Digital Health Dominates the Continuum of Care

This article is part of ParkerWhite’s weekly series, “Health and Wellness This Week," a roundup of the latest healthcare marketing news and what it means for your marketing strategy.As the industry continues to cope with the evolving healthcare economy and what it means for everyone, the movement toward integrated health and patient involvement continues to be a focus. Companies are shifting what they offer, how they offer it, and whom they offer it to. Patients are becoming more active participants in their own care. And the common force behind much of the improvement in healthcare is the incredible opportunity digital health provides.

Home Health Devices and Services Market Growth

‍Global revenue for home health devices and services is expected to grow to $12.6 billion in 2018, according to a report from IHS Technology. They divided the market into six segments: independent living services, consumer medical devices, telehealth, personal emergency response systems (PERS), wearable technologies and health gaming. Home health technologies are part of the movement to help people manage their own health and play an important role in the continuum of care.

‍Marketing Strategy Insight: With a growing population of aging people, there will be an increased focus on helping people manage care outside of the hospital. Today’s boomers don’t like to be coddled. Products and services that help them maintain independence while also keeping them safe will be of value. There will be inevitable crossovers of brands that possess characteristics of more than one of the six stated categories, so positioning will be critical to differentiate from competitors that may appear similar. Brands will need to develop core messaging that clearly communicates the company’s value proposition. Messaging that’s vague and general, or speaks to common benefits, is at risk for being lost in the noise. For example, messaging such as, "keeping your loved one safe,"could be applied to virtually any of the six stated categories and does nothing to tell people about what you’re really offering. Companies will have to take it one step further to really drill down on what’s unique about their offering and distinguish themselves in the market.

‍How 10 Digital Health Startups Evolved for Market Success

‍MobiHealthNews identified 10 startups that have shifted by transitioning from paid to free models; choosing new target markets, whether patient, provider, or B2B; and/or choosing to enter completely different markets. Some of these companies decided to switch the target market from consumer to providers or employee wellness programs because it’s a better market for them than selling directly to consumers.Marketing Strategy Insight: As digital health grows and the market evolves, companies may have to adjust their strategies. Identifying the right audience is imperative. With strategic shifts, companies will need to evaluate their positioning and messaging to make sure it aligns with their new focus. They will have to evaluate the brand to make sure it stays relevant and resonates with their audiences.‍

Where Do Physicians Go For Decision-Making Support?

‍A new survey from MedData Group shows that physicians are going digital to get information for decision-making support. Often, this starts at a search engine, the starting point that guides them to other web-based resources. The top 5 types of web-based resources most-used by physicians include:

• Clinical case studies: 58%

• Research reports: 49%

• Instructional videos: 33%

• Whitepapers: 29%

• Webcasts: 20%

• Other: 15%

• Don’t use web-based resources: 10%

‍Marketing Strategy Insight: For marketers trying to reach physicians, the digital channels seem to be all but mandatory at this point. With 90% of physicians using web-based resources, the goal for marketers should be to identify the right content, the right time to deliver it, and the right place to reach them. Marketers need to determine what content will be most useful and relevant for particular audiences. With integrated campaigns designed to reach physicians from multiple touch points, various tracking techniques can be used to measure activity throughout a campaign and prove ROI.