understanding the era of telemedicine

Marketing and Telemedicine: Unlikely Meeker Report Connections

This post is the fifth and final part of our exploration of the 2019 Mary Meeker Report.

Seven of the 10 most successful companies operating across the world are making waves in the tech industry. Most of these companies, however, focus on e-commerce and social media—but Telemedicine is a newer addition to the technological field. While it has yet to crack the corporate top 10, it – and its innovative gadgets – are gaining popularity.

What is telemedicine, though, and how can we categorize it with the other technological industries operating today? Mary Meeker made a point of mentioning this industry in her 2019 report. If nothing else, we need to keep our eyes on the way this industry is packaging itself for consumer consumption.


Defining Telemedicine

There is a difference, albeit a small one, between telehealth and telemedicine.

Telemedicine consists solely of clinic-based services, conducted both in person or remotely. Telehealth, comparatively, describes a broader array of services, including clinically-oriented. Telehealth technologies can also be used to train new nurses, maintain administrative notes, and promote public health.

You might use a telehealth technology to schedule your doctor’s appointments online or check your prescription status. Telemedicine tools allow for 24/7 care, such as Facetiming your doctor from the comfort of your home or texting your therapist.


Smart Devices in the Healthcare Industry

People are, by nature, skeptical of change. To win over existing patients, especially older generations, medicine needs digital marketing just like any other industry. The good news is, the universal popularity of technological devices is making this transition a little easier and—and new marketing tactics tell us a little more about the future of advertising.


For example, mobile devices and tablets have risen in popularity over the years. As they have, we’ve seen more of them appear in our doctors’ offices. We’ve also seen doctors begin to suggest the use of smartphone and tablet apps to help monitor health.


Healthcare Personalization, Marketing, and Apps

Medical professionals need to advertise these apps in the same way that businesses in other industries need to. Patients need to be convinced of their value before investing. Then, they need to be encouraged to continue to use those apps after their transaction – their visit to the doctor – has taken place.

The best way medical professionals have managed to sell their apps is through personalization. M-Health apps allow medical professionals to better address health issues patients may be facing and make each visit to a healthcare facility more valuable to patients individually.


Telemedicine and Remote Patient Monitoring

Similarly, more medical professionals are taking advantage of remote patient monitoring (RPM). Remote patient monitoring allows medical professionals to collect data on their patients, just like a business collects data on its consumers. Those professionals can then use that data to provide patients with personalized alerts reminding them of health concerns.

By noting the rise of telemedicine in her report, Meeker offers small business owners another perspective on marketing and the ways small businesses in any industry can better reach out to their consumers.



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