ADI: Healthcare In The Digital Age
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Transcript of ADI: Healthcare In The Digital Age
HEALTHCARE IN THE DIGITAL AGE ADOBE DIGITAL INSIGHTS
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Table of contents
03 Key insights
04 Consumers who leverage mobile to manage their care come back for more
05 Healthcare consumers are going digital, and doctors need to keep up
06 Health insurers and providers are failing at pushing their customers to mobile
07 Part of the mobile problem is consumer awareness
08 Digitally savvy consumers more likely to see healthcare quality as improving
09 Health insurers and providers are not leveraging custom tools to improve digital experiences and engage the digitally savvy
15 Predictions 16 Glossary
17 Methodology
ADOBE DIGITAL INSIGHTS | Digital Health Report
10 Health providers still need to get consumers to be more comfortable with sharing health information online
11 Having a data science background can uncover hidden insights and drive improved care
12 Fitness device users are happy to participate in digital health technology
14 The future of data sharing is already taking off in certain communities
• Over 50% of consumers who have leveraged mobile tools to manage healthcare related tasks want to strictly conduct those tasks via a mobile device
• Better online tools mean better healthcare: The digitally savvy today are utilizing tools and are 2X more likely to say the quality of healthcare has improved
• Health insurers and providers are behind other industries. They are ~12% below the average industry when it comes to leveraging custom online tools which can be used to understand their customers and enhance digital experiences
• There’s room to grow, for both patients and Doctors in using digital tools to understand data trends and create digital health centered communities
Key insights
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Consumers who leverage mobile to manage their care come back for more
ADOBE DIGITAL INSIGHTS | Digital Health Report
Healthcare consumers who are going mobile are having great
experiences and want more
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Healthcare consumers are going digital, and doctors need to keep up
ADOBE DIGITAL INSIGHTS | Digital Health Report
Majority of consumers are comfortable using apps and web tools for health related tasks like diagnosing symptoms. If doctors do not embrace these tools
and the data provided they risk alienating themselves.
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• Ratio of mobile traffic to health insurance and health provider sites is 24% below desktop traffic
• Mobile ratio to health insurers is up 9.4% over 2014; health provider ratio is up 4.2%
Health insurers and providers are failing at pushing their customers to mobile
ADOBE DIGITAL INSIGHTS | Digital Health Report
Part of the mobile problem is consumer awareness
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• 36% of all consumers are unsureof whether their health insurancecompany even offers an app
• In order to have multiple touchpoints to their clients, healthinsurers need to educatecustomers about mobile appoptions and present an appthat adds value
ADOBE DIGITAL INSIGHTS | Digital Health Report
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• Digitally savvy consumers are more aware of online tools and resources and are more likely to use and use them more often compared to non savvy patients
• A more engaged consumer translates into better healthcare outcomes
Digitally savvy consumers more likely to see healthcare quality as improving
ADOBE DIGITAL INSIGHTS | Digital Health Report
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Health insurers and providers are not leveraging custom tools to improve digital experiences and engage the digitally savvy
ADOBE DIGITAL INSIGHTS | Digital Health Report
• Health insurers and providers are gun shy when it comes to tracking custom information
– In fact, health insurers and providers are the lowest performers in terms of tool utilization compared to other categories
• Health information sites are the most likely to track customized information out of all health categories
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There are many benefits to information sharing, but the first hurdle is instilling confidence in patients to where they
are open to sharing that data with apps which can assist physicians
Health providers still need to get consumers to be more comfortable with sharing health information online
ADOBE DIGITAL INSIGHTS | Digital Health Report
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• Consumers are already turning to digital outlets to answer medical related questions, physicians can query those behaviors to gain meaningful insights
• Apps like “Figure 1” are examples of physicians creating online communities for information sharing
Having a data science background can uncover hidden insights and drive improved care
ADOBE DIGITAL INSIGHTS | Digital Health Report
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Consumers are receptive to fitness devices, especially Fitbit
Fitness device users are happy to participate in digital health technology
ADOBE DIGITAL INSIGHTS | Digital Health Report
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New products like Apple’s Carekit and Researchkit have been well
received as potential game changers in the digital health market
Fitness device users are happy to participate in digital health technology
ADOBE DIGITAL INSIGHTS | Digital Health Report
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Fitbit enables users to share fitness data with friends and family via social networks
The future of data sharing is already taking off in certain communities
ADOBE DIGITAL INSIGHTS | Digital Health Report
• Health insurers and providers who do not innovate and lever digital channels risk losingshare to competitors and risk passing up opportunities to provide a better healthcareexperience for the digitally engaged patient
• Exciting opportunities exist in health based digital communities for doctors to engage withand promote wellness and better healthcare
Predictions
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Glossary
• Mobile visits relative to desktop visits - The ratio of mobile visits to a site relative to desktop visits (mobile visits/desktop visits)
• Standard Metric - Standard out of the box metric tracked by a company (ex: visits, time spent, page views, etc.)
• Custom Metric - Open variable that company's can lever to track behaviors that are relevant to their business
• Social Sentiment - Emotional tone behind a series of words, used to gain an understanding of the attitudes, opinions and emotions expressed within an online mention.
Methodology
• Based on analysis of aggregated and anonymous data• 5 of the top 10 health insurers and 5 of the top 10 health information sites• Report based on analysis of 121 billion visits to 50 of the largest sites/apps each in the retail, travel, health insurance,
health provider, health information, automotive, insurance, and banking sectors; 34 billion visits to health vertical sites/apps specifically throughout 2015
• 2.6 million social mentions relating to digital healthcare and fitness devices
• Companion research based on a survey of 1000 U.S. healthcare consumers• Data from Adobe Marketing Cloud Solutions leveraged: Adobe Analytics and Adobe Social Visit our website: adobe.ly/digitalindex
Read our blog: adobe.ly/digitalindex
Follow us: @adobeindex
Ask a question or make a suggestion: [email protected]
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adobe.ly/digitalindex
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ADOBE DIGITAL INSIGHTS | Digital Health Report