A blog covering the health/care ecosystem and people.

The pharmaceutical industry is facing a multitude of political, regulatory, and financial uncertainties in and beyond 2018. But there’s one thing I know for sure about pharma’s morphing business model: it’s that patients are playing a growing role in the industry’s future well-being. That is, if the industry can meet health consumers where they want to be met. Patients want more communication and support from pharma companies, a new study from Accenture found. In fact, over one-third of patients tell their health care providers about pharma patient-service programs: this chart from Accenture’s study illustrates the top seven ways providers hear

As 2018 approaches, consumers will gather healthy New Year’s Resolutions together. Entering the New Year, most Americans are also dealing with concerns about healthcare costs, cybersecurity, and caring – for physical health, mental stress, and the nation. Healthcare costs continue to be top-of-mind for consumer pocketbook issues. Entrenched frugality is the new consumer ethos. While the economy might be statistically improving, American consumers’ haven’t regained confidence. In 2018, frugality will impact how people look at healthcare costs. 88% of US consumers are likely to consider cost when selecting a healthcare provider, a Conduent survey found. Physicians know this: 81% of

Yesterday, the FDA approved a “digital ingestion tracking system,” the first drug in the U.S. that has an ingestible (in other words, safely edible) sensor built into the pill. That sensor tracks that the medication was taken, which helps with adherence, meant to help ensure that patients who are prescribed the medicine do indeed take the regimen as prescribed. Once ingested, the sensor in the pill communicates to a wearable patch on the patient that then communicates information to a mobile health app that tracks the pill-taking via smartphone. Patients can allow their family and clinicians access to that information

U.S. consumers’ most-valued brands include Apple, Google, Amazon, Netflix, Pinterest, Android, Spotify, PIXAR, Disney and Samsung, according to  the 2017 Brand Relevance Index from Prophet. The top 50 are shown in the first chart. On the second chart, I’ve circled in red the brands that have reach into healthcare, health, fitness, and wellness. Arguably, I could have circled every brand in the top 50 because in one way or another, depending on the individual, people find health “everywhere” that’s relevant to them based on their own definitions and value-systems. This is Prophet’s third year conducting this study, and I was

Old-age inequality among current retirees in the U.S. is already greater than in ever OECD country except Chile and Mexico, revealed in Preventing Ageing Unequally from the OECD. Key findings from the report are that: Inequalities in education, health, employment and income start building up from early ages At all ages, people in bad health work less and earn less. Over a career, bad health reduces lifetime earnings of low-educated men by 33%, while the loss is only 17% for highly-educated men Gender inequality in old age, however, is likely to remain substantial: annual pension payments to the over-65s today are

The future of effective and efficient healthcare will be underpinned by artful combinations of both digital technologies and “analog humans,” if the first day of the Health 2.0 Conference is a good predictor. Big thoughts about a decentralized future in healthcare kicked off Day 1 of the 11th annual Health 2.0 Conference in Santa Clara, CA. The co-founders of Health 2.0 (H20), Matthew Holt and Indu Subaiya, explained the five drivers of the tech-enabled health future. 1. The new interoperability, underpinned by FHIR standards and blockchain. “FHIR” stands for fast healthcare interoperability resources, which are informatics standards that enable data

As we look for signs of stability in U.S. health care, there’s one stakeholder that’s holding firm: employers providing healthcare benefits. Two studies out this week demonstrate companies’ commitment to sponsoring health insurance benefits….with continued tweaks to benefit design that nudges workers toward healthier behaviors, lower cost-settings, and greater cost-sharing. As Julie Stone, senior benefits consultant with Willis Towers Watson (WLTW), noted, “The extent of uncertainty in Washington has made people reluctant to make changes to their benefit programs without knowing what’s happening. They’re taking a wait-and-see attitude.” First, the Willis Towers Watson 22nd annual Best Practices in Health Care Employer

U.S. consumers consider Consumer Electronics to be the most innovative industry they know. But people believe that Health & Wellness should be the most innovative sector in the economy. Welcome to the 2017 Klick Health Consumer Survey, which focuses on health innovation in the context of peoples’ hopes for technology to improve health and healthcare. 1 in 2 people say that technology has had a positive impact on their health and wellness, skewing slightly more toward younger people (although 45% of people 55 years of age and older agree that tech positively contributes to health. 41% of consumers say they’ve

