HEALTH GUARDIAN

‘The all-in-one automated Health Monitoring Solution’

Developed by the Little Green MonstersHristo Deliolanov, David Mann, Alison Yarrow, Emily Strang, Olivia Moss, Owen Lee, Emily Galloway, Kate Lloyd, Elizabeth White

THE MARKET

The number of UK smartphone users continues to grow, as does the time people are spending on a variety of apps, such as gaming and social networking.

Source: eDigital Research (2013)

Predicted SmartPhone UsageUK smartphone users and adoption rate, 2011-2017:- 2011: 21.6 million (44.1% of mobile phone users / 34.3% of population)- 2012: 26.4 million (52.5% / 41.7%)- 2013: 30.9 million (60.4% / 48.4%)- 2014: 34.6 million (66.7% / 53.7%)- 2015: 37.8 million (71.7% / 58.2%)- 2016: 40.7 million (76.6% / 62.2%)- 2017: 43.4 million (80.9% / 65.8%)

Among adults, smartphone usage decreases with age, and this will continue to be the case throughout the forecast period. This year, 62.3% of mobile phone users ages 45 to 54 and 37% of those ages 55 to 64 will own and use a smartphone. eMarketer estimates that only 13% of mobile phone users 65 and older will be smartphone users in 2013. (eMarketer, June 2013)

Fitness App Usage

● Health tracking apps usage is most prevalent with ABC1 male and females aged 16 - 44

● This usage is predicted to grow significantly in the future

Current Health Market: Data Gathering Devices.

Samsung Galaxy Gear Nike + Fuel BandFitBit Flex

Angel Health Monitor

MWI Technology

Jawbone UP

Current Health Market: Software/Apps

My Fitness Pal

JawBone Up App

Nike +

FitBit

THE INSIGHT

“Innovation and technology can revolutionise the health service, and we are looking at how the NHS can use these apps for the benefit of patients, including how GPs could offer them for free.”

- Andrew Lansley (Former Health Secretary)

Market Insight

• Fast paced, busy lifestyles

• Everything ‘on the go’ attitude

• Increasing desire to take control of health issues• Advancing Technology and mobile device usage.• Monitoring complex health issues.• Saving NHS Resources - regularly collected data inputted onto central data

system.• Post Discharge Monitoring - prevents unnecessary readmittance.

Consumer Insight

"Every patient carries her or his own doctor inside."

– Albert Schweitzer

Today’s consumers rely on technology to better process and understand personal choices and behaviours.

Deepening access to intelligence-laden technology is allowing individuals to collect real-time data about their every movement both seamlessly and effortlessly - and to have it analysed and interpreted in easily-digestible and personalised chunks of information.

Instant manipulation of hard data now enables consumers to rectify poor choices immediately and to adjust behaviours to gain optimum benefits. Soon, no-one will tolerate estimates; we will become our own personal trainers and account managers across so many areas of our lives.

Competitor Analysis - Hardware

Competitor Analysis - Software

Competitive Environment

The Opportunity● Fitness apps and devices are everywhere - customers young and old are used to using mobile apps to

store data - and are now devices such as Samsung Gear enable remote data collection.- Mobile phone and tablets are now common and accessible/usable for most people.

● Millions of people around the world have conditions that require monitoring.- Patients wired to machines on wards- Patients kept in hospital to be monitored- Elderly in care homes- Outpatients recovering- People with long term conditions

Currently patients are checked intermittently, even in hospitals.Home patients get checked rarely - either district nurses, or a visit to a GP.

● Monitoring Health Issues, even poorly as at present, is extremely expensive, both in terms of machines, and time invested by professionals.- Most data recored manually.

● There would be a real benefit to track and record data 24-7, a live and constant stream showing accurate health data.- Doctors could access data at any time. From a nurse station, even check patient at home.- Patients could monitor their own health data, and take control of their conditions.- Alarms can be raised quickly. Patterns detected and more effective treatment used.

THE IDEA

Welcome to the future of Personal and Professional Health Monitoring

Health GuardianAll-in-one automated Health Monitoring Solution

●Central App, Website and partnered devices that work in harmony to provide a complete system to monitor multiple conditions

●Continuously collects data from a patient - creating the most accurate and detailed health charts - live!

●Works everywhere - designed for use in home and professional environments.

The App is the Core of the systemCollects data from the monitoring device automatically

Available for Android and Apple mobile devices (Windows & other platforms coming soon)

Manually input or automatically records health data via bluetooth from any enabled devices

Health Guardian +

Purchase extra modules: Enable remote alarm

functions, send data to your doctor, add extra functions to the app

Designed for Professional

Manage multiple user accounts. Subs based

service for use in professional health care

institutions.

