How Technology Continues To Transform Healthcare Marketing
Technology continues to make a significant impact in all our lives. It gives us access to more information than any time in history and lets us move faster both personally and professionally. However, no industry has been impacted more significantly on so many levels from the growth in technology than healthcare. It has reshaped the way patients interact with healthcare professionals, how facilities share information with each other and ultimately how care evolves and improves, which has impacted how marketers present offerings and solutions.
Patients directly experience how technology has changed the path of treatment with each and every interaction. They set appointments online, fill out paperwork on tablets and go to the web to see their test results. Layer in the exponential growth of telemedicine – partly as a result of the pandemic but also because of changing delivery models – and new norms are being established all the time. Patients also can do more self-monitoring that ever with different wearable devices such as ECG and EKG monitors along with devices that measure skin temperature, blood pressure, glucose levels, and more. The patient is in control of their healthcare experience more than ever.
Healthcare providers also feel the positive impact of technology through more advanced tools, better access to patient data and streamlined workflows. The ability to put more technology in the hands of healthcare professionals makes diagnosis and treatment easier, which in turn provides more data that can influence total patient care. The quest for complete, integrated electronic medical records remains the goal and the cloud and the efforts of facilities across platforms will help realize this goal sooner rather than later. This also impacts payors in a positive way because it increases connectivity and speeds their work, creating an optimized network of healthcare organizations.
So what does this mean for healthcare marketers and the brands they nurture? It means balancing traditional positioning centered around quality of care and compassion for the patient with the power of technology that can make care more efficient and effective. The end goal is always better patient outcomes but healthcare systems also need to grow and be profitable against the significant investments they make in technology. Healthcare marketers must ultimately demonstrate how their piece of technology can achieve those goals.
As much as things have changed in healthcare as a result of technological advancements, we are really only in its infancy. When you begin to factor in technology that is becoming more mainstream and how it will be introduced in healthcare settings – artificial intelligence, augmented/virtual reality, smart pill and the like – the opportunity for growth is infinite. What seemed like science fiction just a few years ago is now turning into reality, making for a marketer’s dream scenario.
The quest for better patient outcomes now goes through technology. The skill of providers and facilities is absolute, but now with the power of big tech behind them the ability to know more and do more faster and easier continues to amplify the power of healthcare. It’s an exciting time and it’s truly just getting started and healthcare marketers need to take advantage of this evolution and amplify the power of their services as a result.