Did Apple just Commoditize Health Tracking?
If every wearable device and activity tracker eventually sends its data into Apple Health and Google Fit, will digital health tracking become a commodity service? According to a recent report from Rock Health, movement, heart rate, and sleep are already in the commodity zone.
I suspect that all manner of health sensing and tracking will ultimately make its way into the commodity zone. This will force digital health vendors to add value on top of the commodity data layer. Those value-added services are likely to fall into four categories:
- Predicting: taking one or more data feeds that describe users' current and past behavior and biometrics, and comparing it to others like them in order to predict the probability of future ailments.
- Coaching: using all of the above, a coaching service would help users understand what their goal biometrics and behavior should be and what they need to do in order get there.
- Connecting: like a combination of AA and weight watchers, connecting services would enable users to share challenges and successes, compare notes on symptoms and side effects, and help one another find the will to push on.
- Integrating: this step involves synthesizing tracking data and making it actionable for healthcare providers -- inside of their software tools.
These services will be most successful when they are integrated with a care delivery inside of provider organizations. At Axial, we believe that providers, particularly those embracing the ACO model, are beginning to rethink their "break-fix" care delivery models and reorient around ongoing preventative care. The digital health inflection point is coming. Will your doctor be ready?