A simple glance at James McGinnis's famous pie chart shows that behavior has dramatically more impact on health (measured by premature death) than does the quality of one's health care.
Yet, our nation's health expenditures continue to be directed disproportionately at the 10% slice. The simple reason for this is that we have tangible tools to deal with this fraction; we build facilities and fill them with personnel equipped to diagnose and treat this 10%, and we use medical schools to train physicians to run these facilities. We might do the same for the 40%, but we lack the tangible tools to do so (illustrated by the question mark below).
Since apps and other digital technologies have had such dramatic impact on other behaviors (witness all those hunched over their phones in elevators, streets, and dinner tables), it's certainly worth a try to apply them towards health behavior.
What about the role of medical school?
SUNY Upstate's teaching hospital is proudly constructing a new cancer center (illustrated in the graphics above), which is a welcome development for many in Upstate New York. It is inconceivable that a medical student will develop a new chemotherapy treatment or diagnostic modality, although they most certainly may help such developments in the lab.