Ingestible Technology Marketing

The next logical step in the evolution of the health and wellness market, ingestible technology is poised to occupy a huge place in the healthcare marketplace over the next three to four years.

The Basics of Ingestible Tech

Otherwise known as “smart pills,” ingestible technology refers to electronic devices that are swallowed by patients to accomplish or aid in a broad spectrum of treatment or diagnostic healthcare processes. In general, this technology is dominated by a range of medical sensors, each one specifically designed to detect, record, and report a particular heath/wellness characteristic or condition. 

But what are ingestible sensors, exactly? And how to they work? Briefly described, an ingestible sensor looks similar if not identical to a traditional pharmaceutical capsule. Although small in size, these high-tech pills include a range of tech components such as microprocessors, controllers, power supplies, and monitoring instruments. Of course, because these smart pills are designed to pass through the human body, they must be made of materials that are wholly biocompatible and completely safe to swallow.

Although huge sections of the general population remain unaware of ingestible tech and its enormous potential, scientists and physicians are already accomplishing amazing things in this rapidly emerging sector. Subhra Pradhan, a PhD in chemical biology with a focus on the molecular genetics of pathogenic bacteria, presented just a few examples in a 2019 article for the independent research organization PreScouter.

These examples include a pill by Proteus Digital Health that can actually record the moment that a patient takes it. Connecting to a digital network, this pill contains a sensor that becomes activated by electrolytes within the body upon consumption. This allows concerned friends and family members to rest easy because they will know, beyond a shadow of a doubt, when an elderly loved one has taken his or her medication on a daily basis. Each of these Proteus Digital Health pills contains a sensor that is only one square millimeter in length but can communicate exact dosage information to healthcare providers and other interested parties in real time. This sensor is coated in copper and magnesium – two digestible metals that occur naturally in the typical human diet, but can work wonders when it comes to tracking regular medication compliance.

Other remarkable ingestible tech products detailed by Dr. Pradhan and PreScouter include a disposable pill that can actually replace the universally dreaded colonoscopy procedure. The Israeli company Given Imaging has produced a pill that contains a small battery-powered camera that takes high-speed photos of the intestinal tract as it passes through it. This colonoscopy pill instantaneously sends the images that it records to a second device that a patient wears around his or her waist, which in turn sends these images to the computer or tablet of the patient’s doctor. Named the PillCam COLON, the pill has been fully approved through the United States Food and Drug Administration. Although it is currently recommended only for patients who experience pronounced difficulties while undergoing standard colonoscopies because of various anatomical problems, the potential for technologies such as the PillCam COLON are both varied and virtually unlimited.

The Ascendency of the Ingestible Tech Market

Ingestible tech is regarded by a preponderance of healthcare professionals and market analysts as the next step in the evolution of healthcare technology after wearable sensors that can monitor everything from heart rate to blood sugar. However, ingestible tech has more than a few hurdles to overcome in terms of general public perception.  In short, many people are simply unsettled by the very notion of putting tiny computer components, cameras, and other equipment into their bodies.

As ingestible tech continues to evolve, there is little doubt that it will raise a wide range of legal, scientific, and ethical questions. In addition to general and specific health concerns, this form of tech opens the door to issues of patient privacy and effective data sharing as it communicates information drawn from within the human body to medical providers and organizations on that span the globe.

However, the far-reaching benefits of ingestible tech cannot be denied. In one of the first comprehensive market analyses of ingestible tech, Grand View Research valued the total value of the global ingestible sensor market at $491 million in 2016.

As the market continues to evolve, companies are devising a variety of ways to introduce healthcare technology to a wary public and take the necessary “baby steps” toward a widespread acceptance of ingestible tech. As an example, the medical startup facilitator MaRS has discussed a smart pill bottle from Adhere Tech that lights up and buzzes much like a cell phone in order to remind people to take their medication at the proper time. This smart bottle can even send text and/or voice messages that communicate prescribed dosages and keep track of metrics such as the number of remaining pills in the bottle and the number of times that its lid has been opened and closed.  

Products like the Adhere Tech smart bottle may bridge the gap to a future in which ingestible tech is commonplace. In short, as patients get more and more comfortable with incorporating technology into their daily health and wellness routines, their willingness to literally swallow this technology will increase by leaps and bounds.

