health, media and marketing: trends for 2014

HEALTH, MEDIA AND MARKETINGTRENDS FOR 2014

MARIAN SALZMANHAVAS PR NORTH AMERICA

AUG. 21, 2013

WHY TRENDS?WHY LOOK AT TRENDS?

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FOR DIRECTION ON THE JOURNEYTO PILOT PROFESSIONALS,INDUSTRIES AND BRANDS WITHSMART, INSIGHTFUL STRATEGIES.

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TO ID WHAT’S DRIVING THE FUTURE—AND PLAN FOR LONG-TERM SUCCESS.

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AND FOR US HERE TODAY: TO UNDERSTANDWHICH TRENDS ARE GOING TO MAKE ADIFFERENCE IN THE HEALTH COMMUNICATION, MARKETING AND MEDIA INDUSTRYWORLDWIDE IN THE COMING YEAR.

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LEARNING TO SPOT TRENDSIT MEANS TRACKING

PEOPLE6


SOCIAL MOMENTUM

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COMPANIES

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ECONOMIES

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RADICAL BREAKTHROUGHS

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BRANDS11

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HEALTH TRENDS

HEALTH TRENDSLETTING IT ALL HANG OUT

IT’S A REACTION TO THE PERCEPTION THAT PRIVACY DROPPED DEAD.

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HEALTH TRENDSOLD COMES MUCH LATER

AT, SAY, 90.

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HEALTH TRENDSHEALTHCARE MIGHT BECOME LIFECARE

WE’RE ALL GOING TO LIVE SO LONG AND WILL HAVE TO PAY PROMISCUOUSLY FOR A COSTLY LONG LIFE.

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HEALTH TRENDSDOCTORS START A DISAPPEARING ACT

TECHNOLOGY WILL START ALLOWING ROUTINE MONITORING FROM PATIENTS’ HOMES.

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HEALTH TRENDSDOCTORS START A DISAPPEARING ACT, PART II

AS THE POPULATION AGES AND THE HEALTH LAW EXPANDS INSURANCE, WE MIGHT SEE A SHORTAGE OF PHYSICIANS. POOLING AND P.A.’S COULD CHANGETHIS, BUT IN EITHER CASE, A LACK OF SPECIALISTS IS SOON POSSIBLE.

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HEALTH TRENDSTHANK YOU VERY MUCH, DR. ROBOTO

TECHNOLOGY ALSO WILL SEE MORE AUTOMATONS PERFORMING PROCEDURES AND DOING BACK-END HEALTHCARE TASKS.

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HEALTH TRENDSHAPPINESS IS … POLITICAL

GOVERNMENTS ARE RECOGNIZINGTHAT IT’S A SIGNIFICANTNONECONOMIC INDICATOR OF NATIONAL WELL-BEING.

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HEALTH TRENDSNOT TIRED OF FATIGUE FROM DECISION FATIGUE TO STATUS QUO FATIGUE, “ALWAYS ON” FATIGUE TO WORKPLACEFATIGUE, WE’RE ALL ANXIOUS AND OVERWHELMED.

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HEALTH TRENDSFAST FACTS ON THE RISE: THE ROLE OF ANALYTICSAND USE OF TOOLS THAT GIVEDOCTORS INSTANT INFORMATION,PLUS HEALTH KIOSKS THAT WILLLET PATIENTS GET BASIC READINGS.

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HEALTH TRENDSOBAMASCARE MANY PEOPLE WILL CONTINUE TO FEEL UNCERTAIN ABOUT THE AFFORDABLE CARE ACT AND WHAT IT WILL MEAN.

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HEALTH TRENDSON THE EDGE THANKS TO THE PATENT CLIFF, PHARMA COMPANIES WILL NEED TO CHANGE THEIR BUSINESS MODELS TO BECOME MORE NIMBLE.

