Emerging markets lead the way for mHealth

Doctors and healthcare payers in the developed and emerging markets feel that the adoption of mobile technology in healthcare or mHealth is inevitable. Mobile healthcare solutions are being deployed more rapidly in emerging markets than in developed econ

These are some of the findings of PwC’s publication entitled ‘Emerging mHealth: Paths for growth.’ In this report, the Economic Intelligence Unit, commissioned by PwC, examines the current state and potential of mHealth in developed and emerging markets, the ongoing barriers to its adoption and implications for companies in the field. In developing this report, two surveys were carried out in ten countries: Brazil, South Africa, China, Denmark, Germany, India, Spain, Turkey, the UK and the US. The first survey asked 1,027 patients about their opinions on various aspects of mHealth. The second survey queried 433 doctors and 345 executives from payer organisations.

Dr Simon Samaha PwC Physician Leader for Europe, the Middle East and Africa says: “Despite the potential benefits of mHealth, rapid adoption is not yet taking place. While the majority of consumers believe that mobile technology will improve the efficiency, cost and quality of healthcare, the industry is reluctant to encourage patients to make use of the service, with some believing that patients will become too independent resulting in healthcare professionals losing income.

“There needs to be political will and ‘buy-in’ at a high level to drive mHealth services.”

Dr Samaha was in Cape Town last week attending the African eHealth Economic Forum. Worldwide policymakers are engaged in debate as to how the use of the latest technology can improve the efficiency of healthcare and reduce costs. mHealth is one of the initiatives that is intended to deliver more cost effective care to patients.

mHealth is defined as the provision of healthcare or health-related information through the use of mobile devices (typically mobile phones, but also other specialised medical mobile devices, such as wireless monitors). Mobile applications and services can include remote patient monitors, video conferencing, online consultations, personal healthcare devices, wireless access to patient records and prescriptions.

Mobile technology has added a new dimension to the delivery of healthcare by connecting patient and healthcare providers real-time. The relevance of this connectivity is critical in developing countries where there is a shortage of healthcare resources compounded by insufficient medical services, poor road and transport infrastructure. Technology, and particularly mHealth, has the ability to enable access to quality care without the costs and difficulties associated with traditional delivery methods which requires significant travel on the patient’s behalf.

“The emerging markets, such as Africa, are fertile ground for implementing mHealth technologies. Contributing factors range from the ubiquity of mobile phone technology and the inadequacy of Africa’s healthcare system,” says Etienne Dreyer, an Associate Director within PwC’s Advisory Practice, South Africa.

Dr Samaha says: “The emerging markets need to take advantage of mHealth technology and put a nimble, efficient healthcare system in place.”

More than half of (59%) of patients in emerging markets use at least one mHealth application of service, compared with 35 percent in the developed world.

A significant percentage of consumers (60%) said they believe doctors are not as interested in mHealth as patients and technology as companies are. Both payers and providers cited multiple barriers to the adoption of mHealth.

Dr Samaha says that mHealth will require a significant mindshift in the way healthcare professionals perceive the delivery of service to a ‘patient-as-consumer’. The implementation of mHealth requires political will and buy- in from the Government and other key stakeholders in terms of infrastructure, communication as well as decentralisation. Dr Samaha explains that mhealth changes the social contract between the patient and doctor. The traditional model globally is for healthcare professionals in terms of a ‘doctor-direct care’ approach. However, mHealth requires a disruptive change to the industry in that there is a move towards the ‘patient-as-a-consumer’.

The study highlights those practitioners who are resistant to this move, with 13% actively discouraging patients from managing their health by way of these applications. Driving this conduct is a fear that mHealth will make patients too independent, which was indicated by 42% of the sample.

The report also highlights that ensuring privacy and security for all parties, as well as the lack of existing technology also represented barriers to the adoption of mHealth technologies.

Dr Sam Rossolimos, Associate Director within PwC’s Advisory Practice, South Africa, says there are various applications for mHealth. “Some tend to be more sophisticated than others, from simple sms reminders to software programmes residing on smart phones which provide continuous medical, health and fitness information. It all depends on the market being targeted.”

Dreyer concludes: “Many people think that mHealth is ancillary to the healthcare industry. However, at PwC we think that it is the future of healthcare. It will enable health care to improve significantly in terms of access, be delivered in a much faster and efficient way, be less expensive and will be more consumer-focused.”