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eMarketer Report

The Internet of Medical Things: What Healthcare Marketers Need to Know Now

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Executive Summary

The internet of things (IoT) is ushering in an era in which internet-enabled devices and sensors seamlessly collect and analyze real-time health and fitness data, connect entire networks of medical devices, locate healthcare-related assets and streamline patient care and medical research. It’s already tracking pharmaceutical inventory, helping elderly patients stay safe in their homes and powering prescription bottles that remind people when to take their medications. While healthcare has only scratched the surface of what the IoT can do, the connections are already challenging long-held practices about how healthcare is marketed and delivered.

  • IoT applications have wide-ranging impact across the healthcare spectrum. Though many of today’s uses are related to manufacturing and facilities management, there is significant promise in patient care.
  • According to one estimate, the value of the healthcare IoT will top $163 billion by 2020, with compound annual growth of 38.1% between 2015 and 2020.
  • Connected healthcare devices include location monitors, consumer health and fitness trackers, smart medical devices, ingestibles and myriad other sensor-equipped items.
  • The IoT will have important implications for healthcare marketers, who will benefit from more ways to communicate with target audiences, more data to target personalized messaging, more feedback about what they are doing right and more ways to enhance user experiences.
  • Industry challenges to IoT implementation include regulation, security, privacy, consumer resistance, lack of common standards and data fluency.

"Most of today’s healthcare-related IoT usage is “behind the scenes” in enterprise settings—including manufacturing, product distribution and tracking—but consumer-facing applications that directly affect patient care are growing quickly."

The State of the Healthcare Internet of Things

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Implications for Marketers

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Overcoming Challenges: Evolution, Not Revolution

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8 charts are included in the full report:

The Internet of Medical Things: What Healthcare Marketers Need to Know Now

Ways in Which Their Company Is Using Internet of Things (IoT) Technologies According to Healthcare and Life Sciences Executives Worldwide, April 2015 (% of respondents)

The State of the Healthcare Internet of Things

Current vs. Future Top 10 Industries for Internet of Things (IoT) App Development According to Software/App Developers in the US and Western Europe*, Feb 2015

Internet of Things in Action

Ways in Which Their Company Is Using Internet of Things (IoT) Technologies According to Healthcare and Life Sciences Executives Worldwide, April 2015 (% of respondents)

Implications for Marketers

Factors that Will Have the Greatest Effect on Healthcare Marketing According to Healthcare Marketing Managers in North America and Western Europe*, Sep 2015 (% of respondents)

Better Data = Deeper Levels of Insight

Primary Use of Machine Data/Internet of Things (IoT) in Digital Marketing Campaigns According to US IT/Business Executives, July 2015 (% of respondents)

Overcoming Challenges: Evolution, Not Revolution

Attitudes Toward Sharing Personal Health Data Among US Internet Users, Aug 2015 (% of respondents)

Service Providers/Organizations with Which US Internet Users Are Willing to Share Personal Health Data, by Type, Aug 2015 (% of respondents)

Low Consumer Adoption

Adoption of Select Digital Health Technologies Among US Internet Users, Aug 2015 (% of respondents)

The Data Fluency Gap

Problems that Business Professionals Worldwide See When Using Big Data Technologies/Analysis, Feb 2015 (% of respondents)

Interviews included in the full report:

Internet of Things Could Open Up Connected Health Market

Interview conducted on October 9, 2015

‘Smart’ Mattress Cover Maker Details Hurdles Connecting with Consumers

Interview conducted on October 20, 2015

Interview conducted on August 4, 2015

Interview conducted on November 5, 2015

Interview conducted on October 14, 2015

Interview conducted on July 23, 2015

Interview conducted on July 24, 2015

Interview conducted on July 28, 2015