As tech and healthcare continue to integrate and influence how people seek medical information, track symptoms and find treatment, Sarah Funderburk, Senior Medical Strategy Director at Caudex, examines how digital health applications are being marketed to consumers.
Sarah notes the communications approach for many wellness apps is often tech- or experience-based.
“The challenge with this tech-based, direct-to-consumer approach is cutting through the noise and various claimed benefits of the health and wellness industry to get to meaningful outcomes data,” she said.
Sarah highlights that health tech companies “should not overlook the influence of an HCP’s recommendation” and emphasizes the value of peer-reviewed evidence and telling a scientific narrative.
“In medical communications, we are experts in translating science to both patients and clinicians for maximal impact on health outcomes,” Sarah said. “If health tech companies aspire to be a ‘#1 doctor-recommended app,’ they need to activate and mobilise HCPs by credibly communicating their wealth of data and creating compelling medical education that translates into business and patient value.”