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This article is originally published Adweek.

From accessing medical records to speaking to physicians, Americans are turning to mobile medicine as a supplement to healthcare coverage. Users are taking advantage of innovative mobile medicine services for convenience, control and cost—and of course, when they need additional support. An Omnicom Media Group survey found 86% of people have used an online pharmacy at least once in the past year and almost half (41%) have utilized a telehealth app in the same time period.

Online pharmacies and medical apps are bridging the gap—especially for the chronically ill, new parents and people who live in rural areas. According to OMG, telehealth will become a $13 billion industry by 2021.

While there is limited receptivity to ads in these environments, brands can support overall well-being with relevant, resourceful, nonintrusive content. Pam Marsh, managing director, primary research at OMG, says data analytics should be the first step before advertising on mobile medicine platforms because they “offer the perfect combination of highly engaged audience and most relevant context. However, it is also an environment where there’s a fine line between information and intrusion. The best way to make sure you don’t cross the line from information to intrusion is to understand consumer mindset in specific environments and engagements.”

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