The vast majority of healthcare professionals and market analysts agree that the market for ingestible sensors is going to experience explosive growth over the next few years. Mordor Intelligence expects the ingestible sensor market to register a compound annual growth rate (CAGR) of 18.7 percent by 2024, while Research and Markets expects a CAGR of 20.06 percent by 2023.

Predicting a CAGR of 22.22 percent as the ingestible sensor market matures, Market Research Future presents an even sunnier picture of this emerging medical technology. According to this research, the total value of the global ingestible sensor market will ultimately exceed $87.10 billion.

Tips for Marketing Ingestible Tech

In light of these remarkable statistical projections, pharmaceutical and healthcare organizations should certainly pay close attention to the massive potential of ingestible tech and smart pills marketing. However, far too many healthcare advertising agencies are arriving far too late to the ingestible tech party.

If you want to capitalize on the rapidly expanding ingestible tech market, now is the time to develop your strategy and launch your campaign. Here are just a few key guidelines to help you create and propagate marketing messages that will be sure to resonate with the general public.

  • Stay up to date with new technological advances as they emerge –Advances in the ingestible tech sector are both ongoing and diverse. Most experts agree that the existing smart pills discussed above, despite their remarkable nature, are only the tip of the iceberg when it comes to the massive potential of this sector. A 2018 article by Wired singles out the absence of adequate micro-tech power supplies as one of the greatest hurdles standing in the way of further ingestible tech development. However, MIT has developed incredible technology that harnesses the properties of stomach acid to power small sensors within the human stomach. By paying close attention to ongoing developments such as this, healthcare marketers will be in a far better position to promote and sell ingestible technology to existing and potential customers.
  • Recognizing and communicating key ingestible tech features, advantages, and benefits – The patients of today are better informed about their various medical issues and more involved in their overall own health and wellness than ever before. Therefore, they are more likely to seek out and consume healthcare information than any generation that came before them. Specifically, they want to know how evolving healthcare technology and medical modalities can help provide them with care that is more advanced, targeted, and comprehensive, leading to quicker overall recovery times and better overall outcomes. By identifying the key benefits of specific ingestible tech products and highlighting them in your advertising campaigns for those products, you can overcome the stigmas that ingestible tech may carry in the minds of your targeted audience demographic.
  • Countering existing fears and negative perceptions – As we have previously discussed, your chosen target audience is bound to have a variety of health and personal privacy concerns when it comes to ingestible tech. To combat these fears and negative perceptions, it is absolutely vital to address them in your marketing materials. Counter health concerns by stressing the biocompatible nature of your products and their proven safety. Tout the fact that your products have passed rigorous official health and safety standards such as those of the FDA. Both pharma and general healthcare organizations should also stress the fact that their ingestible tech mirrors the familiar form of a common pill capsule in terms of size, shape, substance, and general appearance. Personal privacy and information security concerns can be addressed by ensuring consumers that any pictures taken or data collected by ingestible sensors will be sent directly to the intended recipient or recipients (qualified healthcare professionals, close loved ones, and/or the patient him or herself). Absolutely no one else should be able to access the results that are produced by the ingestible tech process. 
  • Appreciating both positive and negative issues that relate to change and adoption – Make no mistake: the advent of ingestible tech constitutes a major sea change in the health and wellness sector. Even consumers without specific safety and security concerns will have a range of questions about this cutting-edge technology (how does it work?, how was it developed?, how long has it been in use?,  etc.). Your ingestible tech marketing campaign must learn to anticipate these questions and address them proactively. Of course, all adverting materials should be benefit based, so all information provided should lead directly to the key advantages that smart pills present as compared with the technology that came before them. After all, most patients will welcome a small, swallowable device such as the PillCam COLON when the alternative is a traditional colonoscopy procedure with all of the discomfort and/or embarrassment that it typically entails.
  • Presenting complicated technology in non-technical terms that anyone can easily understand – In addition to heavily stressing the benefits of your smart pill products, your explanations of specific ingestible tech modalities must be clearly presented in layman’s terms. However, as you “dumb down” the highly technical language that often goes hand in hand with ingestible tech, make sure that your explanation remains entirely accurate and true to the spirit of the product/procedure at hand. In addition to using simple language and maintaining a warm and familiar tone in the written or spoken elements of your marketing materials, you should also include clear diagrams and other visual elements. The old adage “a picture is worth a thousand words” rings particularly true when it comes to illustrating the complex and highly clinical intricacies of ingestible tech.

