Health Technology, Digital Healthcare
Article | September 7, 2023
It is no doubt that the disappointment of a failed launch or campaign is one that is costly, especially in the healthcare industry. However, becoming acquainted with the possible flaws in your marketing strategy is the first way to remedy the situation and achieve your business goals.
With the new rise of post-pandemic integration of businesses into online systems, consumers have become more selective than ever when it comes to the brands they are willing to buy from and support. Healthcare businesses are re-orienting into greater awareness about their online presence and visibility.
No Marketing Strategy
The first mistake one could make is having no marketing strategy to begin with. Some healthcare businesses think that they can DIY their online content marketing strategy. I’m here to tell you that could not be farther from the truth. Putting strategy on the back burner is the equivalent of flushing money down the drain.
Having a custom marketing strategy that takes your readers through a journey on your website ending in your desired conversion is essential for success online. The same content strategy is one that needs to be implemented effectively across all your social media platforms, and used to hit your target audience at multiple touch points.
No Target Consumer
Generalising information and attempting to create content for everyone is the second most common mistake. A lack of targeted action is bound to decrease the effectiveness of your marketing campaigns. One of the most essential parts of establishing a content strategy that increases your revenue, is specifying your target group. For a brand that sells health enhancing supplements, this could be 50-70 year old African American men and women who want to live longer and healthier.
The next step after identifying your target consumer, is to create an avatar profile that includes all details about your customer’s age, gender, marital status, income, residence, their daily struggles and needs and many more. Personalising the service and products you provide, and tailoring them in this way is going to get you more engagement and clicks, which will convert into red hot leads.
Inconsistent Branding
The third most common marketing mistake you may be making is lack of consistency with branding. This one is important because your reputation as a health business is vital to your success in the industry. Logos are meant to have stories behind them that constitute the mission that brought about the creation of your brand.
But it’s not just logos, every piece of content on your website needs to be created with your strategic business objectives and aims in mind. You need to question if your brand promise aligns fully with your values and the level of service you are providing to your consumer. How is your brand contributing to their lives in unique ways? Is your brand easily recognisable to your target consumers?
Ignoring Credibility
It comes as a surprise that most health brands often neglect this strong aspect of marketing their business. If your services are not fully supported with a backbone of credible subject matter experts who are well known in their communities, your brand will not be recognised as an authority in your field, adding to the growing mistrust that consumers already feel.
One way you can improve this is to reach out to the influencers your target consumer already follows and knows, and involve them as part of your outreach. This will increase brand awareness and lead to more sales and more trust.
Another factor to never underestimate, is the power of positive reviews. Consumers trust each other more than they trust you, so enabling them to have conversations involving your service or products, including the ability to give a rating, is the optimum for increasing engagement, building trust and brand loyalty.
Lack of Healthcare Specific Approach
This is where you can assess your website to see if the content there is appealing to your patients or customers. Is it accessible and simple to understand for the average person, or is it full of medical jargon and complicated, dense information?
Many businesses forget that the core purpose of the healthcare industry as a whole, is still ‘care’. So are you caring and catering to your consumers by providing not just any information, but the information that they are specifically looking for? Are you answering their questions and tending to their concerns in a way that they understand and comprehend? Are you enabling them and empowering them to make informed decisions about their health?
These are all aspects that help build a long-lasting relationship with your customer in which they consistently turn to your services and products, because you have made your marketing strategy centered around them. You have made it easy for them to get the help they need.
By regularly providing content that is useful and full of value, search engines will begin to automatically direct more traffic to your website.
Lack of Relevant Metrics
Regularly assessing and improving on the efficiency of your marketing initiatives, is what will propel your business into new heights.
In the words of H. James Harrington, “measurement is the first step that leads to control and eventually to improvement”. You need to identify the metrics that directly correlate with your business objectives, and start actively examining them against your marketing campaign aims.
This will enable you to identify what messaging works on your consumers, leading to better outcomes for your campaigns.
The Bottom Line
Tweaking just one detail in your marketing strategy could be the key to multiplied revenue for your business. This is why it is important to work with experts in order to make sure you are aligned with your highest potential, enabling you to invest your time into the other aspects of your business that need it.If you would like to continue the conversation about how health content marketing could help your brand, feel free to reach out to me.
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Healthtech Security
Article | August 31, 2023
Health technologies range from devices, systems, and procedures to vaccines and medications that help deliver high-quality care, reduce costs for hospitals and patients, and streamline operations. It can be any software or IT tool that improves administrative productivity, eases workflow, and enhances the quality of life.
New technology in healthcare includes supportive, educational, information, organizational, rehabilitative, therapeutic, preventive, and diagnostic solutions that improve patient access and healthcare provider capabilities. Virtual concierge, artificial intelligence, voice search, and virtual and augmented reality are promising emerging technologies for 2021.
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Health Technology, Digital Healthcare
Article | September 8, 2023
As the cost of care continues to rise, many hospitals are looking for long-term solutions to minimize inpatient services. Learn how technology and health care delivery will merge to influence the future of hospital design and the patient experience across the globe in this report developed by Deloitte US.
