SUMMARY: DigitalHealth.com, a British website, had a fascinating look at the use of health apps during the pandemic. Among their findings:
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.
SUMMARY: According to Harvard Business Review, “digital health solutions and technology will play a crucial role in the difficult work of optimizing processes and systems for greater efficiency, financial viability, and enhanced outcomes. While this is true digital health won’t go anywhere unless there is a renewed effort on the user experience.
SUMMARY: McKinsey estimates that global digital-health revenues—from telemedicine, online pharmacies, wearable devices, and so on—will rise from $350bn last year to $600bn in 2024. I’m not so sure.
