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People are ready for digital health. Are you?

We asked 3,200 participants about their thoughts, attitudes and behaviours surrounding digital health. Learn more about delivering impactful digital health solutions with our key insights.

Our key insights are:

People want to manage their own health

... but they seem to lack resources they can trust.

There is a vast amounts of health-related data out there

... and people are willing to share it.

People expect digital health services to be free

... so the healthcare industry must get creative to monetise new solutions.

INSIGHT 1:

People want to feel empowered to make health decisions... 

Mature sportsman stretching on the beach after a run.
...but seem to lack resources they can trust.

Knowledge is power, and today, people want the power to make the right health decisions. This growing public health literacy is particularly prevalent among younger generations. But the responses suggest a lack of digital resources that provide trustworthy, evidence-based information. There is a mismatch between whom people trust to provide health knowledge and who is actually providing it.

74% under 40s are unsatisfied with their health

Overall, 58% of all respondents indicated they would like to improve their health situation. The largest proportion came from younger people (age) where 74% of participants felt that they would like to live healthier lives than they currently do. This reflects the overall trend of younger people being more likely to become engaged, proactive and empowered in their personal health journey.

Only 30% trust existing health apps

Only 30% of respondents would trust the information provided by health apps like Ada or Babylon. On the other hand, 82% would trust hospitals and clinics, 78% would trust medical specialists and 74% would trust health insurance companies.

58% prefer insurance companies as health app providers over start-ups and large tech providers: In Austria, Germany and Switzerland, six in 10 respondents would prefer to use a health app provided by health insurance companies. Only 15% would prefer to use an app provided by one of the large technology providers (like Apple, Amazon or Google), and only 12% would prefer a start-up as the app provider.

74% of UK respondents would trust the NHS as a health app provider: In the UK, almost three-quarters of the respondents would trust the NHS as a health app provider. Interestingly, this confidence has grown following the rollout of the NHS Covid-19 app during the pandemic — showing how quickly people adapt to new technologies. 

82% search online

Eight in 10 people use the internet to access information on therapies and medications but feel the sources don’t always meet their needs:

41% ‘Google’ symptoms at least once a month: Just under half of respondents use Google to check their symptoms at least once a month. Of those, 66% have been worried about the information they find – but their worries were only justified in one-third of cases.

46% feel empowered by knowledge: 46% of respondents who Googled their symptoms felt more confident speaking with their doctor about treatment options afterwards. One-quarter did not feel a need to visit a doctor after researching online.

55% use online information to self-diagnose: More than half of UK respondents use online information for self-diagnostic purposes. However, they are cautious about which sources they trust.

Happy Man carrying cheerful daughter on shoulders

So, what should health leaders do?

Take a human-centric, holistic perspective on digital health management and embrace ecosystem innovation.

Health literacy is rising, and people are increasingly managing their own well-being. They want digital resources that support them on this journey. To provide the added value and information people need, firms should collaborate with people’s trusted health information sources – healthcare providers and health insurance companies.

  • Take a human-centric perspective

    To support people in taking a more proactive approach to their own well-being, companies have to take a new perspective on health. Consider people’s journey from end to end – especially with personal health management and prevention. A holistic, human-centric approach will provide personalised guidance aided by digital tools that empower patients with the right information at each stage of their journey.

    These new digital health services should anticipate people’s needs, not react to them. Partnering prevention programmes with online health practitioners will lead to better outcomes in the long term. The potential rewards for health leaders include increased revenue and a prominent position in the future health ecosystem. Catering for each step of the journey will bring companies closer to people in the long run, even before they might become patients.

INSIGHT 2:

There are vast amounts of health-related data out there...

Portrait of a confident woman with friends on urban soccer field
...and people are willing to share it.

People are increasingly tracking many aspects of their health – from movement metrics to sleep patterns. More than half of respondents use activity apps and cite benefits including more movement and better motivation. They are becoming more and more aware of the value of their data – and they’re willing to share it in the right circumstances.

71% of under-40s track their health

Once again, young people show the most enthusiasm for taking ownership of their health. While 55% of all respondents monitor their health in some way, 71% of under 40-year-olds are already tracking various wellness metrics. This massive amount of data is potentially insightful but mostly remains siloed, non-standardised and unused in the current health ecosystem.

81% would share health data

A huge 81% of respondents would share their data in particular circumstances. Among under-40s, this rises even further to 88%.

