The ubiquity of mobile devices seemingly knows no bounds. Nearly every person today is using a mobile device to check email, surf the Web, update social networking profiles, play games, shop online, watch videos, chat with friends, pay bills, and more. In fact, more than 130 million people in the United States now own a smartphone, and these devices have become so embedded in society that “44 [percent] of cell owners have slept with their phone next to their bed because they wanted to make sure they didn’t miss any calls, text messages, or other updates during the night.”The tablet population is also growing: More than 30 percent of Internet-enabled households in the United States now have a tablet computer.
As consumers’ use of mobile devices has increased, so too have the promise and importance of mobile health (mHealth) applications. The Pew Research Center reports that half of all smartphone owners use their mobile device(s) to obtain health-related information, and one-fifth have installed at least one health-related app.
This extensive adoption of mHealth offers payers, providers and consumers a new model for engaging with each other, and can promote a more meaningful relationship and exchange of information between parties. This new form of consumer engagement is particularly important for healthcare payers as they look for ways to improve member satisfaction, loyalty and retention. mHealth can be a key strategic weapon for payers facing mounting pressure from rising medical and administrative costs, the uncertainty of healthcare reform, the implementation of public/private exchanges, and the threat of disintermediation from accountable care organizations (ACO) and provider-led health plans.