“Myth 3: Mobile health is the game changer.
Mobile health—the practice of healthcare supported by mobile devices—is often hailed as the future of digital services in healthcare. Still, our survey shows that demand for mobile healthcare is not universal. It is therefore not the single critical factor in the future of healthcare digitization.
Of course, there is certainly demand for mobile healthcare applications, and it is strongest among younger people. Health systems should therefore create mobile solutions that target this audience—for example, apps that focus on prenatal health or those that could be classified as lifestyle apps. Beware of solutions that could have a lot of impact but are not of interest to the segment in question—digital applications to manage chronic conditions typically found in older people, for example”
Perhaps there is no more reliable indicator that now is the time for investors to pile into the mHealth sector but this is incredibly poor advice and should be dismissed for the following reasons:
> This is a complete about turn for McKinsey eg. back in 2010 I was at Mobile World Congress in Barcelona listening to McKinsey telling an audience that the ‘Global mHealth Opportunity is worth $50-60 Billion.
> McKinsey have a terrible record with mobile eg. they told AT&T that cellphones would be a niche market reaching only 900,000 US subscribers by year 2000 (it actually reached 108 million by 2000).
> Claims that the demand for mHealth applications is strongest amongst younger people is completely contrary to the evidence (eg. Walgreens are generating $325 Million per month via their mHealth apps and the average age is 60+, Kaiser is also reporting 65+ average age of their mHealth services, etc) perhaps they’re confusing these with fitness applications?
> It’s very difficult for humans to evaluate algorithmic change but that’s critical to understanding the unthinkable opportunities that mHealth is making happen.