Consumer Trust
Consumer Trust
Jul 25, 2022
Content
With the growing number of digital health solutions entering the market, are we putting the cart before the horse if we haven’t solved for consumer trust yet?
Why is trust so elusive?
With the growing number of digital health solutions entering the market, are we putting the cart before the horse if we haven’t solved for consumer trust yet? What good is a digital health solution if it doesn’t reach adoption and engagement from users, at scale?
Multiple survey and research efforts have found varying responses around the extent and depth of consumer trust, but the path forward is still unclear. What we know so far is:
Only 45% of healthcare consumers trust tech companies in sharing personal data, according to an Accenture survey.
Among Gen Z, 41% would prefer a virtual or digital experience with a doctor or other medical professional.
Nearly one-third of Gen X (32%) and 43% of millennials trust tech companies for health and wellness services, compared to only 20% of baby boomers
Just 31% of consumers said they trust diagnoses or treatments determined entirely by artificial intelligence (AI).
The task of gaining trust appears to be age, delivery method and setting dependent - at a minimum.
On top of these middling stats, there are ongoing policies and regulations hoping to curb reckless development of health tech and ensure transparency for consumers. Evidence-based guidelines aim to bring clinical validation into the trust conversation. And regulators are concerned with false advertisement, especially from influencer endorsements who may benefit monetarily.
Yes, trust is highly sought after but are we looking at it the wrong way? Clinical validation has been the strongest approach among brands to gain user trust so far but what other areas are we missing?
Only the market truly knows…
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IN THE NEWS
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Congress Urges FTC Crackdown on Health Apps Via Break Notice Rule
Health IT Security
The Digital Health Trust and Transparency Gap
Paradox of telemedicine: building or neglecting trust and equity
The Lancet
An estimated $259 billion in health care spending is projected to be shifted to virtual health care. The developments of telehealth have helped bridge the gap in health disparities. Yet, despite this closing gap, telehealth has the ability to exacerbate existing inequities due to technology access by race and household income. The research in this article showcases that “the promises and pitfalls of telehealth are rooted in something more fundamental—trust.”
Boomers are tough on digital pharma ads, but like celeb endorsements
Fierce Pharma
Tech leaders say digital health can help build trust address health equity among Medicare patients
Fierce Healthcare
The FDA is Studying Influencers Who Endorse Healthcare Products
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