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.

Digital health exploding but dangers persist

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.

Pharma’s move to digital Part 2 <strong>DTC</strong> Marketing