Health: a changing market in terms of uses and behavior
We observe a societal evolution in the perception of health and in the relationship to health of consumers. They are more informed, more invested … and very connected! This change in behavior manifests itself at different levels:
- Relationship with the healthcare professional: The explosion of video consultations during the Covid made it possible to take a step forward in accepting to digitize the relationship with a practitioner. Patients were able to appreciate the convenience of teleconsultations and have faster access to counseling. In this idea, Qare is an application that allows you to teleconsult, in less than 5 minutes or by appointment, a general practitioner or a specialist 7 days a week, from 7 am to 11 pm
- Prevention: consumers more aware of health prevention and of maintaining their health capital, in particular through prevention campaigns led by governments, but also by health professionals and market players such as laboratories. In a prevention approach, natural health solutions have developed a prominent place. This is why there is an increased attraction for food supplements whose purpose is to maintain a physiological balance, in the absence of curative drugs which arouse suspicion.
- Awareness of the importance of taking care and being informed: patients are now active consumers. They are part of a responsible and conscious approach to consumer choice. They want to know the impacts of a product on their health and on the environment. This approach leads consumers to seek information through different media: health professionals, entourage, blogs and even social networks! The number of downloads of health-related applications has thus increased significantly.
- Personalization: there is also a major trend in the development of self-monitoring or the possibility of measuring and interpreting one’s body data. The Icare Health Monitor app offers a comprehensive check-up. It measures the heart rate and collects data from the connected bracelet and the connected scale of the patient to assess his risks and offer him personalized advice (diet, sports activity, etc.).
Interest of digital applications in i-health
Building on this observation of societal and technological developments, Monteloeder has been avant-garde and has invested in research and development to find digital solutions that are truly useful for patients. The key to the success of this “customer-centric” approach is to fully understand the needs and expectations of consumers. Our analyzes have led us to a simple observation:
● the effectiveness of the treatment or product
● the relevance of qualitative advice
● the wish for more personalization
A major player in the development of health solutions, Monteloeder has given itself the means to design objectified ingredients, but also e-health solutions. The objective is to offer a complete package to its laboratory customers: effective active ingredients for their nutraceutical or cosmetic products, supported by fully customizable applications, so as to support the consumer in a different experience on the use of the products, but also in the acquisition of behaviors favorable to the expected results.
Monteloeder was able to measure, through scientific studies, the short-, medium- and long-term improvement in patient compliance, as well as the optimization of health biomarkers. This will make it easier for connected consumers to decide which products are most effective for them, based on objective data.
To date, a number of applications have been developed around two products. NutroxSun, Metabolaid. In addition to these applications, a number are in the process of being launched by our customers.
Nutroxsun app, personalized sun protection
Nutroxsun’s digital platform is a service associated with the ingredient of the same name, developed by Monteloeder, for optimized management of solar exposure. It offers an interaction between a laboratory and the consumer, offering a personalized experience of consumption of the product (customer journey). The app can tell them their need for protection to cope with sun exposure in real time and according to their current geolocation and their own type of skin, age and particularities.
Branding and functionalities of this application are fully customizable for brands who wish to offer the Nutroxsun solution to their customers. It provides interesting features such as:
- advice on exposure and consumption of the solar product, adjusted according to the geolocation of the consumer
- history of exhibitions to better manage the sun capital
- daily reminders to take the sunscreen product for good protection
- possibility of discussing with experts or with the prescriber
- sharing of information on social media
- purchase of your product online or in a nearby store, always according to geolocation
Metabolaid App, lifestyle coach against obesity
Using machine learning, which adapts to user behaviour in real time, the METABOLAID APP analyses their lifestyle to provide personalized support. Daily notifications remind to take medication or dietary supplement, exercise and monitor weight with a smart scale. Attentive, it also sends regular reminders to the user to encourage them to hydrate and consume fruits and vegetables.
Studies conducted on subjects combining the intake of METABOLAID and the use of the application have shown compliance 5 times greater than that of those who do not use it. In addition, we can note the synergistic effect of the active and the application: more than 85% of users lost weight by combining the intake of the active METABOLAID and the APP.
Although the product was offered, interaction with the app was mandatory by participants in this study. The fact of not interacting for two days in a row was a criterion for immediate exclusion from the study.
More than ever, digital must be a lever on which brands and laboratories will have to rely to meet the needs of patients and offer individualized care. This consumer-centric approach will make it easier and more efficient for them to manage their health, receiving personalized support from brands.
From a marketing standpoint, the days are gone when laboratories launched a product and then built a communication and consumer education ecosystem. Brands must now focus on the consumer and understand their needs in order to offer them solutions that meet their expectations.
At the same time, for businesses, e-health also offers new opportunities. The massive data collection that accompanies these digital applications will open up a new field of possibilities for brands. From the personalized offer based on the analysis of habits and the detection of needs, to product developments and the emergence of new ones: the possibilities for e-health are many, even endless.
Sources :
- Clinical trial on losing weight by combining METABOLAID product to the application, Monteloeder
