2016数字健康报告（英文版）_29页_5mb

Summary of Consumer Digital Health Report

Core Content

This report from SVB Analytics explores the evolving landscape of Consumer Digital Health, focusing on how market shifts are leading to new opportunities in the sector. The emphasis is moving from consumer wellness applications to clinically driven solutions that improve patient outcomes and reduce healthcare costs. The report outlines investment trends, adaptation strategies, and opportunities in disease management.

Main Themes

The report identifies three key themes that are shaping the future of consumer digital health:

1. Clinical Enablement

   • Focuses on technologies that directly impact health outcomes and cost savings.
   • Includes disease management, remote monitoring, and patient-clinician communication.

2. Consumer Activation

   • Aims to engage and affect behavioral change in healthcare consumers.
   • Involves fitness, wellness, and wearables.

3. Education and Transparency

   • Addresses poor health literacy and lack of access to relevant health information.
   • Includes medical education, social support, genetic screening, provider search, and insurance search.

Key Categories in Consumer Digital Health

The report categorizes consumer digital health into seven main areas:

• Fitness / Wellness / Wearables / Tracking
• Disease / Medication Management
• Patient-Clinician Communication
• Medical Education
• Social Support
• Genetic Screening
• Provider and Insurance Search

Investment Trends

• Shift from Wellness to Clinical Focus: Since 2011, about 55% of digital health investments have been in companies that interface with consumers. However, investor interest has gradually shifted toward clinically focused solutions such as disease management, remote monitoring, and patient-provider communication.
• Early-Stage Funding: Companies in clinical enablement (e.g., disease management and remote monitoring) are receiving more early-stage funding, indicating new startup formation. In contrast, consumer activation and education and transparency companies are maturing, with fewer early-stage rounds.
• Strategic Investors: Major strategic investors such as Qualcomm Ventures, Merck, GE Ventures, and Kaiser Permanente Ventures are increasingly investing in clinically focused consumer health startups.

Adaptation Strategies for Fitness/Wellness Companies

As the market shifts, fitness and wellness companies are adapting through various strategies:

• Strategic Exit: Selling to sports and fashion companies (e.g., Misfit).
• Acquisition: Building clinical programs by acquiring other companies (e.g., Jawbone).
• Partnership: Collaborating with academic institutions for clinical studies (e.g., Fitbit).
• Development: Pivoting to collect real-world data or clinical-grade data (e.g., Scanadu).

Disease Management: Growth Opportunities

• Focus on Specific Diseases: Companies are increasingly targeting specific diseases (e.g., cardiovascular, respiratory, oncology) rather than offering general solutions.
• Complex and Degenerative Diseases: These conditions, which account for a large portion of medical expenditures, are underinvested in digital health, presenting a ripe opportunity for disruption.
• Behavioral Change: There has been a steady rise in investments in behavioral change technologies, particularly in psychiatry, metabolic, and cardiovascular areas.

Key Success Factors

• Expertise in Healthcare and Technology: Combining both fields is crucial for success.
• Patient-Centric Design: Solutions must be user-friendly and aligned with patient needs.

Advice to Entrepreneurs

• Understand Consumer Pain Points: Identify and solve core problems through technology or clinical integration.
• Know Your Customers: Determine who your target audience is and what they are willing to pay for.

Market Outlook

• Integration of Software and Hardware: Future solutions will likely combine clinically proven software with hardware to drive better health outcomes and cost savings.
• Pay for Performance Model: The healthcare system is moving toward a performance-based model, and pharmaceutical companies should follow suit.

Authors

• Steve Allan, CFA – Head of SVB Analytics, with a background in finance and business administration.
• Scott Winder – Director at SVB Analytics, previously at Deloitte Financial Advisory Services LLP.
• Alex Lee – Manager at SVB Analytics, with expertise in bioscience and biochemistry.
• Emily Wengel – Associate at SVB Analytics, with a background in economics and biology.