14 Comments

Summary:

The iPad has been a success for Apple in business, apparently in spite of Apple’s lackadaisical approach to promoting its products directly to enterprise customers. But there’s one area where the company is clearly making a concerted effort to promote professional adoption of the iPad: medicine.

ipad-medical-health-medecine

The iPad has been a success for Apple in business, apparently in spite of Apple’s lackadaisical approach to promoting its products directly to enterprise customers. But there’s a specific vertical market where the company is clearly making a concerted effort to promote professional adoption of the iPad: medicine.

Apple has a medical market manager, Afshad Mistri, who was profiled by Wired in a feature on Monday. Mistri is rare because he has a specific type of business to sell to: health care. Mistri is behind the dedicated iTunes store section for professional health care apps, has organized conferences on how to use the iPad in medicine, and is known to make house calls for medical professionals hoping to set up their organizations with iPads for use in treatment and patient care.

We have talked in the past about how iPads can help hospitals and doctors modernize their record-keeping systems. A program instituted in July offers doctors incentives for using electronic medical record (EMR) software on the iPad, and during our recent RoadMap conference, MIT Media Lab’s director of new media medicine, Frank Moss, said that “everyone’s got an iPad” at the nation’s leading medical schools these days.

Much of the iPad’s use in medical settings so far has been in the form of pilots and trials, but it’s getting ready to take off in a much bigger way. The Veteran’s Administration in the U.S. is looking at rolling out as many as 100,000 tablets across 152 hospitals, says Wired, based on the success of the 1,500 trial iPads it currently has in use. Over 80 percent of U.S. hospitals have similar trials in place, according to recent comments made by Apple CEO Tim Cook, which means that many more could soon take the plunge, resulting in a huge uptick of orders from medical organizations for the generally consumer-oriented device.

IPads can help on both sides of the stethoscope. For patients, they can act as a source of entertainment, providing a way for those who are bed-bound to escape their situation and just browse the web, play games or watch a movie privately and in comfort. Doctors can use them to consult more easily while out of office, and they increase the likelihood of uptake for EMR programs, since they make such records convenient and accessible, instead of a chore tied to a stationary desktop.

Apple’s iPad is a hit with consumers, that much is certain. But its success in health care, which, due to the slower nature of institutional adoption is only now beginning to become significant, might be the key to its remaining the king of the tablet heap. Apple can offer apps, security and a uniformity of experience both within and between medical organizations that Android devices can’t match; if the iPad becomes a tool young doctors just can’t live without, as it already appears to have become in many ways, it could be the go-to slate for healing hands for decades to come.

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  70. I’m a medical student and I will tell you what every doctor has told me: the size of the current iPad is too big to fit in a white coat pocket. It needs to be 7″ to be carried around everywhere. Then, doctors would pay $1000 easy for such a device.

    If you built it, we will buy it.

    1. Wouldn’t it be easier to just add a larger pocket to their white medical coats if that’s their lame excuse. I’d probably have a few custom-made coats for myself to accommodate the iPad.

      1. You have just identified the major issue when working with the medical profession. You have to change to them. They won’t change to you.

      2. Silly. That’s like suggesting that you make a larger pocket in your pants to hold the iPad.

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  81. I was with you until the last paragraph. Android in fact could offer more security if there was a company that wanted to do medical industry Android tablets. The issue here is that Apple is one company and there are many companies that sell Android tablets. Saying that it’s better because Apple is one company is silly, since whichever hospital it was could simply go with one Android tablet company. Waste of space.

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  99. alfredfrances Monday, December 5, 2011

    Too big? Just like the friggin’ paper notebooks and folders they carry around?

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  142. for what it’s worth, Stanford University’s medical school now issues an iPad to every incoming medical student, for two years now – the paperwork reduction alone (for syllabi, textbooks etc) has been quite a hit…

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  151. Michael W. Perry Monday, December 5, 2011

    Jeff’s right about the size. I used to work in a hospital. Doctors and hospital staff in general have a lot on their mind. They need a gadget that slip without thinking into a white coat pocket. Anything that has to be put down will get forgotten, raising serious issues with theft and patient privacy. And medical software developers are just going to have to learn to adapt their data display to various sized devices.

    Apple also needs to create rough-environment versions of their products. Anything used in a hospital gets a lot of abuse and needs to be sterilizable. It can’t quit working when dropped during a life-or-death code.

    It’s silly for the design types at Apple to resist this need for ruggedized versions. All that means is that users cover Apple’s intended look with a case that often looks ugly and is always heavier and larger than need-be because the iDevice has to have two cases: Apple’s and one that gives adequate protection. Apple needs to put its industrialized design skills into creating products that can take abuse.

