It used to be that technology that conforms to the human body and seamlessly integrates into your environment was stuff of science fiction movies. But if we’ve learned anything over the past 10 years, we know that science fiction is rapidly become science-fact. If you wanted to see what the near future held, all you had to do was tune in to the numerous news feeds covering the 2014 Consumer Electronics Show (CES) January 7–10. If there was one trend that seemed to be on every manufacturer’s mind, it was wearable health technology. In fact, CES expanded exhibitor floor space by 40% just for digital health and fitness exhibitors, many of whom were showcasing wearable personal devices.
CES is known as an event where electronics manufacturers like Samsung preview the mainstream consumer electronics that will drive the holiday shopping season. It’s the place where the industry goes to see everything from the latest web-connected refrigerators to the latest mobile chips. And the news from this past CES convention was no different. In the past, consumer electronics companies have been focused on portable, mobile technologies. With the mainstream adoption of smartphones and tablets, consumer electronics companies have continuously tried to innovate by going smaller. It was this evolution from compact, mobile personal technology to wearable technology that was on full display this year at CES. There were smart watches, smart jewelry, and smart glasses, and even mention of integrating technology into fabrics. There was a visible trend toward fashionable, smart, wearable health devices. The core technologies and functionality in many of the wearable gadgets on display were fairly similar, mostly informational apps and health and fitness monitoring, but it was the emphasis on style and technology as an accessory which spoke to how health technology will be more seamlessly integrated into everyone’s everyday life.
After years as a novelty, in 2013 wearable health tech began gaining wider adoption. From primetime TV commercials for the Samsung Galaxy Gear—a watch reminiscent of Dick Tracy’s clunky walkie-talkie wristwatch—to coverage of the debut of Google Glass on local news channels, wearable technology was noticeably all over news and pop culture. You couldn’t take a ride on the New York City subway without seeing at least 5 people with some kind of fitness tracker on their wrist or hip. And those who didn’t have a dedicated tracker likely had some kind of fitness or health-focused app installed on their smartphone. In fact, wearable tech adoption grew from 3% in 2012 to 13% 2013, and that growth has been fueled by growing consumer interest in fitness and personal health monitoring and tracking. As consumers have increasingly begun to take control of their own health, adoption of wearable devices to help them do so has grown. Gartner predicts that the fitness and personal health monitoring trend will grow to a $1.6-billion industry in 2014 and to $5 billion by 2016. As we saw at CES, consumer electronics manufacturers are doing their part to give the trend momentum by making the wearable devices easy to use, fashionable, and less pricey, hoping to appeal to a much wider consumer base. And it’s not just the consumers who will see the benefits of devices that are easier to have and use. New opportunities will continue to arise for healthcare professionals and pharmaceutical companies to play a direct role in wellness and health behaviors through these wearables. As open software standards become more prevalent across devices, it’ll be easier for healthcare marketers to customize programming to suit clients’ needs and integrate wearables into a more personalized patient experience. Here at Ogilvy CommonHealth Worldwide, we’ve already begun to explore how this new channel for engagement can be used toward patient education and adherence. Next Christmas, don’t be surprised if your grandparents or teens ask Santa for a fashionable wearable health device.
What about you? Do you currently own a wearable personal health or fitness device? How has this affected how you manage your and your family’s health?
CONTINUE THE CONVERSATION:
Questions? Comments? You can contact the author directly at email@example.com.
Please allow 24 hours for response.