Healthtech Security
Article | August 31, 2023
The healthcare industry is witnessing an unparalleled phase of expansion and vitality. It is a phase of radical revolution due to the wake of digital transformation. Digital transformation has opened up enormous unique opportunities that were unimaginable until a few years back.
These digital trends are bringing companies and individuals together. Data is the starting point of the digital revolution. These data are then transformed into relationships. Today, including healthcare companies, the success of every company is at stake. In other words, it is how you communicate with customers that matters.
This blog is all about healthcare digital communication, especially healthcare video marketing.
We’ll start by looking at data that demonstrates the power and effectiveness of the video marketing medium. There is nothing equal to the power and efficacy of video marketing in our world today. Then, we’ll look at the video marketing best strategies, healthcare video marketing best practices, and successful examples for healthcare video marketing.
There’s Nothing More Effective than Video Marketing
Here are some numbers that alone demonstrate why video is the most effective marketing medium in the digital age:
More than 5 billion videos are viewed on Youtube every day;
78% of online users watch at least one video every week. And 55% watch one every day;
According to estimates by Cisco, by 2022, 82% of all internet traffic will be generated by video. This percentage was already 72.3% in 2017;
When it comes to video, 55% of people pay more attention than any other type of content;
when viewing a video, the average user retains 95% of the message it contains; this percentage goes down to 10% when we talk about the text;
about 100 million hours of video watched every day on Facebook;
82% of registered Twitter users consume video content constantly;
on Instagram, posts containing video record 38% higher engagement on average than posts containing images;
54% of consumers say they want to see more videos from the brands they follow and support.
Such statistics are compelling for brands, and brands are taking notice. As a result, brands are moving to implement videos as much as possible in their marketing strategies, with excellent results. Two statistics below offer additional proof:
87% of marketing professionals use video in their strategy.
88% of marketers are satisfied with the ROI generated by video marketing campaigns.
This collection of data proves one thing: video is the most effective tool for healthcare digital marketing. And this also applies to the Healthcare sector. It’s even more accurate for this sector, which is intimately involved with consumers as part of their daily lives. Thus, healthcare video marketing is much effective and should be included in your healthcare marketing plan.
Strategies and Best Practices of Healthcare Video Marketing
So, let’s take a closer look at how we can build a video marketing strategy in the Healthcare sector, the fundamental points that must be included, the best practices, and some examples of success.
Start from education
It is often said that we live in the information age. Today, as never before, we have access to all the information we could need in just a few seconds, maybe with just a few taps on our smartphone during a coffee break. Health information is undoubtedly among the most sought-after online. In Italy alone, web searches made on this topic are 4 billion per year, a constantly growing trend.
The downside of all of this is the difficulty of finding your way around this mass of information, which is sometimes complex, misleading, or even untrue. That is why the first task of a company in the Healthcare sector is education. Education is not just a responsibility; and it’s also an opportunity.
In this sense, healthcare videos marketing prove to be the best ally. Healthcare video marketing is a way to provide the consumer with an effortless way to have access to transparent, precise, and authoritative information from your brand. That can be the first step toward establishing a relationship of trust with your brand.
Be clear, but also calm
In this case, let’s start immediately with an exciting and practical example. Targeted toward their younger patients, Miami Children’s Hospital created a healthcare video marketing campaign that explains what happens before, during, and after heart surgery. Understandably, this is a sensitive topic. With this effort of healthcare video marketing, the Miami Children’s Hospital manages to achieve the complex objective of providing clear and authoritative information while at the same time reassuring the viewer.
How?
They make the healthcare video marketing campaign compelling, authoritative, and reassuring by showing the faces of its staff members, demonstrating their professionalism, the environment, the healthcare technologies used, and everything related to the surgery. In this way, the high level of preparation and humanity of the people involved stand out to the viewer.
