eric schames - rock health's 2016 digital health consumer adoption report
TRANSCRIPT
Reult from our econd annual national conumer urve.
Quick Read
50 thing we now know aoutdigital health conumer
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AUTHORD Y
Ahlee AdamPartnerhip and trateg
Mark hankarReearch Fellow
WITH HLP FROM
ill van
Danielle McGuinne
Mollie McDowell
Halle TeccoFounder
Conumer of healthcare have hitoricall een one tep removed from the indutr. Mot
often poitioned a paive takeholder, conumer are faced with complex and ammetrical
information in a tem plagued with riing price and higher deductile. A patientdriven
care graduall replace a culture of medical paternalim, patient are increaingl in the
driver’ eat of their own health. And jut a the Internet ha changed the wa we learn,
communicate, hop, ank, and work, o too i it changing the wa we manage our own health
and healthcare.
NPR’ Planet Mone recentl noted, “Healthcare i thi totall ‘weird’ and di�erent part of our
econom.” We’ve noticed—which i wh we love digging into how the indutr i eing haken
up technolog. Our econd annual 4,000+ peron nationallrepreentative urve i full of
inight and valuale data. We deplo thi urve each ear to etter undertand conumer
entiment and adoption of digital health, reveal conumer attitude toward health privac and
trut, and gauge overall conumer ehavior (ee our 2015 report here).
A tipping point in conumer health
1. Digital health reached a tipping point in 2016 a conumer adopted digital health tool
at a record rate over the lat 12 month. Fortix percent of conumer are now
conidered active digital health adopter, having ued three or more categorie of digital
health tool (e.g., telemedicine, wearale)—up from 19% in 2015. Onl 12% of American
are nonadopter, down from 20% in 2015.
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ource: Rock Health conumer urve data (n = 4,015)
2. Conumer willingne to pa aw a dramatic threefold increae from 2015, with 39% of
conumer trongl agreeing that the are willing to pa for health expene out of
pocket. Thi parallel the increae in conumer purchaing highdeductile health
inurance plan, which roe from 20% in 2014 to 29% in 2016 (Kaier Famil Foundation).
3. ven novel conumer technologie like virtual and augmented realit are eing adapted
for health ue uch a relaxation (7%), mental health (4%), rehailitation (3%), and pain
management (3%).
4. A majorit of American are intereted in otaining an electronic cop of their health
record, and 20% have aked for or downloaded a cop in the lat ix month. Thi road,
conumerdriven puh for health data digitization and ownerhip i uhering healthcare
out of the analog era.
5. While conumer are concerned aout the privac and ecurit of their health data, the
vat majorit (77%) are intereted in haring their health information, epeciall to get
etter care from their doctor.
6. Health data ownerhip and control i important to conumer, and haring of healthcare
information i een a acceptale onl in peci�c ue cae. Nearl 87% tate that the
hould e in control of who ha acce to their health data, and almot 86% a the
hould e told what health data i collected aout them.
7. American are more altruitic than the are greed—more people would freel hare
their health data to contriute to medical reearch (62%) than would hare their data in
exchange for mone (42%).
8. Phician and famil memer are the two entitie mot truted to keep health data
private, while the government and tech companie are the leat truted.
9. imilarl, when aked which health entitie are mot aligned with conumer’ health
interet, phician rank at the top and the government and technolog companie
cloel rank at the ottom.
ource: Rock Health conumer urve data (n = 4,015)
10. Depite tarting up and hutting down everal e�ort in digital health, Google ha
conitentl ranked a the mot truted tech compan in thi pace. On the other hand,
ocial media monolith Faceook and Watoncreator IM are the leat truted tech
companie.
ource: Rock Health conumer urve data (n = 4,015)
Quantif thelf
11. The majorit of health tracking i done mentall—54% of people who track weight and
58% of people who track medication do o in their head.
12. Of thoe tracking their health, the mot common metric recorded uing an app are
phical activit (44%) and heart rate (31%).
13. The factor leat likel to e recorded in an app are lood preure (14%) and medication
adherence (10%).
