The
wearables market is growing but it’s also broadening.
With nearly 20% of U.S. consumers owning a fitness tracker, there’s a major move to branch into a new area.
There’s fitness and then there’s health, and that’s where a division of Philips sees an opportunity.
A new line of connected and wearable health devices is being launched
worldwide today by Philips Personal Health Solutions.
The devices include a health watch, blood pressure monitor and body analysis scale, all interconnected via Bluetooth, which feed a sleek
smartphone dashboard.
Not all consumers are being targeted by Philips, which is known for a wide range of hospital technologies, such as MRI and X-ray systems.
“Philips has 100
years of healthcare experience,” Eline de Graaf, director, North America, Philips Personal Health Solutions, told me.
“There ae 60 million to 70 million people with health risk
factors,” said de Graff. “We’re focused on them.”
It will be interesting to monitor the success of the health tracker approach over time, since the majority (61%) of
those who don’t own a fitness tracker have no intent to buy one in the next year, compared to 71% last year, according to a recent U.S. study by CivicScience.
The health wearables
results also may provide some insights into perceived value, since the Philips products are squarely targeted at those who may gravitate to connected devices that can help them keep on an even health
keel.
The health watch, for example, provides accurate and clinically validated measurements focused on health metrics more than those associated with fitness.
The watch will be
marketed at a retail price of $250. For context, the Fitbit Surge Fitness Super Watch also retails for $250 and the Fitbit Charge HR, which also monitors heart rates, retails for $150.
The
creative for the marketing campaign for the devices is being handled by Ogilvy and other aspects by Havas, according to de Graaf. She said people with risk factors would be targeted with a testimonial
campaign.
The battle for wrist real estate is on.
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The world of wearables will be discussed in detail at
the coming MediaPost IoT Marketing Forum Aug. 3 in New York. Check out the agenda
here.