Learn to be engaging
As we saw above, you have to know how to correctly inform and educate your audience using influential healthcare video marketing trends, all with a calm demeanor. However, it’s also true that success also depends on your ability to excite and involve the viewer for healthcare video marketing in the sector. In short, the keyword is ‘storytelling.
An excellent example is the healthcare video marketing campaign carried out by the dental health department of Bupa UK and addressed to children (but applicable and reachable to adults as well). Through a great use of animations and storytelling, the brand uses the well-known story of the tooth fairy and associates it with childhood memories. This healthcare video marketing campaign has proven to be an excellent vehicle for establishing a truly intimate relationship with the viewer (and, not surprisingly, the video has exceeded 1.3 million views on YouTube).
Another effective way to be direct and engaging is to use influencers in your healthcare video marketing campaigns. An exciting example is the Australian pole vaulter, Amanda Bisk, diagnosed with chronic fatigue syndrome. On her Instagram channel, Bisk talks about her path to fight the disease through fitness, and she has quickly become one of the most famous figures in Healthcare on the platform.
It’s important to note that today, more and more brands target top influencers and micro-influencers. Micro-influencers have a much smaller yet targeted and loyal following of fans. Therefore, their healthcare video marketing messages are perceived by the public as more authentic and personal.
Personalization
94% of marketers believe that personalization is crucial for the future of the business in which it moves. But what do we mean when we talk about personalization?
First of all, it’s not something new: knowing your audience has always been the best way to make a profit, calibrate your communication and your “tone of voice,” and increase engagement and loyalty. But what is the turning point of personalization today?
It is a digital turning point. Today, we all leave traces online at every moment: geolocation, Google searches, preferences on social networks, apps (which in Healthcare are increasingly widespread), and so on. We are talking about a vast amount of data that benefits both companies and consumers from a win-win perspective.
Therefore, it’s a matter of utilizing efficient systems to collect this data, dynamic systems designed with an omnichannel approach in mind. From the collection, the next step is to analyze and interpret this information. Then, you will want to divide your audience into many micro-targets with homogeneous and consistent characteristics to target with tailored communications and offers.
In conclusion, these facts are all the more true in a sector like healthcare that impacts people’s daily lives. The best healthcare video marketing strategy for brands can only be to get closer and closer to customers. That is precisely where specialized companies like us, Media7, come into play. Through compelling B2B healthcare video marketing efforts, we create opportunities for interaction and the possibility to insert custom calls to action.
FREQUENTLY ASKED QUESTIONS
What is a video marketing strategy?
Video marketing strategy is creating, curating, and utilizing videos for marketing products and services of companies to the targeted audience. Marketing teams design the strategy. The idea behind the strategy is to keep the audience engaged with the brand.
Are videos effective for health tech marketing?
Videos are much effective for health tech marketing as people prefer to watch things than reading. Also, people are likely to trust what they see than reading. Videos are the highly impactful medium of marketing for any domain of business, including healthcare.
How to start with healthcare video marketing?
The first step to healthcare video marketing is to define your video marketing strategy. Fix and analyze the target audience to understand the online behavior trends to get an idea about their video engagements and clicks on various social media channels.
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Health Technology, Digital Healthcare
Article | September 7, 2023
Technology in the 21st century is the fuel that drives innovation and ease in almost every industry today. The healthcare sector isn’t far behind. In fact, the medical industry has taken the concept of the Internet of Things and took it to a new level altogether to reimagine the use of medical technology.
Imagine multiple devices like phones, cameras, GPS sensors, and computers interacting with each other through a seamless transfer of data. Now consider wearable medical devices. The exchange of critical medical information through a web of real-time data networks activates near instantaneous responses from doctors, nurses, and medical services. The aim is to anticipate the need for medical attention long before it is needed and remedy the concerns before they reach a critical stage.
That is exactly how the future of the Internet of Medical Things (IoMT) is shaping out to be.
How IoMT is Redefining Everyday Health?
