Tina Woods is Chair of the AXA Health Tech & You Awards Expert Group and CEO & Founder of Collider Health, a health innovation engine that works with corporates, government, start-ups, third sector and investors to accelerate innovation and transform health with sustainable impact at scale. She reports on AXA Healthtech & You’s latest learnings
Keeping people well and out of hospital using the latest technology and motivating citizens to take charge of their health is a goal for most countries, and is certainly the mission of Matt Hancock, the Secretary of State for Health and Social Care in Britain. A keen user of health apps himself, he wants the public to use more of them too and is also advocating that people exercise or socialise rather than take pills – common sense, practical advice with the evidence to back it up, too.
But how do we get consumers to engage more actively in their health? How can we change people’s behaviour to look after themselves better? Where can we go to find evidence-based advice and tools that work and are easy to use?
These are all important questions for most developed healthcare systems, especially as the digital health marketplace has gone through the classic Gartner hype cycle where the frenzied pace of technology and number of apps has heightened consumer expectations but also led to a new stage of disillusionment. Disillusionment caused by badly designed, technology-led solutions doing very little to address real problems and could even be bad for you (the number of health apps downloaded and used beyond six weeks is astonishing small) but now increasingly exacerbated through the current ‘pandemic’ of fake news arriving on the health scene with alarming and –potentially fatal – consequences.
Leading thinkers and innovators in the health tech industry were brought together recently at the launch of the 2019 AXA Health Tech & You Awards to consider how entrepreneurs can head off disillusionment and arm the consumer with trusted, ethical tools that will prevent them falling victim to the ‘pandemic’ of false information. Forming part of the AXA Health Tech & You Expert Group defining a framework for excellence and innovation, these innovators delved into what ‘excellence’ could look like (and indeed should look like), and explored the key ingredients and core values for companies, innovations and entrepreneurs behind them to deliver value and meet consumer expectations for trusted products and services.
Dr Mike Short, Chief Scientific Advisor for the UK Department for International Trade, and a member of the Expert Group, identifies London as the third most influential tech ecosystem in the entire world, taking together performance, funding, market research, talent and experience. Within this ecosystem, Short argues there is still much room for fulfilling unmet needs, positing ‘it is not always high-tech innovation that we need – sometimes it is simply a case of meeting unmet needs and there are many in the health tech space’. Previous AXA Health Tech & You award winners presenting at the event are testament to this and include Alex Heaton, Founder of LiveSmart, Peter Astbury, Founder of Grace (a bracelet for menopausal hot flushes), Colleen Wong, Founder and Director of Techsixtyfour, Nihara Krause, Founder and CEO, stem4 that developed the hugely successful Calm Harm app to reduce self-harming in young people and Sheana Yu, Founder of the Aergo, who shared tips of their success and how to overcome hurdles.
We are witnessing a toxic combination of increasing amounts of ‘fake health news’ with people far too busy to check the facts behind the news they are regularly consuming. Claire Sanderson, Editor-in-Chief of Women’s Health magazine, said ‘trust is now pretty hard to come by – can we trust what we read? Sadly, most of the time we can’t as we live in an age of fake news and most importantly – fake health news – which can literally be a matter of life and death’. This state of affairs has made her job progressively harder, with the internet now full of conflicting health information especially with celebrities supporting the latest health fads and trends that are not backed up by evidence – made worse by the disturbing statistics that fake health news is 70 per cent more likely to get retweeted than something that is verified, and 42 per cent of people absorbing news from just the headlines alone.
Maeve Walsh, a digital citizen advocate, reinforced this point adding that ‘while fake medical news has always been an issue, the speed with which we consume the news has exacerbated its danger’. The problems of fake news are further compounded with an astounding 12,000 fake academic journals and 400,000 fake news articles generated last year according to Dr Arup Paul, Deputy Chief Medical Director at AXA PPP healthcare. This gives a false sense of ‘academic’ validation to factually inaccurate health stories, and highlights ‘the urgent need for more quality, governance and evidence in the digital health marketplace’. Elin Haf Davies, Founder of Aparito, said that due to this false narrative, we ‘have moved away from data driven decisions and we have moved towards style-driven assumptions’; the situation now is that more stylish, slick companies are typically receiving huge amounts of funding and support from accelerators who are mesmerised by short tag lines and elevator pitches, directing essential funding away from the more serious, evidenced based competitors.
So how do entrepreneurs ensure that they rise above the rest and prove themselves to be the ‘real deal’? The Expert Group offered tips stemming from the core values that will underpin the judging for the 2019 AXA Health Tech & You Awards:
We have reached a stage in the digital health marketplace where the bar needs to be raised on what good and excellent looks like; we need to be more robust and rigorous, especially when it comes to awards. Gordon Henderson, Marketing, Digital and Innovation Director for AXA PPP healthcare, summed up the value of the AXA Awards for all stakeholders involved: ‘We are giving entrepreneurs distribution, we are giving them customers and they are giving us credibility, innovation and deep insight into the vertical that they are in – and that is really important to us, because that is something we cannot do ourselves, and that is why these awards exist’.
The AXA Health Tech & You Awards is now in its fifth year and for 2019 has launched four new categories to recognise entrepreneurs in both early-stage start-ups and later-stage businesses:
The Innovation Category– To recognise pioneers in early stage start-ups
The Excellence Category– To recognise entrepreneurs leading later-stage businesses
The Mental Health in Children Challenge– To seek solutions that can support children and/or their parents in understanding and managing mental health
The Sleep Tech Challenge– To address sleep problems and identify affordable tools proven to change behaviour and deliver better sleeping patterns
Entries are being sought from all over the world by the closing date of 15 February, with shortlisting in March and the AXA Health Tech & You Awards on 22 May 2019. If you think you are eligible, please visit AXA’s AXA Health Tech & You website to enter.
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