Digital health is an increasingly important feature of the healthcare market. Whilst many healthcare companies acknowledge the opportunities offered by online and digital technologies, relatively few have understood how best to adapt their businesses and leverage digital media to consistently deliver value. In seeking to develop a more sophisticated digital presence, a healthcare company is faced with the need to more clearly understand the digital health market and acquire the knowledge to make informed commercial decisions. For those wishing to realise the benefits of digital health an insight specialist with specific expertise in this space is uniquely placed to support them and enable them to achieve value for their business.

1. Digital Health Insight:
The Value of a Specialist
By Neil Cooper of Clinical CURRENT
Digital health is an increasingly important feature of the healthcare market. Whilst many healthcare
companies acknowledge the opportunities offered by online and digital technologies, relatively few
have understood how best to adapt their businesses and leverage digital media to consistently
deliver value.
In seeking to develop a more sophisticated digital presence, a healthcare company is faced with the
need to more clearly understand the digital health market and acquire the knowledge to make
informed commercial decisions. For those wishing to realise the benefits of digital health an insight
specialist with specific expertise in this space is uniquely placed to support them and enable them to
achieve value for their business.
Copyright © 2013 Clinical CURRENT. All Rights Reserved.

2. digital media activity within “United giving me headaches yet
THE IMPORTANCE OF again. But to be fair Chelsea were
the healthcare market, we’d
DIGITAL HEALTH INSIGHT brilliant last 30 mins.
argue that this calls for an #HighBloodPressure”
insight specialist with
It’s been said enough times
expertise in digital health. - @HaroonAsh, 10 March 2013
but physicians and patients
are spending an increasing
A standard medical term is
amount of time online. They DIGITAL HEALTH INSIGHT: thus transformed and it
use online and digital media ADDING VALUE would be important for a
to seek and share
brand team to know this
information, to enhance Understanding the context in when developing digital
clinical practice and to which market information communication materials.
streamline patient exists and is to be applied is
management. Treatments a fundamental requirement Attention: In 2000 our
are discussed, experiences for anyone wishing to turn average online attention
shared, and disease research into insight and span was 12 seconds, in 2012
information sought. For a therefore create value for it was 8 seconds (that’s 1
healthcare company, if any their business. A specialist in second less than a goldfish)
of this activity is taking place digital health will be able to and by 2008 17 percent of
in a space where there’s a scrutinise the market they web pages were viewed for
corresponding business are tasked to research and less than 4 seconds. On the
interest then it’s important to assess with a critical eye the average web page (593
know what’s actually going information they find. words long) only 28 percent
on if they are to build a full
of words are read whilst on a
picture of their market and Language: It’s worth page consisting of 111 words
establish how best to considering how, in the 49 percent are read.
respond. online context, the way
language is used can differ The important issue here is
If one accepts the markedly from how it is not one of a shortening
importance of understanding interpreted. For example, a online attention span (there
online and digital health brand team working in are plenty of studies that
activity then one must also hypertension that wants to show a reduction in our
address how best to find out understand how patients talk collective attention span no
what’s actually going on and about their condition might matter what the medium)
how this activity relates to access Twitter and search for but rather how attention can
their business. The role of references to 'High Blood be achieved and maintained.
the specialist has always Pressure'. On the face of it, People’s expectations of
been important within the all returned matches would online and digital differ from
fields of market insight and appear relevant but when traditional media because a
business intelligence. There people are online ‘High diversion is only a mouse
are specialists in qual, Blood Pressure’ is often used click or screen swipe away.
specialists in quant, colloquially to make This immediacy of access
specialists in ethnography, reference to a stressful demands that messages be
specialists in patient situation; as in the following conveyed rapidly and writing
research and specialists in example: is clear and concise in order
KOL research to name just a
to be read. It’s also
few. With the rising
important to explore ways of
importance of online and
communicating that don’t
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3. require the written word as When asked if they had any preparing to take steps into
the 166 words read on your figures on the number of digital health should account
average web page won’t major diabetes patient for regulatory considerations
support much detail. forums / online communities across 4 key areas:
Diabetes UK replied “We
Ensuring that an audience don't unfortunately, mainly ● Consult national code(s)
pays attention is an because there are so many!”. of conduct for each
important objective when When even a leading charity market
developing digital health can’t give you a reasonable ● Consult
initiatives. If the end goal is idea of all places where their pharmacovigilance (PV)
to develop an asset that is patients could be discussing regulations that apply to
both widely used and highly their disease it highlights each market
valued then understanding how important it is to draw ● Consult applicable Data
what will or won’t attract and on specialists who can help Protection laws that
maintain attention is an navigate the market apply to each market
essential skill-set to possess intelligently. ● Liaise with local affiliates
for those in the planning to ensure compliance
stages. Regulatory compliance: For with the applicable
many healthcare companies, marketing and clinical
Finding: Knowing how to concerns over regulatory regulations for each
seek and find relevant compliance have been a market
information online is a tricky significant barrier to
business. Search engines are adoption and innovation Much has been written about
a great tool but they’ll only within digital health. And for what companies need to do
get you some of the way. It’s those that do choose to to comply with regulations
been said that Google isn’t pursue digital initiatives it is when researching or
actually a search engine at all fair to say that the most developing digital health
but a ‘find’ engine and this is pressing challenges are likely initiatives. It is true that
very apt when it comes to going to be regulatory. digital health is subject to the
digital health where relevant Different markets will have same rules as any other
activity can take place across different regulations and the healthcare initiative but the
a variety of disparate media. way international rules (such challenge comes in
From Facebook and Twitter as EU directives) are understanding how existing
to PatientsLikeMe and other interpreted may also differ. rules actually apply to digital
disease specific If you have a global or health.
