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ADI -- Healthcare Report 2017

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Digital technology is disrupting all industries, and health care is no exception. But new analysis by Adobe Digital Insights (ADI) has found that health care’s big opportunity could be as simple as marketing to consumers on their smartphones.

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ADI -- Healthcare Report 2017

  1. 1. Healthcare | 2017 TABLE OF CONTENTS Overview 3) Methodology 4) Key Findings 5) Glossary Highlights 5) Healthcare costs perceived as rising 6) 7) Consumer interest in healthcare tracks with insured population 8) Digital Savvy consumers break along generational lines 9) Anticipated healthcare spending higher among less savvy consumers 10) Visits to healthcare websites declining 11) Healthcare segments vary in terms of devices used 12) Healthcare is as mobile as other regulated industries 13) Smartphones are the future of healthcare 14) Every segment sees the same pattern in trends by device 15) Total visit growth dependent on growing smartphone traffic 16) The path to websites differs between smartphones and desktops 17) The role of marketing channels vary across segments Segment Breakdowns The following are available for each of the four segments • Visit trends and shares by device • Marketing channels by device year-over-year • Visit shares by connection type • Visit shares by operating system Highlights 18) Wi-FI and iOS account for majority of mobile visits 19) 20) Mobile upside hampered by lack of consumer interest. 21) Health Insurance websites used more their apps 22) Awareness of health insurance apps is low. 23) Sharing of health-related information
  2. 2. Healthcare | 2017 METHODOLOGY The Healthcare report for 2017 contains aggregated and anonymized visits to websites across the healthcare eco- system. It covers 650 sites grouped into four segments that combined had 17+ billion visits since January 2015 Consumer Information: websites that contain health information targeted to consumers; may cover self-diagnosis, product and treatment options, and/or community support Payers, Pharma & Device: websites focused on interacting with Health Insurance, Pharmaceuticals, and Medical Device companies. Practitioner and Consumer sites sponsored by these companies are in their respective segment Healthcare Provider: websites focused on services offered by doctors, dentists, clinics or hospitals Practitioner (HCP): sites designed for practitioners; they may provide information, subscriptions, training and/or ordering functionality . Annual online healthcare survey among 1,000 consumers 18+ conducted between August 14th and August 21st, 2017 to websites and apps for health and wellness.
  3. 3. Healthcare | 2017 KEY FINDINGS 1. Smartphones are the future of all online industries, and digitally savvy users are there But: 2. 3. No one is seeing healthcare get better and cheaper 4. There may be a limit to interest in smartphone-based healthcare Still: 5. Marketing channels can reach smartphone users 6. Practitioner sites may offer a mobile opportunity
  4. 4. Healthcare | 2017 Healthcare costs perceived as rising or at best staying the same Insights: • than inflation • Patient payments now account for 27% of Outpatient and 12% of Inpatient Services providing more opportunity to see actual costs1 • Older consumers more likely to state costs are rising 1. Source: Crowe Horwath Benchmarking report Q3
  5. 5. Healthcare | 2017 Insights: • Even with advances in technology healthcare quality is viewed as the same as five years ago by the majority of consumers in each age bracket • Younger respondents (18-34) are more likely to state the overall quality has improved (23% to 14%)
  6. 6. Healthcare | 2017 Interest in consumer healthcare topics tracks perfectly with insured population Insights: • There is no geographic bias or hotspots in terms of consumers looking for healthcare information on Source: Insured population from Henry J. Kaiser Family FoundationMore people  Morevisits
  7. 7. Healthcare | 2017 Digital Savvy-ness breaks along generational lines Insights: • Baby Boomers and Silent Generation (those 50+) are more than twice as likely to admit to not being digital savvy than the generations that grew up with technology (38% to 16%) Baby Boomer – Silent GenerationGen Z Millennials Generation X
  8. 8. Healthcare | 2017 Insights: • Because comfort with digital technology decreases with age and healthcare costs increase with age the industry faces a challenge. Those spending the most also need the most help in understanding and using technology
  9. 9. Healthcare | 2017 Visits to many healthcare websites declining Insights: • As an industry, browser-based visits to websites have decreased by 9% in the past 30 months • The one bright spot where visits increased over time is among Practitioner sites (+15%) suggesting healthcare professionals are constantly seeking new information
  10. 10. Healthcare | 2017 Healthcare segments vary in terms of devices used to reach sites Insights: • Two segments, Consumer Information and Healthcare Provider, see well in excess of 50% of their traffic from mobile devices on part with content rich industries like Media & Entertainment • Practitioner and Healthcare Companies are clearly desktop-centric.
