Market Intelligence
Healthcare Services Information and Communication Technology Austria Europe

Austria Telemedicine

A May 2020, poll of 500 Austrians conducted by market research firm Spectra delivered some surprising results about how people in this alpine country of 8.9 million view telemedicine. With health spending at nearly $50 billion in 2019, of which an estimated $250 million was spent on digital solutions, Austria is a high-potential market for health IT, including telemedicine.

Survey highlights

  • While fewer than 40% of respondents were familiar with the term “telemedicine”, there were significant differences among age groups. Only 6% of those under 30 were able to recognize it, compared to 52% of those over 50.
  • Due to a lack of available services in Austria, only 8% of respondents reported having used telemedicine. Of those, fully one-half used telemedicine for the first time since the COVID-19 pandemic began, when demand started to rise, regulations were relaxed, and the national health insurance started reimbursing physicians for virtual consultations.
  • A significant majority of Austrians (60%) expect telemedicine to gain in importance. Interestingly, most women (64%) see this as a positive development; men are less sure (39% see mostly positives, 37% have mixed feelings).
  • The pros and cons of telemedicine identified in the survey are as expected: On the positive side, people see time savings, easier access to medical care, the ability to overcome physical distance, and protection from communicable diseases. Negatives are the lack of personal contact, worries about the ability of medical professionals to provide accurate diagnoses from a distance, fears about data security, and concerns about technical challenges.

Takeaways for U.S. exporters

  • Act now. While telemedicine is still rarely used, that is changing rapidly. There are already several platforms available to physicians and patients, and by summer 2021, Austria will likely be a fully saturated market.
  • Target patients 50+ with more complex medical needs. The greatest demand for telemedicine will come from providers serving clients over the age of 50, a population with elevated rates of chronic health issues and multiple comorbidities. A solution designed to serve this population will have the best chance of success.
  • Women are much more likely to see telemedicine as a positive development than men. Though this may change with time, it is a good strategy to target women as the first end-users of your telemedicine service.
  • Ensure data privacy, accuracy and a personal touch. This will help address and remove the main worries Austrians express about telemedicine. For more details, here is a link to the poll (German language): https://www.spectra.at/aktuelles-news/telemedizin-bekanntheit-nutzung-und-akzeptanz-in-oesterreich.html

To find out how the U.S. Commercial Service can help you enter the Austrian market, contact marta.haustein@trade.gov

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