May 17, 2010

Mobile Healthcare - Is Niche Education The Place To Start With Mobile Healthcare? by Jim Bloedau of Information Advantage Group

(Excerpt from future IAG study on consumer/patient mobile healthcare)

Some say that it’s the early days of mobile healthcare becoming an indispensable part of our lives. Part of this perception is because we have already witnessed the rise of the new breed of on-demand consumers - people who have a strong appetite for no delays in getting the information they need. They want to be able to stop and start the consumption of media and to invisibly move between devices and locations. Niche observers, and more so those who take on a niche educator mantel, who can tap into the info stream, cut it into more manageable pieces and serve it up in a way to meet these needs will find good opportunity in healthcare.

Because of this, continued strong growth in mobile learning products and services is fostering the movement of knowledge building events, content, tools and applications from the desktop to hand held devices. 
  • The overall market is showing a 21.7% five year CAGR that will see revenue generated by mobile learning products and services to reach approximately $1.4 billion by 2013 down from previous estimates of a 27.3% CAGR which was expected to produce $1.5 billion by 2011.
  • This will account for up to 25.2% of the entire mobile software market by the year 2013.
The US healthcare sector mobile learning market was $96 million in May 2006 and was estimated to account for 20% of the total US market for mobile learning.
  • Nurses are one of the stronger users averaging eight hours per week online for professional purposes - just as much time as physicians - and are seen as key influencers in shaping a patient’s health decision.
  • Approximately 75% of U.S. nurses recommend health websites to patients.
  • 80% of nurses proactively researched pharma, biotech, or medical device company websites in 2009.
Education is mostly motivated by emotion. The last decision in a buying cycle is also motivated mostly by emotion. We should take a lesson from this when designing for today’ patient, consumer, caregiver and professional's sales cycles.

No comments: