8

In partnership with the Health Experience Project, GSW has expanded its fourth-annual trends report to include a broader look at the shifts that are changing healthcare marketing.

2014 TRENDS

Do you ever get the feeling that healthcare and people are just missing each other? Healthcare is full of “do this” and “take that” directives. And, people… well, people are full of good intentions, everyday missteps, and hope that it will get better. The kinds of experiences we need to build today – to get people off the sidelines, to change behavior, to earn commitment – aren’t healthcare-marketing-as-usual.Instead, they’re innovative approaches that engage people in new ways.

OverviewHere’s the real challenge, though: We live in a world of rapidly changing expectations. But, our approval processes aren’t as fast. They’re long and rely more on insulating risk than innovating experience.

The opportunity is finding the smart risks, the ones that can truly change our marketplaces. To prepare for where the world is going – not just respond to where it’s been.

That’s where trends come in.

MarketingConsumer HealthcareDigital

Abigail Schmelzer Alex BraggAlex Brock Amanda Joly Bruce Rooke Eduardo MenendezJason SankeyJeffrey GiermekJoel GerberJoy HartKathryn Bernish-FisherMark Stinson

Core Contributors

Matt CashMichael DonahoeNick BartlettRupert DooleyRyan DeshazerShawn Mullings Tyler Durbin

Leigh HouseholderChief Innovation OfficerGSW

We look at trends to understand our customers’ new expectations for brand interactions. The ones built on their day-to-day experiences with technology, culture, and media. This year, we’ve uncovered actionable trends infour key areas: consumer, digital, marketing and healthcare. We’ll use those trends to systematically point to new opportunities for healthcare marketers and spur innovation. 

We’ll ask, “What Could Be?” for healthcare brands and customers. And deliver bold new solutions that change that business-as-usual game.

In ShortToday, what’s uber popular in one group is likely to go virtually unnoticed by others.

YOU’LL NEVER BE “NORMAL” AGAIN

1.

In ShortToday, what’s uber popular in one group is likely to go virtually unnoticed by others.

YOU’LL NEVER BE “NORMAL” AGAIN

1.

In ShortToday, what’s uber popular in one group is likely to go virtually unnoticed by others.

Women represent a greater portion of the game-playing population (31%) than boys age 17 or younger (19%).

Did you know?

With nearly limitless options in consumption, our individual experiences of “normal” tend to diverge dramatically from oneanother.

Figuring out what was popular used to be easy. We had chart toppers and Nielsen householders and #1 best sellers.

But, the proliferation of channels and media has created a new reality: we no longer experience cultures as one big, homogeneous mass.

It’s Time

People are increasingly delaying - or outright skipping - the traditional milestones of adulthood.

Ignoring Milestones In the last ten years, we’ve seen the number of same sex households double, a surge in multi-generational families, and a drop in the number of married households to just 51%.

The iconic picture of the traditional American family has been fading over the last decade due to major population and behavioral shifts. We’re choosing our own unique definitions of what it means to “family” (now a verb!).

Familying

Married Multi-Generational Same Sex

With nearly limitless options in consumption, our individual experiences of “normal” tend to diverge dramatically from oneanother.

It’s Time

People are increasingly delaying - or outright skipping - the traditional milestones of adulthood.

Ignoring Milestones In the last ten years, we’ve seen the number of same sex households double, a surge in multi-generational families, and a drop in the number of married households to just 51%.

Familying

Married Multi-Generational Same Sex

From buying a house to getting hitched, to starting a career, the new normal is whatever the individual says it is.

Ignoring Milestones

The iconic picture of the traditional American family has been fading over the last decade due to major population and behavioral shifts. We’re choosing our own unique definitions of what it means to “family” (now a verb!).

With nearly limitless options in consumption, our individual experiences of “normal” tend to diverge dramatically from oneanother.

Figuring out what was popular used to be easy. We had chart toppers and Nielsen householders and #1 best sellers.

But, the proliferation of channels and media has created a new reality: we no longer experience cultures as one big, homogeneous mass.

It’s Time

People are increasingly delaying - or outright skipping - the traditional milestones of adulthood.