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HEALTH TRENDSSURGERY GOES SOCIAL IT’S BECOMING A GREAT WAY TO GET INFORMATION TO THE MASSES—AND SHOW AND DESCRIBE SURGICAL PROCEDURES.

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AND UNDERLYING IT ALL … SEMI-WELL IS THE NEW NORMAL

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SEVEN PREDICTIONS FOR TH E FUTURE OFHEALTHCARE TECHNOLOGY

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WE WILL SEE A DEMOCRATIZATIONOF MEDICAL KNOWLEDGE

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1.

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A TRANSPARENT MERITOCRACYAMONGST DOCTORS 2.

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FINALLY—CONSOLIDATED PATIENTINFORMATION!3.

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TECH WILL CATALYZE DRASTICSYSTEMWIDE COST SAVINGS ANDEFFICIENCIES

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OUR MEDICAL KNOWLEDGE WILLADVANCE AT RECORD SPEEDS5.

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DOCTORS WILL BE TRAINED TO BRING“CARE” BACK INTO “HEALTHCARE”6.

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WE WILL SEE UNPRECEDENTEDMARKET CAPS7.

—Health entrepreneur Sean Mehra in VentureBeat

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MEDIA TRENDS

MEDIA TRENDSTHE CLOUD WILL BECOME MORE INTELLIGENT

VIRTUAL AGENTS COULD, FOR EXAMPLE,DESIGN A WEEKLY MENU BASED ONSOMEONE’S HEALTH PROFILE, FITNESSGOALS AND TASTE PREFERENCES.

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MEDIA TRENDSYOUTUBE AS MAJOR NEWS DESTINATION

THE SITE “IS A GROWING DIGITALENVIRONMENT WHERE PROFESSIONALJOURNALISM MINGLES WITH CITIZENCONTENT,” ACCORDING TO A STUDYFROM THE PEW RESEARCH CENTER.

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MEDIA TRENDSTHE MOBILE NEWS EXPLOSION

GLOBAL CONSUMPTION OF NEWS ON MOBILE DEVICES IS RISING. SMARTPHONES, LAPTOPS AND TABLETS COMPLEMENT ONE ANOTHER BY LETTING PEOPLE CONSUME NEWS THROUGHOUT THE DAY.

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MEDIA TRENDSCURATED DAILY EMAIL NEWSLETTERS

THE EDITORS BEHIND THESE PRODUCTSSCOUR THE NEWS SO THAT READERS DON’THAVE TO, SIMPLIFYING THE HEADLINES AND PRESENTING THE INFORMATION IN A CONVERSATIONAL TONE.

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MEDIA TRENDSTHE MERGING OF MEDIA AND COMMERCE

TODAY, ADVERTISING AND EDITORIALARE MERGING, WITH MEDIA OUTLETSSELLING MERCHANDISE AND BRANDSCREATING PROPRIETARY CONTENT.

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MEDIA TRENDSLONG-FORM JOURNALISM IS NOT DEAD

APPS AND TABLETS PROVIDE A DELIVERYMETHOD FOR LONG-FORM ARTICLES. CONVENTIONAL WISDOM WAS WRONG; PEOPLE DID WANT TO READ LONG STORIES—THEY JUST DIDN’T HAVE A MEANS TO DO IT.

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MEDIA TRENDSTHE ARTISANAL MAGAZINE BOOM

NECESSITY AND DEMANDFROM THE NICHE OF AUDIENCESWHO PURCHASE THESE COLLECTIBLEPUBLICATIONS STARTED THE TREND.

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MEDIA TRENDSTHE RISE (AND FALL) OF SOCIAL NEWS SITES

THESE WEBSITES FEATURING USER-POSTED STORIES RANKED BY POPULARITY FACILITATE DEMOCRATIC PARTICIPATION ON THE WEB.

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MEDIA TRENDSKICKSTARTER TO FUND NEW PUBLISHING VENTURES

THE PUBLISHING VERTICAL AT THEWORLD’S LARGEST CROWD-FUNDINGPLATFORM FOR CREATIVE PROJECTS HASFUNDED A VARIETY OF INTERESTINGPROJECTS, GIVING LIFE TO NICHE IDEAS.

