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HEALTHCARE IN THE DIGITAL AGE
ADOBE DIGITAL INSIGHTS

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Table of contents
03 Key insights
04 Consumers who leverage mobile to manage their care
come back for more
05 Healthcare consumers are going digital, and doctors
need to keep up
06 Health insurers and providers are failing at pushing their
customers to mobile
07 Part of the mobile problem is consumer awareness
08 Digitally savvy consumers more likely to see healthcare
quality as improving
09 Health insurers and providers are not leveraging
custom tools to improve digital experiences and
engage the digitally savvy
15 Predictions
16 Glossary
17 Methodology
ADOBE DIGITAL INSIGHTS | Digital Health Report
10 Health providers still need to get consumers to be more
comfortable with sharing health information online
11 Having a data science background can uncover hidden
insights and drive improved care
12 Fitness device users are happy to participate in digital
health technology
14 The future of data sharing is already taking off in certain
communities

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• Over 50% of consumers who have leveraged mobile tools to manage healthcare related tasks
want to strictly conduct those tasks via a mobile device
• Better online tools mean better healthcare: The digitally savvy today are utilizing tools and are
2X more likely to say the quality of healthcare has improved
• Health insurers and providers are behind other industries. They are ~12% below the average
industry when it comes to leveraging custom online tools which can be used to understand
their customers and enhance digital experiences
• There’s room to grow, for both patients and Doctors in using digital tools to understand data
trends and create digital health centered communities
Key insights
3ADOBE DIGITAL INSIGHTS | Digital Health Report

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Consumers who leverage mobile to manage their care
come back for more
ADOBE DIGITAL INSIGHTS | Digital Health Report
Healthcare consumers who are
going mobile are having great
experiences and want more

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Healthcare consumers are going digital, and doctors
need to keep up
ADOBE DIGITAL INSIGHTS | Digital Health Report
Majority of consumers are comfortable using apps and web tools for health
related tasks like diagnosing symptoms. If doctors do not embrace these tools
and the data provided they risk alienating themselves.

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• Ratio of mobile traffic to health
insurance and health provider
sites is 24% below desktop traffic
• Mobile ratio to health insurers is
up 9.4% over 2014; health
provider ratio is up 4.2%
Health insurers and providers are failing at pushing their
customers to mobile
ADOBE DIGITAL INSIGHTS | Digital Health Report

7.
Part of the mobile problem is consumer awareness
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• 36% of all consumers are unsure
of whether their health insurance
company even offers an app
• In order to have multiple touch
points to their clients, health
insurers need to educate
customers about mobile app
options and present an app
that adds value
ADOBE DIGITAL INSIGHTS | Digital Health Report

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• Digitally savvy consumers are more
aware of online tools and resources
and are more likely to use and use
them more often compared to non
savvy patients
• A more engaged consumer translates
into better healthcare outcomes
Digitally savvy consumers more likely to see healthcare
quality as improving
ADOBE DIGITAL INSIGHTS | Digital Health Report

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Health insurers and providers are not leveraging custom tools to
improve digital experiences and engage the digitally savvy
ADOBE DIGITAL INSIGHTS | Digital Health Report
• Health insurers and providers
are gun shy when it comes to
tracking custom information
– In fact, health insurers and
providers are the lowest
performers in terms of tool
utilization compared to
other categories
• Health information sites
are the most likely to track
customized information
out of all health categories

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There are many benefits to information
sharing, but the first hurdle is instilling
confidence in patients to where they
are open to sharing that data with apps
which can assist physicians
Health providers still need to get consumers to be more
comfortable with sharing health information online
ADOBE DIGITAL INSIGHTS | Digital Health Report

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• Consumers are already
turning to digital outlets to
answer medical related
questions, physicians can
query those behaviors to
gain meaningful insights
• Apps like “Figure 1” are
examples of physicians
creating online communities
for information sharing
Having a data science background can uncover hidden
insights and drive improved care
ADOBE DIGITAL INSIGHTS | Digital Health Report

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Consumers are receptive to fitness
devices, especially Fitbit
Fitness device users are happy to participate in digital
health technology
ADOBE DIGITAL INSIGHTS | Digital Health Report

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New products like Apple’s Carekit
and Researchkit have been well
received as potential game changers
in the digital health market
Fitness device users are happy to participate in digital
health technology
ADOBE DIGITAL INSIGHTS | Digital Health Report

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Fitbit enables users to share fitness data with
friends and family via social networks
The future of data sharing is already taking off
in certain communities
ADOBE DIGITAL INSIGHTS | Digital Health Report

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• Health insurers and providers who do not innovate and lever digital channels risk losing
share to competitors and risk passing up opportunities to provide a better healthcare
experience for the digitally engaged patient
• Exciting opportunities exist in health based digital communities for doctors to engage with
and promote wellness and better healthcare
Predictions
15ADOBE DIGITAL INSIGHTS | Digital Health Report

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Glossary
• Mobile visits relative to desktop visits - The ratio of mobile visits to a site relative to
desktop visits (mobile visits/desktop visits)
• Standard Metric - Standard out of the box metric tracked by a company (ex: visits, time
spent, page views, etc.)
• Custom Metric - Open variable that company's can lever to track behaviors that are
relevant to their business
• Social Sentiment - Emotional tone behind a series of words, used to gain an
understanding of the attitudes, opinions and emotions expressed within an online
mention.

17.
Methodology
• Based on analysis of aggregated and anonymous data
• 5 of the top 10 health insurers and 5 of the top 10 health information sites
• Report based on analysis of 121 billion visits to 50 of the largest sites/apps each in the retail, travel, health insurance,
health provider, health information, automotive, insurance, and banking sectors; 34 billion visits to health vertical
sites/apps specifically throughout 2015
• 2.6 million social mentions relating to digital healthcare and fitness devices
• Companion research based on a survey of 1000 U.S. healthcare consumers
• Data from Adobe Marketing Cloud Solutions leveraged: Adobe Analytics and Adobe Social
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ADOBE DIGITAL INSIGHTS | Digital Health Report