A new digital era is here. In Germany, as a result of the Digital Healthcare Act (Digitale-Versorgung-Gesetz, DVG), digital medical products will be available on prescription from 2020. Thanks to the current revolution in Digital Health, the German healthcare market is becoming more networked, agile, and future-oriented. DiGAs – Digital Health apps – are a growing business area that has not had clear access to standard care. But this will change now, with the Digital Health Applications Ordinance (DiGA-Verordnung, DiGAV)!
Since May 5, 2020, applications can be submitted to the German Federal Institute for Drugs and Medical Devices (Bundesinstitut für Arzneimittel und Medizinprodukte, BfArM) to make an app reimbursable by health insurance companies. Manufacturers of Digital Health apps are struggling through page after page of applications for the new DiGA Ordinance. And, after the application, app providers face new challenges.
The healthcare sector places special demands on communications:
• Physicians need to become aware of products, gadgets, and services
• Legal regulations in the form of the German Law on Advertising in the healthcare Sector (Heilmittelwerbegesetz, HWG) must be observed.
• Patients must be informed about offers
• The possibilities of Digital Health must be conveyed to the general public
... and that is just the beginning.
Especially in the healthcare sector, independent research on the Internet is of particular importance. Both consumers and physicians go online to learn about healthcare offers and treatment options, and both draw on reviews and experiences to gain confidence. So it is all the more important to make reimbursable Digital Health apps visible on the Internet. To actually bring the app to a patient’s prescription or end device, the respective target group must first be won over.
DiGA marketing with appeal: With the help of Healthcare-Inbound-Marketing and strategically placed measures, interested parties can be guided through the sales funnel – from initial awareness of a Digital Health app, to the prescription or purchase in the app store. Relevant and useful content and activities support the information process and thus offer potential customers added value. The result is better visibility, increased interaction, and higher customer loyalty.
Curious about how to wow customers in a targeted way? Visit www.healthcare-inbound-marketing.de now.
The value: With us, your app becomes prescription-ready.
When it comes to DiGA marketing, we come into play because hardly anyone knows healthcare communications better – no matter whether the app is intended for physicians or patients. The HWG specifies exactly what is allowed when marketing medical devices. But there’s no need to panic: Laws and regulations are our area of expertise. We support you in developing a creative and strategic content strategy, tailored to your offer. In compliance with the legal framework, of course. Our expertise boosts the value of your communications and delivers real benefits to both you and your customers.