Apple took a major step forward to influence the future of healthcare with the of an ECG app and irregular heart rhythm notification. With the Apple Watch Series 4, users can take an ECG similar to a single-lead reading. And owners of Apple Watch Series 1 or later (with watch OS 5.1.2) can get notified if an irregular heart rhythm such as (AFib) is identified ( , AFib is present in about one in five strokes.) The new functionality has already been credited with . The release of the app also comes with a challenge: earning credibility with physicians, who have voiced concerns about people misreading the app’s data. But Apple is up for the challenge — and will succeed. That’s because for years, Apple has built partnerships across the healthcare ecosystem. Those partnerships have provided a proving ground for Apple’s healthcare apps and generated a reservoir of goodwill for one of the world’s most valuable brands. release atrial fibrillation per the American Heart Association saving one man’s life A Healthcare Strategy The ECG app, announced at Apple’s September 12 Special Event, support Apple’s strategy to improve healthcare by being . That strategy has three key elements: the data backbone for patient care for patients and providers to monitor and share data, which is where apps come into play. Software : the Apple Watch and iPhone to create an ever-present device platform. Hardware with healthcare providers such as hospital networks to monitor and share wellness data. Relationships Apple’s penetration of healthcare supports its growth in both wearables and services, two categories that, while small, are contributing more to Apple’s revenue growth . But with healthcare, CEO Tim Cook has loftier aspirations than generating more revenue. As he , “Apple’s largest contribution to mankind will be in improving people’s health and well-being.” based on its fourth-quarter earnings results announced November 1 told TIME recently His focus on wellness care in particular positions Apple well. The PwC’s Health Research Institute (HRI) , with wellness accounting for $276 billion of the $5 trillion U.S. healthcare ecosystem. cites wellness care as one of the top forces shaping the future of healthcare industry Reaction from Physicians But to improve health and well-being, Apple needs to have physicians on board. Some have been publicly critical of the ECG app, while others have been supportive. The announcement of heart monitoring features during Apple’s September Special Event almost immediately triggered who worried that patients would misdiagnose themselves. But the announcement also came with support from the medical community. For example, Christopher Worsham, a critical care physician at Massachusetts General Hospital, and Anupam B. Jena, an internist at Massachusetts General Hospital, in Harvard Business Review, “ . . . doctors shouldn’t be too quick to dismiss the new feature, particularly as it appears amidst growing consumer enthusiasm for wearable devices that measure health behaviors. The Apple Watch has the potential to provide valuable data that benefits the entire health care community.” concerns from physicians wrote Now that the ECG app is live, Apple has experienced both criticism and good PR. On the one hand, an Orange Country cardiologist, Dr. Brian Kolski, has about numerous patients contacting him because they thought their Apple Watches were reporting heart problems when in fact nothing was wrong. Dr. Kolski discussed a patient who contacted him in the middle of the night, panicking about a heart reading he’d seen on his Apple Watch. complained “He texted me the strip, and it was completely normal,” Dr. Kolski . “This was a healthy 45-year-old man who was playing around on his watch and went into a major panic.” told The Orange County Register On the other hand, the new features are generating positive news coverage for Apple. and s have already reported the case of Ed Dentel, whose physician told him that the new app likely saved his life by notifying him of an abnormal heart rate. Dr. Sanjay Gupta, CNN’s chief medical correspondent, tested the ECG app and reported it to be “ ” although he cautioned users to use the app with care. TechCrunch ABC New remarkably easy “The app may also increase visits to the doctor from newly concerned patients,” he wrote. “Still, there has been considerable enthusiasm from the medical community as a whole . . . There is no doubt Apple is counting on doctors to use the data collected by the Apple Watch. The company has made it easy to upload your ECG, along with a description of your symptoms, to your personal doctor directly from the app to facilitate that communication. It’s all part of their big bet on making an impact in health care.” Strong Relationships in Place The PR is important, and so is the to substantiate the value and accuracy of the ECG app. But Apple already has something else going for it: a demonstrated ability to forge partnerships with the medical community. The launch of the ECG app is just the latest in a long list of Apple’s accomplishments on the road to become a healthcare player — and those successes have come through partnerships with physicians that I discussed in my recent white paper, . For example: data that Apple cranks out Dr. Apple Will See You Now In 2014 Apple, launched to give Apple users a central repository to track health and fitness data on their Apple devices. In February 2015, Ochsner Health System in New Orleans launched its “Hypertension Digital Medicine Program,” which relies on HealthKit to help patients measure and share with the provider their own blood pressure and heart rates. Oschner adjusts (in real-time, if needed) patients’ medications and lifestyle counseling based on the findings. HealthKit In 2015, Apple released , an open source software framework designed for medical and health research, intended to help doctors and scientists gather data more frequently and more accurately from participants using iPhone apps. The University of Rochester has used ResearchKit to build an app for the largest Parkinson’s study in history. According to Apple, “the app helps researchers better understand Parkinson’s disease by using the gyroscope and other iPhone features to measure dexterity, balance, gait, and memory.” ResearchKit In January 2018, Apple that its Health app will make it possible for users to see their medical records right on their iPhones, which would thus empower potentially 90 million Americans who own iPhones. When Apple launched the capability, the company came out of the gate with . (Apple keeps a running list of participating hospital networks on its .) announced 39 hospital networks participating website Apple has more examples of successful physician collaboration. For instance, at Johns Hopkins, physicians provide epilepsy patients with Apple Watches to track their seizures, possible triggers, medications, and side effects. Thanks to a special app developed by Johns Hopkins, the , patients have access to their personal information through a dashboard that also shares data with providers if the patient wants to do so. Patients can also send a message to family members and providers to let them know when the patient is tracking a seizure. Johns Hopkins is collecting this data to eventually understand how to predict seizures before they happen. published EpiWatch Hiring Physicians Reportedly, Apple’s journey to healthcare prominence also means hiring approximately 50 physicians. CNBC the example of hiring hired an orthopedic surgeon, Sharat Kusuma, who leads a team working with medical device maker Zimmer Biomet “to study whether .” In a December 12 article, Christina Farr of CNBC wrote, “The hires could help Apple win over doctors — potentially its harshest critics — as it seeks to develop and integrate health technologies into the Apple Watch, iPad and iPhone.” She added, cited Apple technology can help patients recover from knee and hip replacement surgeries Doctors can also help Apple guide the medical community on how to use Apple’s new health technologies . As an example, when Apple announced its electrocardiogram sensor to track heart rhythm irregularities, the company to help answer physicians’ questions. That’s important because there’s a very high bar to win approval among doctors who fear liability and are . and to deflect criticism put up a website already overburdened by technology And here is where Apple’s established relationships with medical networks will pay off. Apple is not trying to build relationships and credibility from scratch. Apple already possesses goodwill by proving itself through efforts that precede the ECG app (such as those cited above). And Apple’s other ace in the hole is usage among physicians: 75 percent of doctors in the United States own some form of Apple device, by Manhattan Research. according to a study We all know Steve Jobs was the super power who made Apple synonymous with changing the world. But Tim Cook is building a legacy, too, around healthcare. That’s because Apple is improving healthcare through partnerships, not disruption.

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How Apple Is Changing Healthcare through Partnerships

How Apple Is Changing Healthcare through Partnerships

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