14. Of thoe who have downloaded health app, mot have done o after dicovering the
app online or in the app tore (41%).
15. Nearl a third of people who downloaded a health app did o ecaue the app wa
recommended their doctor.
“ Part of the prolem i that virtual care i diconnected frompaer and provider. It ma o�er immediac, ut it doen’t helplongitudinall in managing the overall patient journe. ”
Rich Roth, Chief trategic Innovation O�cer, Dignit Health
Rich Roth, Chief trategic Innovation O�cer, Dignit Health
Wearale clim the adoption curve
16. Nearl a quarter of American own a wearale, up from 12% in 2015.
17. The mot popular wearale device manufacturer for all age are amung (30%), Fitit
(26%), and Apple (22%).
ource: Rock Health conumer urve data (n = 4,015)
18. event�ve percent of wearale owner purchaed the wearale for themelve, 22%
received the wearale a a gift, and fewer than 2% received the device from their
emploer.
19. Of thoe who ought their wearale, a third did o in the lat three month and two
third made the purchae in the lat ix month.
20. A majorit of wearale owner made the purchae to “ecome more phicall active”;
other reaon include to loe weight, get etter leep, and etter manage tre.
“ People would e more inclined to ue wearale and track theirhealth if the knew their phician wa uing that informationand it directl impacted their clinical care.”
John rowntein, Chief Innovation O�cer, oton Children’ Hopital
An impreive growth ear for telemedicine
21. Videoaed telemedicine adoption more than tripled from 7% in 2015 to 22% in 2016, with
the majorit of ue occurring in the lat three month.
22. Thirt percent of telemedicine viit are elfpa, compared to viit covered
inurance (11%) and emploer (10%).
ource: Rock Health conumer urve data (n = 4,015)
“ The mot challenging arrier to adoption i that thi i anindutr where the paer i not ultimatel the end-uer of thetechnolog the pa for. A a reult, there are numeroutakeholder (paer, provider, uer) that mut u-in efore anidea i commerciall viale.”
Alejandro Foung, Cofounder & CO, Lantern
23. The mot popular telemedicine medium i telephone (59%), followed email (41%) and
M (29%).
24. The telemedicine medium with the highet atifaction rate i live video, for which 83% of
conumer expreed moderate or extreme atifaction.
25. Acro all telemedicine platform, atifaction rate are aove 75%. Conumer who elf
pa for the ervice are more ati�ed acro the oard.
26. Over a quarter of conumer plan to ue live video to receive medical care or
electronicall end a picture or video to their healthcare provider in the future.
27. Uage of telemedicine i highet amongt the 2534 age racket acro all medium,
followed the 3544 age racket. a oomer (55+) are the leat likel age group to
have ued telemedicine, although more than half have ought virtual medical care with a
provider through a live telephone call.
If we were to reimure the ue of digital health technologie,
“ If we were to reimure the ue of digital health technologie,that would drive a meaningful increae in adoption. Inurer willget on oard once thee tool are hown to reduce cot andconumption of reource.”
ric Topol, Director, cripp Tranlational cience Intitute
Patient continue to leverage Dr. Google
28. Fiftix percent of American who earched online for information aout their mptom
have then propoed their own diagnoi to their phician aed on that information (we
hear doctor love thi!).
29. ixttwo percent of American have ued the Internet to earch for information aout
precription drug.
30. Nearl half of American who have earched online for health information have aked
their phician to precrie or dicontinue taking a peci�c drug aed on information
found.
31. A third of American have ued the Internet to gather information aout upplement in
the lat ix month. Our own Ladoor provided 5M uer with data anali on 750+
upplement in 2016.
32. Fiftix percent of American who ought information online aout upplement have
purchaed or dicontinued ue of a upplement aed on the information found.
ource: Rock Health conumer urve data (n = 4,015)
33. Over a third of American have written an online review aout a peci�c provider.
Healthfocued review ite uch a ZocDoc or Healthgrade are lightl more popular
than general review ite like Yelp.
34. When earching online for a phician, the mot important factor for American are
qualit of care, cloel followed inurance coverage, and location. Cot i rated the
leat helpful tpe of data.