Ignoring Milestones In the last ten years, we’ve seen the number of same sex households double, a surge in multi-generational families, and a drop in the number of married households to just 51%.

Familying

Married Multi-Generational Same Sex

34% of millennials (18 to 32) are still living at home.34 %

The iconic picture of the traditional American family has been fading over the last decade due to major population and behavioral shifts. We’re choosing our own unique definitions of what it means to “family” (now a verb!).

In ShortTwenty-four-seven entertainment on as many screens as we can hold.

AND, NOT INSTEAD

2.

Our headline in the history books just might be “The Great Media Binge.” Advances in technology have created so many new things to enjoy – without actually reducing our love of the old ones.

That’s left us doubling and triplingup on our media preferences, even doubling and tripling up on the media we’re actually consuming at any one moment.

All You Can SeeThe vast majority of consumers are using a device to augment or distract from traditional media. They call it a “second screen.

”It’s a small glowing screen in your hand used in front of the large glowing screen on your wall. Over 80% of mobile users do it.“

The interesting trend is in their convergence: one-sixth of viewers are engaging with each other on the web around TV content.

Second Screen

Our headline in the history books just might be “The Great Media Binge.” Advances in technology have created so many new things to enjoy – without actually reducing our love of the old ones.

That’s left us doubling and triplingup on our media preferences, even doubling and tripling up on the media we’re actually consuming at any one moment.

All You Can SeeThe vast majority of consumers are using a device to augment or distract from traditional media. They call it a “second screen.

”It’s a small glowing screen in your hand used in front of the large glowing screen on your wall. Over 80% of mobile users do it.”

The interesting trend is in their convergence: one-sixth of viewers are engaging with each other on the web around TV content.

Second ScreenOur headline in the history books just might be “The Great Media Binge.” Advances in technology have created so many new things to enjoy – without actually reducing our love of the old ones.

That’s left us doubling and triplingup on our media preferences, even doubling and tripling up on the media we’re actually consuming at

All You Can See

Nearly 90% of e-book readers continue to read physical volumes. The two forms seem to serve different purposes.

Which Book?

Our headline in the history books just might be “The Great Media Binge.” Advances in technology have created so many new things to enjoy – without actually reducing our love of the old ones.

That’s left us doubling and triplingup on our media preferences, even doubling and tripling up on the media we’re actually consuming at any one moment.

All You Can SeeThe vast majority of consumers are using a device to augment or distract from traditional media. They call it a “second screen.

”It’s a small glowing screen in your hand used in front of the large glowing screen on your wall. Over 80% of mobile users do it.

The interesting trend is in their convergence: one-sixth of viewers are engaging with each other on the web around TV content.

Second Screen

The interesting trend is in their convergence: one-sixth of viewers are engaging with each other on the web around TV content. Among those under 35, more than half do so.

Convergence

The new cocktail party question–“What are you binge watching?” Netflix, Amazon.com, Hulu and others have given viewers the chance to catch up on shows they may have missed the first time around.

Add in the number of homes that have digital video recorders, almost half (up from 19% is 2008) and you have an audience completely untethered from a linear television schedule, but still addicted to the magic of television drama.

In the lull after Breaking Bad and Orange is the New Black, Netflix addicts are going old school, dialing up Twin Peaks and Dr. Who while waiting for new seasons of House of Cards and Downton Abbey.

Behind the Scenes

As many as 40% of all tweets at peak time are about programs on TV at the time, behavior which is actively promoted by programs like #HIGNFY, #BBCQT or #XFACTOR.

40 %

In ShortYou’re a narcissist. You’re a luddite. Look at my baby. I’m tired of your baby. Oooh, the great debate of privacy, sharing, and attention is heating up.

SHARING IS THE NEW SATISFACTION

3.

We’re increasingly experiencing our lives through the lenses of our outstretched camera phones. Not to save it – but to share it. It’s more than a habit, it’s a new kind of satisfaction. For many, an experience just isn’t complete without sharing what we saw, heard, learned, or tasted. There’s passion in that pass along.