“What doctor?” asks the title of a PwC report on the emergence of artificial intelligence (AI) and robotics in healthcare. AI and robot technology are penetrating all aspects of the macroeconomy, and they’ve begun to re-shape the health economy, as well. Underneath PwC’s titular question are two lenses: the role of the AI/robot doctor vis-a-vis the role of the human doctor. PwC identifies eight areas that AI and robotics will impact in healthcare, shown in the first diagram: Decision making Diagnosis Early detection End of life care Keeping well Research Training, and Treatment. For keeping well, AI and robotics can

For us mere humans, behavior change is hard. Changing health behaviors is really tough. Enter Dr. James Prochaska, who has been at the forefront of researching and understanding human and health behavior for several decades. He’s the father of the Transtheoretical Model of Behavior Change (TTM). I have the honor today to listen live to Dr. Prochaska’s talk at the Health Integrated EMPOWER conference in St. Petersburg, Florida, where I’ll be addressing attendees on the new health consumer tomorrow. “Empower,” indeed. Dr. Prochaska is all about how people have good intentions to make good health decisions, but we all slip and

The future of wellness combines: Connected (you) Social IRL (in-real-life) Banishing bad (de-tabooing what’s traditionally seen as “bad”) Humanizing data, and The end of experts. These insights come from adidas, whose team developed a forecast of the future of fit, announced at the 2017 South-by-Southwest Festival in Austin this weekend. I had the honor of participating in this forecast and shepherding the SXSW panel on The End of Experts: Crowdsourcing Your Wellness at the adidas meet-up held over the weekend. The future of fit and wellness is Connected, because we are growing to understand that balancing many elements in our daily

There’s a concept in healthcare called the patient-centered medical home (PCMH). In 2007, the primary care providers’ (PCPs) medical societies (e.g., American Academy of Family Physicians, American Academy of Pediatrics, American College of Physicians, and the American Osteopathic Association) envisioned the PCMH to be the first touch-point for a health consumer with the health system. As such, the PCMH would be the “medical home” for a consumer, directed by a personal physician who takes responsibility for the ongoing care of patients. For some time, I’ve been evangelizing about our actual homes as our medical (or better put, health) homes. Who better to

Digital health innovations were fast-proliferating at CES 2017. The bad news is there are so many of them, it’s dizzying and fragmented. The good news is that there are emerging health data ecosystems that will streamline consumers’ user experience so that people can derive knowledge, actionable advice and value out of using these tools. Walking miles of aisles in the Sands Convention Center in the first week of January 2017 can be a dizzying prospect, with hype and best-faces-forward in every single exhibitor at the show. In the health segment at CES, there’s a long list of digital tools to

Health citizens in America will need to be even more mindful, critical, and engaged healthcare consumers in 2017 based on several factors shaping the market; among these driving forces, the election of Donald Trump for U.S. president, the uncertain future of the Affordable Care Act and health insurance, emerging technologies, and peoples’ growing demand for convenience and self-service in daily life. The patient is increasingly the payor in healthcare. Bearing more first-dollar costs through high-deductible health plans and growing out-of-pocket spending for prescription drugs and other patient-facing goods and services, we’re seeking greater transparency regarding availability, cost and quality of

Several market forces are converging that boost patients’ ability to engage in their health and self-care, including peoples’ growing adoption of smartphones, demand for self-service and DIY lifestyles, and Americans’ growing responsibility as health consumers. Health consumers are using a growing array of self-health tools, enabled through digital technologies. However, these tools aren’t yet engaging some of the very people who need them the most: high-need, high-cost patients. Research into this situation is discussed in the December 2016 Health Affairs article, Many Mobile Heaath Apps Target High-Need, High-Cost Populations, But Gaps Remain, published in the December 2016 issue of Health Affairs. For

This post was written to support the upcoming meeting of the PCHA, the Personal Connected Health Alliance, to be held 11-14 December 2016 at the Gaylord Hotel in greater Washington, DC. You can follow the events and social content via Twitter using the hashtag #Connect2Health. Have you visited your local Big Box, discount or consumer electronics store lately? You’ll find expanding shelf space for digital health technologies aimed squarely at consumers. 2017 promises even more of them, aimed at helping people accomplish health tasks once  performed in hospitals and by healthcare providers, or tasks not yet delivered in today’s healthcare

