Encouraging eHealth Adoption in Europe

Trends / Wellness
Maxine Ihezie
Feb 5, 2021
The coronavirus pandemic has seen the acceleration of eHealth adoption. Our unravelling collective definition of what ‘normal’ is when it comes to our health and the systems that support it are major paradigm shifts in the Pharma and Healthcare industry. Using visuals that inspire customer adoption of eHealth is important in offering solutions to challenges faced by Healthcare and Pharma brands.

The opportunities for brands around eHealth are huge, especially as various European governments have invested millions to billions of euros to develop eHealth infrastructure for greater accessibility. On our platform, we witnessed a great appetite for telemedicine visuals as brands looked to show patients increasingly and actively participating in their healthcare, all whilst looking to big pharma and medical professionals to keep us safe.
Purposeful Innovation

Our ongoing Visual GPS research has given us insight into what European consumers want from technology and innovation, how they are currently using it in their everyday lives and what may be preventing its adoption. European Consumers are open to embracing innovation so long as it is purposeful. Nearly 7 in 10 European consumers told us that there is no point in adding technology if it does not add value to their experience.

Consumers have expectations of pharmaceutical brands to embrace open source innovation and put philanthropy over profits in efforts to lead us out of Covid‑19. By forming strategic alliances with competitors, once restricted codes, databases and designs have been made available. This has enabled experts to cultivate innovative tools, especially around vaccinations. In the past 5 years, we have seen a key pattern in the visuals being downloaded by our European health and pharma consumers, with stories that show a shift from individualism to collaboration. Now we are seeing downloads with the focus on a group working together and the people behind the science.

When it comes to choosing visuals, it is important to consider your audience and challenge generational stereotypes. From a generational perspective, European Boomers say they would pay more for healthcare brands that use technology to provide advice and recommendations – this could be telemedicine, chatbots and voice search, for example. Whilst European Gen Z & Millennials would pay more for self‑service capabilities such as online prescriptions or digital therapeutics.
Encouraging Adoption

eHealth innovation drives the development of personalised, intuitive, and integrated healthcare. This is good news in terms of technology adoption as 3 in 5 European consumers say, they already use technology to help them track their goals. The average person is said to generate 300million books of health‑related data in their lifetime. Using tech to monitor health and fitness, serves the dual benefit for both patients and healthcare providers as it means that people living with conditions are empowered to manage their conditions whilst being monitored from home. Using visuals that show the emotional rewards of eHealth emphasise that it is purposeful.

However, the barrier to eHealth adoption is data protection. Nearly all European consumers (93%) say a brand must commit to protecting their data. In fact, it is the most important factor when making decisions on who to do business with. In Germany, a survey found that 40% of all Germans who opposed to using a Covid‑19 track and tracing app did so because of data concerns. This stressed that the right choice of visuals is essential in establishing trust and transparency.
Actionable Insights

eHealth innovation has disrupted the way patients consume personalised products and services. The key to growth, in this highly competitive sector, is putting consumers at the centre of accessible eHealth and finding visual solutions that make your visuals stand out.
You can achieve this by asking yourself the following questions:

  • Are you showing the emotional rewards of eHealth technology on the lives of real people? Remember European consumers only want innovation if it adds value to their experiences, whether that’s tracking goals or monitoring their conditions and they want to see it in real‑life settings.
  • Are you challenging generational stereotypes? You can do so by considering different approaches to showing people over 50 positively using eHealth in different ways and how Gen Z and Millennials self‑serve in real life.
  • Do your visual choices encourage adoption by inspiring trust and transparency? Remember the importance of showing data protection is important to encourage consumer reassurance and comfort with eHealth adoption.
Gen Z and Millennial Wellness