Aetna announced they were going to subsidize the Apple Watch for select large employers and individual customers this open enrollment season. Aetna will also provide the Apple Watch to nearly 50,000 employees in their wellness reimbursement program.
This is big.
For this to succeed and stick, Aetna will need to be able to measure the impact of these devices on their business and, of course, health of people. I am seeing now that these devices are starting to get attention, we’re starting to truly discover if what we believe is true or based on conjecture (the 10,000 steps myth, for example). I am not convinced there’s enough data to show that devices alone are the answer.
I feel these devices are only useful in the context of a full engagement with patient and person – so far these devices have been seen, incorrectly, as point solutions (did you see Microsoft exited the fitness band hardware biz?). My thoughts tie into a holistic digital therapy, that these devices work best as part of a care plan, with coaches, data, insight, and understanding. It’ll be interesting to see how they meld these devices with the Aetna apps.
[OK, and I haven’t even begun to scratch the surface on biz models and whatever engagement model Aetna or their customer organizations might do to engage with the members. Lots of room for innovation there.]Aetna’s iOS-exclusive health apps will aim to simplify the healthcare process through a number of features, including: Care management and wellness, to help guide consumers through health events like a new diagnosis or prescription medication with user-driven support from nurses and people with similar conditions. Medication adherence, to help consumers remember to take their medications, easily order refills and connect with their doctor if they need a different treatment through their Apple Watch or iPhone. Integration with Apple Wallet, allowing consumers to check their deductible and pay a bill. Personalized health plan on-boarding, information, messaging and decision support to help Aetna members understand and make the most of their benefits.
Source: News Releases – Investor Info | Aetna [Hat-tip to Rock Health for the link]
