i3 - March/April 2020 - 13
By Susan Schreiner
Tech
C 4 T R E N DS
The Consumerization of Health
D
igital health products are becoming integral to the prevention, diagnosis, treatment and management of disease. These technologies are empowering consumers
to take control of their health and are taking on new relevancy
with the shift in the U.S. system from fee-for-service provider
models to value-based outcomes. They also offer opportunities
for retailers and other channels.
A stumbling block to adoption is the
cost of devices and reimbursement, but
this is changing. Employer insurance
programs are focusing on employee's
wellness for improved productivity.
Similarly, there is a shift towards more
seamless reimbursement as part of a
'whole-person' integration that includes
digital experiences and consumeroriented services. Keeping consumers
healthier is cheaper than episodic
expensive incidents that turn consumers
into patients.
Courtesy of Oska
Customized Products
Many products have been clinically evaluated with published trial results. These
products monitor for a problem and are
yielding personalized insights that result
in actionable data to the consumer or
patient that can be shared with a caretaker or clinician. These devices are
eliminating barriers to adopting effective
technology within health care.
The Apple Watch with its health monitoring features and apps is a good example. So too is Omron's Heart Guide, a
Class II medical device. It's a smart
watch that not only puts a blood
pressure cuff on your wrist but
through its closed-loop service
can understand fluctuations in
blood pressure and give reactive advice. It's also the first
service to directly reimburse
the patient. It provides instant
rewards based on daily health
habits encouraging good behavior
aka behavior modification. Omron's combination of hardware, algorithms,
C TA . t e c h / i 3
i3_0320_Tech_C4trends.indd 13
coaching and rewards, and direct-topatient reimbursement has hit the mass
market. Is this approach a model or a
threat to Pharma and Life Sciences
corporations?
The opioid epidemic also has heightened demand for non-invasive drug
replacement therapies for disease and
pain management. Digital therapeutics, a
subset of digital health, are interventions
driven by high quality software programs
to prevent, manage or treat physical, mental and behavioral conditions. A product
called the Oska Pulse is a clinically proven
medical-grade pain relief device that is
FSA and HSA reimbursable. It uses
Pulsed Electromagnetic Field therapy.
Simply place the small, portable device
at the source of the discomfort and it
relieves the pain by pulsing electromagnetic waves at precise frequencies.
No Surgery Needed
"Another wave of new non-invasive devices
are coming to market that will provide safe,
non-drug options for patients with a variety
of medical conditions and are showing
promise in addressing depression,
Parkinson's disease, chronic pain, PTSD,
Alzheimer's and diabetes," said Jennifer
Ernst, CEO, Tivic Health, a Eureka Park
exhibitor at CES. These bioelectronic therapies eliminate the need for surgery and are
based on neuromodulation techniques like
deep brain stimulation for Parkinson's and
spinal cord stimulation for chronic pain.
Consumers want easier, cheaper and
more approachable health care products
and services. We have come to expect
immediate gratification. Neighborhood
retailers like Walmart, CVS, BestBuy
Health and Walgreens are now on the cusp
of changing health delivery, with new programs and pilots.
The challenge facing innovators is to
move from working in silos to collaborations that integrate the best ideas to solve
societal problems for the betterment of
humankind.
CONTACT: Reach Susan at
susan@c4trends.com
Oska Pulse is a clinically proven medicalgrade pain relief device that is FSA and
HSA reimbursable.
MARCH/APRIL 2020
13
3/13/20 11:15 AM
https://tivichealth.com/
https://www.oskawellness.com/
https://omronhealthcare.com/products/heartguide-wearable-blood-pressure-monitor-bp8000m/
https://cta.tech/i3
i3 - March/April 2020
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