SUMMARY: DigitalHealth.com, a British website, had a fascinating look at the use of health apps during the pandemic. Among their findings:
- Downloads of apps supporting consumers with mental health needs increased by nearly 200% from summer 2019 to summer 2020
- Downloads of those supporting consumers with diets and weight loss rose by a massive 1294% from mid-2019 to mid-2020.
Some may see this as a good sign but we need to proceed with caution.
SUMMARY: The future of healthcare involves digital transformation but moving too fast in a matrix management environment can cause problems and set digital back months.
OPENING: DTC marketers have relied too much on TV advertising. Despite data that shows that people are watching more TV than usual during the pandemic, there has been an overall and steady decline in traditional TV viewing in the past few years. Just 59% of US consumers watched traditional TV on a weekly basis in 2020, compared to 83% who did so in 2017. New ways to reach consumers need to be explored.
SUMMARY: Digital marketing is not a tactic. It’s a mindset. With the changes to healthcare on the horizon, the time has come to start building digital capabilities in all areas of company functions.
Consumers downloaded 204 billion apps in 2019, and mobile use has been increasing during the pandemic. Apple, with its new privacy requirements, is challenging app developers and brands while Facebook cries fowl. It will have little effect on app use, though, for consumers.
SUMMARY: Deloitte predicts that the percentage of virtual video visits to doctors will rise to 5% globally in 2021, up from an estimated 1% in 2019. While 5% may not sound like much, consider that 8.5 billion doctor’s visits, worth a total of approximately US$500 billion.