Technology has completely changed how we learn about and manage our health. As more Australians turn to digital sources for health advice, healthcare providers are seeking answers on how they can guide people towards trustworthy, accurate information and to evidence-based treatment and lifestyle programs. This was one of the questions that Arthritis NSW was asking when they came to Pollen for insights on the digital experiences of Australians who live with arthritis.

Nearly four million Australians live with arthritis - that's one in every seven Australians. It’s the leading cause of chronic pain and often has a profound impact on a person’s wellbeing. Arthritis NSW wanted to understand how they could better support people with arthritis to achieve better health outcomes and improve their quality of life. Importantly, they wanted to do this by making use of digital technologies and tools. 

To help Arthritis NSW identify digital opportunities, we first had to understand the problem and its scope. What challenges are Australians with arthritis facing? How many Australians with arthritis are looking for health information online? How do they currently use digital tools and resources to solve these problems?

We took a two-step approach in our audience research. First, we surveyed over 1,000 Australians with arthritis to understand how they’re using technology to manage their condition. This enabled us to pinpoint a core audience of users who engage with digital technology. Our second step involved one-on-one interviews with members of this core audience to gain deeper insights about their experiences in using digital technologies. This provided invaluable insights about the benefits that digital technologies offer in understanding and managing life with arthritis.

Our research findings highlighted the urgency of engaging younger people with arthritis online. Survey participants aged 20 to 69 said they are increasingly using technology to manage their arthritis. They are more likely to consult Google rather than their doctor and those under 50 are twice as likely to turn to social media platforms for information about arthritis. 

Arthritis, being a chronic condition, requires ongoing lifestyle changes and a holistic approach to managing symptoms and progression. Apps provide a great way to track personal progress and keep routines fresh. Fitness tracking, meditation apps, and online diet programs were all popular adjuncts to survey participants’ medical treatment. 

We saw this as a substantial opportunity for Arthritis NSW to embrace emerging technologies and new innovations in healthcare. Arthritis NSW could transform the way their real-world services and programs are delivered, making them more accessible, relevant and convenient. Technology could be used to better connect and engage people with Arthritis NSW’s vast catalogue of resources, deep expertise, and long-running peer support programs by tailoring the content to each person’s unique health needs.

For the people we spoke to, navigating an arthritis diagnosis is not just about finding strictly medical information and accessing healthcare services. It’s about emotional support, including finding motivation and inspiration, venting frustration, gaining a sense of control and knowing what to expect. 

Technology can help with that. Digital apps can help treat arthritis more holistically. Technology can provide the emotional and community support which has traditionally been lacking for young people with chronic autoimmune conditions. Apps can also be effective in helping those with arthritis build and maintain healthy routines which complement medical treatments.

Armed with data-backed insights about Arthritis NSW’s audiences, Arthritis NSW and Pollen are taking the next step. We’re partnering to develop a digital companion, powered by generative AI, for people navigating life with arthritis. It will provide a personalised approach to diet, exercise, pain management and community engagement, and tailor guidance, information and resources to each person's unique health needs.

At Pollen, we believe that great technology should deeply understand its audience. Gaining insight into your audience’s needs, preferences, and habits is the best way to create products that they will love to use and that will enrich their lives. If you have an audience that you would like to understand better, get in touch with our research team. We’d love to chat with you about our audience research capabilities and how we can help you.