IoMT is a next-generation solution that embeds cutting-edge monitoring and analysis of individual healthcare journeys through medical devices. The smart watch is the most recognizable wearable medical device that is used by millions of people daily to keep tabs on their vitals.
For instance, the Apple Watch series 6 maps blood oxygen levels, sleep patterns, ECG levels, and also reminds the user to wash their hands after returning home.
The market for healthcare IoT products is vast and is constantly expanding. The Tango Belt is a leading example of smart wearable technology that is revolutionizing elderly and disability care. The belt is designed to sense falls and deploy airbags to soften the impact. In addition, it alerts caregivers in the event of a fall. The belt also uses data analytics by collecting mobility data that is then synced to a smartphone app for displaying metrics.
Technologies that Empower IoMT
With the diverse tasks that medical devices must perform, applications exist across a wide spectrum, from artificial intelligence to 5G networks to the cloud.
Consider a pacemaker, for instance. Modern pacemakers are embedded with a multitude of technologies that communicate with each other to send critical patient data to physicians. A pacemaker is a bioelectronic implant that is placed in the chest to control the heartbeat. But a smart pacemaker goes a step further. It is equipped with wireless bluetooth technology that communicates with the patient’s wearable medical device. The smart device or phone will then transfer this data to physicians for check-ups and even alert doctors in the case of anomalies.
To Round It Off
IoMT will subsequently power all medical devices and usher in a future where technology forms the backbone of healthcare service delivery. Although wearable medical technology has been around for decades, the development of a streamlined communication channel between them has redefined their use. Smart medical devices are no longer just an aid but a source of vital individual medical data as well as a way to anticipate care and medical attention.
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Health Technology, AI
Article | July 18, 2023
The pandemic-fueled technology adoption has enabled the healthcare industry to address the challenges, including cybersecurity, telehealth, invoicing and payment processing, patient experience, effective payment model, and big data. The responses to the unusual COVID-19 pandemic has sped up the adoption of new digital technologies in the industry. It has also fueled advancements in health technology. From the start of 2020, these advancements transformed the healthcare industry into a next-gen one by accelerating digitization of their internal and external operations by two to three years.
This surprising impact of technology in the healthcare industry has brought out unexpected competition between the key players in the B2B healthcare market. Whatever the field, adapting yourself to modern changes is the best strategy to thrive. Get yourself updated according to the changes or get yourself outdated is the new norm in the healthcare industry.
The following trends and advancements in technology in the healthcare industry due to the pandemic in 2020 show that healthcare providers are always searching for new ways to improve their productivity, performance, and efficiency. These were the need of the hour during the pandemic, for them to surge ahead of their competitors.
• Telemedicine
• Artificial Intelligence (AI) in healthcare
• The Internet of Medical Things (IoMT)
• Supply chain management technology
• Privacy issues
• AR/VR/MR in Healthcare
• Blockchain
• Digital marketing trends in healthcare
This article looks into the major innovations, advancements, and trends brought out by the global pandemic in 2020 in the healthcare industry.
Pandemic-fueled Advancements
One of the biggest challenges faced by the healthcare industry in the US today is its digital capacity to effectively engage consumers and make them stay healthy. This can include helping people to prevent getting infected by various diseases such as COVID-19 and effectively managing various other chronic conditions. This is where technology in the healthcare industry has a major role to play.
Due to the latest advancements in technology, the healthcare industry was already evolving but the COVID-19 pandemic accelerated this transformation dramatically. McKinsey reports that US$250 billion was spent on technology in the US healthcare industry to shift the industry into a virtual care model in the wake of the pandemic. Also, a study by FAIR Health, a non-profit group, says the increase in telehealth claims in the US is 4,000% in 2020.
Here’s a detailed look into the above-mentioned advancements, innovations or trends brought out by the pandemic in the industry.
