So, who should "Own the app?"
It is more evident who should own the app when looking at how to add the most value to the most important stakeholder in the equation: the users/patients.
What if healthcare insurers devised healthcare programs for employers that included real-time feeds of meaningful benefit information for them to provide to their employees via their chosen application? Or better, what if the information was made directly available to the employees to choose the exact app they wanted to use to store the information?
A "consumer-owned" app would stay with the individual regardless of their employment status or the health insurance they have during a particular year. Perhaps the app automatically supports multiple insurances as our population ages and payers such as Medicare become the primary insurance for users/patients. A critical component however is how we get to an end state and with the current ecosystem of payers, providers, employers and users, the healthcare insurance companies have the most to gain in shifting to a more customer-friendly coordination of care approach, similar to retail and banking disruptors who encourage longer times on the phone to help cross-sell, care managers are in a unique position to engage, educate, and develop meaningful relationships to facilitate acute episodes, manage chronic care, and promote healthy lifestyles.
It is not "who owns the app?" that is the most important question, but more about how we transform the value that healthcare insurance companies and employers provide to enable the consumers to take charge of their own health.
Adam Nelson leads the Healthcare and Life Sciences Solution Offerings group at NTT DATA Americas. The group's focus is productizing service capabilities to bring predictable and relevant industry solutions and benefits to its clients.
Kiran Yadalla, MBA, is a director in NTT DATA's Healthcare and Life Sciences industry vertical.
Maria Resurreccion, RN, PAHM, is skilled in healthcare and clinical informatics and provides performance management and clinical operations consulting with NTT DATA's Healthcare and Life Sciences Solution Offering and Business Consulting Group.