Five use cases for the digital hospital of the future
The future of health care delivery may look quite different than the hospital of today. Rapidly evolving technologies, along with demographic and economic changes, are expected to alter hospitals worldwide. A growing number of inpatient health care services are already being pushed to home and outpatient ambulatory facilities. However, many complex andv very ill patients will continue to need acute inpatient services.
With aging infrastructure in some countries and increased demand for more beds in others, hospital executives and governments should consider rethinking how to optimize inpatient and outpatient settings and integrate digital technologies into traditional hospital services to truly create a health system without walls.
To learn what this future of health care delivery may look like, the Deloitte Center for Health Solutions conducted a crowdsourcing simulation with 33 experts from across the globe. Participants included health care CXOs, physician and nurse leaders, public policy leaders, technologists, and futurists. Their charge was to come up with specific use cases for the design of digital hospitals globally in 10 years (a period that can offer hospital leaders and boards time to prepare).
The crowdsourcing simulation developed use cases in five categories
Redefined care delivery
Emerging features including centralized digital centers to enable decision making (think: air traffic control for hospitals), continuous clinical monitoring, targeted treatments (such as 3D printing for surgeries), and the use of smaller, portable devices will help characterize acute-care hospitals.
Digital patient experience
Digital and artificial intelligence (AI) technologies can help enable on-demand interaction and seamless processes to improve patient experience.
Enhanced talent development
Robotic process automation (RPA) and AI can allow caregivers to spend more time providing care and less time documenting it.
Operational efficiencies through technology
Digital supply chains, automation, robotics, and next-generation interoperability can drive operations management and back-office efficiencies.
Healing and well-being designs
The well-being of patients and staff members—with an emphasis on the importance of environment and experience in healing—will likely be important in future hospital designs.
Many of these use-case concepts are already in play. And hospital executives should be planning how to integrate technology into newly-built facilities and retrofit it into older ones.
Technology will likely underlie most aspects of future hospital care. But care delivery—especially for complex patients and procedures—may still require hands-on human expertise.
Laying the foundation for the digital hospital of the future
Building a digital hospital of the future can require investments in people, technology, processes, and premises. Most of these investments will likely be upfront. In the short term, hospital leadership may not see immediate returns on these investments. In the longer term, however—as digital technologies improve care delivery, create operational efficiencies, and enhance patient and staff experience—the return result can be in higher quality care, improved operational efficiencies, and increased patient satisfaction.
These six core elements of an enterprise digital strategy can help you get started as you begin to push your hospital into the future
Create a culture for digital transformation
It is essential that senior management understands the importance of a digital future and drives support for its implementation at all organizational levels.
Consider technology that communicates
Digital implementation is complex. Connecting disparate applications, devices, and technologies—all highly interdependent—and making certain they talk to each other can be critical to a successful digital implementation.
Play the long game
Since digital technologies are ever evolving, flexibility and scalability during implementation can be critical. The planning team should confirm that project scope includes adding, modifying, or replacing technology at lower costs.
Focus on data
While the requirements of data interoperability, scalability, productivity, and flexibility are important, they should be built upon a solid foundation of capturing, storing, securing, and analyzing data.
Prepare for Talent 2.0
As hospitals invest in exponential technologies, they should provide employees ample opportunities to develop corresponding digital strategies.
Maintain cybersecurity
With the proliferation of digital technologies, cyber breaches can be a major threat to hospitals of the future. Executives should understand that cybersecurity is the other half of digital implementation and allocate resources appropriately.
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Health Technology
Article | May 30, 2022
It’s no secret now that healthcare is an in-demand field. Today, business leaders need modern and intelligent decision-making solutions for their customers and clients. They must also focus on the right investment areas and learn the tricks for investing, spending, and setting goals for revenue generation to accelerate business.
With continuous developments in the healthcare sector, integrating AI into processes can help increase ROI. Therefore, if you, like any other business leader, are looking for solutions to empower your services and products in the healthcare domain, this article will help you through AI’s ultimate use cases and churn out a higher ROI.
What’s with AI in Healthcare at Present?
AI’s role in healthcare is evolving and enhancing traditional business operations, particularly marketing. According to a study by IBM, 71% of customers expect real-time communication. Thus, global demand is fueling the rising adoption of AI marketing solutions.
The effects of AI in healthcare are evident. Gartner reports increased marketing efficiency and effectiveness (86%), improved decision-making (71%), better data analysis and new insights (79%). Global AI spending will rise from $450 million in 2019 to over $28 billion by 2024 is not surprising.
Similar and further studies are ongoing on various use cases of AI in healthcare at scale. What are the efficient use cases of AI that will help healthcare businesses boost their ROI? Let’s find out.
How is AI Applied in Healthcare?
The promising applications of AI in healthcare to improve outcomes are very intriguing. While there is still much to achieve in the AI-dependent healthcare business, there is sufficient potential that tech companies are willing to invest in AI-powered tools and solutions.
