Tag Archives: strategies

Top 5 Healthcare Trends Impacting Market Research in 2017

The healthcare industry is always evolving based on changes in the public landscape. The sensitivity to consumers’ needs and perceptions is quintessential to the success of new develops in healthcare. The new year introduces a new set of trending topics that yearn to be explored through market research. Therefore we have compiled the top five trends that will impact market research strategies in 2017.

1.Emerging Technologies

As emerging technologies such as artificial intelligence, virtual reality, and drones become more common, the healthcare industry will be adopting these new technologies. These developments will have a direct impact on business models, operations, and cybersecurity. Healthcare organizations will have an increased need to understand the outcomes and potential risks that these emerging technologies will have on their operations and consequently their patients. In order to target this new business venture, market researchers need to employ strategies that will directly answer the implications of these new technologies.

2. Nutrition and Population Health

Health organizations are now focusing on nutrition as a way to prevent costly medical problems and improve the overall health of the population. The start of a new year presents an opportunity for individuals to get back in shape and an avenue for healthcare organizations to fuel innovation in the nutrition sector. Market researchers have another avenue to focus on healthcare providers’ perception and promotion of new methods and practices among individuals. The research that is conducted on this topic will need to be creative and induce innovative ways to find solutions to the matter at hand.

3.Consumer Skepticism and the Rise in Non-Traditional Methods

Consumers are having an increased lack of trust in traditional health system due to the more side effects and potentially toxic ingredients found in traditional methods. The increase competition and lack of trust from consumers have encouraged healthcare organizations to provide high-quality services that meet consumers demands.

This new trend associated with lack of consumer trust and increase use of non-traditional methods is a profitable avenue to adjust market research strategies and target those organizations looking to increase their brand loyalty. A good way to approach this trend is by providing healthcare organizations research objectives that will provide a solution to increase consumers’ trust.

4.Patient-Centric Health Systems

There has been a shift from fragmented health care models to integrated approaches. Now organizations, communities, and social care providers have united their efforts to provide integrated services to patients.

In order to provide integrated services, healthcare organizations need to create sustainable business models and integrate technologies that enhance interconnectivity. This is another avenue where  organizations can change their existing market research strategies and provide a methodology that will allow potential clients to find solutions to their business needs.

5.Aging Population

The increase of technological advances have provided means to increase life expectancy across the globe. As generations grow older, long-term care and chronic diseases services will be in higher demand. Research is necessary in order to understand the implications and needs of this aging population. Therefore, this presents an excellent opportunity to adjust market research strategies that will increase the knowledge base of the Baby Boomer population.

In sum, the healthcare industry will see a great amount of changes in 2017, with the emerge of new technologies, innovations, and transformative business models. The new trends in the healthcare industry will provide several opportunities for market researchers to explore the professional and public perception in regards to these developments and trends. Market research conducted with research panels will provide ample insights that can propel and refine new findings within the healthcare industry.

May the Best Marketer Win: Strategies from the 2016 Election

The next president of America has been declared, but conversations are still circulating regarding the campaign. Donald J. Trump’s unpredictability and lack of “political correctness” drew a lot of attention during the election. While, Hillary Clinton past infractions seem to never diminish. Despite, the question that has been centripetal in these conversations is how did a billionaire businessman with no previous political experience win the presidency? One answer – the best marketing team won.

A successful campaign is a reflection of in-depth market research and strategy. The candidates enact the same business plan as companies use to sell a product, except they are selling hope. Candidates must address the audience’s mindset with the perfect mix of logic, emotion, and empathy for the audience to believe in them. The candidate then must find the perfect strategy to deliver this message to the public. However during the 2016 presidential election, candidates utilized a mixture of traditional and non-traditional marketing strategies.

Both of candidates started their campaign in traditional manner by selecting a campaign slogan, but these slogans struck very different tenures with the American people. Trump slogan, “Make America Great Again,” was controversial but catchy. His slogan set the tone for the rest of his campaign, as he mentioned repealing some historical proceedings such as Roe v. Wade. This appealed to his followers who believe America was better before these preceding. Trump’s slogan also subtly alluded to returning to Republican authority after eight years of a Democratic president.  Whereas as Hilary’s slogan “I’m with Her” represented a historical event were women and men across the country vowed to elect the first female president. Clinton established an emotional appeal through her slogan, that continued through her campaign. She continued to gain her followers through emotionally charged video on her social media channels addressing verbal attacks on women. This video emphasized her goals of gender equality and “breaking the glass ceiling” for women in politics.  

Clinton and Trump both attempted to attract followers through personalized and unique approaches on social media platforms. Nowadays nothing sells without a social media footprint and political campaigns are not exempted. Hillary Clinton used multiple platforms to expand her audience. She used Snapchat, Instagram, and Pinterest, which were not popular platforms for the Trump campaign camp. The Clinton campaign wanted to build a personal connection with their audience by sharing everyday images such as Clinton’s family photos and videos from Clinton’s campaign headquarters. This tactic was used to increase Clinton’s relatability with the public, which is a traditional approach.  In contrast, Trump was not focused on making an emotional connection with the public, but instead using his business skills to present an improvement plan to the American people. Trump’s marketing strategy was rooted in the “any publicity is good publicity” principle. This is apparent in his perfectly timed controversial Twitter posts, which were  then disseminated on other media outlets. Whether negative or positive, this drew attention back to Trump. Trump harnessed this energy and made both the public and the media focus on these moments more than his political stance.

Another marketing strategy that both candidates used was endorsements. Since Hillary Clinton had political experience, she took a traditional route and enlisted multiple celebrity endorsements. Hillary Clinton brought along pop stars such Katy Perry and Beyonce to perform for her rallies and attract the youth vote. She interviewed multiple times on the infamously candid radio show The Breakfast Club to increase her popularity in the African American community. Clinton even earned an endorsement that aired on prime time Thursday night television from executive television producer Shonda Rhimes. However, Donald Trump’s campaign took a  different route. He needed powerful political figures and business professionals to support him because he lacked political experience. Clinton wanted to appeal through popularity, while Trump needed powerful representatives to ease any concerns about his lack of experience. His endorsements from Rudy Giuliani and Newt Gingrich were pivotal in Trump’s campaign because it illustrated that seasoned political figures would support the non-traditional candidate.

Ultimately, Hillary Clinton’s traditional campaign route did not supersede Trump’s fiery message of “Make America Great Again.” Trump was able to successfully divert the media and public attention to himself through his marketing methods, which encouraged constant conversation about his latest tweet or speech. Trump’s success also illustrated that the American people have grown accustomed to tradition. In order to gather their vote, candidates must find a way to stand out from the crowd. In four more years this campaign will be far behind the American people, but we may see a new era in marketing strategies inspired by it.