The trend: Consumers without experience using digital health tools like wearables, health apps, or devices to manage a condition say they’d try one if it was recommended by a doctor or insurer, according to a recent report from Merge. About 1,200 US adults who own or use digital health or wellness tools and 600 who don’t were surveyed this summer.

Digging into the data: Nearly 6 in 10 (58%) users of digital health tools report that their health insurer or healthcare provider influenced their usage.

• 28% said their doctor recommended the product.
• 21% said their doctor prescribed it directly to them.
• 15% said their health insurer offered it to them for limited or no cost.

30% of non-users said a doctor’s prescription would prompt them to try a digital health tool, while 29% would if their health plan covered it for free. These were the top two motivators for first-time digital health tool use, outranking recommendations from friends or family and brand persuasion.

It’s important to note that most consumer-grade digital health tools (Oura Ring, Apple Watch, MyFitnessPal app, etc.) can’t be prescribed like medications, but doctors can recommend them to their patients. Other products that manage or treat a medical condition can be prescribed, such as continuous glucose monitors (CGMs) for diabetics. And many digital health companies sell to health plans and employers looking to cut healthcare costs and boost employee wellness by offering a solution as a covered benefit.

What it means for health tech brands: Direct-to-consumer marketing isn’t the only effective way to drive digital health tool adoption. When it comes to their health, consumers trust medical professionals over brands—giving health tech players a chance to further prove to insurers, employers, and doctors that their tools deliver real value.

Recommendations for health tech brands: Many digital health companies already market to doctors and health plans through case studies and clinical research, but still have room to collaborate more closely with key stakeholders who influence uptake.

Consider partnerships with pharma and medical device companies to position products as a complement to treatment. Doctors are more likely to endorse a health app or device if it works in tandem with a medication or product they already prescribe. For example, a diabetes management app could sync with a CGM to assure clinicians that their patient’s condition is being monitored between visits. Data demonstrating that an app + treatment prevents patients from getting sicker or going to the hospital can also drive insurer and employer adoption.

Be sure not to over-rely on partnerships with big-name influencers. Just 4% of non-users said a social influencer promotion would get them to try a digital health tool. But that number would likely be far higher if it only included influencers who are medical professionals. Conduct social listening and market research to identify clinicians who are familiar with your product and could authentically promote it to their followers.