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  159. Dr. Kevin Rodowicz Monday, December 5, 2011

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  163. Anja Hoffmann Monday, December 5, 2011

    The iPad’s other life: Medical device extraordinaire http://t.co/fp19WFQf #Healthcare #Innovation

  164. How the iPad is Revolutionizing Health Care http://t.co/iwsioi0x by @gigaom via @JeremyKissel

  165. Michelle Lemme Monday, December 5, 2011

    The #iPad’s other life: #medical #device extraordinaire http://t.co/8xH40vSn #hcsm #hcmsca #hcsmeu

  166. The iPad’s other life: Medical device extraordinaire http://t.co/PEu1VdgV

  167. RT @gigaom: The #iPad’s other life: #medical device extraordinaire http://t.co/XkdfTNet

  168. RT @gigaom: The iPad’s other life: Medical device extraordinaire http://t.co/IHUj40Fy

  169. RT @gigaom: The iPad’s other life: Medical device extraordinaire http://t.co/tKQEFd4u

  170. Agree! RT @gigaom: The iPad’s other life: Medical device extraordinaire http://t.co/HvLOLkX9

  171. The iPad’s other life: Medical device extraordinaire http://t.co/cyrgJhyc via @zite

  172. The iPad’s other life: Medical device extraordinaire http://t.co/FyZPemeN via @zite

  173. The iPad’s other life: medical device extraordinaire — Apple News, Tips and Reviews http://t.co/yDJvn1JK

  174. Laura Martín Aguirre Monday, December 5, 2011

    The iPad’s other life: Medical device extraordinaire http://t.co/jpLd8M75 via @zite

  175. Joseph Herrera Monday, December 5, 2011

    RT @gigaom: The iPad’s other life: Medical device extraordinaire http://t.co/UOI78ADB

  176. Princeton Digital Monday, December 5, 2011

    RT @gigaom: The iPad’s other life: Medical device extraordinaire http://t.co/YF2qvr9E

  177. The iPad’s other life: medical device extraordinaire http://t.co/IDyYAz9S

  178. RT @jtodwork: RT @gigaom: The iPad’s other life: Medical device extraordinaire http://t.co/bPp2jeKl

  179. MyOxygen Mobile Monday, December 5, 2011

    The iPad’s other life: medical device extraordinaire http://t.co/44ZESh6y

  180. gareth lofthouse Monday, December 5, 2011

    RT @gigaom: The iPad’s other life: Medical device extraordinaire http://t.co/CT1YbBLx

  181. Neil Thompsond Monday, December 5, 2011

    RT @gigaom: The iPad’s other life: Medical device extraordinaire http://t.co/brkSnTq6

  182. “Everyone’s got an iPad at the Nation’s leading Medical Schools these days” – @Frank_Moss via GigaOM http://t.co/rZxPhaCA

  183. Enrique Muguerza Monday, December 5, 2011

    RT @gigaom: The iPad’s other life: Medical device extraordinaire http://t.co/IHUj40Fy

  184. The iPad’s other life: medical device extraordinaire http://t.co/NCMzVxq6

  185. RT @ericrumsey: “Everyone’s got an iPad at the Nation’s leading Medical Schools these days” – @Frank_Moss via GigaOM http://t.co/rZxPhaCA

  186. RT @ericrumsey: “Everyone’s got an iPad at the Nation’s leading Medical Schools these days” – @Frank_Moss via GigaOM http://t.co/rZxPhaCA

  187. RT @gigaom: The iPad’s other life: Medical device extraordinair http://t.co/5N79GKwa

  188. RT @ericrumsey: “Everyone’s got an iPad at the Nation’s leading Medical Schools these days” – @Frank_Moss via GigaOM http://t.co/rZxPhaCA

  189. The iPad’s other life: medical device extraordinaire http://t.co/wLxzrehi

  190. PierreOlivier Carles Monday, December 5, 2011

    Le champs des possibles sur le plan professionnel est immense. The iPad’s other life: Medical device extraordinaire http://t.co/OIb1F5YZ

  191. Seth Robinson Monday, December 5, 2011

    .@CompTIA Research has also found strong uptake on #mobility within healthcare. http://t.co/jFVcZBE5

