Digital transformation has brought about major changes in areas that are constantly discussed in the media, such as communication, the advertising industry and consumption. Today, thanks to PHD Spain , we are focusing on an area as important to human beings as health, an issue that has not been immune to the challenges and opportunities posed by technological progress in the digital age.
study on eHealth , in which it has surrounded itself with professionals from different fields such as medicine, technology and communication to offer a 360º perspective of health in the digital era . At the Utopicus space in Madrid, we have heard experts analyse the eHealth sector from the point of view of the user, the professional, technology and the media and communication.
Joan Jordi Vallverdú, CEO of OmnicomMediaGroup, and Óscar Dorda, general manager of PHD, explain why an agency like PHD is interested in health: “Part of our DNA is the values of curiosity and open-mindedness, bolivia phone number which makes us want to learn from other sectors ,” says Dorda, adding: “We believe that there is a big leap to be made in the health sector, which still has a lot of room for development, as it is currently stuck in traditional media.”
Users facing eHealth
To put it in the perspective of today's user , the presentation included the participation of Javier Acebo, Consumer Insights Director of PHD and Raúl Gordo, Custom Research Director of OMG.
"We want to know if the digital world is influencing the way we look after ourselves and our health, and if it will do so even more in the future," Javier Acebo begins, putting into words the aim of the study.
73% of users get information about health online
As for the data presented, the growing concern for the health of an increasingly older population (longer life expectancy) and more lonely (smaller households) stands out. “In Spain, 760,000 euros are made every day in advertising in health-related fields,” he points out.
Raúl Gordo, director of Custom Research at OMG, explains the three main points of the study: “We wanted to gather user perceptions and attitudes towards health, their actual e-health behaviour and what we can expect from their development in the future.” To do this, PHD has conducted surveys, an analysis of the navigation of selected users (pages they search for, apps used, etc.) and interviews with doctors and journalists specialising in the health sector.
The study reveals that, in terms of online consumption, 7% of users who buy in pharmacies do so in online pharmacies for two main reasons: convenience and price.
On the other hand, 73% of users get information about health online , a percentage that indicates the trend of health towards digital. The study, which was carried out in collaboration with Twitter , highlights that Twitter users are more curious about health issues than the general population.