Consumer Health Tech: If You Build It, Will They Come?

Managers of many provider and payer organizations are feeling the pressure to invest in new consumer-facing technology, such as mobile apps and branded online media. Some are even establishing in-house tech “accelerators” to speed development and adoption. Why? Because not only can these tools reduce costs and improve consumer access to services, they can often (though not always) be monetized, they can be used to gather more consumer data, and they can help build an organization’s brand.

However, making those solutions pay off isn’t as simple as rolling out a new app. Last month, panelists at . . .