About 1 in 2 patients in the US are accessing their electronic health records in early 2016, according to Accenture’s 2016 Consumer Survey on Patient Engagement, Patients Want a Heavy Dose of Digital. This post is based on a presentation I attended by Accenture’s Dr. Kipp Webb yesterday. Accenture conducted survey research with consumers in seven countries for this study. The data and insights shared in this post are based only on the survey results from 2,225 US patients. The proportion of US health consumers accessing their health records grew from 27% in 2014 to 45% in 2016 — an increase of

Here’s a new definition of “wearable” that’s Old School stuff: a baby onesie. But this onesie doesn’t just look cute and keep baby’s bum warm. The onesie helps teach caregivers baby CPR. This health education project was sponsored by Tesco in collaboration with St. John Ambulance, one of the largest health charities in the United Kingdom. Tesco ranks among the biggest retailers in the world (after Walmart, Costco, Kroger, and Lidl), operating in the UK, Ireland, Asia and Europe. Watch this video and get charmed by adorable, telegenic Baby Lucy – your CPR model. Tesco held live CPR classes at over

Notwithstanding the head of the AMA recently referring to digital health technologies as “snake oil,” it appears that one-half of physicians is keen on digital health. And scale, not age, matters when it comes to doctors using digital health tools. The American Medical Association (AMA) surveyed physicians on their use of digital health tools, finding that primary care physicians (PCPs) and doctors working in larger and more complex practices tend to be more digital. In Physicians’ motivations and requirements for adopting digital clinical tools, the AMA’s digital health study, “Physicians are optimistic about digital health innovation and its game-changing potential

Managing stress, weight, mental health, sleep, and heart function are among the top-most desired reasons already-connected health consumers are interested in further connecting their health, according to The 2016 HealthMine Digital Health Report. The most popular tools people use to digitally manage their health deal with fitness and exercise (among 50% of connected health consumers), food and nutrition (for 46%), and weight loss (for 39%). 3 in 4 people who use digital health tools say they have improved their health by connecting to these tools. 57% of digital health users also say going health-digital has lowered their healthcare costs. The survey

Consumers are open to technology-enabled healthcare, but look to providers to ensure quality and privacy of patients’ personal health information, according to Will Patients and Caregivers Embrace Tech-Enabled Healthcare?, based on the Deloitte 2016 Survey of US Health Care Consumers. Seven in 10 consumers would use at least one of the technologies Deloitte served up in its study, with telemedicine at the top of the list: 49% of people favor telemedicine for post-surgical care, 48% for chronic disease management, 36% for care while traveling, and 32% for minor health issues. While Millennials are generally keener across-the-board for tech-enabled health care,

People living in only 1 in 10 homes with broadband are “very interested” in connected health services, like a personal health coach, a remote health monitoring app that connects to and notifies a healthcare provider, or a clinician collecting vital signs virtually. This finding comes out of a survey from Parks Associates. This is a relatively low consumer demand statistic for digital health, compared with many other surveys we’ve mined here on Health Populi. While these are not apples-to-apples comparisons — note that Parks Associates focus on broadband households — a recent study to consider is Accenture’s consumer research published in March

When a person dons a piece of wearable technology, they first look to engage with some aspect of health or fitness before they seek entertainment. To satisfy that demand side of the market equation, we’re seeing a stream of devices, platforms, and corporate strategies trying to reach the wearable tech consumer. Today, Philips announced its expanding strategy for digital health, launching devices to help people, in Philips’ words, measure, monitor, and stay motivated for personal health. The company is offering a health smartwatch, a weight scale, an ear thermometer, and two blood pressure monitors (for wrist and upper arm), all

J.D. Power, the company best known for evaluating consumers’ experiences with automobiles, published its 2016 Fitness Band Device Satisfaction Report this week. The bar chart summarizes overall satisfaction with activity tracking wristbands, led by Samsung with the highest index score, followed by Garmin. Below the average index were LG, Fitbit, and Jawbone. Samsung’s top grade translates into J.D. Power’s methodology as “among the best” fitness bands, based on a 1,000 point scale. Samsung’s high ranking was earned based on particularly strong scores for customer satisfaction in comfort, reliability, and ease of use. Garmin’s customer service was also highly rated, along

