Comments on: B2C Dead in PHR Market?

By: Update: Google Closes Kimono « Chilmark Research

Update: Google Closes Kimono « Chilmark Research — Thu, 24 Jan 2008 17:42:46 +0000

[...] Unlike Microsoft or Dossia, Google is not adopting a Utility model and instead will go directly after the end consumer with its own PHR offering. Thus, they will be treading into minefield that has laid waste to many a PHR before them, specifically, marketing directly to the end consumer to adopt their PHR offering. This is a model that will struggle to succeed. For reasons why, see this previous post. [...]

By: John

John — Fri, 18 Jan 2008 20:07:26 +0000

Vince, thanks for you comments and adding to the discussion. The points you make are valid and add to my argument that B2C sales and marketing models ill not fly in this market.

However, in thinking about this, maybe we are being too limited in our definition of a PHR. If one were to expand this definition and call something like PatientsLikeMe a type o PHR, than there is the possibility of a B2C model working. But as you pointed ou, it takes a VERY motivated consumer to make the B2C model work and that is exactly the demographic that PatientsLikeMe is targeting.

By: Vince Kuraitis

Vince Kuraitis — Fri, 18 Jan 2008 17:51:32 +0000

John,

As usual you’re on target. I’ll offer a couple additional reasons why the B2C PHR market is problematic:

* Very small potential market — only VERY motivated consumers (e.g., those with a crippling disease or those who are exceptionally health conscious) will go to the effort to create and maintain
* Hassle of updating PHR records is a significant barrier, very limited potential to auto-populate consumer model PHR
* No network effects with a B2C model