For brands in the healthcare arena, 2010 will be an exciting year in mobile.










One of the first out of the gate with a mobile apps is Aetna. It’s not surprising that Aetna launched a mobile app since about 85% of all healthcare decisions are made by women. It’s a perfect way to be with Mom so she can make informed decisions wherever she may be. The Aetna app includes mobile web, smartphone “apps” and text messaging and will give member access to resources like the DocFind online provider directory, the Aetna Personal Health Record, Price-a-Drug, claims search, and electronic ID cards. And by enabling the mobile web, Moms can access not only Aetna, but connect to the drug store.

Mobile use and mobile content will only continue to grow. According to a new report from Nielsen, women represent 55 percent of mobile social networking users, outpacing men by 10 percent.

And McKinsey & Company predicts the global mobile healthcare market will be worth about $50 billion in 2010. They conducted a study of 3,000 consumers in Brazil, USA, Germany, South Africa, India and China, They asked four questions around potential mobile ideas:

PhoneDoctor: customers call to speak with a qualified physician for remote diagnosis & advice

Drug Delivery: customers order medications over the phone for delivery of drugs within 24 hours

Health Watch: a SIM embedded biosensor watch that monitors vitals, and is connected to emergency services

Med Reminder: periodic SMS reminders to follow a prescribed medication routine.

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