Health + Wellness This Week

Focus on Healthcare Experience | Health & Wellness This Week

Improving the Healthcare Experience: Digital Health, Wearables, and Medical Convention Booths

healthcare_experienceThis article is part of ParkerWhite’s weekly series, “Health and Wellness This Week,” a roundup of the latest healthcare marketing news and what it means for your marketing strategy.

This week’s selected articles highlight how important it is to design for user experience. Whether you’re creating a mobile app, a wearable, or a trade show booth, the healthcare experience matters. It doesn’t matter if your product or service is for patients, payers, or providers: experience elevates successful brands above the rest.

Digital Health for Patients: KISS

A recent McKinsey survey found 4 out of 5 patients want to use digital health technology. McKinsey analysts Stefan Biesdorf and Florian Niedermann speculate as to why patients may not adopt digital technologies. “The reason patients are slow to adopt digital healthcare is primarily because existing services don’t meet their needs or because they are of poor quality.” The results show patients of all ages use digital health technology, including boomers. Most people would like digital health technology to help them do relatively routine tasks, such as finding and scheduling physician appointments. The analysts suggest technology like this wouldn’t require a significant IT investment.

Marketing Strategy Insight

  • It’s easy to get carried away with the latest and greatest technology, but what patients want is utility – make it practical
  • To provide the best utility, focus on designing a simple and clean user interface (UI) and an intuitive user experience (UX)
  • This is a reminder to listen to your audience – find out what they want, what they need, what matters most to them, and design with the patient in mind

Brands Make Fitness Apps & Wearables Better

Popular consumer brands are helping make fitness apps and wearables more fashionable, better designed, and more appealing to consumers. The North Face, which released its Snow Report app back in 2008, recently launched a new app called Mountain Athletics, which helps athletes train for events with six week training programs. Nike also released an app called Nike Soccer, which was launched in 46 countries, its largest release yet. And Tory Burch recently announced a line of bracelets and a necklace that will fit over Fitbit Flex devices.

Marketing Strategy Insight

  • Design and aesthetic appeal matter to consumers
  • Healthcare focused companies can utilize clinical knowledge and partner with consumer brands to effectively reach consumers
  • There’s an even bigger opportunity for healthcare brands who can think like consumer brands

Learning from Theme Parks: Successful Medical Trade Show Booths

In an article on Medical Marketing & Media, Bob Holloway and Tim Nelson describe how marketing at a convention can be similar to delighting fans at a theme park. They provide 5 takeaways:

(1) Your booth is essentially a show, and you must captivate your audience

(2) Storytelling is a powerful way to bring it all together and make an impact

(3) Treat your booth like a storefront; it’s physical space you don’t normally have

(4) Digital drives engagement and interaction

(5) Let people experience your brand beyond the booth – before, during, and after

Marketing Strategy Insight

  • Good marketing provides a 360 degree experience with attention to every touch point the consumer will come in contact with
  • Whether it’s B2B or B2C, it’s always B2P: you’re marketing to people, and people like to be entertained
  • Visual marketing is powerful – make sure everything looks good

11 Inspiring Quotes About Digital Health from Rock Health

Want to learn what the leaders in digital health are thinking? These 11 quotes will give you an idea of the passion these innovators have for health and the vision they have for the future.

Marketing Strategy Insight

  • Always be thinking ahead
  • There’s incredible potential in harnessing healthcare data
  • There’s great opportunity for improving the healthcare experience