Getting Professional Help

When it comes to ingestible tech, securing effective management and advisement in the worlds of medical device marketing and/or general health and wellness marketing can be daunting to say the least. Because ingestible tech is still positioned on the cutting edge of state-of-the-art medicine, the average healthcare marketing agency or pharma marketing agency simply doesn’t know what to do with it.

If you’re looking for an ingestible tech branding agency or if you simply have questions about this amazing new market, contact a skilled and knowledgeable marketing professional at Bigeye today.

As a highly innovative healthcare marketing firm, we take a forward-thinking approach that embraces the as-yet untapped potential of new medical technologies. Get ahead of the ingestible tech curve with us!

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Marketing Health Wearables for Seniors

As wearable digital health and wellness devices continue to improve, wearables will be the new frontier when it comes to health and wellness for seniors.

Wearable fitness trackers are all the rage, but they aren’t finding their way onto the wrists of elderly people. But, considering their ability to measure and record a whole host of health and wellness criteria, can’t your Fitbit be used as a medical monitor to care for your grandfather?

According to the international industry association Wearable Technologies, even the new Fitbit Care simply doesn’t have the precision or reliability to track the health of a senior living or home care patient. However, that’s all about to change with the introduction of a whole new generation of health wearables for seniors that are approved by the FDA for tasks that range from monitoring daily activities, sending real-time alerts, and even preventing dangerous falls.

The Vast Potential of the Senior Health Wearables Market

Economic predictions for wearable health devices that further health and wellness for seniors are incredibly bright. In fact, a national news outlet that serves an audience of senior citizens, McKnight’s Senior Living recently declared, “FDA-cleared wearables are the future of senior care.”

Considering that the number of Americans over 64 years of age will more than double by 2060 and that 80% of these senior citizens will live with one or more chronic illnesses, McKnight’s predicts that wearables will prove indispensable as the next step in the technological evolution of remote patient monitoring.

Key Wearables Marketing Messages That Speak Directly to Seniors

Considering that the fitness wearable sector of today is clearly dominated by younger consumers, how does a wise wearables marketer begin to reach out to the geriatric demographic? Here are just three key marketing messages that are bound to resonate with seniors when it comes to wearable devices for health.

1. Feel better and live longer with wearables

As the daily business and tech newsletter Trends points out, health wearables for seniors will go far beyond the capabilities of the fitness wearables of today. In addition to “measuring heart rates, blood sugar or other important markers” these new wearables “will signal to users how to improve health and longevity on a daily basis,” going the extra distance to manage and treat chronic illnesses as diabetes and heart disease.

2. Increase and maintain mobility

By encouraging stretching / exercise and helping ward off physical ailments, wearables can do wonders to keep seniors mobile. An independent authority on digital apps and gadgets, Tech Crunch stresses the many ways that wearables can boost mobility by helping seniors cope with vision loss, explaining how these devices can send signals via headphones and bodily vibrations to warn sight-impaired individuals of obstacles that appear in their paths.

3. Live independently

For many seniors, living independently is the ultimate goal. Wearable technology can do wonders to make independent living a safe and sensible reality by allowing seniors to monitor their own health and wellness. And, perhaps more importantly, wearables can transmit this same health and wellness information in real time to family members and / or healthcare professionals.

For More Information

A digital marketing agency working in a number of market sectors, BIGEYE specializes in capitalizing on evolving trends with a forward-thinking approach. Contact us today and let us help you hone a marketing campaign with a specific focus on health wearables for seniors.

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Swallow a Bluetooth-Controlled Pill and Call Us In The Morning

The latest innovations in medical device marketing are the stuff of science fiction. Here’s what brands need to know about health and wellness marketing.

Google, Apple, and other high tech titans are entering the healthcare market in force, unlocking new treatment and care innovations that radically improve patient outcomes.

