The Hello Doctor app is very specifically targeted at patients with complex medical conditions (diabetes, cancer, heart disease, etc.) who must collect and manage their own medical records because they see multiple doctors. More often than not, the doctors either have their own EMR systems or are affiliated with different healthcare systems with EMR systems that don’t share easily.
I like that the company has narrowly defined its target market. That is where Google Health failed and Microsoft Health Vault has stumbled for several years – general purpose consumer-oriented personal records are too general.
The company has started with an iPad app but are promising Android and “other” versions soon. This is smart because of Apple’s emphasis on simplicity and limited options in user interfaces – helpful for the typically older patients with these types of conditions.
One great feature is that the app allows the patient to capture paper records with the iPad camera. The app then asks the patient for information so it can be properly categorized. This has the potential for major improvement by use of optical character recognition so that the hard copy data can be extracted and recorded.
One potential issue is that the app stores all of the patient data locally, on the iPad. If the device is lost, stolen, or broken, it appears that the patient’s medical records are gone as well. I realize that there are HIPAA compliance issues, but an automatic cloud-based backup would provide security and peace of mind.
The company claims not to be subject to HIPAA regulations although they say that they may be subject in the future as they add features. They don’t appear to fall under FDA regulations either. The app is at its basic level, a database for holding personal medical records.
It’s not clear to me how the company plans to make money. The app is free but it’s still in beta. Not sure if they plan to charge once it’s commercially released or if they plan to sell in-app ads. I hope they’re not going to try to charge physicians to access their system – that model has been tried and failed! They also imply that they plan to aggregate anonymous patient data in order to supply information about clinical trials and also to give users “tools to cope with their condition.” Pharmaceutical ads, perhaps?
Takeaways: As the old saying goes, “find a niche and fill it.” The problem Hello Doctor is addressing is an inconvenience more than a major issue in the vast world of healthcare. Keep in mind, however, that once patients have invested time and effort in collecting their medical records, they are unlikely to go away and are very likely to recommend the service to their friends and relatives. Stickiness is a good quality. Also, getting a beta product out into the market quickly and inexpensively allows you to conduct “live” market research and to tweak the product as necessary. You will also have great adoption data to impress prospective investors.