IoT Marketing For

Primary Care
Alex Gerwer
Principal Consultant
AKN
 IoT: Creating Hype Versus Impact

Hype

Source: Edelman Intelligence, 2018

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Which Ecosystem Factors Are Influencing
the Demand for IoT Use In Healthcare?
• Growing and ageing population – 8.5 per cent of the global population (617
million people) are aged 65 and over, with the total expected to double by 2050
to 1.6 billion people.
• Increasing consumer expectations for more personalized, equitable, and
convenient healthcare services.
• An insufficient supply of various types of providers.
• It is easier and cheaper than ever to produce hardware.
• The world of wireless connectivity has dramatically evolved over the last few
years.
• The ability to leverage an entire infrastructure that has emerged in related
areas
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Which Ecosystem Forces Are Driving the
Adoption of IoT Use In Healthcare?
• IoT apps and mobile devices have become very popular among consumers.
According to Gerard Nussbaum, Director of Technology Services at
management consulting firm Kurt Salmon, a consumer wants “to be able to
look at the nice little graphs and charts of their sleep data and draw their own
conclusions about their habits or their problems.  The consumer can point to
the information when they sees their doctor and ask informed questions about
it.  It involves the patient.  It’s bidirectional.  That is very important when it
comes to engagement.”
• As value-based reimbursement continues to expand towards becoming the
primary type of medical payment, a high level of patient engagement is
becoming increasingly important for integrating, analyzing, and presenting
patient-generated health data and hence for provider reimbursement.
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Industry Participation in Healthcare IoT
• Medical device companies with all of their products connected:
• Over half of respondents from small companies (< 250 employees)
• About a quarter in medium-size companies (251 – 5,000 employees)
• Approximately a third in large companies (> 5,000 employees)
• The average percentage of the overall R&D budget allocated to the
development of connected medical devices was about 34 per cent.
• Smaller companies surveyed are currently allocating a significantly
higher percentage of their R&D budget to the development of
connected devices (43 per cent), compared with their medium – and
large-sized counterparts (both ten per cent).
Source: Research2Guidance, 2018
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What Healthcare Consumers Want From
IoT:
• The integration of digital tools, behavior change mechanisms, and
overall care programs.
• The delivery of value for both the consumer and the provider by
making conversations between consumers and providers more
worthwhile.
• The delivery of more specific and personalized recommendations
regarding exercises/activities and what to eat than would be
otherwise available.

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What Healthcare Consumers Do NOT
Want From IoT:
• A recent study from the Journal of Medical Internet Research (JMIR)
indicates that healthcare IoT consumers do NOT like: hidden fees,
shady data sharing procedures, subpar functionality, and a generally
lackluster user experience.
• More than 40% of users specifically cited the time and energy it takes
to input their data as a reason why they discontinued the use of
certain apps.
• A similar number said their interest in maintaining their data faded
over time, indicating that IoT activities were not delivering sufficient
value to warrant saving the data collected.

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What Healthcare Providers Want From
IoT:
• Integration into existing clinical workflows.
• Actionable information, not an abundance of data
• Timely assistance
• Easy to use

8
What Healthcare Providers Do NOT Want
From IoT:
• To have to work to determine whether they’re being sent valid data

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 How IoT Will Impact Healthcare
• Enhance the speed and accuracy of diagnostics
• Target treatments more efficiently and effectively.
• Enable remote clinical monitoring, chronic disease and
medication management, and preventive care
• Provide support for people who require assistance with
daily living, like the elderly and disabled, so that they can
live independent lives for as long as possible.
• Facilitate lower costs, improve efficiency, and deliver better
patient outcomes
• Reducing readmissions
• Lowering medication non-adherence
• Improving wellness management

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Adapted from The Internet-of-Things: A revolutionary tool for the health care industry, Inside Magazine, Deloitte LLP, 2017
What Will IoT Do For Healthcare? 
• Turn Data Into Actions: Quantified health is going to be future of
healthcare because health that is measurable can be improved.
• Improve Patient Health and Promote Preventative Care: By updating
personal health data of patients on the cloud and eliminating the need to
feed it into the EMRs, IoT can be used as a medical adherence and home
monitoring tool.
• Enhance Patient Satisfaction and Engagement: IoT can increase patient
satisfaction by optimizing clinical workflow. It can increase patient
engagement by reducing the need for direct patient-physician interaction
as devices connected to the internet are delivering valuable data.

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What Healthcare Advances Will IoT
Support?
• Care Management: IoT will enable sensor-fed alerts to be sent out to
patients and their caregivers in real-time so that both will get event-
triggered messages.
• Population Health Management: Since it is widely recognized that
only a fraction of a patient’s health is directly related to the clinical
care they receive, it is important for providers to understand what
happens to a patient when he or she is not in the clinic. Using IoT,
care teams can receive insight driven prioritization and use IoT for
home monitoring of chronic diseases.

