Are You Marketing Your Practice’s Digital Health Tools Correctly?

In the age of wearable technologies like smartwatches, health data is easier to consistently track and utilize toward better health outcomes for patients. Wearables are just one example of the advancing wave of digital health tools available to patients and providers, but there is still a lack of familiarity plaguing both sides. One key factor driving this problem is the way health care providers (HCPs) are discussing—or not discussing—digital health tools with their patients.

Surveying the Field

According to new research by Philips, 47% of HCPs and 24% of patients feel “knowledgeable about connected care technologies.” This unfamiliarity with new tech has led to slow implementation in patient care and less recommendation from providers. Only 36% of patients are sharing data with their HCPs regularly using technology like wearables. However, at least another 35% would be interested in trying out new tech if it was recommended to them by their doctors. 33% would like to use tools facilitating the easier sharing of data with their doctors.

The willingness is there—patients and providers both seek stronger health outcomes from their relationship, and the buck stops with HCPs. But face-to-face communication is only one way that health professionals can get the ball rolling.

Philips chief medical officer, Jan Kimpen, emphasized the usefulness of digital health tools, saying, “Two-way sharing of information is not only essential to deliver the right care at the right time, it also helps to improve the patient and clinician experience. Informed and empowered patients also take better care of their health, which contributes to… lower cost of care.”

Creating the Conversation

The marketing of digital health tools is critical for patients to become more aware of the scope and power of these devices. Digital health records can provide constantly updating patient information. Telehealth services allows patients to access consultations from any location, 24/7. HCPs and healthcare marketers, then, find themselves faced with the responsibility of improving the adoption of these technologies through new tactics that work with today’s mobile population.

This job starts on social media. The feeds of Facebook and Twitter are ideal locations to create the conversation, placing ads for digital health tools in front of potential patients where it will begin to form a foothold in their mind for their future doctor visits. If tech companies and healthcare marketers are pushing the digital conversation forward, HCPs should be hitting it home in the office and on the phone with their patients. Breeding familiarity among patients should go viral that way—spreading by both digital and physical word of mouth. This should also increase the confidence of HCPs to learn more about this tech through experience in working with their patients interested in using it.

Next Steps

If you’re working on marketing your practice’s digital health tools, consider the following tips to help provide the convenience and guidance that patients need:

1. Increase Your Social Presence
   Spark conversation online with clean, effective advertisements. This is the front line for the push to make patients better prepared to start using digital health technology like wearables.
2. Make it Frequent
   The potential is greater for the adoption of digital health tools if they are more frequently recommended by healthcare professionals. Remember, 35% have already expressed interest in using them if they were recommended by HCPs.
3. Show the Security
   One of the top reasons that patients would be more likely to adopt new digital health tools is if they were assured that their data is secure. Make that a focal point in your marketing plan.
4. Oldest to Youngest
   Patients over 55 were most likely to start using digital health tools if they were recommended by HCPs. Target ads to older populations first and then move downwards.

Looking for more help with marketing new tech and creating a stronger patient-provider relationship? Our team at Kraus Marketing is poised to help you connect the dots. Contact us today for more information!