Readers of Malcolm Gladwell’s book, The Tipping Point, will recall how Hush Puppies’ revival in the mid-1990s started off as a niche trend before taking on epidemic characteristics. Gladwell’s analysis showed that small changes in the design or perception of a product can have enormous consequences.

We can see a new trend taking shape with Facebook’s recent acquisition of Helsinki-based ProtoGeo, a fitness-tracking app, and Apple’s launch of the new HealthKit for consumers. These are just two of a number of contagious initiatives from tech giants looking to improve consumer health through mobile devices.

Whether you use an Apple or Android system, there are thousands of health-tracking apps available, such as mood, basic fitness and nutrition trackers, all of which focus on positive rewards for good health practices.

We are all familiar with wearable wristbands that monitor and track health information. These have become extremely popular in the U.S. A common characteristic of these devices is that they track health-related data, for example, distances covered and calories, and most people find them fun to use. However, tech giants have yet to figure out how to monetize this data and how consumers can fully utilize the information. For example, could a wearable device or health app have a long-term impact on a person’s daily life? The first tech company to find answers to these questions will undoubtedly be best placed to turn a niche product into a widely used and potentially highly profitable consumer good.

Mobile technologies for more serious health applications such as tracking dosages, organizing medication plans and monitoring key indicators of patient health have been evolving, with apps including PillBox and Medscape entering the scene. Mobile health (mHealth), as it is currently known, means that physicians can encourage patient adherence to their medical advice and empower patients to take their health in their own hands. Conjunctively, pharmaceutical companies are looking down the rabbit hole at increased access to patient and pharmaceutical usage data; they are set to leverage this sector’s transformation by adding mobile solutions offerings to their portfolios.

One of the potential winning candidates in the mobile healthcare sector is WeChat, a mobile app developed by China’s Tencent (>£80b market cap). It’s the Chinese version of “What’s app,” but with a walkie-talkie function. There are currently about 400 million monthly WeChat active users, with continued strong growth. Most noticeably, WeChat has attracted a significant number of physicians, who use the platform to improve patient and physician relationships through direct dialogue. Consumers/patients can view physicians’ profiles and consult them on health-related information, while physicians can post case studies to educate patients. In some regions in China, patients are allowed to make hospital appointments through WeChat. Unsurprisingly, WeChat has become a powerful health information portal and a connected community as more healthcare providers become members and engage consumers/patients.

Aside from WeChat, technology solutions can also be used to reduce hospital “no shows” and improve operational efficiencies. Studies have shown that more than twelve million doctor appointments were missed last year in the UK, costing in excess of £162m per year. Many patients in the UK are now receiving reminders through calls/text messages prior to a doctor or hospital appointment, allowing them to confirm or reschedule appointments. Another emerging solution helping patients improve their care is telehealth and telecare, where patients can be ’treated’ at home with doctors providing care remotely. Companies such as Medvivo are already leading the way in this area.

The growing story of WeChat and other mHealth developments indicate that
i) Tech companies need to create an ‘interactive’ environment to engage consumers/patients, and
ii) It is critical to build a connected community to achieve and maintain the widespread effect in the mobile healthcare market.

As Gladwell wrote in his book, “If you want to bring about a fundamental change in people’s belief and behavior…you need to create a community around them, where those new beliefs can be practiced, expressed and nurtured.”

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Carrie Yang
Results Healthcare

Carrie joined Results Healthcare in 2013. Before joining the compay, she worked for Cambridge Healthcare, a venture-backed IT company, where she was responsible for fund raising, identifying and developing business opportunities.
Carrie started her career as a business analyst with a boutique financial services company, ZLNX Consulting Services China, and was involved in a number of venture capital transactions. In 2007, she joined Fidelity Asia Ventures, the venture capital arm of Fidelity International, working across TMT, healthcare and life sciences sectors.

Carrie has an MA in corporate finance from Shanghai Economic and Finance University and an MPhil in Bioscience Enterprise from Cambridge University.