The healthcare industry is feeling the effects of the ACA and adapting to changes through innovative medical device design, better consumer engagement, highly targeted healthcare marketing strategies, and a better experience across the entire continuum of care.
1. ACA fuels more thoughtful medical device design.
An article on MD+DI states “If the 2014 Medical Design Excellence Awards are any indication, device makers are starting to react to healthcare reform in the United States.” The ACA is forcing medical device companies to find ways to improve outcomes, prove value, and cut costs. This in now a factor in designing medical devices too. Device manufacturers are responding to the ACA by designing devices to decrease hospital-acquired infections, reduce medical errors, increase patient satisfaction, and help patients take a bigger role in their healthcare. This is being addressed through innovation in packaging and product design for ergonomics, functionality, ease-of-use, and patient comfort and dignity. Computing technologies and database management are being utilized to reduce error.
Marketing Strategy Insight: The ACA has stimulated a greater assessment of brand touch points where companies can impact either cost, quality of care, or patient satisfaction. Companies need to pay attention to all the ways in which patients, providers, payers, and physicians interact with the brand in order to succeed post-ACA. For many companies, this means creating direct-to-patient campaigns to drive demand.
2. The need for mHealth guidance.
Another sign of the shifting healthcare economy and focus on value-based care is the healthcare industry’s desire for a mobile healthcare roadmap. In an article on the HIMSS blog, Tom Barnett, VP, Health Information Technology for NorthShore University HealthSystem explains that with the expanding number of mobile apps offered to consumers, providers need direction for implementing mobile in a changing regulatory environment.
Marketing Strategy Insight: As healthcare companies work to connect with patients, an integrated strategy will become even more important.
3. Johnson and Johnson proves content marketing can be extremely valuable.
J&J’s successful use of content marketing to gather valuable data has highlighted the importance of consumer insights for effective marketing implementation. An article in Adweek describes how ownership of the website BabyCenter provides J&J with in-depth data about what kind of information is relevant to moms and at what time. This enables the company to target moms with extremely relevant content that’s more likely to convert.
Marketing Strategy Insight: Understanding what people want, and when, is important for delivering effective marketing messages that motivate action. As marketing demands increased personalization, the opportunity to get targeted customer insights could provide invaluable. Is there an opportunity for your company to provide content for your target audience?
4. Patient monitoring technology market expected to grow to $5.1B by 2020.
FierceHealthIT covers the latest report by iData Research. The report indicates that growth of the patient monitoring technology market is lead by multi-parameter vital sign monitors, electroencephalograms (EEG), electromyograms (EMG), cerebral oximeters and pulse oximetry devices. The aging population and changes in the healthcare economy have increased focus on managing the patient experience across the entire continuum of care.
Marketing Strategy Insight: As technology integrations become more commonplace in healthcare, companies will need to focus again on a cohesive strategy that unites all brand touch points and consistently delivers on the brand promise.