  11. 11. Healthcare | 2017 Healthcare is as mobile as other regulated industries Insights: • While there is variance across healthcare segments, the overall average is on par with both Auto, Home & Life Insurance and Banking & Investment.
  12. 12. Healthcare | 2017 Smartphones are the future in healthcare. Insights: • Like other industries, smartphones are the only growing device. • Visits across all segments from smartphones are up 41% since January 201 while Desktop and Tablet traffic are down 23% and 44%, respectively
  13. 13. Healthcare | 2017 Every healthcare segment sees the same pattern by device Insights: • Practitioner sites see the highest smartphone growth, +97%, though they did start from a lower initial share in Q1 2015., 20% Visit Trends by Device: US Jan 2015 to Jun 2017 Mobile Smartphone Tablet Desktop TOTAL Consumer Information 25% -52% -42% -23% Healthcare Provider 34% -24% -18% -5% Practitioner 97% -25% -1% 15% Payers, Pharma & Device 34% -62% -28% -20% Source: Adobe Analytics
  14. 14. Healthcare | 2017 Total growth driven by success in supporting smartphone visits Insights: • Healthcare sites need ~50% smartphone growth to grow topline visits • Healthcare has a tougher task than large companies in other industries, including regulated ones like Auto, Home & Life Insurance or Banking & Investment, which need 15-20% smartphone growth to maintain positive momentum Denotes relationship between smartphone and total growth.
  15. 15. Healthcare | 2017 The path to a website differs between smartphones and desktops Insights: • Smartphone users leverage marketing channels more to find a website • Desktop traffic relies on recall: 76% of the traffic is Natural Search or Direct
  16. 16. Healthcare | 2017 The role of marketing channels vary across segments Insights: • Practitioners have the most Direct Traffic: people know where to go, or have it bookmarked • Consumer Information sites rely heavily on marketing, especially SEO (70% on smartphones and 76% on desktops)
  17. 17. Healthcare | 2017 Wi-Fi and iOS account for the majority of mobile visits Insights: • No change in underlying technology of how people connect to healthcare websites. Share of Visits by Connection Type & Operating System Q2 2017 Q2 2016 YoY Change Connection Type Wi-Fi/LAN Mobile Carrier Wi-Fi/LAN Mobile Carrier Wi-Fi Smartphone 58% 42% 57% 43% +2% Tablet 89% 11% 89% 11% 0% Operating System Apple iOS Android Apple iOS Android iOS Smartphone 60% 40% 59% 41% 1% Tablet 78% 22% 77% 23% 1% Source: Adobe Analytics
  18. 18. Healthcare | 2017 Digital savvy more adept at using a smartphone for health-related activities Insights: • An average of 25% of the Digital Savvy use their smartphone across 17 activities compared to 20% of Not Digitally Savvy • Given that information-related usage is much higher there is potential room from improvement.
  19. 19. Healthcare | 2017 Smartphones used to track activities, not necessarily to enroll Insights: • Tracking goals fitness or weight loss are twice as common as purchasing or enrolling in such programs.
  20. 20. Healthcare | 2017 Smartphones used to refill prescriptions, not buy insurance Insights: • Standing orders and adding to account much more frequent than buying policies or paying premiums
  21. 21. Healthcare | 2017 Smartphones may be used used to locate or schedule services Insights: • Scheduling and treatment options involving search or one-way communication more likely to occur than two-way interactions with providers
  22. 22. Healthcare | 2017 The mobile upside hampered by lack of consumer interest. Insights: • Among those not already using heir smartphone to interact with healthcare companies, a third of the Digital Savvy and half of the Not Digital Savvy have no interest in doing so in the future • Apps are not perceived as being the answer; there is less interest than with browsing.
  23. 23. Healthcare | 2017 Health Insurance Websites Used More Frequently Than Apps Insights: • Attracting non-savvy consumers to digital properties faces a significant challenge: Interest • More than half of the non-savvy consumers did not use a healthcare website (52%) or an app (62%) in the past six months • Savvy consumers much more likely to use a website. • Seven-out-of-ten (72%) used a health insurance website compared to 38% for apps .
  24. 24. Healthcare | 2017 Awareness of apps for managing insurance is low. Insights: • Less than half of consumers know whether their insurance company offers a mobile application • The divide is most noticeable between digital savvy and non-savvy consumers, who express a high degree of uncertainty. (55% are Not Sure).
