The impact of mobile technology on healthcare marketing

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Here’s further proof of the importance of opening up your eyes to the outside world and not thinking of competitors as only those selling similar services.

The convergence of healthcare and mobile technology is shaping the future of how healthcare (and healthcare marketing) is delivered to the patient wherever they are. As reported on mobilehealthnews.com, Fitbit shipped the most activity trackers in 2013 according to NPD Group (now estimated to be a $330 million market). But it’s also even a convergence with fashion, as Fitbit announced a partnership with designer Tory Burch to create new accessories.

According to NPD:

• one in three consumers say they have heard of wearable fitness trackers
• about 28% said they’re likely to buy a device (with 50% saying calorie-counting is the most sought after feature; and 32% saying tracking steps was most desirable feature)
• surprising, only 6% had interest in sharing their fitness data via social media
• and slightly more women were interested in buying trackers than men

For me, the implication for healthcare marketers is twofold:

First. No one ever said you need to play by an accepted set of category rules. While there are certain points of parity (i.e. clinical services and quality) important to deliver, points of difference are as well (as brands must be perceived as different, better and special in order to retain and grow customers).

Second. It’s critical to at least periodically step back to understand and observe your customers and their journey (beyond a quantitative study), in order to tap into what really matters most to them, deliver new value to them and sustain and grow your relationship with them.

Eric Brody

Eric Brody is President of Trajectory, a brand and marketing firm specializing in creating momentum for businesses across the health + wellness continuum. The common threads are consumers who want to get well, stay well and play well, and brands that fulfill these aspirations and goals.

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