Marketing predictions and trends are a time honored tradition. Every year around the holidays digital health marketers gather around the soft glow of their monitors and think about what the previous year brought them, and what the next year will hold. Some of us take a realistic approach and go hard at reaffirmed beliefs of foundational tech, while the dreamers and innovators push up the technology adoption curve, cross the chasm, and double down on on the latest digital health innovations.
Whatever your flavor, we at RxDM are here for you. Instead of updating your google alert from “2016 digital marketing trends” to 2017, why not just stop back here at Rx Digital Marketing and let our team do the heavy lifting?Because, well, we do have a google alert set, and you can find all the best digital health predictions we found along with the source link and a brief summary below:
The Digital Savvy Pharma Marketer 2016, by Indegene’s PHARMAfuture:
Overall, this is okay high-level data, but the lack of transparancy on the “100+ pharma marketers” that took the survey with only 42% in the US (easy math means that this whole report is based on n=42). What this means is that this is a good starting point, but not the end of your research. Also, the charts are good, but the summaries are a bit hard to follow. Click the link above for the full report, or here’s a few of the top-line findings:
- 1/3 of U.S. respondents plan on spending over 20% annually on non-personal digital channels.
- 40% of marketers in USA spending more than 20% on digital channels.
- Currently, Brand Promotional Emails, KOL Webinars, and HCP Portals are the top 3 preferred channels by the global marketer to engage HCPs. By 2018, KOL Webinars, Social Media, and Mobile Apps are expected to become the most preferred channels of engagement.
- KOL Webinars are identified as the most ROI-generating channel
- The “how a pharma marketer spends $100” infographic on page 8 of the pdf is well done.
Eight Digital Health Predictions for 2017, Mobi Health News
As predictions go MobiHealthNews certainly skews toward the practical — just take a look at #4, “no big moves from payers…” Much of the practicality, however, stems from uncertainty that comes in the form of a presidential change over. There are, however, a couple of bold ones related to connected health and telemedicine, and the related wearable industry. So check out the full post by clicking the above link or just read our quick summary below:
- Fear that President Trump and the repeal of the ACA will slow health IT adoption and possibly having an impact on the NIH-funded Precision Medicine Initiative and Cancer Moonshot. At the same time, Trump’s tax plan could make more corporate cash available for M&A that will stimulate growth and innovation.
- Further, a repealed ACA may impact payers but will most likely continue the trend in cost of care transparency, which may present opportunities to simplify the payment structures for consumers for the right digital health technologies.
- Outcomes based medicine will continue to drive slow but consistent investment in digital health from big pharma.
- Competition among connected health and telemedicine organizations with drive devices and open up new areas for connected health. Also driving the connected health trend are the lifting and softening of regulatory barriers including interstate licensure.
- Wearables will move beyond steps and activity and further into stress and sleep, or maybe they won’t….
The Biggest, Boldest Health Predictions for 2017 — Crowsdsourced From You, Fast Company
Fast Company did their research for this one, and by research I mean they created the #boldHCpredictions hashtag and bucketed “dozens” of responses. The n is low, the selection criteria for participation was people on twitter, and many of these aren’t really predictions so much as hopes and dreams, so take this one with a grain of salt. But, with that said, there’s actually some interesting stuff in here (just don’t quote it in an article (like we’re doing right now)):
- Mobi Health News likes telemedicine because of softening regulation, but Fast Company is focused on smartphone proliferation. Both good arguments and we’re hoping to see more of it. We’re not sure it will be at a grand scale in 2017, but Fast Company thinks it will get closer.
- The 21st Century Cures Act will help get treatment to patients who need it and spur health entrepreneurship at the same time.
- Patient power is a reoccurring theme (lets see how ZDoggMD feels about this), although everyone approaches it from a different perspective. Some predictions focus on payer, Fast Company is looking a patient access to EMR. Meaningful Use is coming, don’t worry.
- Interoperability is another trend we see every year. As a technologist I think we’re still about 10 years out from the real good stuff, but Fast Company disagrees. They’re hoping to see antiquated technologies like fax machines go away in 2017. Don’t hold your breath on this one.
- We heard a lot about genomics in 2016 and Fast Company thinks this will evolve in 2017
2017 Predictions: Big Data, Digital, and Virtual Care Key to Engage Healthcare’s Empowered Consumer, Forrester
Kate McCarthy is a Senior Analyst serving CIOs at Forrester research. Her insights are few, but we think they’re pretty strong. There’s also a full report if you’re a Forrester subscriber, which is nice because sometimes we need more than just a blog post. Most times, actually. Here’s what Kate had to say:
- Unstructured data will play a bigger role in delivering customer insights. We agree, and are pretty excited for the role AI and deep learning will play in digital health.
- Health is going to get more personalized through continued digital investment. But that investment should be tactically appropriate and connected to personas and journeys. Couldn’t agree more.
- Also along the customer engagement thinking, Forrester predicts virtual care will expand access and improve experiences. Starting with small changes, like checking the line in the waiting room and growing from there.
9 Healthcare Predictions for 2017, Frost & Sullivan via Forbes
Frost & Sullivan is a consulting firm that provides market research and analysis, growth strategy consulting to several industries, including healthcare. We didn’t find a post directly onFrost & Sullivan’s site, but Reenita Das (SVP of Healthcare and Life Sciences) penned a post on Forbes, which is close enough. There are nine digital health predictions, which is more than typical, but they are more specific. Nine is a little much to summarize, so click the link above is you want the full read:
- We’re fans of blockchain technology that maid bitcoin famous, Frost & Sullivan thinks 2017 is the year healthcare will agree.
- IBM’s Watson made some great medical imaging informatics moves in 2016, Frost & Sullivan thinks the trend will continue in 2017.
- Outcomes-based compensation models will drive technology adoption focused on patient support.
- After acquiring Gliimpse in August and combined with HealthKit, CareKit, and ResearchKit, Apple will finally enter clinical healthcare.
- Policy changes combined with a receding global recession will fuel a resurgence in healthcare tech funding.
- Digital health with venture into behavioral health techniques with tailored engagements. We like technology and we like behavior change, so we like this prediction.
- We talk about mHealth and tele-health, but Frost & Sullivan takes it one step further predicting point-of-care diagnostic devices.
5 digital healthcare marketing trends for 2017, The Coffey Blog
Coffey Communications is a digital agency that focuses on healthcare so there’s no real surprise that most of their top five end in “call us to see how we can help.” Despite that it’s actually a reasonable list with a nice focus on mobile and content strategy. Click the link to read the whole list with the details, or just check out our summary below:
- Digital is the focus and too succeed you need to create with the consumer in mind, and audit any digital property older than a year.
- Websites will shift from mobile-optimized (responsive) to mobile-first designed specifically for the mobile user. This means content and speed of serving content too. (note: I totally called this back in 2012 in my post on, Why I Hate Responsive Design)
- High-quality content will play a much bigger role as google and facebook work to weed out clickbait from your results. Author visual content with empathy, accuracy, that can be personalized to the user journey.