By TREVOR VAN MIERLO
Most of us know the story of the Mannequin T – however what’s usually missed is the way it applies to different industries, particularly digital well being. Let’s revisit:
Within the early 1900s vehicles have been {custom} constructed. You’d meet with a advisor, design the automobile, place your order, and await months for supply. As soon as your automobile was delivered, it was tough to function. Many house owners employed chauffeurs as a result of on the time, vehicles required technical know-how, fixed upkeep, and a good bit of power (energy steering wouldn’t arrive for many years).
Then got here the Mannequin T in 1908, which led to Ford growing his meeting line in 1913. He acknowledged an issue within the trade and noticed a chance. He noticed the chance for scale:
- Standardization: “Any shade, so long as it’s black“
- Mass manufacturing = affordability: Costs dropped from $850 in 1908 to $300 inside a decade
- Accessible possession: anybody might stroll right into a Ford dealership and drive away
On the best aspect of the above picture is a cutting-edge digital well being program from August 2000. I do know it properly – as a result of I helped construct it. Since then, I’ve labored on properly over 100 digital well being interventions. In all probability nearer to 200. Right here’s the factor: what’s inside hasn’t modified very a lot. Behavioral science doesn’t transfer that rapidly (though my latest work in AI is altering that).
And sure – digital interventions look higher, are simpler to navigate, and coding languages have developed – however virtually, digital well being continues to be constructing {custom} vehicles – not Mannequin Ts. That’s why tens of thousands and thousands can’t open a browser and get the assistance they want.
What’s Blocking Digital Well being’s Mannequin T Second?
1. Enterprise Gross sales (Demise by Pipeline): Most digital well being instruments are offered via enterprise channels: RFPs, procurement departments, tenders, safety evaluations, and authorized groups. The typical gross sales cycle is 6-18 months. That’s tremendous for a $5M contract, however it’s deadly for a $50,000 contract. The issue isn’t the product – it’s the method.
2. The Vanishing Champion: I’ve skilled this dozens of occasions, and I’ve taken deep breaths watching it unfold on webinars: a digital well being firm demos their resolution alongside a shopper champion. Priorities shift. The champion leaves. The reference undertaking dies. Most contracts aren’t misplaced on advantage – they’re misplaced to turnover.
3. Healthcare Pricing ≠ Software program Pricing: Most patient-facing instruments are priced like companies, not merchandise. That’s a symptom of the enterprise gross sales lure. Distributors cost annual charges no matter utilization. Purchasers count on hand-holding for these {custom} merchandise. Pricing must mirror trendy SaaS fashions – freemium, tiered entry, per-user billing.
4. Static Merchandise in a Dynamic World: Shopper software program updates weekly – typically each day. Digital well being instruments? They launch, then stall. Suggestions loops are weak. There’s no tradition of iteration, and no expectation of steady enchancment.
5. No person Markets to the Consumer: The perfect-designed instruments fail if nobody makes use of them. Lack of engagement is a systemic subject, but many applications are launched with out onboarding plans, e-mail campaigns, and even prewritten content material for TikTok or Instagram. Customers don’t know what the instrument is, why they obtained entry to it, how they entry it, or the way it matches into their care. That’s not a product subject – it’s a advertising failure.
We Have to Construct the Methods, Not Simply the Instrument
Henry Ford didn’t invent the auto, however he’s remembered as a result of he constructed a system. He regarded past the engine, the chassis, and the tires. He centered on standardization, distribution, and entry.
Digital well being wants the identical. Proper now, too many options are trapped in a loop – custom-built for small populations, offered via enterprise channels, with no real looking path to scale.
The Good Information? We’re Shut
Cloud infrastructure, AI, and behaviorally clever platforms are lastly catching up. We will now personalize at scale, launch immediately, observe engagement in actual time, and iterate quick. However to get there, we now have to let go of the custom-built carriage mindset and embrace the meeting line. That’s not a compromise in high quality – it’s a dedication to achieve.
- We don’t want extra pilots – we want platforms.
- We don’t want extra bespoke builds – we want scale.
Digital well being doesn’t have a expertise drawback – it has a supply drawback.
Till we obtain that, we’re simply making nicer carriages – whereas the world waits for its Mannequin T.
Dr. Trevor van Mierlo has constructed psychological well being and affected person help merchandise for greater than twenty years and is the CEO of Evolution Well being