  192. RT @gigaom: The iPad’s other life: Medical device extraordinaire http://t.co/9whSb7vu

  193. Medical Apps on the iPad for healthcare professionals http://t.co/6hgfFTj4

  194. RT @gigaom: The iPad’s other life: Medical device extraordinaire http://t.co/AJQ3eQBs

  195. Float Learning Monday, December 5, 2011

    Great read for #mhs11 participants RT @julianstodd: Medical Apps on the iPad for healthcare professionals http://t.co/LOrUwXgg

  196. Great read for #mhs11 participants RT @julianstodd: Medical Apps on the iPad for healthcare professionals http://t.co/PaE14L0Z

  197. The iPad’s other life: medical device extraordinaire http://t.co/iQPboxCk

  198. James Johnson Monday, December 5, 2011

    iPad becomming the device of choice for medical professionals http://t.co/0kn83Kc0

  199. sleeplessinva Monday, December 5, 2011

    Panasonic has an answer. It’s not the answer, but it is one possible solution, which is their new offering of the ToughPad. It’s a true ruggedized IP56 certified android tablet. It’s going to be shipping in the coming months and from the mouth of the president of Panasonic Computer Solutions, it’s to be shipping with Google’s new tablet OS – Ice Cream Sandwich.

    This tablet is a little bit heavier than the IPAD, mainly because it is ruggedized but not that much heavier. There is also a smaller version of the Toughpad due out sometime later in 2012 or 2013.

    It’s already an interesting topic of discussion amongst the law enforcement community as many cities/municipalities already deploy Toughbooks as part of their fleet. Many have expressed interests in having a tablet platform to Panasonic. However, the software industry for law enforcement, much like the medical community, is far more resistant to change as these systems cannot simply be uprooted and/or moved off as many of the original developers/vendors do not exist anymore.

    Imagine asking a carpenter to update his “hammer” or “saw” every 6 months. That’s just not going to happen.

  200. Paul Colligan Monday, December 5, 2011

    The iPad’s other life: Medical device extraordinaire http://t.co/oQZvIzWh

  201. Health Literacy Monday, December 5, 2011

    iPad’s other life: Medical device extraordinaire – eg, MD incentives for using #EMR software on iPad http://t.co/WN5fukgQ

  202. The iPad’s other life: medical device extraordinaire http://t.co/vgwy60YR #medtech

  203. The #iPad’s other life: Medical device extraordinaire http://t.co/nEXMbCRw

  204. Kartik Trivedi Monday, December 5, 2011

    Apple will create the market , android will eat it. @gigaom: The iPad’s other life: Medical device extraordinaire http://t.co/T9OxWBE9

  205. Pedro Esteves Monday, December 5, 2011

    The iPad’s other life: medical device extraordinaire http://t.co/C008V7ko

  206. The iPad’s other life: medical device extraordinaire (via @gigaom) http://t.co/o38ZnWKR

  207. Michael Zhuang Monday, December 5, 2011

    RT @gigaom: The iPad’s other life: Medical device extraordinaire http://t.co/IHUj40Fy

  208. mHealth Analyst Monday, December 5, 2011

    Apple is substituting its consumer expertise for patient acquisition in pursuing healthcare. Apple takes IT consumeritization into the high margins of healthcare. Healthcare has “deep pockets” for upgrades across hospitals and medical groups, but also there is patient demand subsidized by aggressive insurance companies. An example is United Healthcare insurance or UHC that aggressively uses insurance claims to cross-sell other benefits for remote nursing and prescription management. UHC provides patient profiles and records to inContact that has a platform for work-at-home nurses to telemarket members. The issue for Apple will be privacy and opt-in similar to the Carrier IQ spying on smartphones. Also, Verizon like Apple is making its healthcare pitch at this week’s mHealth Summit in Washington D.C. by partnering its 4G LTE with Wellpoint and Zipnosis. Verizon’s 4G LTE is unreliable for medical purposes. I have a cardiac defibrillator and using the same cellsite Verizon reverted to 3G CDMA after the first 30 days or customer satisfaction period. Verizon refuses in-store support for LTE and refers customers to their Albuquerque call center. Verizon technical support said that its LTE is only for short interval connections and downloading content provided by Verizon. And Verizon does spam with gaming and entertainment downloads in so-called network updates. Verizon LTE is for gaming and entertainment, and should not be at the mHealth Summit in Washington D.C.