LikeIf you’ve seen one baby / back-to-school / engagement photo, you’ve seen them all. Everything from fears about privacy to a feeling of overexposure, to angst about whether their own lives measure up to the Facebook Dream, to just plain boredom is causing a big backlash against the share-everything social world.

Unlike

Forty percent of adult internet users surveyed manage multiple social networking profiles

50 percent of users surveyed have either taken or have considered taking a break from social networking

40 % 50 %

We’re increasingly experiencing our lives through the lenses of our outstretched camera phones. Not to save it – but to share it. It’s more than a habit, it’s a new kind of satisfaction. For many, an experience just isn’t complete without sharing what we saw, heard, learned, or tasted. There’s passion in that pass

LikeIf you’ve seen one baby / back-to-school / engagement photo, you’ve seen them all. Everything from fears about privacy to a feeling of overexposure, to angst about whether their own lives measure up to the Facebook Dream, to just plain boredom is causing a big backlash against the share-everything social world.

Unlike

Forty percent of adult internet users surveyed manage multiple social networking profiles

50 percent of users surveyed have either taken or have considered taking a break from social networking

40 % 50 %The debate really heats up when super sharers and real timers are together, the sharers want to instagram dinner, live tweet from the concert, and instantly review the movie.

And, the real timers want to have a real conversation and a great meal without the ubiquitous typing and texting.

Social Clash

In ShortThe best way to end an argument?Google it.

TALK TO THE HANDHELD

4.

Our smartphones have set an expectation for instant gratification. We can get sports scores, dinner reservations, and answers to almost any question with a few touches. The Pew Research Center’s Internet & American Life Project found that the hyper-connected lives of people under the age of 35 aresuffering from a “need for instant gratification and loss of patience.” Ouch.

Impatience Culture

1 in 4 Americans already report using their cell phones to win arguments

It’s not just remembering. A savvy user can digitally enhance her experience of almost anything. She can pull up a map, find an out-of-the-way restaurant, and identify the architect who designed the building at the corner. And, she can definitely explain how the chef is preparing that rare dish her father just ordered.

Life Augmented

What was the name of that movie with that guy? Our impatience culture is increasingly turning to our life augmenting screen to answer just that question.

More and more, we’re turning those little screens around to make them a personal presentation tool, one that uncovers answers our memories cannot and proves once and for all that “I’m right and you’re wrong.”

Debate Ender

Our smartphones have set an expectation for instant gratification. We can get sports scores, dinner reservations, and answers to almost any question with a few touches. The Pew Research Center’s Internet & American Life Project found that the hyper-connected lives of people under the age of 35 aresuffering from a “need for instant gratification and loss of patience.” Ouch.

Impatience Culture

1 in 4 Americans already report using their cell phones to win arguments

It’s not just remembering. A savvy user can digitally enhance her experience of almost anything. She can pull up a map, find an out-of-the-way restaurant, and identify the architect who designed the building at the corner. And, she can definitely explain how the chef is preparing that rare dish her father just ordered.

Life Augmented

What was the name of that movie with that guy? Our impatience culture is increasingly turning to our life augmenting screen to answer just that question.

More and more, we’re turning those little screens around to make them a personal presentation tool, one that uncovers answers our memories cannot and proves once and for all that “I’m right and you’re wrong.”

Debate Ender

The percent of Americans using their cell phones to win arguments will double in the year 2014.

Prediction

In ShortIn this new age of sincerity, people expect companies to get real.

GET WITHTHEWABI-SABI

5.

It’s difficult to disappoint a cynic. They already expect the worst in people and situations, so reality rarely lets them down. But we’re at a new transition point in culture, one that swings away from the decades of post-Vietnam, Cold War irony to a new kind of sincerity.

Sincerely Yours

68% of consumers trust reviews more when they see both good and bad scores

68 %

People are looking for more real, honest connections with otherpeople and communities. It’s that same spirit that’s leading them toexpect a new level of authenticity from brands. It’s not enough for companies to say they have nothing to hide, today’s consumers expect them to prove it with their actions and openness.

Authenticity Now

30 %

30% suspect censorship or faked reviews if there aren’t any negative comments

A philosophy of aesthetics that emphasizes the beauty of the imperfect, impermanent, and incomplete

(noun) : [Japanese] Wabi-sabi

People will be more attracted and loyal to brands that have a little wabi-sabi.