“Work is the second most common source of stress, just behind financial worries,” introduces The Business of Healthy Employees report from Virgin Pulse, the company’s 2016 survey of workplace health priorities published this week. Virgin Pulse collaborated with Workforce magazine, polling 908 employers and 1,818 employees about employer-sponsored health care, workers’ health habits, and wellness benefit trends. Workplace wellness programs are becoming more holistic, integrating a traditional physical wellness focus with mental, social, emotional and financial dimensions for 3 in 4 employers. Wearable technology is playing a growing role in the benefit package and companies’ cultures of health, as well

There’s a lot of talk about the growing platform economy. If well-designed platforms get adopted in healthcare, they may help our ailing healthcare systems get better. The quality, safety, and convenience of healthcare in America suffer from a lack of patients’ personal health data being essentially locked in data siloes. The diagnosis is lack of data “liquidity:” the ability for our health information generated in various touch points in the healthcare system and in our personal lives each day to move outside of the locations where the bits and bytes were first created: to our clinicians, researchers, health providers, and to

Nearly 1 in 2 people own at least one wearable device, up from 21% in 2014; one-third of people own more than one such device that tracks some aspect of everyday life, according to PwC’s latest research on the topic, The Wearable Life 2.0 – Connected living in a wearable world, from PwC. Wearable technology in this report is defined as accessories and clothing incorporating computer and advanced electronic technologies, such as fitness trackers, smart glasses (e.g., Google Glass), smartwatches, and smart clothing. Specifically, 45% of people own a fitness band, such as a Fitbit, the most popular device in this

At the start of 2016, the current installed base of wearable activity tracking devices was just over 33 million in the U.S. This consumer market penetration is expected to grow by 11% in 2016, according to the Consumer Technology Association (CTA) forecast published in the 18th Annual Consumer Technology Ownership and Market Potential Study. Wearable tech comprises a very small piece of the larger consumer technology market, led by TVs, smartphones, headphones (wired), DVD players, and notebook/laptop/netbook computers, the four largest rectangles in the graphic. However, there is growth momentum for emerging consumer tech segments such as portable wireless speakers,

The first health news I read this morning in my Google Alerts was a press release explaining that Nokia planned to acquire Withings for EU170 (about $190mm). As an early adopter and devoted user of the Withings Smart Body Analyzer, I took this news quite personally. “What will Nokia be doing with my beloved Withings?” I asked myself via Twitter early this morning. As if on cue, a public relations pro with whom I’ve been collegial for many years contacted me to see if I’d like to talk with the Founder and CEO of Withings, Cédric Hutchings, and Ramzi Haidamus,

“Banks and insurance companies that cannot keep pace will find their customers, busy pursuing flawless service models and smart solutions, have moved on without them and they are stranded on the wrong side of the digital divide — from which there will be no return,” according to a report on The Future of Retail Financial Services from Cognizant, Marketforce, and Pegasystems. You could substitute “healthcare providers” for “banks and insurance companies,” because traditional health industry stakeholders are equally behind the consumer demand for digital convenience. This report has important insights relevant to health providers, health plans and suppliers (especially for

When I say “Fitbit,” you may think, “digital health.” When I mention “Gatorade,” “Nestle,” and “Dannon,” you might think, “drink,” “chocolate,” and “yogurt.” But soon, the phrase “digital health” will come to mind. That’s because a growing list of food manufacturers is looking to digital technologies to bake (or cook, blend, or mix) health into their value propositions. “Gatorade Taps Into Tech-Thirsty Consumers” is an article published in today’s Wall Street Journal, page B1 in the Business & Tech section of the newspaper. Mike Estrel writes that Gatorade is going high tech, working on a “smart cap” bottle with a microchip

One in 2 hospitals currently use three or more connected health technologies, according to the 2016 HIMSS Connected Health Survey released today at the annual HIMSS conference. The most commonly used connected health applications cited were: Patient portals, among 58% of providers Apps for patient education and engagement 48% Remote health monitoring, 37% Telehealth via fee-for-service, 34% SMS texting, 33% Patient-generated data, 32% Telehealth via concierge, 26%. 47% of health care providers plan to expand use of connected health technologies, especially for telehealth via concierge, patient-generated data, and SMS texting. HIMSS worked with the Personal Connected Health Alliance (PCHA) to

“The best healthcare must involve kindness and instill trust,” reads the title of a Huffington Post UK article written by David Haslam, Chair of NICE, the National Institute for Health and Care Excellence. NICE (an appropriate acronym for the article’s sentiment) is in fact not an institution known for charity or do-goodness, but is the organization that is charged with assessing the cost-effectiveness and -benefit of medical innovations — drugs, devices, procedures and processes. Haslam writes that kindness and trust connote “care, community and friendship.” These factors have a profound impact on health outcomes, Haslam has observed. Trust drives health

