interview to Fierce Pharma Marketing, the chief creative officer of Klick, the digital marketing agency serving healthcare industry, stated, "A-list people are now attracted to healthcare marketing because it's more interesting and cooler than ever before." Today's marketers can create a gamifying experience for consumers by implementing many tools in their creative strategy including 3-D modeling, virtual reality (Oculus Rift) and others. It makes it more desirable for the leading marketing experts to move into healthcare marketing.
The study published by Crain's Detroit Business provides interesting statistics on how millennial population is shaping the way healthcare industry is marketing itself. It stated that if previously it was a one-way communication, where consumers - patients would ask for an advice from their physicians, nowadays consumers go online, and based on their findings make the shopping decisions themselves. Having an access to more information allows consumers to search through brands and compare prices. The shift in a consumers' purchasing decision journey is putting pressure on the pharmaceutical companies to come up with better and more effective marketing strategies to bring awareness about their products and build a loyal customer base in a very competitive healthcare landscape.
A new trend is emerging on the Chinese healthcare market - medical tourism. Shenzhen, China now service called Citizen Health Platform of Shenzhen. Ran by a local government in partnership with many medical institutions in the U.S. including Mayo Clinic and Memorial Sloan Kettering Cancer Center, the platform targets local residents with disposable income. The idea behind the healthcare platform is to provide alternative opinion on the local patients' medical condition and an opportunity for a treatment using the latest medical technologies abroad.