This article first appeared on MediaPost.
As consumers take on an ever-greater burden for their own healthcare costs in the form of rising deductibles, copays and premiums, they have more buying power to choose where, when and how to purchase insurance and healthcare services. In order to enable consumers to make more informed, active healthcare choices, marketers need to get to know them better by segmenting according to needs and wants, not demographics.
AI is shaping the present and future of healthcare delivery, and women are taking note. Accenture reports on five trends in how the technological evolution is playing out.
Accenture Consulting recently published a report that outlines five exciting AI trends in healthcare. The report points out opportunities and obstacles inherent in the rapid innovations in medical technology and suggests a number of solutions that can help healthcare providers deliver better care to patients. Below, I’ve summarized the report’s main points and included some thoughts about how healthcare marketers can use this information to connect with women.
A consumer survey on the adoption of digital health services sheds light on opportunities for hospital marketers.
Rock Health recently released results from their fourth national consumer survey on digital health services adoption. Using responses from 4,000 U.S. adults ages 18 and older, the longitudinal data set offers insights into how consumers use and feel about trends like wearables, live-video conferencing and data-sharing.
A recent report from Stanford Medicine outlines the challenges and opportunities in healthcare’s slow progress toward democratization.
I recently read a report from Stanford Medicine that discussed the democratization of healthcare. It pointed out a few key trends that are combining to break down the barriers that have caused healthcare to function as a closed system of heavily siloed institutions. Traditionally, information-sharing both within and across systems has been stymied by a lack of consistency in the way health data is recorded and transmitted, by patient privacy concerns and by a culture where the flow of information goes one way: from doctor to patient. But that’s starting to change. image: iStock
This article originally appeared on AMA.org.
The popularity of retail loyalty programs has exploded in recent years, but hospitals and healthcare organizations have been slow to adopt them — partly because of concerns about patient privacy and HIPAA. But that’s starting to change.
As the value of a well-run loyalty program becomes more evident, hospitals are beginning to test loyalty strategies, most with the goal of anticipating needs and enhancing care delivery to increase patient retention.
While there’s been a definitive shift toward digital over the last decade in healthcare ad spending, there’s still a great deal of potential in traditional tactics — especially now that big data and predictive modeling can help marketers target their communications more precisely than ever. Here’s how a targeted marketing approach reached specific women for a population-health initiative in Alabama, along with five predictive modeling tips hospital marketers can use to reach the right audience.
Hospital marketers seeking to reach women can better understand and support the healthcare organizations they work for by learning about and capitalizing on the latest industry trends. Dan Michelson, CEO of Chicago-based Strata Decision Technology, recently wrote a thoughtful recap of the 2019 JPMorgan Healthcare Conference in an article titled “The No. 1 takeaway from the 2019 JP Morgan Healthcare Conference: It’s the platform, stupid.” The article offers insights into the evolution of healthcare delivery systems as they shift from a provider mindset (selling services) to a platform mindset (being a hub for healthcare and health services in the community).
This post originally appeared on Forbes.
The conversation about the differences between how women and men are medically treated in America continues to evolve. Some claim women are treated fairly and others point out gender disparities that favor one sex or the other.
Bariatric surgery can help eligible patients live longer, happier lives. Yet despite recent research showing that some forms of the surgery are no riskier than other common minimally invasive surgeries, only 1 percent of eligible patients undergo elective bariatric surgery. Interestingly, 80 percent of them are women.
There’s a big difference between having a ton of data and knowing how to best use that data to effectively reach and communicate with the women who make up your target consumer group. The best way to learn? You can jump in and experiment, or you can check out the learnings of those who have spent a lot of time figuring it out.
