And Uber got onboard post haste in 2016, partnering with Passport Health to offer a range of on-demand vaccination services. In 2017, keep an eye out for the release of new platforms that offer the consumer direct contact with a variety of freelance healthcare providers.
3. The mobile healthcare customer
More people are browsing with their phones than ever before, with more than 44% of all web traffic coming from mobile sources in 2016. This figure is rising with every year, and healthcare providers will prepare for a year in which most online interactions with patients will take place through a mobile interface.
Mobile-friendly websites will be replaced by mobile-first websites. What’s more, with the rise in mobile and the IoT’s use of speech recognition, the savvy healthcare business will be well known by search assistants Siri, Cortana, and Alexa.
4. Targeted digital marketing
Healthcare has been slower than other industries to adopt digital marketing, favoring the ‘shotgun’ approach of traditional mass marketing, like outdoor billboards and television ads. In fact, even when combined with pharma, healthcare only comprises 2.8% of digital advertising spending. As an alternative, 2017 healthcare companies will reap intelligence from big data to stratify consumers based on health profiles and will target those individuals online with digital advertising. The savviest of those companies will serve their target customers content that engages and educates them on relevant health issues, creating loyal patients.
5. Healthcare artificial intelligence
A calculator can perform complex calculations better than a physician. And increasingly, algorithms are processing large amounts of data to reach more accurate evidence-based conclusions. Genome sequencing and biometrics tracking will play a big part in this.
Medical data is expected to double every 73 days by 2020.
Look at Creo Wellness, a technology-driven population health platform. While typical corporate wellness companies serve participants a schedule of diet and exercise tips and activities in the hope of improved employee health, Creo uses machine learning, a type of artificial intelligence, to serve participants content and challenges that are based on each individual’s risk stratification. Think of it like the Netflix recommendation engine. Machine learning recommends effective healthcare solutions just like Netflix recommends movies, based on the successful engagement of thousands of others who have exhibited the same behavior patterns.