The Health Guardian App

HealthMonitor

Free

Basic app free - covers heart rate and other main

functions. Can be linked to a pro-account. Encourages

take up.

The Website

● Manage your account - Pro users can manage multiple accounts.

● Clear, simple to use and easy to navigate.Accessible on all devices, responsive design.

● Packed with information.News and features sections with advice and reviews of new devices, health advice and tips.Community and forum.

Product Partnerships

Epidermal Electronics:The next step in patient monitoring

Devices are being developed that can already measure heart rate, temperature,

strain and hydration - with more to follow - already

capable of doing the work of several expensive and cumbersome machines!

Health Guardian will be the go-to app, ideal for patients to continue to use at home.

Under development - ‘Electronic Tattoos’(or flexible "epidermal electronics”)

Fully automated, secure data collection.

Product developers already have ties with Hospitals and Care facilities - our partnership would open doors

to many health trusts.

Can be combined with images. Can convey visual data such as ward number, or even customised for

children so they can have favourite character badges.

The Health Help Tattoo & App

Outline App:

- Functionality

- Point of differential

- Why Consumers will want to use it. How does it satisfy the consumer insight?

Situational AnalysisPolitical Economical

● Depending on how integrated the app becomes in the health service and the way in which it could be used it may need to be government regulated in order to comply with law. Standardisation.

● Issues with law, data being recorded is personal, needs to comply with data protection, privacy laws etc

● Potential Conflict with Health related laws, industry regulations

● If app was used within the public sector would have to consider the current state of finance within NHS and restraint on funding

● Customer/end user drivers

Social Technological

● Lifestyle changes, in this case how an app would change someones everyday life

● Gaps between social classes, people who cannot afford to have a mobile phone that has the right software to support this app or even can’t afford to have a mobile phone.

● Generational issues, young unlikely to use this app and elderly narrowing the target market.

● Levels of consumerism, How many people are likely to pay for a service like this.

● Public opinion and attitudes to using this sort of app, levels of trust of the technology

● Buying trends/Lifestyle trends

● How well the app is adopted by users, if it is fit for purpose and whether something like this becomes obsolete quickly and could be easily replaced by something else more technically advanced. Impact of emerging technologies

● How an app like this would be integrated into something like the national service, what effect would this have on other technologies in the public health sector and how things are supported by different technologies in this industry.

● Development and testing● Security of data, technology infrastructure, exchange of data etc● Rate of technological diffusion

Audience Analysis

• It is often a family member that will encourage someone to seek medical advice - whether that be for a new or existing condition.

• People want to stay in control of their life and medical conditions can render a person feeling helpless. Apps such as MyFitnessPal allows a visual aid to see how their efforts are beneficial.

• More government powered adverts and campaigns to live healthy lifestyles resulting in people thinking more about changes that may need to be made.

• Morality is an issue that resonates with everyone, anything that effects that results in the flight or flight response- either take control or let it happen.

Our Audience Goal

To empower the individual, enabling them to take greater personal control and make better/more informed decisions about their everyday lives

Health Challenged●Interested in latest developments in their own health issues●Family members play an active role in helping with their relative’s well being

Medically Savvy●Well informed and interested in the latest developments in scientific and technology in the treatment of health issues

Well-being Aware●Index highly against strong motivation to keep themselves looking and feeling good●Up to date on the latest health apps●Proactive in getting health checks

Our Audiences

Media Consumption

SWOT AnalysisStrengths Weaknesses

● Life-saving● Potentially disruptive● In the long term would prove very cost effective● Help people to monitor their health

independently● Relevant to the emerging trend in medical

health sector

● People are resistant towards change● People will be unsure in trusting technology with

something so important● Difficult for some people to adopt new

technology● Initially funding would be slow● If launching app as free version - would people

then trust it?● Would need to overcome establishing

consumer’s confidence in brand

Opportunities Threats

● Expansion into other specialist areas● Revenue from sponsorship● Highly customisable● Revenue potential from data collected

● Other companies already attempting this● More ‘focussed’ products could be considered

more trustworthy● Constant technology changes could have

negative impact

SWOT - other considerations

• Training and cost implementation if rolling out across public sector

• Across-device compatibility

• Security considerations

• Hard to test

• Would require multiple sources to maintain the service and system

SMART ObjectivesSpecific To create a medical health app which is disruptive, fit for purpose and

accurately records vitals.