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SEVEN SOCIAL PLATFORMS TRANSFORMING BRAND MARKETING

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MICROVIDEOS: VINE1.

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MOBILE MESSAGING: WHATSAPP,WECHAT AND OTHERS 2.

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PHOTO MESSAGING: SNAPCHAT3.

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PHOTO SHARING: INSTAGRAM4.

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SOCIAL BOOKMARKING: PINTEREST5.

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SOCIAL NETWORKING MEETSMICROBLOGGING: TUMBLR6.

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SOCIAL NEWS: BUZZFEED7.

MARKETING TRENDS

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MARKETING TRENDSBIG DATA GETS REAL BETTER TOOLS AND GREATER KNOWLEDGE CONCEPTS ARE CHANGING THE LANDSCAPE RAPIDLY. ORGANIZATIONS THAT TEAR DOWN DATA SILOS AND CREATE MORE EFFICIENT WAYS TO CONNECTTHE DOTS WILL UNLOCK EXPONENTIAL GAINS.

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MARKETING TRENDSREAL IS A COMMON DENOMINATOR

QR CODES GET REAL, TOO, AND USAGE WILL GROW AND BECOME MORE RELEVANT AS WE LEARN ABOUT THE SOPHISTICATED WAYS THE CODES CAN BE USED.

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MARKETING TRENDSMOBILE MATURE THE POST-PC ERA HAS ARRIVED, AND ANY MAJORORGANIZATION THAT ISN’T INVESTING HEAVILY IN MOBILE TOOLS AND STRATEGIES IS DOA.

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MARKETING TRENDSREPUTATION MANAGEMENTJOINS THE BIG LEAGUES

THE RISE OF SOCIAL MEDIA, INCLUDING BLOGS AND REVIEW SITES, HAS CREATED A NEED TO MONITOR POSTSAND GAUGE CONSUMER SENTIMENT.

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MARKETING TRENDSGREENWASHING SUBSIDES

MANY ORGANIZATIONS HAVE MADE AN EARNEST ATTEMPT TO BECOME GREENER, BUT IT’S NO BULLETIN THAT MANY OTHERS HAVE ATTEMPTED TO USE MARKETING TO DISGUISE FEEBLE EFFORTS AND MISLEAD CONSUMERS ABOUT WHAT THEY’RE ACTUALLY DOING—ALTHOUGH THIS IS ON THE WANE.

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MARKETING TRENDSMEASUREMENT RULES BUT MEASURING ROI IS STILL PROVING DIFFICULT, AS IS DIFFERENTIATING STRATEGIES ENOUGH TO KNOW HOW A SPECIFIC INITIATIVE AFFECTS THE NUMBERS.

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MARKETING TRENDSDIGITAL MARKETING IS STILL VITAL

REACHING CONSUMERS ON THE GO, THROUGH MOBILE, IS KEY; SO IS MAKING CONNECTIONS WITH CONSUMERS ONLINE THROUGH RELATIONSHIPS THAT FOSTER LOYALTY.

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MARKETING TRENDSSOCIAL MEMES MAKE QUICK WORK

BEWARE THE RISK INVOLVED IN THIS INSTANTMARKETING PHENOMENON, BUT THE REWARDCOULD PAY OFF WHEN IT’S DONE WELL.

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FIVE SURPRISINGMARKETING TRENDS

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SMARTER SOCIAL MEDIA1.

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SIMPLICITY WILL REIGN SUPREME 2.

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CAMPAIGN-BASED MARKETINGWILL TAKE A BREAK3.

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MARKETING WILL BE MORE TIED TO REVENUE GENERATION4.

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MOBILE WILL GET ITS DUE5.

—Newtek, the Small Business Authority, on Forbes.com

SO WHAT DOES IT MEAN?

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