Medical wearables and physicians: How marketers can close the gap

While wearable technology might seem like a new idea, in some ways you could say it's as old as the pocket watch. Incorporating the latest technological advancements into objects that are easy to carry around and wear is an impulse that designers and inventors have had for a while.

What about the current conception of a "wearable"? That is, a device worn by the user that monitors and reports information about the user's physiological state? Monitors that attach to the patient's body have been in use in hospitals for some time, though in a form that limits the user's mobility.

Medical wearables and mobile health (mHealth) can have a big impact on healthcare. Here's how marketers can work with physicians.

So what's new about this rising wave of medical wearables?

1. Their portability: Well-designed devices are capable of monitoring a lot of different bodily functions from a battery-powered setup in a lightweight casing that doesn't stand out.
2. Their connectivity: Wireless devices can transmit and share the data they gather with other applications.
3. Their multipurpose functionality: The built-in technology of smartwatches and mobile phones means users don't always need a dedicated machine to meet their health monitoring objectives. Those goals could be accomplished using a device the user already owns.

The current crop of medical wearables is poised to help physicians make strides in healthcare over the coming years. A study published in the Journal of Medical Internet Research found that patients with chronic conditions who tracked their wellness factors using wearables were more likely to adhere to their medication schedules.

A joint study by Apple and Stanford on heart health points to future applications of medical wearables. Apple Watch users who opted to participate in the study periodically had their heart rate monitored, and if the device detected a rhythm suggestive of atrial fibrillation, the users were sent a notification. According to the study, 84% of the patients who received notifications were found to be in atrial fibrillation at the time, and only 0.5% of participants received notifications.

There is potential in the power of standalone medical wearables and mobile health (mHealth) apps integrated with smart devices.

Here's how manufacturers can work with physicians to use them with their patients.

Communicate medical wearables' regulatory status

Generally speaking, there are two types of wearables that are used for health purposes. There are broad-based wellness products, like Fitbit, that monitor overall levels of activity and some indicators of fitness and well-being. As long as these devices are not implanted, they are not currently subject to approval and regulation by the Food and Drug Administration (FDA).

The other type of health wearable is one that is intended for the diagnosis, prevention or treatment of a disease or other medical condition. These wearables include continuous glucose monitors used to help manage diabetes. The FDA regulates these devices.

Not only must medical wearables keep up with legal developments, but medical marketers should be sure to be upfront about what the intended use of their product is and how it's regulated. Physicians need to be comfortable knowing that a product is dependable and accurate if it isn't FDA regulated, and they should feel free to educate their patients that an unregulated wellness device cannot diagnose or treat a condition on its own; the physician's diagnostic evaluations and treatment recommendations come first.

Assure the physician of the device's accuracy and acknowledge its limitations

Marketers need to accurately describe the scope, reliability and limitations of their medical wearable's capabilities. If physicians feel like the device will give their patient a dependable read of the factors it's intended to monitor without loading the user down with extraneous noise and false claims, doctors will be more likely to support the use of the device by patients in their care.

If you're looking for new avenues through which to provide value for physicians, find out how Elsevier can help you reach healthcare professionals.