Measurable Need to monitor adoption rate, feedback, reviews, secure routes to market and brand awareness

Achievable Assess marketing environment, target consumers and competition to realise level of viability

Realistic Need to review resources, budget and set a deadline for completed functionality and release to market after development and testing

Timescaled Set and monitor Timescales and milestones allowing for contingency and potential setbacks

KPI’sObjective/ goals Strategy KPI

Acquisition Objective- 5000 user per day.

- Active promotion.- Key words for top position on natural research.- NHS trust contract.- Free trial of pro for new customers who sign up.- Advertising on other apps- Study current users.

- Usage, daily entries to apps.- New customers accounts (subscribers).- NHS contract- pro version.- Upgrade to pro versions.- Profits

Lifetime Value. - Updates- Frequent feedbacks from customers

- Customers’ usage rate.- Upgrade rate.- Reviews.

Retention. - Customers satisfaction, strive for longevity.- Upgrades, and new features within the app.

- Check on usage of new customers in the first 30 days.- App store ranking.

Active users. - See what the daily active users like most about the app.- With pro users, see what features they use and promote to free users.

- Account accessed daily.- Features regularly used.- If customer upgrade, what features is used most

KPI’s continued

Objective/ goals Strategy KPI

Season Length. - Prolong usage.- Make app more inviting.- Create a more engaging app.

- With every login, monitor changes created on app to length spent using the app.

App Load time/Launch. - Make app size small and practical- App launches with in 6 seconds so not to lose customers to competitors.- File size small so when running out of memory space on the phone it isn’t deleted.

- How many people downloaded but not used.

User Experience/Happiness - Use Helpshift and in-app messaging for feedbacks.

- Review customers feedbacks and see if they are still users after a feedback is left.

Opportunity to Disrupt

Outline the opportunity based on market and consumer insight.

Consumer Insight + consumer Insight

= (......)

Introducing an app that works with all ‘open’ devices means that the app has limitless capabilities

Opportunity to take advantage of

MARKETING AND SALES STRATEGY

Build hype

Celebrity Endorsement - Sports Stars, Music Performers, Health and Fitness Gurus.

Tech Blog Coverage - (9 days before release) (eg:http://www.techeblog.com/)

Demos

Previews

Teaser Videos

TV Mentions: (On-Screen Features) eg: The Gadget Man, The Gadget Show, ITV This Morning, BBC/SKY News.

Magazine Promotion: (Informative Articles and Promotion) eg: Stuff Magazine, Mens Health, Discover (Medical)

App Logo

High Quality ScreenShots

Press Releases

Endorsement Imagery

Personal Experience Quotes

Screenshots

Press Releases

Press Kit

Direct Marketing

Target marketing – due to the specifics of the product, the experts in the health field and their recommendations would be crucial for the consumers end-decision.

4 main directions of the direct marketing:

1 Collaborations with universities/research teams

2 Collaborations with hospitals (doctors and staff included)

3 Collaborations with dedicated health media – magazines, TV programs, websites, etc.

4 Collaborations with pharmaceutical companies.

Online Marketing

Social Media

Online Advertising Networks (PPC) -

•Google Adwords

•Google Adsense

Real Time Bidding - Ads reaching relevant consumers

Real Time Optimisation

E-mail Marketing - Consumers who have downloaded the basic Health Guardian App; explain the benefits of upgrading (include offers eg: 50% off upgrade price)

In App Promotion - Banners promoting Health Guardian Upgrade Benefits.

Social Media In More DepthFacebook: Online Profile explaining app benefits, compatible technology, troubleshooting, offers, In-App imagery published, product reviews, success stories, track ads/ learn customers behaviours Also advertise through real time bidding to promote on “Suggested Apps”

Twitter: Online Profile, troubleshooting, customer feedback and support, imagery, advertise offers, link to product partnerships, allows real time uploads of results by consumers, promote success stories, increase exposure through mentions, In Twitter Advertisement - track ads/ learn customers behaviours.

YouTube: Create a youtube channel showing videos demonstrating the product, previews of new software, taster videos, produce an online video marketing campaign - Viral?, Interactive videos; link straight to app download/ website,

Google +: Remarket on Google + (track from search to your website then back to google + using adwords) Use this information to send out offers to consumers, Advertise business profile therefore increasing awareness of google + profile, create targeted ads and searches based on actions on G+ (behavioural targeting), Create Social Ads targeting circles and communities.

Wordpress (Blog): Ongoing Technical blog that can be shared with other tech bloggers and used to promote product to industry professionals. Users can share bookmark and email content therefore promoting further the product. Blog also promotes new software, technicals faults/fixes, upgrade details and Hints and Tips.