  • 32% would share if they could choose who has access to the data
  • 30% would share if their data was anonymised
  • 18% would share it their data helped to advance scientific knowledge

Still 19% would not share data

Less than one in five respondents would not share their data under any circumstances. This shows that the majority of people are open to sharing health information. People are also aware of the potential of their data, only sharing it if they receive something in return.

So, what should health leaders do?

Become a data and AI pioneer: Users, particularly from younger generations, are becoming more aware of the power of health data. But they also know how valuable it is to third parties – and need to trust that it is managed well. Data and AI pioneers should consider leveraging this power to deliver added value.

  • Follow a clear data strategy that puts people first

    There is an ever-increasing amount of health data out there. But that does not mean that companies can access this easily or that the data is useful. In this situation, companies should focus on the added value for the users. They should think about what data they would need to provide such added value – and how they can use the available data to achieve it. 

    Health leaders need to become experts in handling and managing the growing amount of health data available. Manufacturers should determine what kind of real-world data can be generated for machine learning, AI and advanced analytics – then identify how it can benefit patients. 

    Personalised data isn’t always necessary to gain deep and meaningful insights. But if it is, data protection is mandatory. Data strategies must be transparent about using personal information for AI in healthcare, so companies should communicate clearly why and how they are using it and what people get in return. In the near future, blockchain and other distributed ledger technologies may provide a solution for managing consent levels.

INSIGHT 3:

People expect digital health services to be free...

Portrait of woman with senior mother resting after exercise outdoors.
...so companies must get creative with their business models.

People are looking for more information and new services – but they expect these digital health resources to be free. Even with younger generations being more willing to pay for digital health services in the right circumstances, health leaders must provide genuine added value and communicate it effectively to monetise digital health services.

56% would not pay for apps

Most respondents said they would not pay for a health app. However, this value is reduced to 34% if we look at the under-40s – so there is an opportunity for direct-to-consumer solutions. 

27% are willing to pay up to 10 EUR/CHF/GBP

Only 34% of respondents indicated they would consider paying a monthly fee for a health app, with 27% willing to pay up to 10 EUR/CHF/GBP. Younger people are more likely to pay, with 32% of under 40s saying they would pay over 20 EUR/CHF/GBP per month for a health app. While this growing trend may increase in future, it will not be easy to monetise now.

60% would use prescription apps

People will use health apps if paid for by a healthcare provider or other payer. Six in 10 UK respondents would use a health app if the NHS provided it on prescription, for example. This finding mirrors Switzerland and Austria, where 61% said they would use a prescribed app. Patients would most likely use such apps to manage mental health and sleep disorders. In Germany, 28% of respondents did know about digital health apps on prescription (“Digitale Gesundheitsapplikationen” or “DiGAs”), highlighting an even greater potential audience for services on prescription.

So, what should health leaders do?

Identify a business model for digital health: Monetising digital health services is an ongoing challenge. Our survey shows that most people will not consider subscribing to a paid health app, for example. However, most would use an app paid for by a healthcare provider. Health leaders should look at creative and unique ways to achieve a positive ROI for their digital health services.

  • Focus on the added value in direct-to-consumer solutions

    Even if people expect new solutions to be free, it’s not impossible to establish affiliate programmes, commission fees or subscription models for digital health solutions. However, to do so, these solutions must provide added value to the customers that they don’t get for free – and it is essential to communicate this added value clearly. In addition, companies should accept that there may be a narrow target market.

two employees working on a screen on data

About the Digital Health Study 2023

  • The respondents were representative of the general population in each country.
  • Our questions aimed to learn what patients want, their experience of healthcare and digital health services to date, and what they want in the future.
  • The ‘Zühlke Health Study 2023’ took place online in April and May 2023, with all respondents aged over 18.
  • The study consulted 3,200 Participants:
    • Austria: 600 participants
    • Switzerland: 600 participants
    • Germany: 1,000 participants
    • UK: 1,000 participants

Jürgen Pronebner

Former Regional Managing Director Health Industry, EMEA & Partner

As one of the first employees at Zühlke Germany, Jürgen Pronebner has helped to shape the Zühlke journey. Currently he acts as Regional Managing Director Health Industry, EMEA. He is a Member of the Zühlke Ventures Advisory Board and a long-time Partner in the Zühlke Group.