This transformation is having an especially profound impact on medical device marketing, whereby manufacturers continue to invest in digital approaches and develop extraordinary products.

Let’s take a closer look at some of the most important recent trends – and most fascinating products – in the medical device market. 

The evolution of IoT-powered medical devices

The Internet of Things is revolutionizing how people interact with everyday devices – everything from thermostats and refrigerators to their vehicles. Yet perhaps no category offers as much potential as IoT medical devices.

Sensors embedded within these devices (whether wearable, implanted or even ingested) can collect critical patient data for analysis. One remarkable example is an ingestible capsule designed by researchers at MIT that is controlled by Bluetooth wireless.

Patients swallow the capsule, which then sits in their stomach for one month, dispensing custom medications and transmitting critical health information via smartphone to healthcare providers. Perhaps even more impressively, these devices are created via 3D printing.

Other sensor-equipped wearables are being used to help people prevent seizures, track blood glucose levels and automatically administer insulin.

An explosion in healthcare data

The phrase “Big Data” is a cliche at this point, but the profound impact data analysis is having on healthcare services is hard to overstate. Consumer health apps are working in concert with electronic health records and diagnostic images to give providers and researchers a vast galaxy of health information to parse and form into actionable insights.

This digital explosion has also allowed researchers to create predictive models and simulated clinical trials. These virtual trials can be simulated millions of times to assist with the analysis of medical device efficacy and safety.

These simulations are also finished millions of times faster than conventional drug and device trials, which can help speed the often slow and methodical regulatory process. This can help give patients access to cutting-edge, life-saving medical device technology faster and more efficiently.

The promise of precision health

For all of its existence, modern medicine has taken a “one size fits all” approach to treatment. Yet thanks to technological advances, we are on the cusp of a revolution in how treatment is delivered: Precision medicine.

Precision medicine allows caregivers to offer patients personalized, targeted approaches to treatment. It does this through the analysis of genetic information, environmental factors, and personal health data collected and analyzed by medical devices.

This allows patients to receive therapies that are optimized to work optimally within their specific body – a transformative new approach to dealing with some of the most serious diseases in existence.

As data analysis grows more refined, our understanding of genetics deepens and medical devices grow more powerful and sophisticated. The power of precision medicine holds the potential to create vastly improved health outcomes.

Is your medical device marketing up to speed?

There’s no doubt that medical devices are at the epicenter of some of the most exciting and innovative developments in technology. Healthcare advertising agencies, however, often do a poor job of conveying these developments to the public. Some pharma marketing agencies lack sufficient domain expertise, while others lack creative power or cutting-edge AdTech services. Either way, it’s a shame when great devices are poorly served by uninspired and ineffective medical device marketing.

BIGEYE is different. Not only are we a forward-thinking, creatively inspired full-service marketing agency, we’re also experts in medical device marketing. If you’re ready to consider a new and better way forward for your next marketing or advertising campaign, don’t hesitate to reach out to us. 

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Apps that bleed – A new technology buzz that’s helping diabetes

We live in an age of convenience.  We can have a pizza delivered to our home in 10 minutes, we can order take out from every one of the nation’s largest chain restaurants, and we can order greasy cheeseburgers from drive-through windows at any hour of the day.
While there are benefits to these conveniences in society, junk food doesn’t come without a price.  Today, more than 26 million Americans live with diabetes, and the majority of them suffer from type 2 diabetes, which researchers link to high-caloric food consumption and sedentary lifestyle.

The digital landscape that we live in doesn’t always help.  It’s easy to get caught up with watching hours of TV at a time… did you know that if you watched the entire Lost TV series, you spent 90 hours in front of your television? That’s more 3.75 full days of your life – and that doesn’t even include time spent sitting through commercials.  There are also all kinds of other distractions such as video games, Facebook , chatting and email – time that people used to spend out in the world, being social with one another.

Our Florida advertising firm supports American Diabetes Month, and we believe that the digital era doesn’t have to be a burden to weight loss and blood sugar management.  In fact, there are numerous tools that can help people lose weight through technology.  If you are one of the people who battles type 2 diabetes, or even if you just want to take strides today to prevent diabetes in the future, our Orlando marketing agency has come up with some digital world ideas that can help you stay healthy and manage your blood sugar in the physical world.

