In a world where people want answers, results, solutions, and advise in a flash, there is a need for businesses to empower them with accurate information in real time. The world of healthcare is no different. Today, we want to take our health into our own hands and make our choices while seeking care. The healthcare paradigm is rapidly shifting from being illness driven care to more preventive or wellness focused care.
In this evolving landscape, making healthcare more humane, easy to understand and centered around empathy will go a long way in creating meaningful connections between a brand and its customers.
This approach of humanising healthcare or consumerisation of healthcare is not just a marketing strategy but a fundamental shift in how we engage with patients and the broader community, making health and wellness services more relatable, accessible and empathetic. This concept emphasises the need to treat patients as individuals rather than numbers, focusing on their personal experiences and emotional well-being. Consumerisation of healthcare is here to stay!
The COVID-19 pandemic catalysed a major shift towards proactive health management. People became more invested in their well-being, exploring various ways to boost their health through diet, supplements, fitness routines, and preventive care. This shift reflects a broader trend where individuals are taking more control over their health decisions, seeking out information, and making informed choices about their care.
Today’s consumers are markedly more engaged and informed than before. They actively research medical conditions, evaluate treatment options, get references or recommendations from forums and select specialists based on their findings. This trend extends beyond traditional areas like dermatology and elective procedures to include routine procedures, check-ups and preventive screenings.
The global consumer wellness market stands at $1.8tn currently. McKinsey’s latest Future of Wellness research suggests that Gen Z and millennial consumers, are now purchasing more wellness products and services than older generations: health, sleep, nutrition, fitness, appearance, and mindfulness. In 2022, the same research suggested that around 37 per cent of surveyed consumers expressed a desire for additional products and services in both the sleep and mindfulness segments, with almost a third of customers wanting more across health, nutrition, fitness and appearance.
In 2024, we have seen significant trends such as health at home, biomonitoring, and wearables. These trends, along with the clinical effectiveness of wellness products, have led to a sharp increase in the sale of over-the-counter vitamins and supplements at our pharmacies.
Consumerisation of Healthcare
The ongoing change is very similar to what we had witnessed in the early 2000s which was the era of consumerisation of technology. For example, the concept of ‘The Cloud’ was once considered as a heavy industry term reserved for large corporates and seemed beyond the grasps of an average individual. This is until brands like Apple revolutionised this by demystifying technology and presented it as a simple end-consumer proposition. Today, ‘The Cloud’ is the center forward in our lives, isn’t it? I believe we are witnessing a similar trend in healthcare. Health-tech consumerisation in recent years has enabled individuals to manage their own data through use of digital tools such as health apps and wearables to track their health records, access services, and communicate with providers.
Healthcare providers now face competition not only from other medical institutions but also from lifestyle and consumer healthcare products. Patients have come to expect the same level of personalisation and care from their healthcare providers as they do from other consumer products. Fitness trackers and wellness apps, for instance, offer tailored recommendations and intuitive interfaces, setting high standards for personalisation and user experience.
To remain competitive, healthcare marketing must evolve beyond traditional methods by adopting innovative, human-centered strategies that address individual needs, utilise data effectively, and engage with today’s informed and empowered patients.
As technology becomes increasingly integral to healthcare, marketing strategies must adapt to leverage data for enhancing patient experiences while maintaining a personal and human touch. By balancing technological advancements with empathetic communication, balancing real time and right time communication, healthcare marketing can humanise digital interactions, ensuring that technology complements rather than detracts from the overall patient experience.
The 5D concept: design, data, delivery, digital and demand
Establishing a trusted and reliable brand is essential for differentiating oneself in a crowded market. The 5D concept – design, data, delivery, digital, and demand – provides a strategic framework for humanising healthcare and building strong brand equity.
The framework focuses on using people-centric design language and digital interfaces that make patient interactions intuitive and seamless.
Data leverages all the information and intelligence on hand to offer targeted insight and foresight basis which marketing strategies are built.
Focusing on consistent delivery of the brand promise, by providing care that is timely, relevant, and aligned with patient needs also plays a crucial role in building trust.
A strong digital strategy is key in leveraging technology to optimise and enhance patient experiences. This includes managing data, channel mix, listening to feedback and helping separate a signal from all the noise that helps build a sound marketing program.
Finally, demand addresses the need for effective strategies that create demand for services versus relying on just trying to capture existing demand. By understanding and responding to patient needs, healthcare providers can attract and maintain a loyal patient base while adapting to shifting expectations.
A simple definition of brand in today’s world is sum of all experiences and culture. It is critical for the brand to stick to its core values by consistently delivering personalised, compassionate, transparent care and establish itself as a reliable partner in health. This is essential for cultivating long-term loyalty and distinguishing the brand in a competitive market.
Humanising healthcare is here to stay. It’s important for brands and businesses to embrace technological advancements while ensuring that care remains compassionate, accessible and at the heart of everything that you do.
By Rahul Kadavakolu, Group Chief Marketing Officer, Aster DM Healthcare
