One problem for both pharma and insurers is that patients do not trust them, despite their huge efforts at engaging digital heath. “So the worst part about that is those groups are the ones providing the largest amount of health information and consumers don’t trust them at all,” Deloitte physician Harry Greenspun told MobiHealthNews.
Deliotte’s research shows that few patients would trust apps controlled by either pharma or health insurers. This poses a challenge for entrepreneurs looking to partner. Dr. Greenspun continues: “So one of the most interesting things we’re seeing in health is partnerships with pharma and payers and with other organizations to get that info, and get those apps in a method they can believe in, and trust.”
Without that trust, the potential of mobile medical apps will go unfulfilled. How entrepreneurs and established firms establish that trust may be the biggest challenge of consumer-driven digital health.