Let’s examine the potential examples of AI in healthcare to prepare and support business strategies accordingly and foster higher ROI generation.
Predictive Analytics
AI-based predictive analytics impacts a business by automating administrative tasks, predicting sales outcomes for a year, customers’ behavior and making strategies accordingly. According to a Forbes study, AI-based predictive analytics can save businesses $18 billion in tasks, expenses, and pricing.
To understand this, one example of using AI to automate admin tasks is a collaboration between the Cleveland Clinic and IBM. Cleveland Clinic uses IBM’s Watson to mine big data and provides personalized services for customers and clients on marketing deeds.
Some of the practical applications of AI and predictive analytics in healthcare are:
Monitoring market trends to maximize marketing efforts
Organizing datasets
Creating marketing campaigns tailored to each demographic-based client
Mining collective data for future decision-making
Fraud Prevention
AmerisourceBergen Corp detects fraud and misleading business operations through AI. A sales account team conducts audits with AI to detect usual lea and queries to prevent hefty expenses for businesses.
The example explains that implementing AI in your process will help detect any significant fraud attempts inside your business operation. This will help your business save huge expenditures.
Boost Sales
By putting down false leads, AI helps in maximizing sales numbers, resulting in significant ROI generation. For example, AI transforms data into personalized data, which reduces the cost of operations.
Chatbots
Most healthcare businesses leverage chatbots on their websites to engage more and more customers and boost engagement. In this way, businesses tend to gain multiple leads and convert them into clients by providing the best marketing solutions.
Chatbots are fruitful for AI start-ups in healthcare—small businesses can deploy AI to their websites. By doing so, they can save millions in administrative costs and attract numerous leads.
The most prominent examples of AI in healthcare hail from giant tech titans such as IBM, Amazon, and Microsoft. They are assisting healthcare providers with AI to create and deploy digital-human employees.
Segmentation of Marketing Targets
Is your target audience not responding to your marketing campaigns (for example, by not clicking a link, subscribing or unsubscribing to a newsletter, or not registering for a medical event)? If that's the case, how should you go ahead?
Using AI-based tools allows your marketing to easily identify target behaviors and reactions based on the type of marketing actions to be carried out. Analyzing these actions can help segment targets based on your company's marketing objectives.
The most significant development took place in April 2022, when Amazon Alexa became fully HIPAA compliant. It works with health developers and service providers that manage protected information for customers.
AI Leads to Data Modernization
It’s all about the data—not any data!
There’s a precise association between AI and data management, resulting in data modernization. According to a Cognizant research study, healthcare leaders have made significant progress in modernizing their data. In contrast, most upcoming businesses are expecting to do so by 2024.
The maximum acceleration of AI in modernizing data will be seen in the manufacturing and marketing of healthcare products and services, respectively. It is because AI helps to churn data easily. The accessibility of data, in particular, becomes simpler with automation than doing it manually, which generates a massive amount of data. Such effects of AI in healthcare can be one of the prime reasons for the higher ROI of your business in the future.
“There has never been a greater need for skilled analytic talent in health care. Because AI is becoming more strategic, organizations must ensure access to this skill set, either by growing their analytic teams or seeking out experienced partners."
Steve Griffiths, CEO of Optum Enterprise Analytics
AI Expenditure is on the Rise
McKinsey says that by 2025, the use of AI in healthcare will be widespread, resulting in significant expenditure by global healthcare leaders.
AI is a significant concern for healthcare decision-makers, investors, and innovators as customers extensively engage and react to AI-powered services and solutions. AI is constantly bringing improvements to almost all processes, including cost savings, management of services and products, and monitoring of multiple operations. Even small businesses in the healthcare industry are proactively investing in AI applications to match steps with the current wave of innovation in healthcare services.
Accelerate ROI Using AI
AI in healthcare is becoming one of the prime responsible technologies for accelerating ROI. Technology can eradicate multiple business growth challenges. Let’s find out how.
Enhanced Performance
As previously stated, use cases of AI in healthcare can relieve stress on employees. This would allow them to devote their time to more value-added marketing activities to churn more ROI.
Emphasize Cost-Effectiveness
Most of the businesses associated with healthcare are concerned about the costs involved. With AI, they now develop policies to spend less on non-essential activities and necessitate profit-oriented actions.
"We believe in the potential of AI to deliver insights and operational efficiencies that unlock better health-care performance."
Robert Musslewhite, CEO at OptumInsight
Frequently Asked Questions
How is AI used in healthcare?
AI in healthcare automates and predicts processes by analyzing data throughout. It is used to predict potential customers, improve business management workflows, and manufacture medical products.
How does AI drive growth in the healthcare industry?
AI drives business growth by improving the ability to understand better day-to-day customer patterns and needs based on services and products.
How is AI changing the Healthcare industry?
AI applications in healthcare have demonstrated their potential to improve analytics and data management and assist service providers in making timely medical decisions.
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