Health Guardian Website: Official site promoting the brand, app and its features. Link to sales platform. Any troubleshooting queries addressed, contact us forum, Detailed feature explanation. Site can be shared and promoted through other online platforms. (see website slide)

LinkedIn: Allows a connection platform for communication with industry professionals about future product collaboration and expansion. Use LinkedIn sponsored updates to reach industry professionals, Create Targeted self service ads that focus on consumer by job or industry. Extend link to LinkedIn feed through web, mobile and tablet. Create precision B2B Targeting through product sponsorship.

App-Store: Get the app noticed through Apple’s ‘What’s hot, new and noteworthy’ promotions, Get on the top 25 or 100 App lists. Get noticed by Apple through high profile press coverage of the launch of the App. Offer a free basic App as a hook and then offer premium products as an upgrade to increase revenue.

Discover and Target the Right Users

Source: http://urbanairship.com

● Build Detailed User Profiles.● Enable High Targeted Mobile

Engagement● Monitor User Preferences● Record In-App Behaviour - eg: Which

features are used most commonly. ● Look at highest value users and create

a look-a-like audience profile.● Study and improve ARPU (Average

Revenue Per Customer), Customer Lifetime Value and ROI.

Post Download Data Collection (Service Improvement)

• Consumer Feedback Pop Up Within App.

• Marketing Attribution Analytics - Measure and Improve ROI.

• Collect location data - use this to increase consumer specific promotion. (Personalisation)

• Track Customer usage and Funnel abandonment.

• Correlate upgrade statistics - This can be used to create goals and work on KPI.

• Collect consumer post details (eg:how often they upload, access the app, clicks?)

• Re-evaluate customer lifetime value - analyse upgrades and usage - how can this improve.

Marketing Analysis and Improvements

• Measure ROI on all online marketing campaigns

• Lower Levels of funnel abandonment

• Use Google Analytics to create company goals and monitor these with funnel data analysis. Use this information to create a funnel conversion rate

Internal NHS Marketing

• Staff Intranet - Promotion through internal mail, staff bulletins, independent reports published on software

• Free Training Courses to ensure correct software usage

• Individual collaborations from independent NHS Trusts

• Managers to emphasise the importance of the software in each department.

• Patient feedback on effectiveness of technology - adapt to increase effectiveness of product.

• Quick and efficient tech support available for all staff.

THE REVENUE MODEL

• Free Version

• In-App Purchase

• Pro Version

• Product Tie-ins

• Endorsement- Campaigns and charities

• Funding- Private, NHS, Government

• Advertising from third parties

• Affiliate- Other products which can be used in conjunction with the App

Outline

PRO-VERSION

Cost of pro-version £4.99

Number of users each day 5000

Avg. upgrade rate 0.10%

No, of days per month 30

Number of upgrades per month 150

Total revenue per month £748.50

Grand total of Revenue per month £13,179.00

Grand total of Revenue per year £160,344.50

WHY IT’LL WORK

- How are we exploiting the market opportunity?-by creating an app which is pontentially disruptive and following emerging trends for innovation and

new uses for technologies

how are we going beyond something that’s just useful to being something that becomes essential for consumers to use in this space

Outline

POTENTIAL EXPANSION

e.g. tattoo

expanding worldwide

specialised for diseases?

Potential for partnership with medical companies which provide monitoring software which could be used with device, e.g blood pressure monitor

The potential for making profit makes Health help a good investment. The nature of the app makes it not just a product, but more a process that will further evolve and have much longer life-cycle than a standard product or a trend, proves even more that Health help is a good investment.

- The app combines top-notch technologies and concepts in a fast growing and demanding market.

- The application refers to the widespread use of mobile telecommunication and multimedia technology involved in the delivery of health services and distribution of health information. The opportunities offered by modern technology are already changing really fast the social marketing framework. Many researches have already shown that mobile devices can serve as powerful tools for maintaining strong relationships that originated in person.

- The application would be very useful in monitoring behavior and providing feedback for individuals in a very easy way. Many psychological and social barriers that prevent people from accessing public health services will be overcomed.

- Live, recorded, or stored media can be listened to on the device through the internet or an alternative data network.

- Use of different devices allows for consistent communication. Health information can be provided on demand to individuals whenever they desire access.

Why is this a good investment?(not just a product, but a process)

SUMMARY

Summary

Health app that does ……

Delivering ….. to consumers and the market

and ultimately enables……

Ultimate aim we want to achieve?

THANK YOU