Lauren Parr is the Product Marketing Manager at RepuGen, an online healthcare reputation management SaaS platform.
Covid-19 is challenging the traditional workings of the health care domain. It is becoming apparent that in the wake of unprecedented emergencies, health care players need to adopt digital technologies to stay up to date with the disease, maintain communication and implement strategic plans.
As the product marketing manager at RepuGen, a health care reputation software-as-a-service (SaaS) company, I have been paying close attention to how the health care tech industry evolves, to ensure that we are adapting our application and strategies to meet the ever-changing industry.
Based on what I’ve been seeing, here are some ways in which the pandemic is revolutionizing technology in the health care industry, and what marketers should keep in mind as we move forward.
1. Artificial Intelligence
Artificial intelligence (AI) has played a significant role in the fight against the spread of Covid-19. For example, AI has been used to predict, screen and diagnose patients with the virus and provide contact alerts to others. Many machine learning companies are even rising in the challenge of finding a cure by trawling through existing drugs to see if they could be repurposed to treat the virus, which can help save vital time in the search for a vaccine.
Looking forward, the opportunities for AI in health care are endless. It is essential for health care marketers to take note of the ever-evolving industry in order to meet the demands of the market and help spread awareness of new innovative AI technologies.
2. Increased Demand For Health Gadgets
The coronavirus pandemic has seen an upsurge in the adoption of wearable health applications among consumers. I believe this is likely due, at least in part, to a seismic wave of well-being awareness right now. Wearables provide consumers with accurate feedback on their body temperature, blood pressure and other health signals, which helps to restore a sense of control.
For marketers in the health gadget space, one way to keep the momentum going would be to continually engage with audiences. The more audiences become familiar with your product, the more they will see the benefits of them.
3. Medical Distancing With Telemedicine
Telemedicine has become the primary way of ensuring medical distancing, a measure proposed by the World Health Organization (WHO) and the Centers for Disease Control and Prevention (CDC) to reduce the spread of Covid-19. The effectiveness of telemedicine in areas such as diabetic care, cardiology and dermatology is promising. Health care providers are using telemedicine to remotely provide care while saving time and reducing the risk of physical contact.
At RepuGen, our preliminary findings suggest that patient satisfaction with telemedicine is higher than in-person visits for primary and urgent care patients. This shows that telemedicine could play an important role in health care delivery even after the pandemic ends.
As we move forward, it is important for marketers of health care practices to not only help adopt and implement telemedicine solutions as a part of their organizations but also make patients aware of the solution for the long term.
How Marketers Can Adapt And Evolve With The Industry
The need of the hour for marketers is to align themselves with the fast-paced changes and situation-specific demands of the market. The pandemic has opened doors to digital marketing of health care services like never before. The shutdown and social-distancing norms have only highlighted the irreplaceability of technology.
Health care marketers need to be on a constant move and modify their business models to suit the market needs. Continuous interaction with fellow health care workers and those in related fields is a must to remain updated with the market trends.
A full-fledged SWOT (strengths, weaknesses, opportunities, threats) analysis, wherein the existing strengths are used to exploit opportunities while reducing possible threats by working on weaknesses, should be carried out.
Before health care marketers can meet the market needs, they will have to educate themselves and train accordingly. This might mean acquiring new skills, giving up redundant operation methods, creating campaigns for a new tech-savvy audience and so on.
With a wide range of available information and services, only marketers who conduct careful customer-oriented research while, at the same time, operating in tune with the dynamic health care market will be able to emerge as market leaders.
As countries around the world continue to monitor the spread of Covid-19, leaders in health care systems everywhere are working hard to mitigate its impacts. Artificial intelligence, health gadgets and telemedicine are taking center stage in the defense against the novel coronavirus, and if approached correctly, I believe these are solutions we’ll see take a stronger hold long past the end of the pandemic.
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