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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
8/9/2019 Evolving PHR Market 20080617
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June 13, 2008 Copyright: Chi lmark ResearchFor internal use only, not for distribution
Three Take-Aways
What is Market
Structure Today How w ill Market
Evolve
4 Generations
Trajectory
Drivers
Challenges
What to Watch
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June 13, 2008 Copyright: Chi lmark ResearchFor internal use only, not for distribution
PHR Market has Re-ignited
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June 13, 2008 Copyright: Chi lmark ResearchFor internal use only, not for distribution
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
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June 13, 2008 Copyright: Chi lmark ResearchFor internal use only, not for distribution
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
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June 13, 2008 Copyright: Chi lmark ResearchFor internal use only, not for distribution
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
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June 13, 2008 Copyright: Chi lmark ResearchFor internal use only, not for distribution
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
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June 13, 2008 Copyright: Chi lmark ResearchFor internal use only, not for distribution
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
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June 13, 2008 Copyright: Chi lmark ResearchFor internal use only, not for distribution
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?
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June 13, 2008 Copyright: Chi lmark ResearchFor internal use only, not for distribution
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
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June 13, 2008 Copyright: Chi lmark ResearchFor internal use only, not for distribution
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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June 13, 2008 Copyright: Chi lmark ResearchFor internal use only, not for distribution
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
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June 13, 2008 Copyright: Chi lmark ResearchFor internal use only, not for distribution
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
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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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June 13, 2008 Copyright: Chi lmark Research
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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
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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?
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June 13, 2008 Copyright: Chi lmark Research
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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
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June 13, 2008 Copyright: Chi lmark Research
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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