The future of healthcare marketing
Our colleague who lives and works in the USA someday told us a real story about the group of older persons talking about their grandchildren. The most curious was the fact that each of seventy-year-old (!) grandmothers and grandfathers had a smartphone in their arms on which they proudly showed photos and videos of their offspring.
Perhaps, this story looks a little fantastic (especially for the pensioners from the former USSR); nevertheless, it colorfully illustrates the importance of technologies in our everyday life. Digital dominates practically all modern spheres and healthcare marketing isn’t an exception.
Just 5 years ago, people above 50 with a smartphone in their hands were very uncommon, but now according to official surveys in the USA about 42 percent of adults aged 65 years and older use smartphones. 67 percent of older persons use the Internet…
However, the dominance of digital concerned not only older persons. Marketing specialists know that millennials (people who were born after the 1980s) are the largest demographic group, and they are in fact “digital natives” – people who used computers, the Internet, and digital technologies all adult life. Such patients, as a rule, expect a fast reaction, convenience, and sociability from clinics – since they are constantly “in touch”, constantly online.
Availability of technologies (and the importance of internet marketing) is widespread in society now. People more often prefer devices in pockets –smartphones and mobile traffic. Smartphones are almost ubiquitous among young people; about 90% of people between 18 and 29 years old have at least one smartphone. More than a half of adult population of capitals use social networks.
Today “The Internet of things” (IoT) is becoming more and more popular. Everyone has a smartphone and/or a tablet, but developers go further – they monitor connectivity of home appliance, control systems of housing and public utilities (“Clever House”, etc.), personal assistants activated by voice, etc.
Technologies made great progress in the medicine and pharmacy segment: virtual and telemedicine, various mobile applications, sensors for health monitoring, fitness and wellness trackers (for people, pets, and other creatures.
Moreover, the well-connected modern world is almost inevitable. People crave communication and convenience, and the world connected with technologies serves both purposes. As the complexity of life is increasing, the convenience is a default setting for most people.
Marketing specialists in the healthcare sphere have to recognize that in the near future “infrastructure of everyday life” will be connected to a network.