FitBit, Oura, Garmin, Owlet, Apple Watch, Abbott. Everyone and their Healthy365-using mother have heard of at least one of these MedTech wearables – and with little wonder, given the surge in health consciousness that’s taken the world by storm post-pandemic. In fact, all I’ve been hearing recently is “Which spin studio do you go to?”, “Want gym today?”, “Sorry, I have pilates tomorrow morning,”. …Please save me. One thing’s for certain though: the fitness craze is real, and the market has proven to be constantly evolving to meet this demand.

For the fitspos

From the list, I’m sure most of you picked out Fitbit and Garmin as some of companies you’ve heard of. These are old names in the game, and have made their mark as reliable fitness trackers worldwide. Even tech giants like Apple and Samsung have joined the fray with their own watches, integrating fitness tracking on top of their own UI into their sleek devices. These watches can track a range of metrics, including your heart rate, step count, active minutes (and more!), providing all the essential information you need to monitor your health.

Exercising doesn’t have to be a lonely activity either – pairing these fitness trackers with apps like Strava or Nike Run Club not only gives you detailed stats but also fosters a sense of community with friends or other like-minded individuals. It’s like having a virtual fitness buddy who keeps you accountable and pushes you towards your goals with real-time insights!

The more, the merrier

But MedTech wearables aren’t just about hitting your next fitness milestone; Rather, they’re revolutionising health and wellness as a whole. Take sleep tracking, for instance, which is becoming increasingly popular as new wearables pop up designed to meet this demand. The Oura Ring is a prime example of this as, besides being a general fitness tracker, it focuses primarily on sleep and readiness. Each morning, it gives you a score out of 100 based on how well you slept and recovered, indicating how prepared your body is for the day ahead. It can even predict your period, detect illnesses before you feel symptoms, and warn you if you’re heading towards burnout – crazy advanced if you ask me.

The range of beneficial and life-saving uses for MedTech wearables is all-inclusive, with an example being the Abbott Freestyle Libre series which is a continuous glucose monitor that’s a game-changer for those with diabetics. The Owlet Smart Sock, on the other hand, provides peace of mind to new parents by monitoring their baby’s pulse rate, oxygen levels, and sleep trends in real-time, which is especially crucial in reducing the risk of Sudden Infant Death Syndrome (SIDS).

So, now that these trackers have compiled for us all this data…

…what’s next?

Well, based on these statistics, you can just track and analyse it yourself.

These MedTech wearables offer built-in functions to notify you if something’s off, flagging certain abnormal statistics to let you know it’s probably time to schedule your next doctor’s appointment. But, there’s only so much a programmed MedTech wearable with limited information can do for you. As humans, we constantly strive to improve our situation, making things smarter, faster and more convenient for ourselves. Naturally, the next logical step is to integrate humanity’s newest plaything into these devices: AI.

We see early integrations of this in the Samsung Galaxy Ring, for example, which provides wellness tracking enhanced by Samsung’s own Galaxy AI. It shares personalised wellness tips, monitors your health around the clock, and shows comprehensive health reports through the Samsung Health app. The Galaxy AI takes it a step further by analysing your health data, giving you tailored tips and alerts if something seems amiss.

The sweet thing about AI integration in MedTech wearables is that it promises more accurate data and better tracking (ahem, to an extent). It can provide the user with a personalised health snapshot, even taking into account your blood sugar, blood pressure, and respiration. Imagine a future where your watch is able to send a health snapshot to your physician, alerting them to early signs of disease. Not too sure how clinics would feel about these mass alerts from every single one of their patients… but it would definitely revolutionise remote patient monitoring, making home and community care more effective.

With such detailed knowledge of your health statistics, AI also enables personalised medicine by interpreting your health data to give precise predictions. This could significantly impact decision-making, providing more accurate risk assessments and preventive measures for most illnesses.

Tripping before the finish line?

While the future of AI in MedTech wearables looks promising, it’s not without its challenges. Supporters must address the significant hurdles they are confronted with, such as data privacy and regulatory concerns.

The ethics of integrating AI into healthcare also come into question when we consider the level of invasiveness a comprehensive healthcare report would require. Taking a step towards implementing robust measures to protect such sensitive health information would then be crucial in overcoming some of these challenges, and may help in convincing regulatory bodies.

Trust and AI

Accuracy is another concern. While we like to dream about how detailed the report AI generates could be, in reality the claims may not hold up as well. Have you ever turned to ChatGPT at 3am, in desperate need of another source to back up your point, but just can’t bring yourself to read one more article or essay or book? Maybe not… but I have, and while the sources generated may give you a ray of hope, actually fact-checking the source tends to rip it away. :’)

These AI “hallucinations,” where AI models make up responses, are all too common. In my case, losing my will and motivation for the night is a relatively small price to pay, but in healthcare, actual lives could be at risk due to this false information. Inaccurate data could negatively impact health management, and the World Health Organization (WHO) has voiced concerns about the rapid adoption of untested AI systems in healthcare, warning that “[it] could lead to errors by health-care workers, cause harm to patients, erode trust in AI, and thereby undermine the potential long-term benefits and uses of such technologies around the world.”

To address these challenges, advances in materials and AI-enabled wearable sensors are necessary for accurate clinical decision-making and efficient medical care. Despite these concerns, the vast majority of MedTech decision-makers are seeking technology partners to help them implement and utilise AI effectively.

What does that mean for us?

Given the vast potential and clear benefits of integrating AI into MedTech wearables, the marketing strategies for these innovations must focus on several key areas.

Transparent communication about data privacy and the measures taken to protect user information is crucial. In order to reassure consumers and begin the building blocks of trust in AI technology, marketing should focus on the robustness and security of the data handling processes.

These AI-integrated MedTech wearables must ensure they have all the necessary regulatory approvals and certifications to alleviate consumer concerns about the technology’s safety and effectiveness. Additionally, emphasising ongoing advancements in AI technology and showcasing companies’ commitment to continuous improvement will help keep AI at the forefront of consumers’ minds. This can keep consumers engaged and excited about future updates and features.

The integration of AI in MedTech wearables is a balancing act, and while it seems that more information can lead to better healthcare, it may not be as simple as that. The world of MedTech wearables is rapidly evolving, and the integration of AI promises a future where wearables can provide custom health insights, predict illnesses, and support remote patient monitoring.

Cool down time

However, navigating the ethical and regulatory landscape is crucial in realising this potential. As we move forward, we must aim to create a technology that works for everyone, ensuring inclusive and effective healthcare for all. By effectively marketing these innovations, companies can bridge the gap between cutting-edge technology and consumer trust, paving the way for a healthier future.