According to the Center for Disease Control, 2005, “Health Marketing involves creating, communicating, and delivering health information and interventions using customer-centred and science-based strategies to protect and promote the health of diverse populations.”
In the US, Healthcare marketing has been in practice over the last ten years. But for lack of adequate players, abuse of power defeated the national interest of safeguarding the wellbeing of the population. For leveraging the wrong kind of marketing, companies faced heavy financial losses, and people and government bore each other’s negative sentiments.
So in this article, we discuss the Top 6 Challenges for Healthcare Marketing in 2020 suggesting a new opportunity for a radical market player equipped to handle these challenges with legacy experience in technology, staffing, communication, & compliance.
Top 6 Challenges for Healthcare Marketing in 2020
1. Harnessing Advanced Health Technology for Public Health
Researchers in the health tech industry believe that the scale of new data sources is positively advancing genetic sequencing, machine learning (ML) and artificial intelligence (AI). This advancement ushers in a new era of personalized interventions wherein risk can be predicted with precision. Not only big data and technology help in achieving greater personalization, but they also help educate the risk-facing populations and encourage them to take action at an independent level.
2. Information and Integrated Health Services
The American Psychological Association states that integrated health care is an approach of a high degree of collaboration and communication among health professionals (physicians, nurses, psychologists and other health professionals). With integrated health care, sharing information with “team members related to patient care and the establishment of a comprehensive treatment plan to address the biological, psychological and social needs of the patient,” is a unique opportunity. Source
3. Healthcare Cybersecurity & Emergency Communication
According to an article by HIPPA Journal, dated, July 30, 2020, “Director of CISA, Christopher Krebs confirmed this week that research organizations working on vaccines are vulnerable to attack and that their hardware, software, and services are already under stress due to the increase in teleworking due to the pandemic. A recent study conducted by BitSight on biomedical companies revealed many have unaddressed vulnerabilities that could be remotely exploited by hackers to gain access to networks and sensitive research data.”
4. Rising Healthcare Costs
Now there are giant players in the pharmaceutical industry monopolizing the market and injecting paranoia to the extent of affecting individual wellbeing and increasing healthcare cost on the government. One such is a rapid surge in DNA testing & Stem cell clinics. Rightful Healthcare Marketing has a huge opportunity to bring in practices that are in compliance with government rules and regulations and work in harmony with independent healthcare bodies and the government to protect and promote the health of its diverse populace.
5. Healthcare Staffing Shortages
According to the LA Times, In-duty U.S. Air Force doctors, nurses, and other medical professionals are sent to the hospitals in California to compensate for the lack of adequate healthcare staffing. Health professionals are not adequately empowered to move up the digital-first curve. During a crisis and recovery period, disciplines like market research, customer analysis, and communication are essential—lack of healthcare marketing efforts to bridge the departments and functions is compounding the crisis at a rapid state.
6. Healthcare Regulatory Changes
Last year, the Affordable Care Act received some regulatory updates that allowed states flexibility in selecting Essential Health Benefits (EHB) plans beginning in 2020. The updates were made to EHB as well as out-of-pocket maximums. Six months down the line, we can see that how most legit health plans in the market cover the 10 EHBs at zero annual or lifetime dollar maximums. This compliance is standard for all businesses in the healthcare insurance space and requires all the players to review and implement the new healthcare regulatory updates and ensure EOBs and claims are in compliance before release.
Thinking Solution
2020 has been the roughest in the healthcare sector with the emergence of the coronavirus. Countries are grappling with healthcare costs related to drug discovery and treatment as we discussed in this article; the six challenges in the healthcare marketing field. To solve this, we can’t expect a third industry to intervene and resolve the challenges. And that’s where at RADcube, we endeavour to radicalize the space as a new healthcare marketing entity equipped to handle the challenges with legacy experience in technology, staffing, communication, & compliance.
