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ADI: Healthcare In The Digital Age

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The health care industry is lagging other industry sectors when it comes to customer-centric thinking in the age of digital, according to a new report by Adobe Digital Insights (ADI), which looks at how consumers are responding to the online tools at their disposal for managing health care.

Published in: Healthcare

ADI: Healthcare In The Digital Age

  1. 1. HEALTHCARE IN THE DIGITAL AGE ADOBE DIGITAL INSIGHTS
  2. 2. 2 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
  3. 3. •  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 3ADOBE DIGITAL INSIGHTS | Digital Health Report
  4. 4. 4 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
  5. 5. 5 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.
  6. 6. 6 •  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
  7. 7. Part of the mobile problem is consumer awareness 7 • 36% of all consumers are unsure of whether their health insurance company even offers an app • In order to have multiple touch points to their clients, health insurers need to educate customers about mobile app options and present an app that adds value ADOBE DIGITAL INSIGHTS | Digital Health Report
  8. 8. 8 •  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
  9. 9. 9 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
  10. 10. 10 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
  11. 11. 11 •  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
  12. 12. 12 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
  13. 13. 13 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
  14. 14. 14 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
  15. 15. • Health insurers and providers who do not innovate and lever digital channels risk losing share to competitors and risk passing up opportunities to provide a better healthcare experience for the digitally engaged patient • Exciting opportunities exist in health based digital communities for doctors to engage with and promote wellness and better healthcare Predictions 15ADOBE DIGITAL INSIGHTS | Digital Health Report
  16. 16. 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.
  17. 17. 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: digindex@adobe.com 16 ©2015 Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. digindex@adobe.com adobe.ly/digitalindex adobe.ly/digitalindex ADOBE DIGITAL INSIGHTS | Digital Health Report

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