It’s hard to believe that we are already nearing the end of February. As your organization continues to plan and implement this year’s marketing and digital strategies, there are some “mega-trends” to keep in mind. Some may even signal a need to tweak your strategy.
In a recent video from the Deloitte Center for Health Solutions, Paul Keckley explains how the healthcare industry will be heavily influenced by these seven trends in 2013:
- Demanding demographics. A “graying” U.S. population with more ethnic and racial diversity and more income disparity means the demands on the healthcare system are changing. The changing health insurance picture and an increased desire for online health information and engagement with healthcare providers are leading to changing demands on the industry from many directions.
- Strategic globalization. Various factors are leading to an increasing demand for overseas expansion by companies involved with healthcare. One-quarter of U.S. consumers report an interest in medical tourism and there is a decreasing demand by local populations in other countries to travel to the U.S. for healthcare. Couple these facts, along with a 31% projected decrease in the U.S. share of the global drug market, and it’s understandable that many companies are considering starting up or increasing overseas operations.
- Unconstrained connectivity. With the explosion of mobile technology over the past few years, Smartphones and mobile devices are becoming more commonplace. Along with accessing personal health records and medical health records online, consumers are also seeking health information and engagement with providers. This “unconstrained connectivity” is making a permanent change in the way healthcare organizations interact with and engage their audience.
- Constrained resources. The ability to react to unconstrained connectivity can be a challenge for organizations in an industry where resources are often limited. The impact of a shortage of money, time and/or talent may not always be immediately felt, but it will eventually catch-up to the bottom line.
- Accelerated consolidation. With 400+ insurance providers, almost 6,000 hospitals, thousands of individual providers, and long-term care and home care providers needing a larger digital platform, yet dealing with resource constraints, it’s anticipated that organizational consolidation will increase in order to obtain a larger platform in a more economical and efficient manner.
- Big Data. The amount of data being generated by various entities is huge and growing, but only recently have the tools to turn big data into meaningful information become available. The consumer demand for information means that the ability to effectively handle big data will begin to separate the wheat from the chaff among organizations.
- Consumer discontent. Although 6 out of 10 consumers report being satisfied with what they pay for healthcare, over half of consumers also believe that healthcare spending is wasted and most of those consumers believe the waste is due to a lack of individual responsibility. The focus will increasingly be on consumers, rather than patients or clinical trial subjects.
While many of these trends aren’t new, they are becoming increasingly important to your organizational marketing, digital and operating strategies. Understanding and leveraging these trends will be a hallmark of the most successful organizations in 2013.