Telemedicine
Had the world ever thought that it would be possible one day for doctors to remotely examine the health of patients via a smartphone or a computer? Telemedicine, a new trend in technology in the healthcare industry, addresses many challenges in the industry. Improved technology in the industry has made telemedicine easier, even for people, who are not computer savvy. Telehealth services are now provided through different telemedicine apps.
In the light of the pandemic, rather than in-person visits, 43.5% of primary medical visits were done using telehealth methods in April 2020 in the US. The major benefit of telemedicine is that it reduces contact between healthcare workers, patients, and other patients. This reduces the chances of the spread of infectious diseases.
Reports say that 71% of Americans considered telemedicine useful at the beginning of the pandemic. This trend is expected to continue in the coming years too. With the pandemic, telemedicine saw an immediate boom compared to previous years. This boom in telehealth is projected to break US$185.6 billion by 2026.
Artificial Intelligence (AI) in healthcare
Artificial intelligence, a new trend and advancement in technology in the healthcare industry, had a critical role in fighting the pandemic. AI played a major role in areas such as pandemic detection, vaccine development, facial recognition with masks, thermal screening, and analyzing CT scans. AI is becoming the new operating technology in the healthcare industry.
Major AI healthcare applications
Healthcare providers will benefit a lot from AI-driven tools as AI technology in the healthcare industry has become a transformational force. Machine learning algorithms and software in AI will revolutionize the use of technology in the healthcare industry and the science of healthcare in the coming years too. AI will unify machines and humans through the brain. Some of the AI technologies in the healthcare industry, which are very relevant, are machine learning, natural language processing (NLP), rule-based expert systems, physical robots, diagnostic and treatment, patient engagement and adherence, and administrative applications.
Benefits of AI in healthcare and statistics
AI addresses many challenges that present technology in the healthcare industry cannot tackle. Better data-driven decisions, increased disease diagnosis efficiency, reduced treatment time, easy integration of information, reduced costs, increased patient satisfaction, fewer errors, and easier payment options are some of the benefits AI-assisted technology in the healthcare industry can provide.
According to an analysis by Accenture, by 2026, clinical AI health applications are expected to create approximately US$150 billion for the US healthcare economy as annual savings. Also, the US AI health market is expected to reach around US$6.6 billion by 2021.
The Internet of Medical Things (IoMT)
Nowadays, medical interactions involve some sort of equipment or device; it can be a glucose monitor, blood pressure monitor, or even an MRI scanner. It may not be a surprise now that, according to a 2020 Deloitte report, the available number of medical technologies are around 50,000. The internet-connected devices, which are known as IoMT tools, are transforming the healthcare and technology in the healthcare industry.
What Is IoMT?
The connected infrastructure of software applications, medical devices, and health systems and services are the IoMT. This has emerged by combining IoT development with telehealth technologies and telemedicine.
Potential of IoMT in healthcare and statistics
Lower costs for care, fewer mistakes, and more accurate diagnosis are the potential capabilities of IoMT. IoMT paired with various smartphone applications allows patients to send information regarding their health to doctors and get treated for diseases. This type of technology-driven healthcare not only improves patient experiences but also reduces the cost. IoMT, the new trend in technology in the healthcare industry, also has a positive effect on drug management.
According to Goldman Sachs, IoMT will save US$300 billion annually in the healthcare industry. AllTheResearch expects that the global IoMT market value will reach US$254.2 billion from US$44.5 billion in 2018.
Supply chain management technology in the healthcare industry
Utilizing advanced supply chain management technology in the healthcare industry enables healthcare providers to reach the right patients with the right product at the right time. Digitalized supply chain management also makes healthcare organizations improve provider-patient connectedness, data flow and analytics, regulatory compliance, and asset tracking.
A range of challenges faced by healthcare providers prompts you to digitalize supply chain networks, using the latest technologies in the healthcare industry. Advanced supply chain management technology will help you optimize costs, reduce unnecessary variation due to error and variability, enhance patient care, engagement, and delivery, and address new value-creation priorities.
