Marketing Digital Health to Mom 2.0 on Mother’s Day 2013

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Mainstream media, both print and online, peppered their 2013 Mother’s Day gift suggestions including pod coffeemakers, bangle bracelets, candy-colored accessories and digital health devices.

Say, what?

In Parade magazine, Mother’s Day 2013 gift ideas included the Fitbit “smart pedometer,” linked to a “buy” site at REI. You can’t get much more mainstream than Parade.

pebble-smartwatch-colorsIn Entertainment Weekly, Bronwyn Barnes, style maven for the magazine, wrote a one-page “Get Ready for Mom 2.0” and her recommendations included the Pebble Smartwatch, the Jawbone Up wristband, and the HoodieBuddie with earbuds built into the drawstrings.

bodymedia-130507Men’s Health told sons and husbands to check out the Garmin Forerunner watch, and Electronista suggested the BodyMedia FIT LINK armband.

2013 is the year when it’s cool to gift Mom with a self-tracking device. What, after all, says I love you more than a product that can help someone become more mindful of their daily choices that bolster health and longevity?

CESHealth Populi’s Hot Points: With digital health a fast-growing category at the 2013 Consumer Electronics Show, there was a question many of us asked about the pace-of-adoption in this marketplace. Clearly, media are picking up the trend. Are retailers selling these off the shelves?

Omron at Wegmans May 2013I noticed a new shelf at my local Wegmans this weekend featuring several Omron blood pressure monitors nestled between gluten-free foods, the pharmacy, and the health & beauty aisles. At the CES 2013, Omron’s staff told me that retailer selling the most Omron digital health devices in the U.S. is…Amazon.com.

From Parade magazine to Amazon, digital health is mainstreaming. Happy, Healthy Mother’s Day, 2013!

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About Jane Sarasohn-Kahn

Jane Sarasohn-Kahn is a health economist, advisor and trend-weaver to organizations at the intersection of health, technology and people. Jane founded THINK-Health after spending a decade as a health care consultant in firms in the U.S. and Europe. Jane’s clients are all stakeholders in health, including technology, bio/life sciences, providers, plans, financial services, consumer products, public sector and not-for-profit organizations. Jane founded the Health Populi blog in 2007, covering health policy, technology, and consumers.

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