It’s the flaws that make some-thing desirable. The authentic-ity of imperfection.

(noun) : [Japanese] Wabi-sabi McDonald’s

P&G actively recruits moms tomoderate their individual facebook pages for brands such as Tide and Downy, even giving them latitude to share some details of their personal lives and carry on genuine , unscripted, dialog with others who have liked the brand page and have it in their stream.

P&G

View >

McDonalds developed a YouTube video featuring the Director of Marketing for Canada, HopeBagozzi, that places an actual, store-bought quarter pounder side-by-side with a “hero” quarter pounder used in a McDonald’s photo shoot to explain why the two look different and, as importantly, how they’re the same.

In ShortComparative data is the new context that drives our sense of failure or accomplishment.

IT’S ALL ABOUT BEATING THE JONESES

6.

Adult life, it turns out, is full of lots of things you should do. But what do people like you actually do?

Expectation Explosion

That’s where comparative data comes in. An electric bill might show your home’s power usage vs. the neighbors. An app might display your relative time on a run around the park. We’re desiring more and more of these clues that show us where we fit in and what counts as good (enough) behavior. After all, the goal isn’t to be perfect, it’s just to better than most.

Fitting In

In one experiment, a simple sign telling people that “most people in this hotel reuse their towels at least once during their stay” increased reuse rates by 26%.

Social scientists have found that seeing comparative data is a more effective route to behavior change than making more rules. It’s called social proof.

When people are uncertain about a course of action, they tend to look outside of themselves and to other people around them to guide their decisions & actions.

People Proof

Without Sign With Sign

26 %+

Adult life, it turns out, is full of lots of things you should do. But what do people like you actually do?

Expectation Explosion

That’s where comparative data comes in. An electric bill might show your home’s power usage vs. the neighbors. An app might display your relative time on a run around the park. We’re desiring more and more of these clues that show us where we fit in and what counts as good (enough) behavior. After all, the goal isn’t to be perfect, it’s just to better than most.

Fitting In

In one experiment, a simple sign telling people that “most people in this hotel reuse their towels at least once during their stay” increased reuse rates by 26%.

Social scientists have found that seeing comparative data is a more effective route to behavior change than making more rules. It’s called social proof.

When people are uncertain about a course of action, they tend to look outside of themselves and to other people around them to guide their decisions & actions.

People Proof

Without Sign With Sign

26 %+

Work out 30 (now 60??) minutes/day. Save 10%. Eat dark, leafy greens.

Expectations

In ShortIn the world of constant partial attention, eye contact is the next human connection to be left behind.

THE END OF EYE CONTACT

7.

Typical Required

Between staring at computers during the work day and regularly gazing down at our phones, people are spending more time with their eyes glued to their screens than ever before. There are two groups particularly who are making even less eye contact: doctors (because electronic health records demand so much of their in-exam attention), and Millennials (because of FOMO).

The StareDo you have it? We might. It’s fear of missing out. And, it drives constant checking of the little screen. For Millenials – the most effected – it’s becomeculturally acceptable to answer the phone during dinner or to glance down at texts.

It’s way more than a habit. These hyper-connected twenty- and thirty somethings feel compelled to check mobile gadgets repeatedly to see what social opportunities they are missing.

F.O.M.O

That lack of eye contact is having a big impact on human connections.

The Stare

Typical Required

Between staring at computers during the work day and regularly gazing down at our phones, people are spending more time with their eyes glued to their screens than ever before. There are two groups particularly who are making even less eye contact: doctors (because electronic health records demand so much of their in-exam attention) and Millennials (because of FOMO).

The StareDo you have it? We might. It’s fear of missing out. And, it drives constant checking of the little screen. For Millenials – the most effected – it’s becomeculturally acceptable to answer the phone during dinner or to glance down at texts.

It’s way more than a habit. These hyper-connected twenty- and thirty somethings feel compelled to check mobile gadgets repeatedly to see what social opportunities they are missing.

F.O.M.O

That lack of eye contact is having a big impact on human connections.

