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Preparing for future health technology trends by analyzing current consumer demandMark BensonDirector of Software Strategy

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About Logic PDHistory• 1960’s Founded as Polivka Logan• 1980’s Added Mechanical Eng• 1990’s Added Software, Electrical Eng• 2000’s Added Products, Manufacturing

Products and Services• Product Design• Product Engineering• Embedded Products• Manufacturing

Industries • Industrial, Medical, Aerospace, Military

Employees• 130 design consultants• 300 operations staff

Geographies• Minneapolis, Boston, San Diego

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1. Mobile is proliferating on all fronts2. User experience expectations are rising3. Wet blankets (mortality rates, HRQoL, regulatory/economic lag)4. Rising to the challenge with a nimble, modular, user-driven approach

Key takeaways5. Pursue understandable, usable, and joyful user experiences6. Innovate and streamline product development processes7. Create modular product designs to adapt to future tech trends

Agenda

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1985

1987

1989

1991

1993

1995

1997

1999

2001

2003

2005

2007

2009

2011

0

50

100

150

200

250

300

350

US Population US Wireless Subscriptions

MOBILE PROLIFERATION*

* Source: CTIA; US Census Bureau

Millions

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Industrial products

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Military radios

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Portable medical devices

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User experience expectations are rising

• Many older people have a smartphone (especially those in higher income brackets)• In the next 10-30 years, this will inevitably increase

Ages 18-24 Ages 25-34 Ages 35-44 Ages 45-54 Ages 55-64 Ages 65+0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

77%80%

75%

60%

48%

38%

Smartphone Adoption by Age and Income*<$15k $15k-$35k $35k-$50k $50k-$75k $75k-$100k $100k+

* Source: Nielsen, January 2012; Pew Research Center, May 2011

35% of Americans own a smartphone

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Smartphone users have good mHealth intentions

• Average smartphone users check their phone 50-150 times per day• Smartphones are a promising tool for potentially inspiring personal health responsibility

I expect to use more health/wellness mobile apps in the fu-

ture

I would be more likely to adhere to a treatment program if I had a

mobile app to keep me on track

I would be more likely to use online sources to manage my health if

they were available in mobile app formats

0% 10% 20% 30% 40% 50%

22%

22%

24%

44%

44%

47%

16%

16%

17%

Basic mobile users Smartphone users Total users

* Source: The Promise of Mobile Health – Bigger than DTC? Euro RSCG, November 2010** PTSD Coach, 2012 ATA annual president’s award recipient for innovation

PTSD Coach **

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The wet blanket of mortality

1970 1975 1980 1985 1990 1995 2000 2005 20101

10

100

1000

10000

100000

1000000

10000000

102030405060708090100

7277.9

Intel® Transistor Density (000) US Life Expectancy at Birth

* http://www.gotw.ca/publications/concurrency-ddj.htm** http://www.cdc.gov/mmwr/preview/mmwrhtml/mm5936a9.htm

4 decades of electronics industry growth = 6 more expected years of life

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Is our quality of life getting better?

Life expectancy may be going up, but some aspects of HRQoL are going down

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Is our quality of life getting better?

1993

1994

1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

13.40%

13.90%

14.40%

14.90%

15.40%

15.90%

16.40%

Percentage with fair or poorself-rated health: overall

(all states, all demographics) *

* CDC HRQoL database (http://apps.nccd.cdc.gov/HRQOL/)

• It’s possible we are just becoming more aware of our personal health over time• 3% = 8M+ people (youth: mainly emotional troubles, adults: mainly physical troubles)

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Techno-regulatory reality

1970 1975 1980 1985 1990 1995 2000 2005 20101

10

100

1000

10000

100000

1000000

10000000

Intel® Transistor Density (000) *

* http://www.gotw.ca/publications/concurrency-ddj.htm

Consumer technology moves quickly:• TTM: 9-18 months

5 generationsof iPhone

= New medical device product launch

Medical technology moves slowly:• Class I 510(k) TTM: 1-3 years• Class II 510(k) TTM: 2-5 years• Class III PMA TTM: 3-10 years

• 100k+ medical devices vs. 1B+ consumer devices• IDC predicts 50B+ connected devices by 2020 (7.5 years from today)

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Techno-economic currents within the long tailVo

lum

e

Products

High-VolumeConsumer

Long-Tail Niche Markets(e.g. Medical Devices)

ExperimentalPrototypes

Can we reverse this techno-economic flow? ? R&D

Commoditization Effect

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It is not enough that we build products that function, that are understandable and usable, we also need to build products that bring joy and excitement, pleasure and fun, and, yes, beauty to people’s lives. – Don Norman

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Delighting the user: important dimensions

Pursue joyful user experiencesUsers expect an experience that is not only understandable and usable, but also joyful

Innovate development processesUsing Lean or Agile methods combined with removing defects early, can help reduce TTM

Create modular and adaptable productsBy separating safety-critical functions from the UI, technology lag can be minimized and partially mitigated

1

2 3

Interoperability

Del

ight

Time to Market

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> Promote joyful living despite chronic illness> Promote better personal responsibility for health> Decrease learning time (barrier of use)> Reduce human errors (increase safety, efficacy)

> Streamline development processes to reduce TTM> Spend more time on human factors design, requirements

engineering, and validation testing> Change the culture of medical device design

Pursue joyful user experiences

Innovate product development processes

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> Focus on industry standards for interoperability> Layers:

Create modular and adaptable products

IT (communications standards, data formats)

Product (RF coexistence, protocols, interoperability)

System (architecture subdivision, decomposition)

Board (SPI, I2C, memory busses, modular displays)

Chip (accelerometers, gyros, FPGAs, radios)

Sub-chip (multicore SoCs, power management, DVFS)

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1. Mobile is proliferating on all fronts2. User experience expectations are rising3. Wet blankets (mortality rates, HRQoL, regulatory/economic lag)4. Rising to the challenge with a nimble, modular, user-driven approach

Key takeaways5. Pursue understandable, usable, and joyful user experiences6. Innovate and streamline product development processes7. Create modular product designs to adapt to future tech trends

Summary

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Delight the user

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Thank you