“It depends” is the hedge-phrase that characterizes how Americans see disclosing personal information versus keeping private information private, according to the consumer survey report, Privacy and Information Sharing, published by the Pew Research Center (PRC) in January 2016. U.S. adults see a privacy trade-off, living in the convenience-context of 21st century digital economy in exchange for some form of value. The “it depends” is a factor of what kind of data is geing collected, especially by third parties, how long that data area retained, for what use — vis-à-vis what a person is trading in return which could be a hard dollar

As he walked across the stage, back-and-forth, the CEO of the Connected Technology Association talked about pacing not to think, but to compete in a Fitbit Challenge at the 2016 CES this morning, live in Las Vegas. Shapiro leads the Consumer Technology Assoociation (CTA), formerly known as the Consumer Electronics Association. The Association was re-amed with “Technology” as its middle name, morphing away from Electronics, to recognize the growth of the market away from Radio Shack (metaphorically speaking) toward the Uber-ization of Everything and the Internet of Everyday Things like cars, refrigerators, washing machines, and thermometers. “Intelligence and data are

It’s Christmastime, so I’m thinking about connections. “Connectivity” can be social (offline and online), which is indeed a health factor (see Christakis and Fowler on being Connected). But the kind of connectivity to which I’m referring is broadband, WiFi, the kind most often associated with data plans, cable to the home, and free WiFi at your favorite coffee or fast food joint. That kind of connectivity is also a social determinant of health, and is increasingly becoming so for all people. Yet as peoples’ need for internet connectivity is fast growing, especially for health, home broadband connectivity has reached a

Adoption of telehealth, remote health monitoring, patient engagement platforms, mobile and digital health applications, and the emergence of the Internet of Things in health care will all be bolstered in 2016 based on health care providers’ having to do more with less (money, labor, resources). The value-based healthcare world — the migration of payment “from volume to value” — requires greater investment in information and communications technology that moves care to lower-cost sites, with lower-priced labor (as appropriate), and shifting greater clinical self-care and financial skin-in-the-game to patients. My annual health IT forecast was published yesterday in iHealthBeat, 2016: Technology

A start-up company called Factual was profiled in the Wall Street Journal on December 11, 2015. Factual profiles consumers using mobile devices based on the digital dust users’ apps create — “streams of location data supplied by apps,” as Elizabeth Dwoskin (@lizzadwoskin), author of the article, put it. The primary goal? To help publishers finely target ads to specific audiences. “If we know you go to the gym five times a week,” Lindy Jones of the Goodway Group is quoted, “it’s likely you’ll be interested in workout gear.” Factual garnered $35 mm of additional funding last week, “to make data

Food + Drink, Beauty, Tech + Innovation, Retail, Lifestyle…JWT pulls out their crystal ball for 2016, and I see health, everywhere. The Future 100 – Trends and Change to Watch in 2016 is J. Walter Thompson Intelligence Innovation Group’s annual trend forecast, which I highly value and mine each year to help THINK-Health continue to hone our own environmental analyses for health and healthcare. [Here’s what I wrote one year ago about JWT’s 2015 forecast]. Health is baked into JWT’s 2016 trendscape, well beyond their “Health” chapter. Even the report’s introduction is health-flavored: “As forecasters, we’re watching the rapid metabolism

In the U.S., if you walk 3 miles in any direction, there’s a 3 in 4 chance you’ll find yourself in front of a Walgreens pharmacy. The company often says that 75% of people in the America live within 3 miles of a Walgreens storefront. What’s a pharmacy storefront anymore? Both Walgreens and CVS are re-defining that with a dizzying pace of new announcements. The latest for Walgreens: people in 25 states will be able to use the Walgreens app on their smartphones to access physicians virtually. Consumers living in Alabama, Arizona, California, Colorado, Connecticut, Florida, Indiana, Illinois, Iowa, Maryland,

A growing desire for shared decision making with doctors. Increasing trust and consumption of health care information online, in social media, and report cards. Reliance on technology for monitoring health adn wellness, and medical conditions. Together, these three signals converge, illustrating a growing sense of consumer engagement among U.S. patients, found in the 2015 Deloitte Center for Health Solutions Survey of US Health Care Consumers. In Deloitte’s research summary, the title states that “No ‘one-size-fits-all’ approach” will work, given diversity among American health consumers. The sickest health consumers, Deloitte notes, have higher levels of health engagement and index higher on

