Video Games: Just What the Doctor Ordered?
The Signal: The FDA just approved the first “prescription” video game. EndeavorRX treats ADHD — a condition that affects 5-11% of kids in the US and Europe — and was clinically shown to eliminate attention deficits in 30% of test subjects after 4 weeks of use. It is the latest in an emerging field of treatments known as “Prescription Digital Therapeutics” (PDTs).
According to Sean Duffy, whose company Omada Health coined the term PDT, the main difference between PDTs and the apps you can find in the app store is that PDTs undergo rigorous clinical testing.
“That’s why the term ‘digital therapeutic’ was born: to categorize evidence-based, clinically validated, and regulatory-adherent digital interventions in a sea of apps and programs claiming the broad mantle of digital health,” he wrote recently.
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Don’t press snooze on this opportunity: sleep supplements
The signal: As meditation becomes mainstream, people may be surprised to find that searches for sleep apps double their meditation counterpart. As people invest in getting a better night’s rest, there’s opportunity abound, including physical products like weighted blankets or premium PJs, supplements, popular insomnia drugs having their patents expire, companies paying their employees to sleep better, marketing for sleep specialists, or online sleep education (ex: sleep apnea test has 27k searches per month).
The alternative milk market is getting frothy
The signal: As more people wave goodbye to dairy, alternative milk is slowly taking over; it has already cornered 13% of the market. With the exception of soy milk, all of the alt-milks have been on the up, with some of the newer entrants including hemp milk and pea milk. Other alt-products are getting attention, including cashew cheese, with 18100 searches per month.
Capitalizing on the Airpods market, making more money than Shopify
The signal: Since killing the headphone jack, Apple has graced the world with AirPods, which did an estimated 60m units in 2019. That means AirPods alone are bringing in approx ~$10b in revenue, more than Twitter, Shopify, or Spotify, to name a few popular tech giants. Opportunity lies in Apple opening up SiriOS or the wave of iPhone accessories (including cases, cleaning kits, hooks, and keychains) which have shown “hockey stick” growth alongside their hardware predecessor.
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