How Digital & Marketing Technology will Transform Healthcare
Mayur Gupta
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Mayur Gupta
CMO @ Kraken, ex Spotify, Gannett | Forbes World's Top 50 CMO | Board Director & Investor
A few days back, my friend Scott Brinker (chiefmartec) was kind enough to publish some of my thoughts on how and why digital and marketing technologies will revolutionize healthcare in terms of how consumers Find, Prefer and Select providers and hospitals and on the flip side, how the health systems, pharma and payers will Identify, Reach and Engage with consumers NOT only when they are sick and looking for treatment but in an Always-On mode. As healthcare becomes more and more consumer driven and consumer obsessed, the opportunities and challenges within healthcare are becoming more consistent with other verticals like retail, finance, CPG or travel. For instance:
- First and foremost, we are evolving from a state of “Digital Healthcare” to “Healthcare in a Digital World” where digital is no longer a thing, it is the world where healthcare shifts to serve a digital consumer
- For Healthcare to become more and more about health & wellness, it needs to become more and more data-driven
- The Role of Marketing and Marketers is no longer limited to huge billboards and TV ads, it is now driving consumer/patient engagement with an aim to maximize lifetime value as well as better health outcomes through more immersive and personalized experiences that drive a behavioral change
- The ultimate consumer experience will happen at the intersection of Marketing, Technology & Healthcare; where none of these functions could operate successfully in isolation
- The future medical professionals will be the UNICORNS who are also marketers, technologists and data scientists
- Finally, I strongly believe that while Healthcare as an industry is perhaps a decade behind the others, it is moving and evolving at a much faster pace. And because it does not have any incremental baggage, it will pass through some of the hurdles that we all have been through in Finance, CPG, Retail and other industries.
Click here to read rest of the post on Scott's chiefmartec blog
Innex / Profesor UPC
8 年Good aproach.
G.Manager|BUD|Division Head|Strategic Planning&Commercial Ops D.|BDL|HTA|Market Access|Healthcare|Diagnostics|Nutrition
8 年Very good article times are changing and Health Care better adapts fast to the new reality
Consultant I Strategic Advisor l Digital Transformation I Performance Marketing l Digital Strategy l Brand Strategy and Messaging l Customer Experience l Integrated Marketing
8 年Great perspective Mayur Gupta. The key to this evolution, is empowering carriers with a solution that not only unifies the intersection of tech, marketing and healthcare, but provides a single-solution aligning the entire enterprise. There is simply too much disparity across the organization due to multiple technologies, manual processes or a lack of real-time automated tools. Zipari industry specific CRM enhances existing technologies within the enterprise to provide real-time visibility across all business units to enhance the consumer's omni-channel experience. To your point, the faster the industry can evolve and learn from other verticals such as retail, the quicker they will improve the customer experience to acquire and retain members. While dramatically impacting the revenue and overall efficiency of the organization.
Driving Digital Transformation & Elevating User Experiences | UX Lead | Expert in Program & Project Management for Seamless Digital Experiences | Digital Leadership | Generative AI | Data and Analytics
8 年Good article. As we are in getting into digital age, the benefits for consumers are good, but how about the health care professionals?
Global Head of Digital @ Egon Zehnder | Marketing & Communications
8 年Alex Igor Sanghikian, Natasha Skipka, Agnus Oliveira