1 billion points each day. Converted to electricity, all that energy would be enough to power 6,772 houses daily, Nike says.

http://mashable.com/2013/02/22/nike-fuelband-stats/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Mashable+%28Mashable%29

Benchmark: Nike’s Digital future

Mark Parker, CEO Nike:

• Delivering new kinds of feedback to customers (i.e. body can could control or change the music that you're listening to)

• Visual feedback (i.e. bring the performance of your body alive through different sensory inputs - heart rate, blood pressure etc.)

Stefan Olander, VP Nike Digital Sport division:

• «Nike's digital future is likely to involve more personalization»

http://www.fastcompany.com/3005528/most-innovative-companies-mark-parker-nikes-digital-future?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+fastcompany%2Fheadlines+%28Fast+Company%29http://www.fastcompany.com/most-innovative-companies/2013/nike

Amiigo

• Could Name Your Exercises: Amiigo won’t only distinguish walking, running, biking, or an elliptical; it can discern five different methods of bicep curls.

• Works with iPhone, Android

• Available in June 2013

• Starting price $99

http://amiigo.co

Jawbone UP 2.0• Fitness device to track

activity, sleep, and even your diet.

• It’s all about feedback: your activity through the day, calories... and much more in the app (i.e. app may advise you to sleep more according to your stats)

• Release: late 2011

• Price: $129

http://www.fastcodesign.com/1671325/jawbone-up-20-ambitious-beautiful-and-still-fatally-flawed#1

Withings: smart activity tracker

• Follow your steps, stairs, calories, and sleep and it can measure your heart rate

• Withings (a company) categorizes health as weight (they have special scale), activity, heart, and sleep.

• Analytics inside the app

• Will be out this year for an undisclosed price

http://www.fastcodesign.com/1671596/withings-weighs-in-on-fuelbands-with-its-smart-activity-trackerhttp://www.fastcompany.com/1319169/need-track-your-body-fat-theres-iphone-app

FitBit Flex• It tracks steps, calories

burned, and even quality of sleep along with an alarm

• Bluetooth 4.0 (uses less power)

• Passive syncing

• Ship in spring 2013

• Price: $100

http://www.fastcodesign.com/1671589/the-fitbit-flex-is-a-fitness-band-that-syncs-automatically#2

Misfit Shine Fitness

• It tracks walking, jogging, running, cycling, and swimming (the Shine is waterproof)

• Release: spring 2013

• Price: $99

http://www.businessinsider.com/misfit-shine-fitness-tracker-2013-2?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+typepad%2Falleyinsider%2Fsilicon_alley_insider+%28Silicon+Alley+Insider%29

BodyMedia Core 2

• It’s an armband with skin sensors

• It’s a modular gadget (plug it into all sorts of other stuff)

• So you can wear it 24/7

• Launch: 2013

• Price: unknown

http://www.fastcodesign.com/1671663/fitness-bands-on-the-verge-of-a-glitzy-makeover

MC 10: biometric health sensor

• Can now be printed directly on the skin

• The "epidermal electronics" can detect things like the temperature of the wearer and hydration levels

• Stage: improvement of the technology's wireless capabilities.

http://mashable.com/2013/03/12/mc10-health-sensors-second-skin/

Video is herehttp://mashable.com/2013/03/12/mc10-health-sensors-second-skin/http://www.mc10inc.com

Under armour: the future of sport devices

Video is herehttp://www.underarmour.comhttps://www.youtube.com/watch?v=oYCvIr0fWnM

The Near Future of Online health and self-tracking

Me with sensors

Feedback to myself(simple analysis)

Feedback to my doctor or some database(powerful analysis)

Summary - trendsHealth care:

• More online tools (with more relevant info and opportunity to upload info from user’s sensors)

Self-tracking:

• We are moving to self-tracking era (with many dimensions and metrics)

• People want more information about themselves

• Sensors to control our body condition and provide real-time feedback

Thank you 

For more inspiration visitEmpatika Insights