The healthcare market is innovating like crazy. We are in a time where consumers are getting more and more critical of their healthcare providers. Your digital presence relies on seamless design, customer-centric experience with your brand, and integrating the needs of your customers today with the demands of tomorrow. The following predictions will help you rise to these demands.
1. Consumerism will become the Central Pillar of Governance.
Businesses are integrating marketing strategy with consumer experience to create a unified brand experience. These systems are vital for growing system revenue and strengthening internal CRM.
2. Digital Engagement Spending will Double.
Healthcare Businesses are getting hip to technology. Consumers are online and on mobile devices. Healthcare Businesses need to marshal every available resource to reach them.
Millennials may be phone-obsessed, but those born after 1995 — so-called Generation Z — spend twice as much time on their phones as millennials, and they are twice as likely to make purchases online. Healthcare marketers and strategists need to capture these future consumers of healthcare.
3. A Big Uptick in Natural Language Processing
For many health systems, much of this digital investment will move toward natural language processing (NLP).
NLP enables organizations to instantly understand and aggregate the voices of their consumers. It algorithmically analyzes patient comments, parsing out commonalities and organizing them by sentiment, demographic or any other factors a marketing team might find useful.
4. Service Recovery Will Speed Up Dramatically
The combination of real-time customer feedback and NLP makes instant intervention much easier. Patient complaints no longer have to wait for human analysis. Instead, algorithms automatically identify opportunities for essential clinical and experiential follow-up.
5. The True Age of Wellness
The brutal truth is that most consumers would rather not become patients at all. For this reason, the $3 trillion–strong (and growing) wellness industry will continue to thrive in 2018.
Given the encroachment of nontraditional providers, health system leaders will be more motivated than ever. They’ll conceive new ways to participate in wellness,” and execution will fall to those in marketing and consumer experience.
At first, these may seem like intimidating issues to manage. But it’s important to remember that they’re all facets of the same issue: a transformational shift in consumer preferences.
This shift means that solid marketing strategy and execution have never been so important. The formula for success remains the same: the right engagement, with the right consumers, at the right time. Marketers that achieve this formula will have healthier communities, healthier bottom lines and a more defensible position in tomorrow’s healthcare market.