Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past webinars and other events.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Google, Include Health, Pro-Medica team up to deploy virtual physical therapy program

The news: Google is developing a virtual therapy program for healthcare providers with digital musculoskeletal (MSK) care startup Include Health—and the duo already scored ProMedica Health System as their first partner to deploy the tech.

The platform, dubbed MSK-OS, uses AI to track patients’ poses and monitor if they’re performing physical therapy exercises correctly by calculating their pose measurements via a camera on the patient’s computer or cell phone. The platform can then deliver prescriptive care insights that providers can use to guide care.

Why it’s worth watching: AI-driven image analysis isn’t anything new in the digital musculoskeletal care world, but unlike most virtual physical therapy solutions on the market, Include Health and Google are targeting healthcare providers as customers.

  • Other MSK digital health providers like Hinge Health, Omada, and Kaiea Health, offer their solutions to employers and health insurers.
  • But putting virtual physical therapy into the hands of healthcare providers removes the risk of leaving it up to patients to use their digital therapy consistently enough to see any benefit—which can lead to higher rates of engagement, and ultimately improved health outcomes.

The opportunity: Among specialty care types, physical therapy has some of the lowest rates of telehealth usage currently—but considering the market size of MSK care and the medical cost burden of chronic pain, it’s a space more virtual care companies should consider expanding into.

  • Just 1% of telemedicine services used by US adults were related to physical therapy, according to Civic Science’s February 2021 study. For context, primary care (33%), mental health (6%), and dermatology (2%) all have higher telehealth usage rates.

Most virtual physical therapy solutions on the market are being offered by MSK digital therapeutics (DTx) companies, but more telehealth players should leverage their existing patient populations and step into the virtual physical therapy market—projected to be worth over $9 billion by 2027, per Fortune Business Insights.

Plus, like mental health appointments, patients have to make physical therapy appointments regularly to experience positive changes in their health—which would create a consistent revenue stream for telehealth companies that decide to move in on the space.

The cost of chronic pain:

  • 20% of US adults experience chronic pain.
  • And, chronic pain isn’t just prevalent, it’s also costly: In fact, it costs the US healthcare system up to $635 billion annually.