According to reports from market researchers, global healthcare supply chain management technology is expected to reach US$3.3 billion in 2025 from US$2.2 billion in 2020.
Privacy issues
Privacy is a serious concern in technology in the healthcare industry, especially because of HIPAA compliance in 2020. Although data and information of patients can be efficiently stored and retrieved through cloud computing, complying with the strict electronic Protected Health Information (ePHI) is difficult.
While electronic health records and sensor networks, and advancements in other technologies in the healthcare industry will surely improve the quality of healthcare by reducing medical errors and costs, associated security and privacy are challenges to be addressed. Journal of the American Medical Informatics Association estimated that stolen or lost PHI may cost the US healthcare industry approximately US$7 billion annually.
To solve these issues, hospitals, and other healthcare providers have to stop using outdated technology and adopt state-of-the-art technologies without violating HIPAA. Encryption technology in the healthcare industry is the best option and healthcare providers should start using it to ensure the privacy of patients.
AR, VR, and MR in Healthcare
Virtual (VR) and augmented reality (AR) are important technologies in the healthcare industry to enhance and ensure the quality of telemedicine, especially during the period of the pandemic. The pandemic has made these technologies more popular and the trend is expected to continue in the future too. Both of these technologies in the healthcare industry are used to enhance patient and provider visits and even to educate medical students.
AR and VR also have the potential to help stroke victims overcome deficiencies, assist in robotic surgeries, educate patients before surgeries, facilitate easy surgical planning, help patients with PTSD, and reduce anxiety in children during a painful procedure or blood tests. Mixed reality (MR) is the mixed use of both VR and MR in a patient’s healthcare process and is also gaining popularity.
Blockchain
Blockchain is a trend which is expected to revolutionize technology in the healthcare industry. Using blockchain or digital ledgers will enable you to securely distribute transaction records to patients with improved data security. Along with other trends such as cloud computing and IoMT, blockchain also offers portability, accessibility, and high security. One of the greatest benefits of blockchain technology in the healthcare industry is interoperability.
As blockchain provides full visibility through a digital ledger, it improves integrity and transparency. Blockchain technology in the healthcare industry is beneficial to handle clinical study information, patient wearable data, and patient records.
Scope of blockchain technology in the healthcare industry
Various statistics on blockchain technology in the healthcare industry expect a wide scope for this technology. The global blockchain technology market in the healthcare industry is projected to cross US500 million by 2022.
Digital marketing trends in healthcare
Digital marketing technology in the healthcare industry has been revolutionized as new trends were set by the pandemic in 2020. As the world shrunk to online mode during the pandemic period, the following healthcare digital marketing trends emerged.
Content marketing
The smartest way to attract new patients to your service is content marketing and educational content. 2020 is the time where the content truly emerged as king. Educational content is vital in the healthcare space because everyone always tries to learn new things. It can be a trick or tips about the latest technological advancements, general industry news, or new diagnostic options.
Mobile responsive websites
Another important digital marketing technology in the healthcare industry is making an attractive website, which also must be mobile responsive. In this modern world of technology, everyone wants to access every facility at their fingertips. So, if your website is not mobile responsive, you won’t get traffic to your website easily.
Along with these two trending digital marketing technologies in the healthcare industry, some of the other trends are:
• Video marketing
• Multichannel initiatives and customer touchpoints
• Online reputation
• Powerful presence on social media channels
• Location-based SEO
The essential trends and advancements in technology in the healthcare industry depicting the future of healthcare are machine learning, artificial intelligence, and data science along with a focus on effective healthcare digital marketing technology and strategy. The pandemic fueled B2B healthcare technology will make the industry evolve every year and go on resolving new challenges that arise.
Frequently Asked Questions
Why is technology important to the healthcare industry?
Integrating technology with healthcare industry will improve quality of life. Also, the use of digital technology in the healthcare industry will increase efficiency, quality, and patient experience.
