Master Thesis Elena Prokofyeva MSc Marketing 2015
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Transcript of Master Thesis Elena Prokofyeva MSc Marketing 2015
OVERCOMING the barriers for the development of
mHealth in France
by Elena Prokofyeva MSc Marketing, June 2015
HEC Paris
“One tiny drop changes everything” Elizabeth Holmes, CEO and Founder, Theranos
executive summary
mHealth areas Current development
Potential in France Overcoming barriers mHealth Fitness Patient care Large corporations Startups
Elderly care Pharmacies Effective partnerships
defining mHealth
SOS
low level of self-treatment
current situation in France
96% 30%
monhopitalnumerique.fr failure
complementary health coverage
of population will be 65+ by 2030
major crisis in pharma industry
THE MAIN BARRIERS
competing with Health System priorities
lack of information about public health outcomes
no recognition and trust
cost effectiveness
legal restrictions
the main barriers
12 3
The State should reach out for help from technological
giants
develop a system for exchange of information and
ideas among the various project teams
Solve the physician's workflow problem first, so that they find it easy and natural to use mHealth
use international experience, e.g. Norway, before developing own
assessment criteria
Solve the data protection issue by creating a single unified
storage of personal medical data
think about partnerships
The very concept of mobile health is at the intersection of medicine and technology.
Such a position could bring benefits to both large medical corporations and technology giants, and the State.
AGING IN FRANCE
focus on the products for elderly
situation outcome
90% of French population prefer to age at home rather than in a retirement home
Most minor illnesses become chronic with age
France might lack youngsters to take care of the elderly
the number of people over 65 years of age is set to increase from 11 million in
2010 to 16 million in 2030!
Digitalization represents a cost to society which is four times lower than the cost
of care in a hospital or care home.
With introduction of mobile health care the number of visits to the hospital, as well as
the length of stay in it is reduced by 50%!
The elderly French would gladly take the opportunity to have a portable doctor
and assistant at hand
POTENTIAL IN PHARMACIES
30.000 belong exclusively to pharmacists
people served by each
• emergency assistance • measure the pressure • choose the means to care for the
disabled and bedridden patients • advise on treating the illness • advise on prescribed medicines
transform into mini-clinics !
close to home
partnering with pharmacies
pharmacies in France today 2.500
FUTURE AWAITING
Fighting chronic diseases
Reaching those who need it most
Battling counterfeit drugs
Building mHealth business models that work
Creating sustainable reimbursement models
Giving doctors more time for scientific work
thank you