When most patients in the U.S. visit their doctors, they find their medical history missing or incomplete. 1 in 2 American patients say their doctors do not have a complete list of their medications. But the new health consumer expects a connected health experience the likes of which, as consumers, they expect and generally find in their everyday lives. One-half of consumers would prefer to get lab test results, access their medical records, and fill out paperwork from a doctor’s office ahead of a visit online versus via phone or in person. Surescripts conducted a survey with Kelton Global in

Fitbit, the company that makes and markets the most popular activity tracker, is getting serious about its users’ personal data. The company  announced that it will enter into HIPAA business associate agreements with employers, health plans, and companies that offer workers the devices and the apps that organize and analyze consumers’ personal data. The Health Insurance Portability and Accountability Act (HIPAA) protects patients’ personal health information generated in a doctor’s office, a hospital, lab, and other healthcare entities covered under the law (as such, “covered entities”). However, data generated through activity tracking devices such as Fitbit’s many wearable technologies have

Within a handful of months of Fitbit’s multibillion dollar IPO in June 2015 comes a report from Argus Insights foretelling the precipitous fall of consumer demand for wearable technology just weeks ahead of the start of the 2015 holiday shopping season. The first chart illustrates Argus Insights’ sobering forecast on wearable demand since reaching a peak in January 2015 — part of the 2014 holiday shopping frenzy. In fact, wearables from Fitbit, Garmin, Jawbone and Misfit Wearables marketed heavily in Sunday newspaper ads and via online promotions in late 2014 to bolster sales with the theme of gifting loved ones with

What happened when Rosie the Robot started ordering Jane Jetson around? Not a happy scenario for the Jetsons family. The same scenarios can be played out in the future of the Internet of Things (IoT) without attending to people-centered design principles, and for the home — women-centered design and ethos. The design process can play out future scenarios and anticipate unexpected consequences that can, ultimately, inform delightful user experience. Women are the Chief Household Officer, making the majority of home-based financial decisions. In fact, increasingly, women are taking on the job of Chief Financial Officer at home, too. To learn more,

Sales of computers and tablets and LCD TVs won’t be hot on peoples’ holiday shopping lists in 2015. But smartwatches, health and fitness tech, and 4K Ultra HD TVs will be in peoples’ gift wish-lists and under homes’ holiday trees. The Consumer Electronics Association (CEA) published its 2015 U.S. Consumer Electronics Sales and Forecasts report, and it shows a shifting retail picture where traditional consumer electronics categories — notably computers and mainstream TVs — are declining in demand. But new-new categories are expected to buoy 2015 retail sales. The new categories of consumer electronics will generate about $10 bn (wholesale

“Tomorrow [drug makers] may not get paid for the molecule, they may only get paid for the outcome,” expects Brian Niznik of Qualcomm Life. He’s quoted in a report from PwC’s Health Research Institute, 21st Century Pharmaceutical Collaboration: The Value Convergence. What Brian’s comment recognizes is the growing value-based environment for healthcare, which couples purchasers driving down drug costs via discounts and stringent formulary (approved drug list) contracts, and growing patient responsibility for paying for prescription drugs — especially financially costly for specialty drugs that are new-new molecules. But as Brian points out, if the high-cost molecule doesn’t perform as

Digital health is a fast-growing category of consumer electronics, and many new mobile and wearable health devices were featured at the 2015 CE Week held in New York City. The major themes of the “Fresh Gear” unveiled at the meeting included connected cars, connected home devices, 3-D printing, and a growing array of wristbands, apps, and wearable devices focused on the already-crowded health/wellness segment, and the emerging health/care area. The five I’ll focus on are good examples of digital health tech’s aimed at mainstream consumers shopping at retail at the middle of the market: an area that’s ripe to be served.

When I clipped you to my underwear for the first time in 2011, I’d no idea that you were about to change my life, health and mindfulness. You were my first digital activity tracker and since then, I’ve purchased three versions of you…as well as others. Fitbit, you really did change my life and help me become more mindful of my activity, my calorie burn, ultimately supporting me in losing weight and keeping it off. Since its launch in 2009, the brand name “Fitbit” has become synonymous with digital activity tracking, the most popular digital pedometer on the market —