What is new technology in healthcare?
Due to the COVID-19 pandemic, many trending technologies are used in healthcare. The new technologies in the healthcare industries are AI, blockchain, chatbots, voice search, and virtual reality.
What are the negative impacts of medical technology?
Medical technology can have some negative impacts on patients such as impersonal or minimized care, negative health effects, increased patient costs, inappropriate use, and invasion of privacy.
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Health Technology
Article | November 18, 2022
Introduction
Within the last two years, the healthcare industry saw an influx in patient care as COVID-19 swept through communities across the globe. The widespread shortage of patient care tools, personal protective equipment (PPE), and medical technology amid the pandemic led to an exponential rise in health expenditures and demand for essential supplies.
In response to the medical demand-supply imbalance, the governments of numerous countries increased their medical care expenditures to counter the challenges of patient care equipment shortages. For instance, according to the National Healthcare Expenditure Data, federal government spending on healthcare and medical care grew by 36% in 2020 and is estimated to reach US$ 6.2 trillion by 2028 in the U.S.
Despite the rise in medical budget allocations, medical facilities are still facing difficulties obtaining enough supplies with the growing prevalence of numerous chronic, infectious, and hereditary diseases. As a result, organizations are focusing on deploying innovative solutions, such as healthcare supply chain management software, to keep track of inventory, procurement, logistics, and others and strengthen their supply chain.
Healthcare Supply Chain Management Solutions: Key Types
Healthcare systems, hospitals, and other patient care sites require a broad array of supplies to perform diagnosis and treatment, from masks and gloves to catheters and implants. Inadequate supplies coupled with inflation is making supply chain management a crucial but complex component in providing optimal patient care across the healthcare industry. This has shed more light on the role of supply chain management in saving lives.
Effective supply chains help various regulatory agencies, including medical goods manufacturers and insurance companies, deliver essential supplies, resources, technologies, and other patient care goods to healthcare establishments. Supply chain management solutions are thus garnering massive traction among healthcare organizations for simplifying and automating manual supply chain and logistics operations.
Let’s have a look at the types of supply chain management software that assist healthcare organizations to optimize their supply chain processes
Inventory Management Software
Efficient medical inventory management is critical for the running of healthcare organizations. The software provides real-time inventory tracking, assisting organizations in closely monitoring inventory changes, avoiding shortages of both low-value and high-use patient care items, decreasing the wait time for access to medical supplies, and reducing the chances of late delivery.
Order Management Software
It is crucial for healthcare establishments to have an estimate of the demand and supply of goods to prevent shortages. Order management software enables these organizations to coordinate supply chain demand planning and forecasting. It also assists in streamlining warehouse operations, resulting in faster and more accurate order placement.
Sourcing and Procurement Software
By tapping into the power of sourcing and procurement solutions, healthcare organizations can develop robust sourcing processes and automate, streamline, and optimize their entire procurement processes. The software also assists establishments in improving their supply inventory levels, identifying the best supplier, and reducing their overall purchasing cost.
Shipping and Tracking Software
Shipping and tracking software assist in the planning and execution of the physical movement of goods. These solutions are primarily used by medical equipment manufacturers and suppliers during the delivery or relocation of patient care goods. The integration of these solutions enables organizations to track and manage numerous batches of goods in transit.
The Bottom Line
Growing competition, healthcare regulations, shipping costs, and increased logistics requirements from medical institutions have complicated the supply chain management processes. As a result, life-science companies are investing in cutting-edge supply chain management solutions to reduce numerous errors, improve logistics, and eliminate unnecessary costs spent to fix them.
Thus, several companies are now emphasizing the incorporation of cutting-edge technologies, including artificial intelligence and data analytics, into healthcare supply chain management software to reap benefits such as process automation, streamlined inventory, reduced waste, improved decision-making, and lower labor, supply, and operational costs.
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