Digital health is anti-social.
No one likes today’s digital health products and platforms. Digital health doesn’t fit into our digital landscape of likes, comments and shares. Unlike TikTok, Fortnite and rising sensation Clubhouse, digital health doesn’t provide us with the opportunity to come together and be human.
All too often, users will download a digital health app, maybe preview its features, and never return. I personally have over a dozen health apps I downloaded but never opened. I like the idea of digital health — who doesn’t? — but digital health products themselves are a flop.
Last week Amazon announced the long anticipated debut of Amazon Pharmacy. Although many are clamoring over Amazon’s pharmacy disruption, there’s a key issue missing from the noise: adherence. At the end of the day, a pharmacy is about delivering care to health seekers, usually through medications and treatments; and those treatments only work as well as the patients’ adherence to them. Non-adherence has plagued healthcare, and even with advances in technology, an estimated 50% of people with chronic disease still aren’t taking their meds properly. …
Digital mental health companies need a content strategy to engage today’s screen-first health seeker. In an increasingly saturated market, telemental health demand is only growing. Meditation apps like Calm and Headspace have already set the content stakes high, with Calm launching their A World of Calm TV series on HBO Max and Headspace hiring John Legend as their Chief Music Officer. Wellness focused brands like Calm and Headspace know they are competing for audiences attention when we much rather watch The Office than try and meditate for 5 minutes.
And their content strategy is working. …
It’s no secret that the most popular health and wellness apps feature video content. “Six out of ten of the top Health & Fitness apps are apps that offer video workouts or video-guided exercises,” according to Apptopia’s The Future of Fitness Report.
With applications like Fitbit featuring premium health videos from celebrities to mental wellness app Calm debuting their A World of Calm TV series on HBO Max, the best of health apps not only feature tools to improve your health, but content to sustain engagement and deliver better value. …
Walmart’s TikTok play has long been coming. Perhaps not with TikTok specifically in mind, but Walmart knows that to compete with Amazon, it has to get its head (and feet) into the content game. It might have been a surprise to some when Walmart sold their VOD service, Vudu, to Fandango earlier this year, but as soon as Walmart announced their advertising business, I could see their logic from switching from content distributor to content playmaker.
Walmart saw that great content was necessary, but retail is zooming past the boundaries of entertainment and integrating into something new.
We’re close to…
“ No person in the United States shall, on the basis of sex, be excluded from participation in, be denied the benefits of, or be subjected to discrimination under any education program or activity receiving Federal financial assistance.”- Title IX 1972
The Hunting Ground was a 2015 documentary about sexual assault on US college campuses. It bear witness to the Title IX survivor rights movement and documented survivor-activists fighting for an education free of sexual violence.
The documentary explores the stories of survivors, and uses 1st person narratives to put the viewer in the survivor’s shoes. These are stories of…
Problem: As COVID-19 spreads fear world-wide, the panic stricken public is increasingly wary of information and mis-information from health authorities and others. Few people are consistently washing their hands, the only recommended safeguard against viral spread.
Solution: Virus Hunters is our first mobile game that uses augmented reality (AR) and character driven narrative to deliver reliable, entertaining health information and modify behavior. Players are on a hero’s quest to defeat disease, searching their surroundings in augmented reality for Coronavirus and other dangerous contagions, while learning how to defeat the virus through game play.
WellPlay is the first entertainment company that…
As we all know, Content is King in today’s consumer market. Content floods our senses via every outlet, overwhelming our limited attention as we try to navigate our lives. Every brand has content that helps potential customers learn about their products and services. Some are even bold enough to create content that entertains their audiences. The most compelling content delivers the best returns, yet there is one industry that is sorely missing out on the content revolution: Health care.
Beyond informational videos or educational blocks of text, truly competitive digital health and telehealth companies will deliver value through health entertainment.
Consumer digital health products have utterly failed to reach the same level of user engagement that we see in social media, gaming and entertainment.
Let’s look at today’s most popular digital products:
While there’s been an increase in demand for digital health products and services during the COVID-19 lockdown, consumer facing digital health companies struggle to attract and retain users, especially as the market becomes more saturated.
How can consumer digital health companies create products that users actually want to use, over and over again?
It’s no surprise that Proctor and Gamble is creating their own streaming content. As content morphs from half hour slots on the TV set to unending entertainment at the tip of your finger, non-traditional Hollywood players are finding themselves forced to walk off Wall Street, exchange their Mad Men hats for directors’ chairs and join the great content race. Proctor and Gamble (P&G) is embracing the streaming TV wars by creating their own content, pushing the boundary of the brand beyond supermarket shelves to something more fan worthy: entertainment.
I’m not talking about sponsored content, product placement or slightly more…
Ari Mostov is passionate about narratives that change behaviors, cultures and policy.