{"id":1896,"date":"2021-11-05T09:48:43","date_gmt":"2021-11-05T13:48:43","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/11\/05\/why-tech-enabled-healthcare-is-totally-here-to-stay\/"},"modified":"2021-11-05T09:48:43","modified_gmt":"2021-11-05T13:48:43","slug":"why-tech-enabled-healthcare-is-totally-here-to-stay","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/why-tech-enabled-healthcare-is-totally-here-to-stay\/1896\/","title":{"rendered":"Why Tech-Enabled Healthcare is (Totally) Here to Stay"},"content":{"rendered":"

Patients are now digital-savvy consumers, forcing the medical sector to shift from B2B to B2C – bringing plenty of opportunities for growth in the process.  <\/em><\/h2>\n

By Carrie Seifer, Chief Customer Officer\/General Manager, GWI<\/em><\/p>\n\n\n\n\n\n

The pandemic has pushed healthcare tech-based innovation forward by at least a decade. People are now taking their health into their own hands, shifting the entire sector from B2B to B2C – bringing huge opportunities for brands – while investment dollars continue to pour into the sector. In the past quarter alone Walmart bought MeMD<\/a> and psychology-based digital health platform Noom<\/a> raised a further $540 million in a Series F round.<\/p>\n\n\n\n\n\n\n\n

Pre-2020, who would have imagined that everyone – including Boomers (don\u2019t discount silver healthtech solutions, they\u2019re growing fast) – would be comfortable with virtual<\/em> visits to the doctor? Not to mention connected health devices providing remote diagnostics via cloud-based wearables. From filling prescriptions using healthcare portals and reading peer reviews, to comparing prices for treatments and seeking alternative remedies re-packaged for the 21st Century digital-savvy consumer, this is not<\/em> healthcare as we used to know it.<\/p>\n\n\n\n\n

Consumers, Not Patients<\/strong><\/h2>\n

These technology trends and rising costs mean healthcare is quickly becoming a traded commodity. People no longer see themselves as \u201cpatients,\u201d at the mercy of the all-powerful and knowledgeable doctor; instead they\u2019re empowered consumers, working in partnership with their primary care providers and accustomed to making smart healthcare choices, with high expectations of digital-first delivery. This opens up the market for both traditional and newer experiential marketing techniques. That\u2019s the good news\u2026.<\/p>\n\n\n\n\n\n

But here\u2019s the bad news:<\/p>\n\n\n\n\n\n\n\n

Isolation and burnout have taken their toll on our individual and collective wellbeing. In our recent GWI research report:<\/p>\n\n\n\n\nA New Wave of Wellbeing: The Rise of Tech-Enabled Healthcare <\/u>\n\n\n

At GWI, we surveyed our network of 40,000 individuals across 48 markets, and found that 72 percent are \u201cconcerned about new Covid-19 variants,\u201d while 39 percent of Gen Z say they \u201cstruggle with anxiety Interestingly, Boomers appear to be more resilient than their younger counterparts – or maybe they\u2019re just not as comfortable sharing their feelings. Based on our research, only 16 percent said they were dealing with anxiety – but that\u2019s still north of 7 million people over 60 who don\u2019t feel on top of their game.<\/p>\n\n\n\n\n\n\n\n

It\u2019s important to say we\u2019re not<\/em> a nation of martyrs. Instead Americans are taking back control, and brands can take advantage of this new consumer behavior pivot in their new messaging to great effect.<\/p>\n\n\n\n\n

Cross-Generational Behavior Pivots<\/strong><\/h2>\n

In our report we note that millennials, in particular, are saying \u201cenough is enough\u201d. They\u2019re pushing back against stress, pulling back from social media overload, switching off (AKA\u00a0 digital detoxing), and demanding days off to get back on track. This is a generation that\u2019s learned to set boundaries.<\/p>\n\n\n\n\n\n

Some employers have formalized these trends by creating \u201cWellness Days\u201dand other offerings aimed at supporting employee health. In the UK, they\u2019re colloquially known as \u201cDuvet Days.\u201d Look for this broader trend to enter the HR lexicon as the Great Attrition continues. In 2021, employees are seeking employers who show compassion, or they\u2019ll take their talents elsewhere. It\u2019s definitely a good space for brands to play in. Positioning products and services as \u201cWellness Day Hacks\u201d taps into the zeitgeist and reflects positively on consumer understanding.<\/p>\n\n\n\n\n\n\n\n

Another cross-generational behavior pivot is the normalization of alternative healthcare offerings. During the height of the pandemic, many people were left to fend for themselves medically-speaking. As a result we saw a rise in consumers trying out new nature-based supplements and therapies as an alternative to \u201cBig Pharma\u201d. As this sector grows commercially, keep an eye out for new language like \u201cholistic wellness\u201d rather than \u201chealth\u201d when consumers are engaging with brands.<\/p>\n\n\n\n\n

Health-Tech is Here to Stay  <\/strong><\/h2>\n

None of this would be possible without a digital-first shift in healthcare delivery. You can\u2019t talk about healthcare without talking about tech these days. The proportion of people using technology-based healthcare rose by 33 percent in the past year.<\/p>\n\n\n\n\n\n

\"\"<\/figure>\n\n

\u00a0<\/p>\n\n\n\n\n\n\n\n

As a result, healthcare has become a B2C sector. Patients have turned into pro-consumers. They\u2019re demanding choice, excellence and price competitiveness, while seeking out consumer-friendly brands. Healthtech disruptors such as Talkspace<\/a>, hims & hers<\/a> and Noom<\/a> are displacing industry incumbents and we expect this trend to continue as people respond positively to products, solutions and experiences that let them streamline and de-stress their lives.<\/p>\n\n\n\n\n\n\n\n

Similarly, they\u2019re turning away from anything that makes it more complicated or painful. It\u2019s time to refresh front-facing user experience tools, while tightening up integration with 3rd parties and keeping a close eye on data privacy.<\/p>\n\n\n\n\n\n\n\n

Finally, providing personal autonomy is crucial. Consumers want to manage their own wellness journey. They want the tools to do this, and will pick brands who speak their language. This shift in healthcare heralds great opportunities, but it\u2019s definitely a B2C game now. Consumers are taking the driver\u2019s seat on the road to getting well – and staying well.<\/p>\n","protected":false},"excerpt":{"rendered":"

Patients are now digital-savvy consumers, forcing the medical sector to shift from B2B to B2C – bringing plenty of opportunities for growth in the process.\u00a0<\/p>\n","protected":false},"author":7,"featured_media":1897,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4,6],"topics":[2],"class_list":["post-1896","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","tag-tech","topics-editorial"],"acf":[],"yoast_head":"\nWhy Tech-Enabled Healthcare is (Totally) Here to Stay | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/why-tech-enabled-healthcare-is-totally-here-to-stay\/1896\/\" \/>\n<meta property=\"og:locale\" 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