【medical-news】【资讯翻译】2012，DIY健康之年？
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http://worldofdtcmarketing.com/2012-the-year-of-diy-health/focus-on-patients/
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Technology meets healthcare. Is 2012 going to be year for DIY health ? There are number of apps and medical devices headed to the market which is going to allow people to monitor their health at home and send results to a HCP. With less people going to see their doctor and a lot of people going online for health information one has to wonder where DIY healthcare is headed ?
There are two kinds of DIY health: the kind (most!) consumers hate and the kind they love. For 2012, the latter category will show endless innovation driven by, what else, technology, which in turn feeds off a never-ending desire among consumers to be in control.
Countless new apps and devices are actively targeting consumers keen on preventing, examining, improving, monitoring and managing their health. In fact, Apple’s App Store currently offers 9,000 mobile health apps (including nearly 1,500 cardio fitness apps, over 1,300 diet apps, over 1,000 stress and relaxation apps, and over 650 women’s health apps) and by mid-2012, this number is expected reach 13,000 (Source: MobiHealthNews, September 2011).
Research company Technavio predicts that the global mobile health applications market will reach USD 4.1 billion by 2014, up from USD 1.7 billion in 2010.
What is driving DIY health ?
(1) The confusion around health information - It seems that every week we learn that certain medical tests or procedures are either not needed, not good for you, cause problems or are too expensive. This is causing more consumers to go online to try and navigate the confusion around health problems.
(2) The fast adoption of smartphones – More and more consumers are coming to realize that smartphones are mini-computers not just integrated phones. As new technology is introduced and phones get faster and less expensive we’re going to see mobile replace land land Internet connection(s).
(3) Keep me well – Consumers don’t want like their parents in extended care or with a lot of health problems. They are turning more and more to wellness which is defined by them as “living life the way I want to live it”. Mobile can help them do that if the apps aren’t too hard to master and are user friendly.
(4) The push towards EMR. If we eliminate paperwork from the healthcare system substantial savings could result.
What does this mean for healthcare marketers ?
A: The time to start building capabilities is now so that you can learn and get better and stronger at integrating mobile marketing/apps into DTC marketing.
B: The biggest challenge for DTC marketers is going to be linking the investment in mobile apps to brand /business objectives. It can be done but how to do it without invading patients privacy is going to be a key.
C: You need an agency to come on board as a strategic partner. You can’t just develop an app and sit back and say “done”. It has to be updated as needed with new information and it has to be updated as mobile OS evolve. You could hire different agencies but you’ll probably find that the agency who initially developed that app and launched it is better prepared to update it than a different agency who would probably cost more.
It will be interesting to see the reaction of the AMA towards DIY health. In the past they have been against nurses taking a more active role in treating patients by writing some Rx’s. The worry here is that DIY health could lead to more people staying away from their doctors. However the future of healthcare is on the horizon for those brave enough to walk out to meet it.
认领翻译的战友请跟帖注明，"认领本文翻译，48小时内未完成，请其他站友认领"
Technology meets healthcare. Is 2012 going to be year for DIY health ? There are number of apps and medical devices headed to the market which is going to allow people to monitor their health at home and send results to a HCP. With less people going to see their doctor and a lot of people going online for health information one has to wonder where DIY healthcare is headed ?
There are two kinds of DIY health: the kind (most!) consumers hate and the kind they love. For 2012, the latter category will show endless innovation driven by, what else, technology, which in turn feeds off a never-ending desire among consumers to be in control.
Countless new apps and devices are actively targeting consumers keen on preventing, examining, improving, monitoring and managing their health. In fact, Apple’s App Store currently offers 9,000 mobile health apps (including nearly 1,500 cardio fitness apps, over 1,300 diet apps, over 1,000 stress and relaxation apps, and over 650 women’s health apps) and by mid-2012, this number is expected reach 13,000 (Source: MobiHealthNews, September 2011).
Research company Technavio predicts that the global mobile health applications market will reach USD 4.1 billion by 2014, up from USD 1.7 billion in 2010.
What is driving DIY health ?
(1) The confusion around health information - It seems that every week we learn that certain medical tests or procedures are either not needed, not good for you, cause problems or are too expensive. This is causing more consumers to go online to try and navigate the confusion around health problems.
(2) The fast adoption of smartphones – More and more consumers are coming to realize that smartphones are mini-computers not just integrated phones. As new technology is introduced and phones get faster and less expensive we’re going to see mobile replace land land Internet connection(s).
(3) Keep me well – Consumers don’t want like their parents in extended care or with a lot of health problems. They are turning more and more to wellness which is defined by them as “living life the way I want to live it”. Mobile can help them do that if the apps aren’t too hard to master and are user friendly.
(4) The push towards EMR. If we eliminate paperwork from the healthcare system substantial savings could result.
What does this mean for healthcare marketers ?
A: The time to start building capabilities is now so that you can learn and get better and stronger at integrating mobile marketing/apps into DTC marketing.
B: The biggest challenge for DTC marketers is going to be linking the investment in mobile apps to brand /business objectives. It can be done but how to do it without invading patients privacy is going to be a key.
C: You need an agency to come on board as a strategic partner. You can’t just develop an app and sit back and say “done”. It has to be updated as needed with new information and it has to be updated as mobile OS evolve. You could hire different agencies but you’ll probably find that the agency who initially developed that app and launched it is better prepared to update it than a different agency who would probably cost more.
It will be interesting to see the reaction of the AMA towards DIY health. In the past they have been against nurses taking a more active role in treating patients by writing some Rx’s. The worry here is that DIY health could lead to more people staying away from their doctors. However the future of healthcare is on the horizon for those brave enough to walk out to meet it.