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IoT in Healthcare Market Segmentation by
Component 
• Hardware
• Portable Diagnostic Devices
• On-body Wearable
• Others
• Non-Portable Diagnostic Devices
• Software
• Services

Source: MarketsandMarkets, 2017 13

IoT in Healthcare Market Segmentation by
Application
• Telemedicine
• Medication Management
• Clinical Operations
• Patient Monitoring
• Wellness and prevention
• Chronic disease management
• Connected Imaging

Source: MarketsandMarkets, 2017 14

IoT in Healthcare Market Segmentation by
Participant
• Primary Care Services
• Patients
• Life Science Companies
• Payers
• Secondary Care Services

Source: Deloitte LLP, 2018 15

IoT in Healthcare Market Segmentation by
Location
• Hospitals
• Ambulatory care facilities
• Physicians’ offices
• Pharmacies
• Urgent care centers
• Retail clinics
• Imaging Centers
• Laboratories
• Home
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IoT in Healthcare Market Segmentation by
Connectivity 
• Near Field
• NFC
• RFID
• ANT
• Zigbee
• EnOcean
• Mid Field
• Bluetooth
• WiFi
• Fair Field
• Cellular
• Satellite

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The IoT in Healthcare Ecosystem
Mining, managing
and analyzing a
vast array of data
from medical grade
wearables, imaging
and monitoring
devices play a key
part in realizing the
value in the IoMT.
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Barriers to the Adoption of IoT in
Healthcare
• The lack of adequate reimbursement for the use of IoT.
• The paucity of open platforms, based upon open data standards, enabling
payers, providers, and technology vendors to collaborate with each another.
• The lack of adequate understanding of cybersecurity risks among
stakeholders, including how to prevent such risks and what to do once such a
risk has been identified. This is needed to ensure both consumers and
providers that patients, the public and health that the data is being protected
and used responsibly.
• The host of regulatory changes that are occurring relevant to both
developing connected medical devices and succeeding with IoMT.
• The need to bring together multidisciplinary talent from creative and
scientific backgrounds as well as stakeholders from diverse industries.
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Barriers to the Adoption of IoT in
Healthcare
• The integration of connected medical devices into established care pathways is
challenging and requires significant cooperation across the IoMT ecosystem.
This is directly related to:
• The extent to which an organization's IT infrastructure is able to handle or process the
connections and data.
• The limited ability of electronic health records to accept, analyze, and report on patient-
generated health data from IoT devices in a way that allows providers to work optimally.
• The abundance of IoMT data that is not transformed into useful clinical
information, leaving providers feeling frustrated, overwhelmed, and unable to
get to the crux of what will help them treat their patients more effectively.
• The inadequacy of internet access among vulnerable populations including the
elderly, those with low education levels, lower-income populations, rural
residents and minorities.
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Top 10 Perceived Barriers to Connected
Technology Adoption From Health Care
Professionals

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IoT in Healthcare Market Size
IoMT Market ($B)
$350.00

f(x) = 2.96 x² − 11939.42 x + 12030219.87

$300.00 R² = 0.99

$250.00

$200.00

$150.00

$100.00

$50.00

$0.00
2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026

Polynomial ()

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IoT Marketing: Product
• A number of large medtech companies have developed connected ecosystems
that act as a common platform to share, aggregate, and view data.
• Linking disparate sets of data that sit within health care organizations is critical for
achieving both clinical and operational value.
• Applying advanced analytics to the data generated from connected medical devices to
provide critical insights and empower better decision-making
• It is NOT marketing a system of devices, platforms, or applications that connect,
but rather it is marketing a solution that provides a valuable benefit.
• For example, it is estimated that the average medical professional spends 21
minutes per shift looking for supplies, files, or other items that they cannot locate
in on-site inventories. Decreasing the time required to locate items by a mere
one percent actually results in up to $60 billion in healthcare costs per year.

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IoT Marketing: Positioning
• As a marketer, a big challenge is getting target customers to see how data can be
used to provide better services, easier access to services, and more rewarding
interactions with the products and providers that they can know, use, and trust.
• Define what IoT means for your customers and your company
• Indicate how your company fits into the greater healthcare IoT ecosystem so as
to cut through the noise and make certain that potential customers hear and
understand what your company is offering and the value that they will derive
from your company’s offering.
• Focus your content strategy on pieces that educate your potential customers
about your company’s approach to IoT and the issues your company has solved
for customers.

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IoT Marketing: Promotion
• Demonstrate that your company understands how a specific IoT solution can
address a specific healthcare challenge
• Make your company stand out as a thought leader by demonstrating domain
expertise in one or a few focused areas of healthcare IoT.
• Use actual deployment case studies to show that your IoT solution is real, not
just “vaporware” positioned to take advantage of marketing buzz.
• Have a customer (even a beta) on board to offer a testimonial, which will
validate your story and exponentially add to your success.
• If your product is still in development, provide use cases on how your solution
will uniquely solve your customer’s pain-points.
• Identify the influencers you need to reach and stay focused on them.
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IoT Marketing: Promotion
• First listen in on prospect, customer, media, analyst, and other conversations
currently taking place across channels and then engage with customers.
• Bring your IoT stories to life with simple visuals. Good visuals can simplify the
story about how IoT will help them, while explaining your value proposition in
ways that can sell it to the decision makers.
• YouTube is the king as the most trafficked video platform.
• If you have a deck that clearly explains how your IoT solution works, edit it to
speak to your prospects, upload it to SlideShare, and offer it to your online
audience.
• Distribution services like Outbrain or Taboola can help you reach and serve up
content to your defined target audience.
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The Future of IoT in Healthcare
• In a case involving cargo aircraft, AI can extend the life of the plane
beyond what is possible using traditional analytic techniques by
combining plane model data, maintenance history, IoT sensor data
such as anomaly detection on engine vibration data, and images and
video of engine condition. Can an analogous process be used to
predict emerging health issues and thereby extend a person’s life?

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