Allison+Partners, worldwide marketing, and communications firm presented new research today that investigates the impact of the pandemic’s record-breaking increase in digital health spending and tech use on health tech businesses. The study also identifies the challenges and possibilities for marketing and communications professionals who are responsible for telling their stories across the healthcare ecosystem.
Allison+Partners’ Health practice concluded that the health tech industry is poised for a pendulum swing from B2C to B2B solutions after conducting a meta-analysis of existing trend reports, interviews with health tech founders and private equity firms, and a survey of 500 senior and C-suite health leaders about the seismic shifts taking shape across the sector.
“In recent years, technology has demonstrated its enormous potential to transform how we connect with and provide healthcare.” Simultaneously, accelerated innovation in consumer-facing areas such as telehealth has highlighted the critical role backend technologies play in delivering a more seamless patient experience, creating even more opportunity for brands focused on modernizing healthcare infrastructure,” said Jamie Rismiller, executive vice president, Allison+Partners Health.
The following are some of the study’s key findings:
- As a result of the rapid adoption of technology over the last two years, there is greater trust in the healthcare experience.
- Leaders in health technology must be aware of the fundamental challenges to attaining Health 4.0 – an ideal future state in which technology integrates our currently fragmented healthcare system – and how to overcome them.
- The opportunities outnumber the problems; infrastructure-focused solutions can assist accelerate the transition to the next phase of digital health.
- Backend technologies are expected to be the next frontier for investors and health tech startups, implying that the B2B industry will be more congested than ever.
These findings suggest that, in order to be successful, health tech storytellers must clearly articulate how their company’s technology will continue to drive industry developments as we enter this new, post-pandemic phase. Allison+Partners Health has created a new solution to assist companies in telling their stories and communicating real-world value. Storylab brings together agency expertise to assist clients in dimensionalizing their tales across numerous verticals and channels in a way that creates relevance and engages important audiences.