  209. Dewang Mistry Monday, December 5, 2011

    The iPad’s other life: Medical device extraordinaire http://t.co/D33qt0JQ

  210. jenell webber Monday, December 5, 2011

    #Lancaster #Harrisburg #York #Mhealth. The iPad’s other life: medical device extraordinaire http://t.co/bz6hCU4Y

  211. Didier Bonnet Monday, December 5, 2011

    The iPad’s other life: Medical device extraordinaire http://t.co/3lxqLT1V

  212. RT @didiebon: The iPad’s other life: Medical device extraordinaire http://t.co/3lxqLT1V

  213. Amith Nagarajan Monday, December 5, 2011

    RT @gigaom: The iPad’s other life: Medical device extraordinaire http://t.co/IHUj40Fy

  214. George T. Thibault Monday, December 5, 2011

    The iPad’s other life: medical device extraordinaire http://t.co/iEn7dCsk

  215. The iPad’s other life: Medical device extraordinaire http://t.co/Qe3G2Fja

  216. The iPad’s other life: Medical device extraordinaire http://t.co/yWIygQfl via @zite

  217. Mike Pietroske Monday, December 5, 2011

    The iPad’s other life: Medical device extraordinaire http://t.co/uI6pdVdy

  218. Ethar El-Katatney Monday, December 5, 2011

    The iPad’s other life: medical device extraordinaire http://t.co/vMf8qswc

  219. Original got God? Monday, December 5, 2011

    RT @etharkamal: The iPad’s other life: medical device extraordinaire http://t.co/vMf8qswc

  220. theconsciousmuslim Monday, December 5, 2011

    RT @etharkamal: The iPad’s other life: medical device extraordinaire http://t.co/vMf8qswc

  221. Mohamed Allam Monday, December 5, 2011

    #Egypt The iPad’s other life: medical device extraordinaire http://t.co/Jyp02Hxh http://t.co/klwdXAK5 .

  222. Latarsha Anderl Monday, December 5, 2011

    RT @Egitto3000: #Egypt The iPad’s other life: medical device extraordinaire http://t.co/Jyp02Hxh http://t.co/klwdXAK5 .

  223. Maria Baraban Monday, December 5, 2011

    RT @Egitto3000: #Egypt The iPad’s other life: medical device extraordinaire http://t.co/Jyp02Hxh http://t.co/klwdXAK5 .

  224. Lajuana Gutenson Monday, December 5, 2011

    RT @Egitto3000: #Egypt The iPad’s other life: medical device extraordinaire http://t.co/Jyp02Hxh http://t.co/klwdXAK5 .

  225. Laronda Depasse Monday, December 5, 2011

    RT @Egitto3000: #Egypt The iPad’s other life: medical device extraordinaire http://t.co/Jyp02Hxh http://t.co/klwdXAK5 .

  226. Marina Barben Monday, December 5, 2011

    RT @Egitto3000: #Egypt The iPad’s other life: medical device extraordinaire http://t.co/Jyp02Hxh http://t.co/klwdXAK5 .

  227. Lanell Ikemoto Monday, December 5, 2011

    RT @Egitto3000: #Egypt The iPad’s other life: medical device extraordinaire http://t.co/Jyp02Hxh http://t.co/klwdXAK5 .

  228. Margeret Vanbogelen Monday, December 5, 2011

    RT @Egitto3000: #Egypt The iPad’s other life: medical device extraordinaire http://t.co/Jyp02Hxh http://t.co/klwdXAK5 .

  229. RT @Egitto3000: #Egypt The iPad’s other life: medical device extraordinaire http://t.co/Jyp02Hxh http://t.co/klwdXAK5 .

  230. Marie Bassham Monday, December 5, 2011

    RT @Egitto3000: #Egypt The iPad’s other life: medical device extraordinaire http://t.co/Jyp02Hxh http://t.co/klwdXAK5 .

  231. RT @Egitto3000: #Egypt The iPad’s other life: medical device extraordinaire http://t.co/Jyp02Hxh http://t.co/klwdXAK5 .

  232. Cameleon Software Monday, December 5, 2011

    The iPad’s other life: medical device extraordinaire: http://t.co/WxXNPTiD

  233. The iPad’s other life: Medical device extraordinaire http://t.co/YqwJpZ02 via @zite

  234. Martin Schoel Monday, December 5, 2011

    RT @gigaom: The iPad’s other life: Medical device extraordinaire http://t.co/IHUj40Fy

  235. RT @didiebon The iPad’s other life: Medical device extraordinaire http://t.co/6VADE0TP

  236. Opera Solutions Monday, December 5, 2011

    #Apple’s iPad: taking on education, #healthcare, and business http://t.co/geQz0hWW

  237. Cliff Hammock Monday, December 5, 2011

    RT @colligan: The iPad’s other life: Medical device extraordinaire http://t.co/oQZvIzWh