Digital Healthcare Innovations: How Consumers Adopt New Digital Health Solutions

The global market for digital health is set to reach $500 billion by 2025, according to Statista. That’s a 79% increase from 2021, which hints at a completely transformed healthcare landscape in the years to come. Already, digital healthcare innovations have hit the market and demand for more solutions to bridge gaps in access is steadily on the rise. As healthcare marketers, we keep a finger on the pulse of these developments and translate these updates into actionable insights to inform marketing and advertising strategies for healthcare organizations, hospital systems and private clinics. Today, we’re focusing on how consumers have and will adopt these new digital health solutions and what’s fueling this integration into current systems.

Telehealth Services Present Biggest Opportunity

Digital Healthcare Innovations 2023

As the digital health market is predicted to expand, so too is the global market for telehealth, which is expected to reach $787 billion by 2028. In a study from the Consumer Technology Association

59% of consumers reported having used telehealth services and 80% said they were satisfied with their experience. This indicates a significant opportunity for the healthcare industry, as telehealth services have the potential to improve access to healthcare, especially for individuals living in rural or remote areas, those with mobility issues, or those who have difficulty traveling to healthcare facilities. Telehealth services can help reduce healthcare costs, increase patient engagement, and improve overall healthcare outcomes. As such, healthcare providers and marketers should prioritize the development and marketing of telehealth services to meet the growing demand for digital healthcare solutions.

Wearable Health Tech Devices on the Rise

Digital Healthcare Innovations 2023

Digital health devices are gaining traction among consumers, with certain devices leading the pack in terms of usage. Specifically, blood pressure monitors, glucose meters, and weight monitoring devices are the most widely used, followed by pulse oximeters, sleep monitors, and online counseling/therapy platforms. The reasons for using digital health technology are varied, with many users indicating that it helps them take control of their health. In fact, 73% of consumers mentioned feeling more in control of their health when using digital health tech. In the same study, 67% said that digital health technology helps motivate them to set health goals. These findings are consistent with the fact that the majority of consumers (70%) are likely to use digital health solutions in the future to improve their overall health and wellbeing. This highlights the growing demand for digital health solutions that can help consumers better manage their health and wellbeing and presents an opportunity for healthcare marketers to promote related services to consumers (and future patients) as interest in these offerings has proven to be significant.

Room for Improvement in Digital Health and Provider Support

The evidence is clear — digital health could be a game-changing tool for the US healthcare system. As professionals in the healthcare space, we recognize their potential to streamline consultations and reduce unnecessary visits. However, only 44% of healthcare providers believe that digital health is fulfilling its full potential, indicating a need for digital health companies to address pain points in the healthcare ecosystem.

Digital Healthcare Innovations 2023

As an example, healthcare professionals participating in the CTA study cited throughout this article highlighted the importance of digital health solutions able to seamlessly integrate into electronic health record (EHR) systems and fit into existing workflows. This integration would allow providers to better understand patients’ lifestyle habits and complaints, leading to more personalized and effective treatment plans.

To fully realize the potential of digital health, companies must continue to innovate with, collaborate alongside and support healthcare providers to develop solutions that not only drive consumer adoption but can effectively alleviate issues within our healthcare system. 

Data Security Still a Concern

Digital Healthcare Innovations 2023

It’s no surprise that data security is a critical factor in determining whether respondents are willing to share their health data. Their willingness to do so is almost entirely related to their confidence in the data security measures of the company whose solution they are considering. While a majority of consumers are willing to share their health data with their physician, the number drops significantly when it comes to other stakeholders such as health insurance companies and pharmacies. Only 58% of respondents in a recent study are willing to share their health data with health insurance companies, and even fewer (52%) are willing to share it with pharmacies. Bringing digital health solutions into the mix, the level of trust consumers have in these companies can vary significantly. 

Digital health brands must ensure data security measures are in place to safeguard consumers’ health information — this is already true for most of the big players — but the task of building confidence in these companies may also fall to healthcare providers. Educating yourself and your staff and optimizing your messaging to support security concerns could be a missing link in propelling further adoption of healthcare technologies. 

Digital Health Solutions Are Here But There’s More Work to Be Done 

As the healthcare industry continues to evolve, digital health solutions will continue becoming an increasingly important part of the patient experience. Our research reveals that consumers are willing to embrace these solutions for a variety of reasons, including greater control over their health, motivation to achieve health goals, and the ability to better manage their conditions. However, for these solutions to truly succeed and gain widespread adoption, companies must focus on addressing key pain points such as data security and seamless integration with electronic health records. By doing so, digital health solutions have the potential to transform the way we think about healthcare, empowering patients and providers alike to improve health outcomes and deliver more personalized, patient-centric care.

As a healthcare marketing agency specializing in healthcare advertising, it’s important to stay on top of the latest trends and developments in digital health. According to Statista, the global market for digital health is expected to reach $500 billion by 2025, up 79% from 2021. With the increasing demand for digital health solutions, it’s important to understand the drivers and barriers to adoption.

CTA’s study, Driving Consumer Adoption of Digital Health Solutions, shows a growing interest in digital health technologies among consumers, healthcare professionals, and industry stakeholders. The study revealed that blood pressure monitors, glucose meters, and weight monitoring devices are among the most used digital health devices. Pulse oximeters, sleep monitors, and online counseling/therapy platforms are also seeing moderate use. Consumers who use digital health tech cite various reasons for using it, with 73% indicating that it helps them feel more in control of their health, while 67% say that it helps motivate them to set health goals.

Telehealth services have also seen a surge in popularity, with 59% of consumers saying they have used telehealth services and 80% of those users being satisfied with the experience. Grand View Research expects the market for telehealth to grow to $787 billion by 2028, making it one of the largest opportunities within digital health.

Healthcare professionals are also optimistic about digital health, with 58% believing that digital health helps alleviate the burden on the U.S. healthcare system. However, only 44% of healthcare providers believe that digital health is living up to its full potential, revealing that there is room for digital health companies to improve the lives of patients and healthcare professionals by addressing pain points in the ecosystem.

To encourage uptake of digital health tech, healthcare professionals say that additional clinical evidence and increased patient reimbursement by insurers are necessary. Companies in the emerging market for digital therapeutics, which includes software and mobile apps prescribed by a physician to help people treat, manage, and prevent diseases and medical disorders, are highly focused on proving the value of their products with clinical evidence. The U.S. market for digital therapeutics is currently estimated at $250 million, with a projected compound annual growth rate of more than 20% through 2027.

Factors fueling digital health adoption include helping consumers understand the benefits of the product or service, incentivizing loyalty to drive long-term use of devices and tech, focusing on end-to-end customer experience, and engaging healthcare professionals and other stakeholders throughout the lifecycle of digital health tech development.

As a healthcare marketing agency, it’s important to advocate for access to digital health tools and to stay informed on the latest developments in the industry. CES 2024 is a great opportunity to see the future of digital health and stay ahead of the curve. If you want to learn more about healthcare marketing trends and how you can use them to your advantage, get in contact with our team today and we’ll help you develop and implement strategies that work.