Here are some interesting bedfellows that are seeking to change healthcare or very well could

Thursday, February 05, 2015

Food industry makes play for weight loss apps Harry Wang, director of mobile and health research with Parks Associates, sees Under Armour’s move as spurring companies that have been casual observers of digital health integration to take action. “What could [Proctor & Gamble] or Kraft Foods do for their customers who are increasingly using diet/food journal apps and grocery shopping apps? These companies have been on the sideline watching the growth of the consumer health and wellness app business and seeing the wellness apps wreak havoc on traditional weight loss program providers, but also help forward-thinking fitness club operators to retain and attract customers. UA’s move may push these on-the-fence companies to experiment more with digital integration strategy and grab the winners as partners before it is too late.” Moving Wang’s theory further, I could envision Kraft Foods or P&G acquiring Rock Health accelerator grad, Kurbo Health, a digital health startup dedicated to combating childhood obesity. These food giants have the resources to make Kurbo a powerful, well-known platform to educate and help parents better manage their children’s diet and exercise to stem cases of obesity, Type 2 diabetes and other chronic conditions.