The digital health ​market scam

  • igital health global venture capital broke records again in 2018 with 698 deals raising a total of $9.5bn.
  •  Funding for the digital health sector continues to rise, at a 32% increase year-over-year – a pace that will be difficult to maintain this funding pace going into 2019 unless there is “a clear exit path for investors,”.
  • In the United States, digital health companies raised close to $7 billion in 2018 with the remaining $2.5 billion coming out of other countries.
  • Most doctors say they have not recommended any general health and wellness apps or wearables to their patients. (Source: Kantar)
  • For medical-grade devices, the results are similar, with 70% of doctors saying they have not recommended medical-grade web-connected devices to their patients. (Source: Kantar).
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The debate on TV vs. online pharma ads

  • [inlinetweet prefix=”” tweeter=”” suffix=””]U.S. adults, internet use for health information is vast and growing; 8 in 10 adults say they use the internet for health and wellness purposes, an increase of 13% since 2015. (Source: Kantar)[/inlinetweet]
  • T[inlinetweet prefix=”” tweeter=”” suffix=””]two in five ailment sufferers have seen or heard healthcare advertising on the internet or on a mobile device within the last year. (Kantar)[/inlinetweet]
  • Among the 61% of patients who had researched prescription drugs online in the past 12 months, 34% had requested a specific prescription drug at least once.
    Among patients who had requested an Rx, 25% were prompted to do so by a TV ad and 25% by ads seen online. (DRG)
  • [inlinetweet prefix=”” tweeter=”” suffix=””]An average 80 DTC ads air every hour on TV[/inlinetweet] (Axios)

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TV will continue to rule with DTC ads

KEY TAKEAWAY: For DTC marketers, TV is king and will continue to dominate most DTC budgets. [inlinetweet prefix=”” tweeter=”” suffix=””] 771,368 DTC ads were shown in 2016[/inlinetweet], the last full year for which data is available, an increase of almost 65 percent over 2012.[inlinetweet prefix=”” tweeter=”” suffix=””] TV ad spending by pharmaceutical companies has more than doubled in the past four years, making it the second-fastest-growing category on television during that time.[/inlinetweet] Continue reading