By Silvia de Diego and Alba Torres, members of the Baud team.
What health is the most important thing'. is a saying that has been with us since we were little, but little would we have imagined that it would become an essential part of our mindset before we reached middle age.
Covid-19 has brought us some lessons and, when all this is over, beyond the foreseen scenarios with possible hyper-regulations and recentralizations of some services, the conception and role of healthcare for baby boomers, millenials or centennials will be something else.
In this context, three major trends are expected to consolidate in the coming years, shaping an evolved sector, with models that will seek long-term relationships and fluidity in the interaction between the customer or patient and the brand. Stronger and more relevant models that will take into account all aspects of the individual and will rely on digitalization and technological innovations to achieve convenience.
A holistic vision of health
Growing awareness of physical and emotional health to achieve holistic wellness.
In the last few years, consumption of healthy food has been increasing, as well as the real fooding and the currents that proclaim alternative lifestyles such as the slow life due to a growing awareness of the need to take care of ourselves and an increase in our culture of prevention.
Health care has not only permeated the consumption of food products or specific products and services, but has also revolutionized other sectors such as cosmetics where, from their blogs and social networks, specialists in dermatology, pharmacy and chemistry, become the most qualified to influence with their cosmetic advice based on science. The so-called skintellectuals.
Beyond physical health, in 2020, Google searches related to mental health have multiplied. During the first 58 days of the pandemic, there were an estimated 3.4 million anxiety-related searches in the U.S., and the rise of disciplines such as yoga and meditation has generated a high demand for online classes or collections for the practice of this increasingly extensive sport among fashion brands.
Most likely one of the effects of this pandemic will be the definitive breaking of taboos about taking care of oneself mentally and emotionally. The search for mindfulness or mindfulness in the present moment is increasing the number of services that not only monitor health, but also seek to promote the psychological harmony of the user.
This growing concern for our overall health creates great opportunities for health and wellness companies willing to innovate in this area to improve people's lives at all levels.
2. More humane health
Beyond CX (Customer Experience). Towards HX (Human Experience).
The nature of relationships between patients and consumers of health-related products and services creates experiences in which emotionality is triggered at every point of contact.
That is why the design of the experience takes on special relevance and complexity in this sector, from a more human, empathetic and affectionate vision, connecting emotionally with people at every stage. The integration of technology as a means of contact and informative tool, the optimization of processes, the closer and constant monitoring of the patient or the design of spaces such as waiting rooms, are just some of the solutions to offer a memorable and desirable experience for the user.
The objective is to mitigate emotional responses such as worry, anxiety or fear, with proposals that focus on add value and improve the user's experience, while trying to create a unique experience before, during and after the jurney.
3. Health as the perfect territory for innovation
Acceleration of digitalization and technological innovations in the sector.
As has been the case with other sectors, Covid-19 has led to the acceleration of the digitalization of the healthcare sector.
On the horizon of this digital revolution, we see improved access to our health data, tests or evolution, the use of Big data to transform medical care, Artificial Intelligence to improve tracking, loyalty and the adherence of new services to each client, and the diagnosis or constant monitoring of our health with wearables of all kinds.
On the other hand, the online purchase of health-related products is consolidating. The initial distrust that existed for the acquisition of these products online is disappearing and consumers are increasingly resorting to this mode of purchase (in 2019 sales of pharmaceuticals soared by 54%).
These innovations offer the consumer and the patient more personalization and convenience of services, however, they pose a complex challenge in terms of handling sensitive data..
We live in the most emotional era of the health sector, with a consumer or patient definitely at the center, where brands must refocus their speeches and adapt to new models to achieve that connection that transcends health and excites and comforts.
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Sources: HealthcareTransformers 2020, Opinno 2020 `10 Trends PostCovid Report ́, Deloitte 2019 `Global Healthcare Outlook ́, IPMark 2020, Voz Populi 2020, Diario Farma 2017, La Vanguardia 2018, ABC 2029, Retina El País 2020, Modern Dental Network 2020.
Image by Scott Broome.