communities, a digital health regional remit then there are
audience could reside in inevitably more things to A useful example would be
many different places. Given take into consideration than conversations in an online
insights are by their nature for those with a single public forum (for example
unknown at the outset it’s market focus. Twitter or Facebook). Some
important to know enough might say that because these
about your audience and The encouraging thing is that conversations take place in
subject matter to firstly focus regulatory challenges are not public they should be treated
your search in order to insurmountable and much the same as if heard whilst
deliver relevant results and can be done with digital walking down the street. But
then be able to interpret media that is both innovative because those conversations
what you find when you get and fully compliant with have been digitised they
there. regulations. Companies have been turned into data
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4. and for that reason (in the can engage with their health Summary: Key areas where a
UK and EU at least) data which in turn shapes how digital health specialist can
protection law immediately digital health programmes add value:
applies. These laws govern need to be developed.
how that data must be ■ Language used by patients
treated and will have The launch of Samsung’s and healthcare professionals
implications for what can or Galaxy S4 smartphone could is different online – knowing
cannot be done with it. prove to be a watershed what to look for is crucial in
moment for digital health order to fully understand
To ensure compliance at all but understanding how users what’s going on and to spot
times when researching or adopt the technology and emerging opportunities
developing digital health engage with it will be crucial.
initiatives it is important to The S4 comes armed with ■ Attention is different online
always be mindful of the eye-tracking software to – understanding what
regulatory context in which pause video when a user captures it and how long it
work is being carried out. By looks away and then lasts could be the key factor
doing so regulations can be resumes play when their in determining success or
successfully navigated whilst attention is back on screen failure of digital initiatives
driving innovation and (in healthcare this could be
delivering best practice. used to pause a digital detail ■ Finding relevant and
whilst a physician tends to a insightful information can
Dynamism: Digital health is patient then resumes at a emerge in many different
an emerging discipline driven more appropriate time). places and forms – a skilled
by developments in a Samsung’s S Health app is an specialist will know where to
disparate range of fields integrated health monitoring look and how to find it
including software application that will utilise
engineering, big data and the upgraded hardware in ■ Regulatory compliance is a
mobile technology. It’s also the new phone - speed, critical business discipline –
subject to macro trends distance, temperature, specialists are best placed to
affecting how we relate to humidity are all trackable navigate this whilst
digital media, how we use and open a wealth of maintaining best practice
the internet and what we opportunities to innovate
expect in terms of healthcare with digital health apps. And ■ Dynamism is a defining
provision to name just a few. such apps will only act to characteristic digital health –
Developments can take hold increase public acceptance of a specialist will understand
quickly and have a profound using digital technology to key trends and place insights
effect on how we lead our engage with their health. in context to ensure their
lives. Before June 2007 the commercial relevance
iPhone didn’t exist and there But to innovate in digital
was no concept of the ‘app’. health it is first necessary to
There are now over 7000 imagine what’s possible and EXTRACTING INSIGHT
approved medical apps in then understand how best to FROM DIGITAL HEALTH
the iTunes store – and apps implement that vision. A
are just one example of specialist will understand the Digital Health is a vast area
digital health. This trends shaping the market which makes generating
proliferation of mHealth and be able to spot insight into what’s going on
technology is changing public opportunities that may all the more important.
perception as to how they otherwise go untapped. There are also many
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5. different ways that digital insight is to be applied. Development: Insight into
health insight can be utilised. Armed with these skills a how clinical requirements
Social media monitoring can specialist can work with should be translated into a
be deployed to flag threats to clients to identify the key digital asset such as an app
commercial activity and act business questions, to aid compliance and
as a catalyst for an informed investigate further and support improved patient
response. Eye tracking can generate insight that can be outcomes … what clinical
support usability testing and of practical use to the criteria exist, how are they
help to optimise digital business. defined and what are they
assets. trying to achieve; how do
patients engage with
But the online and digital AREAS WHERE DIGITAL mHealth, what metrics
spaces move quickly and HEALTH INSIGHT IS OF USE should be used and how can
quite often real insight they best be captured via the
Intelligence: Insight into how
demands observation and app; how can output data on
the market is shaped and
immersion to spot things as compliance be used to
influenced by online activity
they happen and understand demonstrate an outcomes
in order to develop a
their relevance. Thinking of a benefit?
compelling brand
detective working a new case
proposition … how are
is a useful analogy. The Optimisation: Insight into the
patients and physicians
detective’s ultimate objective optimal format, language
talking about a particular
is to find the perpetrator and and execution for a digital
disease, your company and
they have an instinct for asset that is subject to
your competitors; where are
where to look and what competitor pressure … how
these conversations taking
questions to ask. At the is your audience use your
place, who’s involved and
outset there are a lot of asset, those of your
how influential are they;
unknowns and the detective competitors and what are
what can or should you do in
must cast their net wide and their relative advantages &
response?
rely on their instincts to disadvantages; how should
guide them in pursuit of the your asset be developed to
Strategy: Insight into how to
most useful lines of enquiry. offer value, be used widely
build your digital presence
But these aren’t innate and to gain market share?
for optimal effect to support
instincts they are developed
the launch of a new product
through practised behaviour
… what are the key trends in
and acquired expertise.
your market, what’s driving
them and what effect are
A digital health specialist
they having; how does your
must act in a similar way in
audience engage with online
their pursuit of insight. Clinical Current is an insight
and digital, what are their consultancy specialising in online,
Because so much
expectations and what are social media and digital health.
information is available it’s
the areas of greatest need; 1st Floor, 4-5 Bonhill St
important to know where to
where can you add value and London, EC2A 4BX
begin looking and to be
how can you gain a Web clinicalcurrent.com
familiar with how people
competitive advantage? Twitter @ClinicalCURRENT
behave online whilst also
understanding the important
healthcare trends and the
commercial context in which
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