LIVE FROM GSMA-mHA MOBILE HEALTH SUMMIT 2012: The conference session this afternoon on Market Access & Reimbursement Strategies summed up many of the debates in mobile health around business models, as well as reflecting how features of mobile technology can fit with emerging trends in healthcare.

Mark Brand, the owner of BrandTech Healthcare Technology, pointed out that the classic approach before a new medicine or medical device can be launched involves assessment across a number of criteria including quality of life, legal and social issues. On a similar basis, mobile health “needs an extremely strong evidence base” to move forward, he said.

Craig Friderichs, the GSMA’s Director of Health, pointed out how mobile operators have a background as providers of consumer services, and that’s reflected in the kind of mobile health services launched to date. In contrast, in healthcare consumers account for “a very small proportion of total health expenditure”. Operators need to move from being B2C to B2B orientated in mhealth, he said.

During the debate Clint McClellan, Senior Director, Strategic Marketing, Qualcomm, pointed to the need for interoperability as being key for future development: “It’s an app developers world today. That’s what we want to do with mobile health.”

Simon Samaha, PwC’s Physician Leader, said that he “loved the concept of behavioural change” brought by mobile health. However, from the point of the healthcare industry, he looked at the bigger issue of the business model: “Where is my incentive as an established provider to get involved in mhealth? He has to be a win-win but the incentives are not clear.”

Samaha also highlighted a growing trend in healthcare; the need for individual engagement by patients, both in terms of their treatment and how it is funded. He said this requirement is growing even in countries with state-dominated healthcare sectors such as France.

Assuming this emerging trend then ongoing communications with patients becomes central. “The interaction that mobile brings to the table, there is nothing near it,” added Samaha.