Trend report: health becomes a status symbol

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A current study describes ten digital trends that have already started. Health plays a central role in this. Wearables learn quickly, big data gains trust, apps expand functions and self-optimization becomes popular sport. 

Digitization penetrates every area of ​​life and changes it sustainably. The design and innovation consultancy FJORD – a subsidiary of the consulting firm Accenture – describes the effects this transformation has on society Trend report 2016, FJORD describes the future scenarios that relate to health as follows:

1. Intelligent devices think with you

Wearables (smartwatches, fitness bracelets) and nearables (e.g. Amazon Dash) know the needs of their users and provide them with offers tailored to them. Extensive research is now a thing of the past, because relevant information – also on health issues – and tailored services – also for patients – are available at all times. FJORD calls these situations “micro moments”, in which dealers, manufacturers and service providers will have to be present in the future. Insurance providers and authorities must provide understandable information. Incidentally, we have already reported about why people use health apps.

2. Big data places more emphasis on data protection

Trustworthiness plays an increasingly important role for users. Therefore, a big data label will be established for the collection, storage and control of data. This also includes integrating data protection more closely into the development of technology and products (“privacy-by-design”), as stipulated by the forthcoming EU General Data Protection Regulation.

3. Apps are developing into multi-function platforms

Many apps that only fulfill a single function are integrated into platforms and broader offerings. One example is WeChat, a Chinese messaging offering with ten million third-party apps. Other platforms are formed around smart health home applications and the smart health connected car. Providers of digital services have to deal with the following questions: In which situations do people use an offer? What platforms are there already for this? How can you design your own application so that it can be fed in there?

4. Health as a status symbol

Self-optimization leaves the niche of technology-loving cosmopolitans. Fitness wristbands and similar devices with services that evaluate exercise and eating habits are affordable for many. The data they provide pays off for consumers, for example when taking out insurance. Companies will increasingly offer products and services as wellness interfaces.

5. Virtual reality: dreams come true

Beyond computer games, the first tangible VR applications are emerging in the fields of education, collaboration, tourism and medicine. With the affordable devices now on the market (Oculus Rift) or already available (Gear VR from Samsung), companies can for the first time seriously start experimenting with VR so as not to fall behind, even if "killer applications" for the mass market will be a bit behind.

6. Less decisions, more quality of life

Services take decisions away from people that demand the growing number of digital and other offers. It's the hour of services like Google Now that remember decisions made once and repeat them automatically – and subscription services that deliver what customers expect, be it books, groceries or music. The selection is made by algorithms.

Here is the complete trend report as PDF >>

Photo: © photodune.net / stockasso

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