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In June 2007, Steve Jobs walked on stage in his trademark black turtleneck and did what he did best: reframe reality. He teased the audience with the promise of three new products: “an iPod, a phone, and an Internet communicator.” Then he slyly pulled one device from his pocket, the iPhone.
That first iPhone was sleek and groundbreaking in its physical design — and based on a closed system of software and apps. Sixteen apps in total, all made by Apple. Jobs even declared that software developers should really be hardware developers, reinforcing that Apple would keep things locked down. But, as time would show, Apple couldn’t, and didn’t, keep things locked down.
Within months, hackers were jail-breaking iPhones and building apps that people wanted on Apple iOS. Apple had two choices: double down on trying to control everything itself or embrace what the world was clearly telling them they needed to do and empower a burgeoning ecosystem of third party app developers to do this safely. And Apple did just that, focusing on what it did best, the hardware and the operating system, and created a platform where others could do the rest. The result was explosive growth, a better user experience, and a product that truly changed the World.
So, what does this have to do with healthcare today? Everything.
Healthcare today is a lot like the cell phone industry in 2007: closed, fragmented, and convinced it can do everything itself. But the reality is no single payer, provider, or tech company can solve the complexity of healthcare alone. Just like Apple recognized that it could, and should, enable others to build apps to jumpstart a nascent mobile app ecosystem, healthcare has to recognize the power of partnerships and specialization to drive innovation in our industry.
I believe healthcare needs an “App Store moment,” to enable an open, integrated ecosystem where each player focuses on its strengths while working seamlessly together. What is needed is a flexible platform that can integrate best-in-class healthcare programs, networks, and benefit models which can address each organization’s unique needs. This makes it easy for platform users such as health plans to leverage their expertise while giving members a seamless, modern experience.
We have to offer a technology platform designed to streamline and clarify healthcare processes. By working together, we can develop a health benefits system that is user-friendly and efficient, similar to the ease of use found in everyday consumer products.
Employers feel this need most acutely. They’re paying the bills, yet the system makes it almost impossible to manage costs strategically.
So how can we deliver for them?
For employers: sophisticated analytics and reporting tools, and highly reliable financial claims accuracy at 99.1%.
For members: a simpler, more intuitive healthcare experience – connecting all benefits seamlessly, driving engagement, and delivering measurable results.
The future of healthcare isn’t about one company “owning it all.” It’s about building the kind of ecosystem Apple unlocked with the iPhone and its App Store — one that empowers and changes the game for everyone. That’s the bet we’re making with our partner plans and employers. And if Apple’s story is any indication, it’s the right one.
Photo: CASEZY, Getty Images
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