Healthcare industry trends: infographic and implications

Interesting infographic (below) from PwC Health Research Institute highlighting top healthcare industry trends based on a survey of 1,750 adults. The survey touches on Collaboration, The Aging Population and The Patient Experience. Original is here on

The infographic is part of a full report titled: Top health industry issues of 2018 (which you can see here).

Our Quick Takeaways

1. Expectation that health is a team sport. The majority of people believe that it’s important for Doctors/Hospitals (72%), Insurance Companies (72%) and Employers (59%) to be collaborating with local organizations to better manage their health or the health of a loved one.

This reinforces a couple of reoccurring key ideas. One, that health today is a proactive and multi-pronged concept – extending beyond the walls of hospitals, clinics and other facilities and into every aspect of our lives. Second, that consumers expect businesses to play a role in improving the social conditions of the communities in which they operate.

2. Consumers 65 and older are increasingly comfortable with virtual/digital. From 2013 to 2017, nearly 50% more of consumers 65 and older (from 16% to 30%) said they’d be somewhat or very likely to visit with a physician via an app if it cost less than a traditional, in-person visit.

Nearly 50% of this population said they’d be somewhat or very likely to have a physician monitor their defibrillator or pacemaker remotely (up from 40% to 45%) and somewhat or very likely to share a digital image of a condition with their dermatologist remotely (up from 42% to 47%); in both cases, if it cost less than a traditional, in-person visit.

3. The Patient Experience. Results reinforce that healthcare executives alike believe that “experience matters” – and that every touchpoint is an opportunity to bolster their patient’s experience. Catching on to what companies like Amazon and Uber already know?

Interestingly, services generating highest responses were largely about access and convenience (e.g. online bill pay, digital comms tools, social media presence, 24-hour nurse hotline, remote patient monitoring, online scheduling, etc.). In fact, only one out of the top six responses touched on the physical facility (e.g. physical improvements).

Good nuggets of learning from these healthcare industry trends for health system and hospital marketers!

Eric Brody

Eric Brody is President of Trajectory, launched in 1999, the specialist health & wellness branding and marketing agency using every moment to move customers, brands and businesses upward. Prior to Trajectory, Eric served as EVP and Management Board member at Interbrand (the world’s most influential brand consultancy). Before Interbrand, he held senior marketing positions at Beiersdorf Inc. and L’Oreal and advertising account management positions at Marschalk and Benton & Bowles.He has also taught as an adjunct professor at Seton Hall’s Graduate School of Communications and has lectured at Wharton Business School and Emory Goizueta School of Business.