HEALTH & WELLNESS
Just as every industry has its own quirks and issues, the healthcare market has some particular challenges—and these come with opportunities. New technologies have drastically changed the way healthcare goods and services are delivered, and that’s had a huge effect on operating models. Most importantly, these platforms offer the opportunity to develop direct relationships with consumers. In its own way, this is a revolution: The long-respected distinction between consumers and patients is blurred, giving healthcare companies new channels through which to offer proactive services like any other consumer goods provider. This is another facet of the changing customer experience.
Patients don’t just see themselves as patients, they want tools and processes that help doctors and pharmacies to anticipate and meet their needs. Companies that can establish themselves in this new area—while adhering to compliance and legal boundaries—will set themselves up for success.
Each new trend can be leveraged for the customer experience, but that often requires skill sets that don’t exist in-house. It’s important to have a system in place that can find and retain service providers with the necessary skills, resources, contacts, and experience. The right mix will include not only new tools but also analytics to measure success.
A “connected” health experience gives women more information on more topics in more accessible ways, all of it personalized. This reaches beyond market/product innovation drivers to incorporate brand transparency, operational ethics, and a sense of community that enables women to reach out to (and learn from) other women within peer groups of their choice.
Direct to Consumer Research & Strategy
The big strategies must be future-proofed—the market now shifts at lightning speed, which can be uncomfortable for a heavily regulated industry that changes only over long periods. Remote programs, wearable technologies, social channels—these and many other advances can lower overhead, enhance interactions, and create more scalable services when managed effectively.
The consumer mindset mandates a steady flow of new products and services. However, it’s important to ensure that all new offerings adhere to pre-set standards and serve a quantifiable purpose
Each new trend can be leveraged for the customer experience, but that often requires skillsets that don’t exist in-house. It’s important to have a system in place that can find and retain service providers with the necessary skills, resources, contacts and experience. The right mix will include not only new tools but also analytics to measure success
In a crowded marketplace, it’s important to serve as a voice of authority on the most effective tools and channels to help each patient progress on the path to better health. A ‘connected’ health experience that encompasses new technologies, emerging social channels, credible online resources and interpersonal communications strengthens the bond with each patient/consumer
Women-Centric Health & Wellness
This market is exploding, and new levels of transparency are helping destigmatize women’s issues. health. There are regular technology innovations targeting the needs of women in everything from reinventing sexual health, fertility solutions and nursing care to menopause. They have drastically changed the paradigm in traditionally “taboo” topics like sex, breastfeeding, periods, etc.
Direct to Consumer Research & Strategy
The big strategies must be future-proofed—the market now shifts at lightning speed, which can be uncomfortable for a heavily regulated industry that changes only over long periods. It’s vital to understand how different demographic groups are using more remote diagnostics, sensors, and other tools to manage their health. This is becoming an “intelligent” market that affords women more control over their bodies, and it merits strong support.
Direct Product Launch
Targeting different constituencies—for example, millennial women—requires familiarity with social media influencers, emerging channels, co-created content, community building, and e-commerce outlets. This is all part of the new purchase experience. The right DTC strategy matches exactly what consumers want (personalization) with when they want it (convenience). Each touchpoint experience in turn yields valuable data to guide the next launch.