Count Orca Health as the latest mobile health company to pivot from a direct-to-consumer strategy toward serving healthcare professionals.
Orca isn’t completely abandoning DTC, but the Sandy, Utah-based maker of mobile medical reference tools this week introduced Patient Education for Healthcare Professionals, a series of interactive iPhone and iPad apps that allows clinicians to prescribe educational material to their patients.
“The original design was for consumers,” said founder and CEO Matt Berry. But the majority of feedback the company received was from physicians and other healthcare professionals, he told MobiHealthNews.
At least 70 percent of the 200,000 registered Orca Health users described themselves as professionals, according to Berry. “They were using [the apps] in-clinic to educate patients” on conditions and procedures, he said.
With the professional version, practitioners now can select specific educational articles, graphics and 3D images and package the links in an email to each patient. Clinicians also can annotate patient-specific medical images on their mobile devices and include those in the educational package.
Patients then sign into a secure portal, either via the Web or an Apple iOS device, to retrieve the information.