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New Research Highlights Key Themes In Healthcare Innovation

As we prepare for our appearance at the Connected Health Conference on 18 September – tickets available here – we are beginning to collate the results of our research into healthcare and innovation, which will inform our talk, alongside Opinium, examining what consumers want from healthcare. Whilst you’ll have to attend the conference – or keep an eye on Lansons social feeds and website – to get all the details, we couldn’t resist sharing some of the early insights with you..

Google ranks above NHS Choices as a source of healthcare information: Google is in many respects the first website to make the majority of Westerners cyborgs; we have come to treat it as an extension of our own minds, and rely on it accordingly. Our research shows that this reliance extends beyond simple requests for restaurant reviews or gadget recommendations, and extends into our approach to health solutions; internet users in the UK are more likely to visit Google to find solutions to their health queries than to visit NHS Choices.

There is a disconnect between those who most need tech innovation in healthcare and those most likely to use it: whilst investment in tech solutions for health issues afflicting the over 50s continues to grow, there is a real need to match this with education for that age group to make them more comfortable with adopting and using these solutions as part of their day-to-day healthcare routine. There is a risk that a focus on innovation at the expense of patient education and advocacy will lead to reduced uptake and therefore reduced efficacy.

Use of apps and other technologically-based healthcare solutions does lead to long-term behavioural change: increasing patient comfort with tech solutions is of paramount importance: our research indicates that prolonged usage of health tech by patients can lead to real behavioural change, and therefore long-term improvements in patient health, because it provides validation of their behavioural changes and keeps them engaged over a longer period of time. This behavioural change is often small and incremental, but nonetheless significant (cf the recent explosion of interest in ‘nudge theory’).

Patients are often reluctant to share unfiltered data from apps with their GP: perhaps unsurprising if one considers the classic British approach when confronted by a GP’s standard questions (“How much do you drink? Oh, a couple of glasses a week…”), it would seem that patients are not yet ready to grant medical professionals unmoderated access to their personal data when collected by an app or wearable. An interesting challenge to both the UX and UI of healthcare tech design…

The above points are just the tip of the iceberg, of course. To hear more about our findings and how you can use this information to benefit your business, come along to the Connected Health Conference on Friday 18 September in London – or contact me at tinaw@lansons.com.

Tina will be presenting the findings of Lansons and Opinium’s research, alongside James Sweatman of Opinium, at the morning session of the Connected Health Conference. If you’re unable to attend but would like to find out more, please contact Lansons Health at healthcare@lansons.com, or contact James at JamesSweatman@opinium.co.uk.