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Exploring the Emergence of mHealth and mFitness

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Underpinning the emerging mHealth and mFitness markets are two sectors, healthcare and health & fitness. The trends in those two industries define how the adjacent mHealth and mFitness markets develop. Together, they form the basis for a multimillion dollar global market opportunity.

The next five years will see a major shift towards smartphone-based mHealth, where hardware attachments link to companion app on the smartphone, according to the latest market study by Juniper Research.

They now forecast that by 2018 there will be 96 million users of app-enabled mHealth and mobile-fitness hardware devices, that's up from 15 million this year.

In the healthcare sector, app-enabled mHealth will be used to provide services ranging from remote patient monitoring to mobile ultrasound services.


How mFitness will Set the Pace

However, the market study found that it will be the mFitness sector that will experience strongest growth in the short and medium term.

This growth will be driven by a motivated target market -- an increasing demand for lifestyle consumer applications and a diversifying array of attachments.

App-enabled mFitness will therefore reach maturity much more quickly than smartphone-based mHealth, though it ultimately represents a much smaller market in terms of both users and revenues.

Importantly, mFitness will be the trailblazer of new technology innovations -- it will also serve to educate the wider market as to what is possible through smartphone attachments.


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Even as the meetings were taking place, the idea of FDA officials meeting with firms that had paid big money for an invitation raised eyebrows for some. In an e-mail to organizers, an official from the National Institutes of Health worried whether the arrangements made it look as if the private meetings were a “pay to play process.”

 

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If you are responsible for leading the development and execution of a healthcare marketing strategy for 2014, you should know how to allocate resources to the channels that will provide the most ROI.

 

Sure, you could just focus your resources on the same channels as last year, but looking backwards can be a trap. Your boss isn’t looking for you to make an exact copy of last year’s strategy, even if it worked. As the leader of your company’s marketing initiatives, you’re expected to do more than keep the status quo; you’re expected to implement strategies so the company can do better. You need to understand current market dynamics and see around the corner so that the strategies you implement will be effective for the entirety of the next year.

 

In the past year we have seen an increasing dependence on digital platforms for health information, decision-making, and collaboration. Digital is the way we connect and learn today.  If you want to have an influence on the consumer’s decision-making process, you have to be where decisions are being made. If digital is big now, it’s only going to become a more important channel throughout the next year. This means you need to plan to have even more of a focus on digital for your healthcare marketing strategy if you want to keep up. You need to be forward thinking. You simply can’t afford to miss out on the opportunity digital provides when time and money are scarce.

 

With big changes to the healthcare ecosystem coming up, companies will be pressed to find the most economical ways to connect with patients. The industry is changing fast, so don’t get stuck being complacent. If you don’t have a strong digital strategy, where do you think you will be in six months when your boss asks why marketing isn’t driving more sales?

 

1. Americans are using the internet when they have health concerns.

1 in 3 American adults have gone online to figure out a medical condition72% of internet users say they looked online for health information within the past year

(Source: Pew Internet)


2. Healthcare marketing today needs both offline and online strategies.

84% of patients use both online and offline sources for research77% of patients use search engines76% of patients use hospital sites52% of patients health information sites

(Source: Google Think)


3. Offline shouldn’t be ignored, but it’s far less important than digital mediums. This should be factored in when budgeting and planning healthcare marketing strategies. Resist the temptation to rely on old, traditional tactics that are less effective just because “that’s the way we’ve always done it.”

32% of patients use TV for research20% of patients use magazines for research18% of patients use newspapers for research

(Source: Google Think)


4. Search will continue to play an important role in the decision-making process. Healthcare marketing execs need to develop a strategy so the company and its products and services can be found using search. This means you need a strong website, a social and content strategy, and SEO.

77% of online health seekers say they began their last session at a search engine such as Google, Bing, or YahooAnother 13% say they began at a site that specializes in health information, like WebMDThe most commonly-researched topics are specific diseases or conditions; treatments or procedures; and doctors or other health professionals

(Source: Pew Internet)

5. Consumers are becoming more involved in managing their own health, especially using health tracking. Healthcare marketing needs to address proactive patients who are engaged in actively monitoring and promoting their health.

7 in 10 U.S. adults have tracked a health indicator for themselves or for someone elseOf those, 34% share their health tracking records or notes with another person or group

(Source: Pew Internet)


6. Consumers are increasingly using mobile to access information. Websites absolutely must be mobile friendly and able to be viewed well in multiple kinds of devices.

Of patients who found hospitals on their mobile devices, 44% scheduled an appointmentRoughly 1/3 of patients used tablets or mobile devices on a daily basis for research and/or to book appointments

(Source: Google Think)


7. Mobile is used everywhere. Healthcare marketers need to take this into consideration when creating websites and digital content. Pay careful attention to where the patient is in the decision-making process, and serve the appropriate content that serves that need.

61% while at home27% at work23% while visiting friends or family at home20% while out of town16% while in a doctor’s office

(Source: Google Think)


8. Brand is important to prospective patients.

Reputation of facility 94%Accepts healthcare plan 90%Recommended by physician 86%Uses latest technology 85%Recommended by friends and family 51%

(Source: Google Think)


9. For patients who booked appointments, digital content is key to decision-making.

77% of patients used search prior to booking an appointment83% used hospital sites54% used health insurance company sites50% used health information sites26% used consumer generated reviews

(Source: Google Think)


10. Online video is important.

1 in 8 patients watched an online video on:

Hospital sites 42%Health insurance information sites 31%Health information sites 30%YouTube 29%Health insurance company sites 20%

53% of patients who didn’t watch hospital videos were unaware they existed.


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Research indicates that social media plays an important role in the healthcare industry, with nearly 58% of patients/consumers engaging in “health-related discussions” on social networks at least once per year.

 

And yet, for many healthcare brands, social media is often a last-minute addition to a marketing plan – not an integral part of the marketing mix. For these brands, success in social media often means merely getting more Facebook likes or Twitter followers. And some only consider setting up a social-media page because the competition has one. What these brands fail to realize is that this approach won’t help you build a loyal following. In fact, when your social media is without a strategy, your audience becomes a group of people who don’t actually care about your brand.

 

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