  25. 25. Healthcare | 2017 Consumers more comfortable sharing data when there is a reason Insights: • Digital Savvy more inclined to share than Not Digital Savvy across all potential recipients • Over half of both groups are uncomfortable with sharing health-related data with the government
  26. 26. INDUSTRY BREAKDOWN DATA INSIGHTS BY SEGMENT HEALTHCARE | 2017
  27. 27. Healthcare | 2017 Segment View: Consumer Information Visit Trend and Share Highlights: • Total visits declined 23% on average since Jan 2015 • Smartphone share of visits closing in on 50%; segment has been mobile since Q2 2016
  28. 28. Healthcare | 2017 Segment View: Consumer Information - Marketing Channels Insights: • Natural search dominates the way people find health-related Consumer Information sites; optimize SEO
  29. 29. Healthcare | 2017 Segment View: Consumer Information Connection Type Overview: • Smartphone visits are typically conducted over Wi-Fi; slightly more than industry average of 58% • No change year-over-year
  30. 30. Healthcare | 2017 Segment View: Consumer Information Operating System Overview: • Smartphone visits are typically conducted via an iOS- powered phone; slightly more than industry average of 60% • No change year-over-year
  31. 31. Healthcare | 2017 Segment View: Payers, Pharma & Device Visit Trend and Share Highlights: • Given weakness in smartphone traffic, total visits declined 20% on average since Jan 2015. • - -of-4 visits originating from a desktop.
  32. 32. Healthcare | 2017 Segment View: Payer, Pharma & Device - Marketing Channels Insights: • Search leads the way people find corporate sites on smartphones (51%); on desktops direct or bookmarked traffic accounts for a quarter of the traffic.
  33. 33. Healthcare | 2017 Segment View: Payers, Pharma & Device Connection Type Overview: • Smartphone visits are typically conducted over Wi-Fi; slightly less than industry average of 58% • No change year-over-year
  34. 34. Healthcare | 2017 Segment View: Payers, Pharma & Device Operating System Overview: • People are slightly more likely to be using an Android phone than the industry average of 42%. • No change year-over-year
  35. 35. Healthcare | 2017 Segment View: Practitioner Visit Trend and Share Highlights: • Based on strong smartphone performance, total visits increased 15% on average since Jan 2015 • Smartphone share of visits closing in on 50%; segment has been mobile since Q2 2016
  36. 36. Healthcare | 2017 Segment View: Practitioner- Marketing Channels Insights: • Brand oriented or memory tactics (Natural search and Direct) are the preferred paths that practitioners reach practitioner sites; B2B style marketing
  37. 37. Healthcare | 2017 Segment View: Practitioner Connection Type Overview: • Smartphone visits are typically conducted over Wi-Fi; slightly more than industry average of 58% • No change year-over-year
  38. 38. Healthcare | 2017 Segment View: Practitioner Operating System Overview: • More likely to use iOS tablets than other healthcare segments; above average use of iOS phones • Small shift in phone usage away from iOS (-2%) and to Google Android (+6%)
  39. 39. Healthcare | 2017 Segment View: Healthcare Provider Visit Trend and Share Highlights: • Buoyed by only small drop in desktop activity total visits only declined 5% on average since Jan 2015 • Smartphone share has exceeded 50% since Q2 2016
  40. 40. Healthcare | 2017 Segment View: Healthcare Provider - Marketing Channels Insights: • Provider sites leverage Social/Display channels on smartphones and search/direct traffic on desktops.
  41. 41. Healthcare | 2017 Segment View: Healthcare Provider Connection Type Overview: • Smartphone visits are typically conducted over Wi-Fi; even with the industry average of 58% • No change year-over-year
  42. 42. Healthcare | 2017 Segment View: Healthcare Provider Operating System Overview: • Highest proportion of Apple phone visits in healthcare (66% vs. industry average of 58%) • Smartphone: Apple iOS grew (+5%) at expense of Google Android (-7%) among this segment of sites.
  43. 43. Healthcare | 2017 GLOSSARY Metrics and Definitions 01 Devices: Desktop, Smartphone or Tablet 02 Mobile Device: Smartphone or tablet devices 03 Website Visit: Visit to a website, regardless of device; does not include app visits 04 Visit Growth: Trend in visits computed over two time periods 05 Marketing Channel: Visits sourced from a marketing channel (as opposed to direct traffic/entering the URL) 06 Operating System: Underlying software running a mobile device 07 Connection Type: The method by which a mobile device connects to the Internet; Either mobile network or Wi-Fi Segments 01 Consumer Information: websites that contain health information targeted to consumers; may cover self-diagnosis, product and treatment options, and/or community support 02 Payers, Pharma & Device: websites focused on interacting with Health Insurance, Pharmaceuticals, and Medical Device companies. Practitioner and Consumer sites sponsored by these companies are in their respective segment. 03 Healthcare Provider: websites focused on services offered by doctors, dentists, clinics or hospitals 04 Practitioner (HCP): sites designed for practitioners; they may provide information, subscriptions, training and/or ordering functionality

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