35. When earching online for a pharmac, location i far the mot important factor,
followed price and inurance coverage.
“ Conumer need to ee cot, qualit, and acce in one place fortheir earche for provider to e meaningful and actionale.”
David Vivero, Cofounder & CO, Amino
I digital health onl for digital native?
36. Fort percent of millennial (1834) own a wearale, compared to 26% of Gen Xer (35
54) and onl one in ten a oomer (55+).
37. Technolog companie till have a long wa to go in gaining the trut of one of
healthcare’ larget conumer group: enior. While 84% of thoe aged 55 and older
trut their phician to keep their health data ecure, onl 19% trut a technolog compan
to do o. Comparativel, 82% of thoe under 55 trut their phician and 38% trut a
technolog compan with their health information.
38. Forttwo percent of millennial have ued nchronou video telemedicine, compared to
jut a quarter of Gen Xer and under 5% of a oomer.
39. Aout half of millennial have emailed with a doctor, while a quarter of a oomer
have done the ame.
40. nchronou phone call are the mot popular medium for eeking medical care or
advice virtuall acro all age, while nchronou video viit are the leat popular
medium.
41. Onl 5% of thoe aged 55+ have ued live video in the pat ear, and onl 3% indicate that
the plan on uing the technolog in the future.
42. Millennial are the mot likel to have aked for a download or electronic cop of their
health record (45%), compared to nearl a third of Gen Xer and a quarter of a
oomer.
43. The mot popular method for a oomer to track health acro all categorie i in
their head; ut for thoe who do ue an app, 25% are tracking phical activit, 17% are
tracking leep, and 10% are tracking heart rate.
44. A third of millennial have downloaded a health app in the lat 30 da, compared to 20%
of Gen Xer and 7% of a oomer.
ource: Rock Health conumer urve data (n = 4,015)
In ickne and in health: digital health adoption varie acrohealth tatu
Repondent who elfrated their health tatu a poor or ad are included in the “poor
health” categor. Repondent who elfrated their health tatu a moderate, good, or
excellent are included in the “good health” categor.
45. Thoe in poor health are more willing to hare their health hitor with all takeholder
than thoe in good health. Notal, the are 12% more likel to hare that information with
their pharmac, and 11% more likel to hare it with their phician.
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end u our feedack hare thi pot
46. Onl 8% of conumer who rated their health a poor purchaed a wearale in the lat
ear. Of thoe, 53% decided to make the purchae a an experiment, 42% to ecome
more phicall active, and 35% to loe weight.
47. Acce to health information epeciall matter to thoe with poor health—28% ver much
wanted an electronic cop of their health record, while onl 19% of thoe in good health
are a intereted.
48. Thoe who rated themelve in good health are 12% more likel to propoe their own
diagnoi to their phician and 7% more likel to propoe a treatment aed on
information found online.
49. While 18% of thoe in good health decided to ue a health app ecaue their inurance
compan recommended it, onl 3% of thoe in poor health decided to do o.
50. The health are much more active in reviewing the people and place the and their
loved one go to for care. The mot often write review for inhome caregiver and
nure (64%), nuring home and long term care facilitie (61%), and phical therapit
(55%).
“ People don’t a ‘I want to e adherent,’ ut I want to ave time,ave mone, and e health. The conumer goal i oftendi�erent from the indutr goal, and the opportunit i at theinterection of thoe two.”
Mia Ferrara, enior Director, Digital trateg, CV Health
Want more? Download the full report and the raw data here!
Acknowledgement
Thi report would not have een poile without the help of a numer of indutr partner
and tartup entrepreneur who have gracioul hared their expertie, including John
rowntein, Mia Ferrara, Alejandro Foung, Noah Lang, Matt Murph, Vija Patel, Rich Roth, ric
Topol, and David Vivero.
We alo want to give a pecial acknowledgement to the diligent and inightful reearcher
Mala Gandhi and Terea Wang, who laid the groundwork in our original 2015 report. Without
their work, thi econd annual report would not e poile.
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