The StareToday, adults make eye contact between 30-60% of the time in a typical conversation, but emotional connection is built when eye contact is made during 60-70% percent of a conversation.

Emotional Disconnect

In ShortTraditional education is being challenged by people who believe what you know is way more important than how you learned it.

MORTAR OR MASTERY

8.

50.2% of schools are adding a MOOC

50 % 37 %

37% of schools already have a MOOC

In our changing economy where you can get information anywhere, a person’s degree of mastery for a subject is becoming more valuable than his master’s degree.

That trend becomes even more prevalent in industries that are in rapid transformation, where it’s critical to have access to the latest ideas and approaches.

Information EverywhereMOOCs, or massive open online courses, are part of that major disruption to how we think about what it means to be educated.

MOOCs put lecture videos and interactive course work on the web making it possible for education to reach more students and allow fordifferent styles of learning.

Top-notch universities like Stanford and Harvard and leading employers like AT&T and Google are creating their own “degree of mastery” online programs to let self-motivated learners learn for little or no cost.

MOOC-ing

50.2% of schools are adding a MOOC

50 % 37 %

37% of schools already have a MOOC

In our changing economy where you can get information anywhere, a person’s degree of mastery for a subject is becoming more valuable than his master’s degree.

That trend becomes even more prevalent in industries that are in rapid transformation, where it’s critical to have access to the latest ideas and approaches.

Information EverywhereMOOCs, or massive open online courses, are part of that major disruption to how we think about what it means to be educated.

MOOCs put lecture videos and interactive course work on the web making it possible for education to reach more students and allow fordifferent styles of learning.

Top-notch universities like Stanford and Harvard and leading employers like AT&T and Google are creating their own “degree of mastery” online programs to let self-motivated learners learn for little or no cost.

MOOC-ing

Salman Khan has delivered over 240 million lessons on Khan Academy. His memorable, short videos include more than 4,000 micro lectures in mathematics, history, healthcare, medicine, finance, physics, chemistry, biology, astronomy, economics, cosmology, organic chemistry, American civics, art history, macroeconomics, microeconomics, and computer science.

Khan Academy

50.2% of schools are adding a MOOC

50 % 37 %

37% of schools already have a MOOC

In our changing economy where you can get information anywhere, a person’s degree of mastery for a subject is becoming more valuable than his master’s degree.

That trend becomes even more prevalent in industries that are in rapid transformation, where it’s critical to have access to the latest ideas and approaches.

Information EverywhereMOOCs, or massive open online courses, are part of that major disruption to how we think about what it means to be educated.

MOOCs put lecture videos and interactive course work on the web making it possible for education to reach more students and allow fordifferent styles of learning.

Top-notch universities like Stanford and Harvard and leading employers like AT&T and Google are creating their own “degree of mastery” online programs to let self-motivated learners learn for little or no cost.

MOOC-ing

Cost of tuition and expenses for one person to attend one year at Harvard: $63,000.

Cost to the almost 5 million people who’ve attended the famous “Justice” course at Harvard online: $0.

$63,000 to $0

2.5 million have participated in a MOOC since 2011. They’ve taken on the voluntary homework for learning without limitations. The latest platforms have created an opportunity for a classroom community – connecting thousands of people around the world with one syllabus and one big conversation.

Voluntary Homework

In 2011, nearly 7 million students had taken at least one online course.

Number of Students Taking at Least One Online Course

2002

2011

2.5 million have participated in a MOOC since 2011. They’ve taken on the voluntary homework for learning without limitations. The latest platforms have created an opportunity for a classroom community – connecting thousands of people around the world with one syllabus and one big conversation.

In 2011, nearly 7 million students had taken at least one online course.

Number of Students Taking at Least One Online Course

2002

20116,714,792

Voluntary Homework

SourcesU.S. Census, 2010, ESA, 2013, Pew Research 2013, Motorola, 2013, Reevoo.com, January 2012, MyLife.com 2013, Quantified Impressions, Changing Course, 2013

To discuss this report live, request another module, or schedule a presentation of trends, please contact Leigh Householder at 614-543-6496 or leigh.householder@gsw-w.com