Articles I researched and wrote for the Patients & Purpose Blog. I aimed to provide enough information to educate readers without compromising on accessibility.
Emerging Tech to Watch Out for in 2019
Consumer trends often influence which emerging technologies we use and adopt. In 2019, our desire for information that is quick, personalized, and easy to access is driving what services we use. At Patients & Purpose, a healthcare-focused advertising agency devoted to empowering patients through health literacy, we’re always on the lookout for the next big thing in health tech––especially when it can benefit our patients. Today’s trends could be the future of how patients manage their care.
Capitalizing on Connectivity
We’re now in an era of constant connectivity, and with increasingly capable mobile devices, there’s no reason for patients to have to wait for information. Technology trends in 2019 reflect this idea and center around instant access.
Wearables are extremely valuable in the healthcare industry, because they have unprecedented access to a user’s health data. 38% of internet users in the 25-34 demographic use wearables. Unlike prior generations, this group has taken a keen interest in maintaining their health, and keeping their pulse on the latest health and fitness trends. [LS2] Patients can use them to track their fitness, and as a way to monitor their vitals. Wearables can be used for medication reminders and constant updates––keeping up with your health is a simple as a glance to the wrist.
Livestreaming is another way patients can stay connected with real-time info. Livestreams allow brands to interact directly with users, and offer them a personalized experience (think: Q&A sessions). 80% of users say they prefer watching live video over reading a brand’s blog, and 63% of 18-34 year-olds routinely consume livestream content. Streaming can also be used as an updated form of telemedicine, for people without easy access to doctors. When we want an immersive, deeper connection with a brand or community, livestreaming is our go-to.
Personalized Content Beyond the Newsfeed
Consumers crave authenticity––and patients, as consumers, are no different. We already know consumers can be weary of advertising. But when the experience is catered to their needs and presented organically, they may be more willing to overlook their skepticism towards seeing an ad. Part of creating that sense of authenticity involves injecting personality into brands that typically wouldn’t deviate from their corporate image.
Podcasts can be a great way to connect with patients, as it’s one of the few types of content that users are willing to give their undivided attention to––resulting in 25% higher recall compared to print. Podcasts offer companies an inexpensive way to show their customers a bit of personality. They can also help educate patients on diseases or offer support through a relatable podcast host. The number of podcast listeners is growing, too. In 2019 alone, monthly listeners have increased by 25%.
User-generated content (UGC) is as down-to-earth and authentic as advertising gets. UGC is extremely effective in building trust and reputability among consumers. Social media stories, product reviews and brand-related comments on posts are all great sources of UGC. Over 60% of consumers trust user-generated content over brand-created images (Olapic). With UGC, a brand’s most vocal consumers will essentially advertise for them, in a way that’s believable and increases engagement. In the realms of patient-care, recommendations and tutorials from other patients can be a great source of content, authenticity, and brand loyalty.
Simplifying Search
If you’ve ever had a simple question and no one around to answer it, you probably found what you were looking for on Google. However, with an endless supply of information online, it can be tough to find specifically what you’re looking for. A record number of patients are looking to the internet to answer their health questions–In a 2019 study, 80% of internet users said they’ve searched online for a health-related topic (Pew). To streamline this process, patients often need a solution that’s intuitive and easy to access.
Voice assistants offer a solution similar to chatbots. The number of smart speakers has increased by almost 80% this year, suggesting voice assistants may eventually become a household staple. But, despite the popularity of voice search, healthcare remains a relatively untapped market. With Amazon’s Alexa recently becoming HIPAA-compliant, we can now expect a slew of new healthcare-based skills. Alexa skills can already be used to manage prescriptions, schedule urgent care appointments, and monitor blood sugar readings. In time, voice assistants could become integrated as an important part of a patient’s health regimen.
It’s sometimes difficult to tell if a trend is set to become a new standard, or a passing fad. That’s why it’s important to stay up-to-date with what’s new in the health space. Patients & Purpose prides itself on keeping up with the cutting-edge technology and how it can continue to bridge the gap between the newest consumer offerings and underlying patient needs.
-Nate Platzner