Evolving PHR Market 20080617

8/9/2019 Evolving PHR Market 20080617

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June 13, 2008 Copyright: Chi lmark ResearchFor internal use only, not for distribution

Evolving PHR Market

Ana lys is & Tr end s Presented for HHS, AHIC Consumer Empowerment Workgroup

June 17, 2008

By: John Moore, Managing Director

Chilmark Research

[email protected]


2/18


Three Take-Aways

What is Market

Structure Today How w ill Market

Evolve

4 Generations

Trajectory

Drivers

Challenges

What to Watch


3/18


PHR Market has Re-ignited


4/18


Who is Engaging a PHR

Total Adoption Today:~5-7%

Consumer Profile: Mid to Upper Class

Middle Aged

Working Mothers withMedical Proxy

Chronic Care & Web-savvy

Little Adoption AmongHealthy

Source: Intuit Survey 2005

Finan cia l Sk in in t h e Gam e

w i l l Play a Lar ge Ro le


5/18


Market has Moved to B2B Model

High Barriers to Entry in Provider Market Employer & Health Plan Markets Similar

Consumer P lays are Often Legacy

Primary Market Secondary Market


6/18


PHR Sponsors

Not comprehensive

Not interactive

Most are tethered

Clinical & lab data

Online consultations,

scheduling, Rx refill

Trust

Customer retention

Workflow

Lower Readmissions

Provider

Trust

Claims data not clinical

Most are tethered

Claims & meds

HRA & PBM

Domain expertiseProvider info

Lower medical losses

Behavioral change

Differentiator - CDHP

Health

Plan

Trust

Incentives requiredMost are tethered

Health & wellness

Integrated to HRpackage

Can be comprehensive

Lower HC costs

Increase productivitySupport CDHP

Employer

Disconnected - self

entry

Low adoption

Privacy & security

(-)

Motivated

Personal control

Portable

Chronic disease

mgmt

Care mgmt

CDHP mgmt

Consumer

(+)Motivation(s)Sponsor


7/18


PHR Market is Highly Fragmented

Ex t r em e ly D i f f i cu l t t o Cho ose Viab le So lu t ion

*

*iPHRs: Internet-based PHR


8/18


Conten

t

1st

Generation: Isolated

Valu e: Tr ack & Manage Car e

Target: End Consumer

Most 3rd Party PHRsStuck Here

85% of those

interviewed

Adoption Remains Low

Generic

Little personalization

Self-entry

Only for VERY

motivated


9/18


Cont

ent

Va lue : Faci l i t a te I n t e ract i on , Prom o t e Hea lt hy Behav io r

2nd

Generation: Online w ith Some Data

Claim

sor

Clinical

Data

Target: Businesses

Insurers, Employers,Providers

Land Rush by Insurers &Employers

Manage/Lower Risks HRAs, Behaviors, CDHP

Provider MarketDominated by EMR Vendors

Customer Retention Communication

Adoption Highly Variable

Trust, Perceived Value Incentives often reqd

Some self-entry required Portability?


10/18


3

rd

Generation: Highly Networked Utility

Valu e : Rich er Da t a = Rich er Ex per ience

Target: Consumers

Exception - Dossia

Three Dominant Players

Dossia, Google, HealthVault Utility Service Model

Perform Heavy Lifting Data Repository

Multiple sources

Identification Mgmt

Security/Privacy

Market Contraction

Accelerate Demise of Weak

Adoption Unknown

Can They Get the Data?

Can They Build an Ecosystem? Trust, Value

Not a PHR, but a Platform:

Personal Health System (PHS)

Data

Data

App

s

Devi

ces


11/18


Dossias Utility Model

Dossia Dat a Serv ic es

Dossia Dat a Fram ew ork

Dossia Open API

EM R

ProviderMeds Claims Labs Im ages

Dossia Data Provider Network

Dossia Ecosystem

Dossia SIG

Dossia.OrgBuilt on INDIVOHEALTH

PHA

PHA

PHA PHA

PHA

Dossia Certification Prog.

Dossia Logo Prog.

Goog le Hea l th & Hea l th Vau l t hav e Sim i lar Mod e ls


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Successful (PHSs) Will Evolve Into

Ecosystems

I f Successful

Data ConsolidationData liquidity

Unmatched

RichnessGame Changing

Consumer

Empowering

Providers

PHAs

(PHRs)Researchers

Insurers

PHS

(e.g., Dossia)

Devices


13/18


4th Generation: Personal, Actionable, Connected

Value: Abo u t Me, By Me, W i t h Me, For Me

Target: All Markets

Leverage Utility Services

Now that we have the data

Market Fragmentation

Proliferation of Apps & Widgets Serve highly individual needs

Enable personalized medicine

Seamless Integration

SPIME Always on

Adoption Predicated On

Liquid Data

Success of ecosystems

Consumer Value


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June 13, 2008 Copyright: Chi lmark Research

For internal use only, not for distribution

PHR Evolution Accelerates Adoption

2008

Gen 3: Dat a Aggregat ion(Rise o f PHS)

Gen 4: Personal ,Act ionable, &

Connec ted

Gen 2 : Onli ne

2011

Gen 1: Isolat ed

20031992 T ime

Value

Adoption

2000

(Online)

20

1992

40

80

Users

(Mi l l ions)


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Moving Ahead:

Adoption Challenges Remain Data Liquidity

EMR adoption

Standards Adoption Policies & Incentives

Portability

Trust

Health Plan, Employer, 3rd Party

Consumer Apathy/ Indifference

Education

Incentives

Solution Capabilities

Immature, Disparate


16/18



Drivers to Overcome Challenges

Accelerating, Employer-led Initiatives

Financial Skin

Consumerism Entering Healthcare Visibility, Education

Accelerating IT Adoption

Among Providers

E-Consultations New Consumer-centric

Technologies & Tools

Delivering Radically New Capabilities

Disintermediation of Care Retail Clinics, Med Tourism, etc.

W i l l Con su m er Dr i v e Needed Ch ang e?


17/18



What to Watch Traction of P latform Plays

Data Sources (agreements)

E.g., Cleveland-Google, KP-MS Consumer Adoption

Sub-group types

Developer Adoption

Popular apps/ services Market Consolidation

Rationalization

Acquisitions

Employer Successes Demonstrable ROI


18/18



The world is moving so fast thesedays that the one who says it cantbe done is generally interrupted by

someone doing it.

- Harry Emerson Fosdick

Documents

Evolving PHR Market 20080617