Fitbit acquisition

Google buys Fitbit for 2.1 billion.

Photo by Adam Birkett on Unsplash

With the news of Amazon’s Health Navigator acquisition coming just one year after acquiring PillPack – in the same week that Google acquired Fitbit – there should be little doubt that the healthcare landscape continues to go through a seismic shift. In fact, it has been over the last five years.

By 2020, $24 billion will be available for healthcare tech spend (according to an estimate from Statista) and it is clear to all the titans—Apple, Google, Amazon, Salesforce—that the largest battleground in the tech world is and will continue to be healthcare. And, while the analysts have been split on whether this Google-Fitbit marriage is a wearable play or a healthcare play, make no mistake: this is a healthcare play.

How Google Could Transform Healthcare Tech

Google’s ability to aggregate and analyze millions of points of data daily from Fitbits’ 28 million users could literally be a predictive analytic game changer in driving personalized health recommendations and interventions. 

Google could not get there as quickly without Fitbit (Google Fit has only 2.6 million monthly unique users) and, as Fitbit CEO James Park stated in a recent interview with Time, “The healthcare system is incredibly complex and it takes working with a lot of different big players to have a big impact.” He also shared Fitbit’s own ambition to “make this stuff that we’re working on available and accessible to as many people around the world. And we can only do that by working with the largest players in healthcare.” And that would be Google.

Why Fitbit Decided to Align with Google

Fitbit already partnered with Google to improve its ability to share data with medical professionals, certainly accelerating this new partnership. In 2018, Fitbit adoptedGoogle Cloud for Healthcare APIs with the noble promise of making sharing fitness and health data safe, easy and secure. This was an early sign that Fitbit intended to move into the broader healthcare market in its quest to help consumers quickly share health data with doctors and others in the healthcare community. They just needed the right partner. Again, that would be Google.

On the Google side, the push into healthcare has been explosive. Its stated and implied goal of transforming and reinventing the healthcare industry is driven by its cutting edge AI technology and data platforms. From disease detection to rewiring the healthcare payor system, to creating AI-powered assistants for doctors and nurses, Fitbit is one more brick in the incredible healthcare transformation house that Google is building.

The Bottom Line

What makes this move even more interesting is the incredible relevance both of these brands have today, as reported in the 2019Prophet Brand Relevance Index (BRI). With Google ranking the 13th most relevant brand in the U.S., and Fitbit not far behind at number 19, the 1+1=3 potential for both brands to connect more to consumers and physicians is tremendous. 

In our study, Google scored incredibly well on being customer obsessed, ruthlessly pragmatic and pervasively innovative but fell short on being a distinctively inspiring brand for consumers. Being a distinctively inspiring brand is exactly where Fitbit crushes it, ranking at the very top as a brand that not only aligns with consumers’ values and belief systems, but also inspires them to move and to step forward in their lives. Google already has Android, Google and YouTube in the top 20 most relevant brands in the U.S…why not add a fourth in 2020?

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Fitbit acquisition

Google buys Fitbit for 2.1 billion.

Photo by Adam Birkett on Unsplash

With the data of Amazon’s Health Navigator acquisition coming right three hundred and sixty five days after acquiring PillPack – in the the same week that Google obtained Fitbit – there wants to be small doubt that the healthcare landscape continues to fight thru a seismic shift. Truly, it has been over the closing 5 years.

By 2020, $24 billion will be on hand for healthcare tech use (in accordance with an estimate from Statista) and it’s a ways obtrusive to the total titans—Apple, Google, Amazon, Salesforce—that the excellent battleground in the tech world is and must proceed to be healthcare. And, while the analysts had been split on whether or no longer this Google-Fitbit marriage is a wearable play or a healthcare play, create no mistake: it’s a ways a healthcare play.

How Google Might well presumably well also Became Healthcare Tech

Google’s ability to aggregate and analyze millions of formula of files on a regular foundation from Fitbits’ 28 million customers may literally be a predictive analytic sport changer in riding personalized effectively being suggestions and interventions. 

Google may no longer fetch there as speedily without Fitbit (Google Match has excellent 2.6 million month-to-month abnormal customers) and, as Fitbit CEO James Park talked about in a contemporary interview with Time, “The healthcare design is amazingly complex and it takes working with a range of different large players to have a gigantic impact.” He also shared Fitbit’s dangle ambition to “create these items that we’re working on on hand and accessible to as many folks around the realm. And we can excellent have that by working with the excellent players in healthcare.” And that is seemingly to be Google.

Why Fitbit Determined to Align with Google

Fitbit already partnered with Google to give a enhance to its ability to part files with clinical examiners, absolutely accelerating this new partnership. In 2018, Fitbit adoptedGoogle Cloud for Healthcare APIs with the noble promise of making sharing fitness and effectively being files safe, easy and right. This became as soon as an early signal that Fitbit supposed to switch into the broader healthcare market in its quest to attend patrons speedily part effectively being files with doctors and others in the healthcare neighborhood. They right wanted the right partner. All any other time, that is seemingly to be Google.

On the Google facet, the urge into healthcare has been explosive. Its talked about and implied purpose of remodeling and reinventing the healthcare industry is driven by its innovative AI know-how and files platforms. From illness detection to rewiring the healthcare payor design, to organising AI-powered assistants for doctors and nurses, Fitbit is any other brick in the extraordinary healthcare transformation condo that Google is building.

The Bottom Line

What makes this switch vital more attention-grabbing is the extraordinary relevance every of these brands have as of late, as reported in the 2019Prophet Imprint Relevance Index (BRI). With Google ranking the 13th most connected set aside in the U.S., and Fitbit no longer a ways in the relieve of at number 19, the 1+1=3 seemingly for every brands to connect more to patrons and physicians is large. 

In our study, Google scored extremely effectively on being customer obsessed, ruthlessly pragmatic and pervasively innovative but fell rapid on being a distinctively spirited set aside for patrons. Being a distinctively spirited set aside is exactly the attach aside Fitbit crushes it, ranking on the very high as a collection aside that no longer excellent aligns with patrons’ values and belief programs, but additionally conjures up them to switch and to step forward in their lives. Google already has Android, Google and YouTube in the tip 20 most connected brands in the U.S.why no longer add a fourth in 2020?

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