Info-Currents April Issue Online: Mobile health tech, maker communities, women pick and choose SM outlets

Emerging trend: Mobile health technologies are poised to be one of the fastest growing markets in the world, projected to be worth $11.8 billion by 2018.

(Source: The Atlantic, MIT Technology Review)

Implication: While US marketers may be limited in engaging broad publics through mobile technologies, high penetration of mobile Internet access in emerging markets present opportunities to connect urban and rural populations with health centers.

Action: Healthcare providers can change attitudes and behaviors in emerging markets with socially beneficial and simple to use mobile apps and information systems.

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Emerging trend: Niche and custom products created in limited editions by 3D printers will be preferred to cheaper, mass-produced items. “Maker” communities of artisans are offering consumers alternatives to mall shopping aisles.

Implication: Small businesses offering unique items and solutions will see a surge in their e-commerce activities.

Action: ‘Makers’ can invest in search advertising to break through the online clutter to connect with customers who are seeking customized products. 

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Emerging trend: North American women are pairing down their social media usage, focusing on fewer networks. According to the latest research from Weber Shandwick, conducted by KRC Research, four in 10 (38 percent) of North American women have decreased or stopped usage of one or more social networks in the past six months, due to loss of interest (59 percent) or lack of time (35 percent).

Implication: The medium is less important than content, when it comes to attracting and sustaining women’s attention in social media.

Action: When creating social engagement activities for North American women, offer practical solutions that fit into their lifestyle. Do not add to their ‘to-do’ list.

 

 

Posted via email from dotwom's posterous

Search Words + Online Buzz = Patient Insights

I was just thinking through the online trail of a patient, looking for disease information. He might be in his mid 50s. He's probably content with the browser his computer pops open for him. He plugs in some key words and off he goes to a list of information sources. NIH.org, Mayoclinic.com, webMD are his first stops, because they come up above branded sites supported by pharma companies.

He peeks into some forums as he digs deeper, but does he trust the information from other caregivers and patients? Spam messages about Canadian drugs and links to cheaper pills make him want to click out of there as fast as he can. He goes back to emailing his friends for a referral, turning to people in his immediate circle. 

The sheer volume of disease-related posts in forums makes us think that majority of healthcare conversations take place in these areas. I feel like we also need to look at behavioral data on how a journey that typically begins with search leads to engagement, if at all. Do the key words patients/caregivers use match up to what's being discussed online? Do they match up to what brands provide on their sites? Is there a way to be as authoritative as the Mayo Clinic site on a given topic as a healthcare brand? 

Reviewing most commonly used search terms and online buzz about a given health topic can provide significant color to our insights. Online posts may reflect the opinions of those who dare to post public questions about their health. But search is (relatively) anonymous and can show what people are truly interested in finding. 

My two favorite tools to understand how Internet users search for content are: Google Adwords Keyword Tool and Trellian Keyword Discovery

Posted via email from dotwom's posterous

Now The Internet Can Save Lives

When looking to the future of the Internet, do not just think about flat and small screens with keypads. Think about sensors with Internet Protocol people carry with them or attach to objects. Think how pill-shaped microcameras can create significant efficiencies by collecting hard-to-find data and alerting doctors and caregivers to changes in a patient’s health condition.

As the recent McKinsey Quarterly report, Internet of Things, highlights, such Internet-based technology can collect and send thousands of images from the human digestive tract and help physicians detect illnesses. There is also tremendous value in gathering real-time data from a patient’s daily routine. Spotting symptoms early on helps patients and hospitals save on cost of healthcare and most importantly, can help save lives.

In fact, a trial using sensors on patients with congestive heart failure collected data on basics such as weight, blood pressure, heart rate and rhythm on a daily basis. This was significantly more information than what physicians could gather on a routine check, during a patient visit. Using such systems, physicians can detect early warning signs and prevent unplanned hospitalizations.

To read about additional applications of smart sensors in healthcare, marketing and energy fields, among others, please click here.

 

 

Posted via web from Speaking of Social Media