AFH ALLIANCE_03 INNOVATIONS 1 Kris Graft, “iPhone Users Embrace Games” www.edge-online.com/news/ iphone-users-embrace-games, February 2, 2009; ComScore 2 “Global Entertainment and Media Outlook: 2007-2011” PricewaterhouseCoopers 3 Ron Ribitzky, M.D., “eHealth Innovation”, Intel Digital Health presentation at Cerner Physician Executive Summit 2007, Scottsdale, AZ April 19 , 2007 4 Steve Burrill, “Biotech 2009: Life Sciences” Burrill & Company 68 UserInterfaceInnovation Dr. Ron Ribitzky, M.D. In 2007, not one smartphone appeared in the top 10 devices used for mobile downloads. In 2008, 6 out of 10 are smartphones. Overall, the audience for downloaded mobile games grew 17 percent year-on-year. During the 3-month period that ended November 2008, game downloads on smartphones jumped 291 % year-on-year to 2.9M. Game downloads on non-smartphones dropped 14 % to 5.6M. In November 2008, 32 % of iPhone users said that they downloaded a game, exceeding market average by 8X. 1 The video games market is the third fastest-growing segment of the entertainment and media market after TV distribution and Internet advertising and access spending. 2 What is in video games for the future of the hospital market? “Technology is only relevant if it delivers compelling user experiences” 3 Myca’s advertisement campaign for its Health 2.0 platform that powers the innovative HelloHealth illustrates this fundamental wisdom. On the other hand, some 40 years after Electronic Medical Record (EMR) systems first came to life at the Massachusetts General Hospital in Boston, the worldwide market penetration of EMR, as measured by EMR systems that are in the process of implementation or are already in production use, is hardly 25 %. 3 While certain European countries lead with a remarkable 60-80 % adoption of EMR, less than 20 % of small physician-offices treating about 50% of patients in the U.S. have some form of electronic records. 4 Yet having a system in place does not necessarily mean that the intended users actually use it. In fact, clinicians at large are typically ‘last in line’ to use information systems on a routine basis in the process of taking care of their patients. The inevitable questions are why? how come? and what can we do about it?