WebMd’s Food and Fitness Planner: This tool offers personalized weight loss plans based on weight loss goals and exercise habits, making it an optimal tool for people just beginning the weight loss journey.

Nike Fuel Band: The Nike Fuel band takes weight loss and exercise, and turns it into a game.  Wear it to track your daily activity, and then connect with friends to compare your progress through a smartphone app.

Locavore: Generally, fresh foods are better for you than processed foods.  Locavore helps you choose the right ingredients for your meal by letting you know what’s in season, and using GPS to let you know the best places near you to buy locally grown, healthy foods.

Eat This, Not That! The Game:  This game makes dieting fun by letting you compare food options to help you determine which has the least adverse health impacts.  The results are sometimes surprising, and playing the game helps you think critically when trying to determine whether a McDonald’s chicken sandwich beats a fish sandwich.

Withings Body Scale: This innovate tool helps people to lose weight by connecting an electronic scale to a wifi Internet connection to show graphs of progress, track weight loss goals and help develop an overall fitness plan.

People who are able to successfully overcome the challenges that diabetes presents will live longer, healthier lives.  [quote]When weight loss and diet management seems like a challenge, it is important to look to the support of your loved ones who can help you with the process.  [/quote]Keep these ideas in mind as you commit to better health during American Diabetes Month.  The BIGEYE team is here to support you along the way.

If you need an app, look no further. Check out what our team of experts is capable of.

Instagram in the OR: Using social media to bring comfort to others

I never thought when making the switch from nursing school student to an advertising major in college that I would have the opportunity to witness an open-heart surgery on a small child. But that is exactly the experience I had last month. BIGEYE had the honor to be asked by our client, Arnold Palmer Hospital for Children, to produce a video about their cardiology program. As part of that video, our crew was graciously allowed in the operating room to witness an amazing surgical team, lead by Dr. William DeCampli, repair little 3-year-old Emily Stone’s heart.
We literally got to participate in history being made. The hospital broke ground by trying something relatively unheard of in healthcare: using social media to share a live surgical operation with the entire world. The hospital posted images and updates of the surgery every 10 minutes through the photo sharing application Instagram, pushing the updates out via their Twitter and Facebook profiles, as well as their blog. For me, it definitely brought new meaning to a photo app that I primarily use to apply artistic filters to pictures of my food.

The response was overwhelming as the world watched and cheered on little Emily with amazing words of encouragement. It was awesome, in the truest sense of the word, to be so openly allowed into a world that is usually very closed off to the public. Pushing the envelope will always bring on a slew of questions: Why did they do this? Does social media go too far? What role can social media play in healthcare? The very nature of social media encourages debate and provides a portal for honest discussions.

Mike Schmidt, director of digital media at Arnold Palmer Hospital, said it best: “Healthcare is behind the rest of the world in being able to tell stories well through social media. There are thousands of amazing things that happen here at the hospital each and every day, and we want to share that with our community.”

Advertising, taglines, slogans and pictures of happy patients all have their place in healthcare. They play a role in communicating to the public a hospital’s message: who they are and what they stand for. But what about showing, not just telling, what really goes on? There may not be anything “pretty” about surgical procedures, but they are real, raw, and honest. We’re talking about humans saving other human’s lives. Arnold Palmer Hospital and Emily’s family were ready to take that leap by sharing this life-saving procedure with the world. The fact is, surgeons and healthcare professionals alike live and breathe this every day, and that’s what has a true impact on their patient’s lives.

Social media is here to stay and will continue to evolve and change. Yes, seeing pictures of a beating heart on your Facebook timeline may not be for everyone, but I do commend the hospital on using a tool that we are all familiar with in a new and interesting way in order to keep people informed of what’s going on behind the curtain. It breaks down barriers and can remove the mystery of the “unknown” for families that may be going through something very scary, hearing their child has  congenital heart disease.

On a very important side note, Emily is doing well. It was a joy to get to know her and her family throughout this process. She’s a brave little girl!

You can see how the story unfolded on the hospitals blog, Illuminate.  Warning: some of the pictures are graphic in nature.

http://myilluminateblog.com/livesurgery

Written by, Laura Adams, BIGEYE Creative Account Manager