2017 has been a volatile year when it comes to healthcare, and that has repercussions on healthcare marketing as well. Just as the customer experience, or CX, has become a major factor for other businesses, healthcare has proven to be no exception. Consumers are empowered to shop for the best care and service, and they aren’t shy about letting others know when they’ve had a negative experience. Additionally, the healthcare model in the US is transitioning to one based on transparency, quality and patient satisfaction.
Every change brings challenges and opportunities. DMN3 has identified some of the key marketing trends that could affect custom packaging decisions for the medical industry.
Healthcare Marketing Trends
One of the key factors influencing these shifts is the focus on the consumer. In previous years, doctors acted as the key decision-makers. They prescribed treatments or medications, made referrals and acted as the end-all, be-all when it came to health.
While doctors still serve in that role to a degree, there’s been a shift of power when it comes to decision-making. Here’s what’s happening:
- Hospitals are buying up individual physician practices and forming bigger systems. While this allows them to coordinate care more efficiently for patients, it turns doctors into employees. They become part of an integrated system that has to work through channels and people. Doctors can still advocate for things, of course, but they may not make the final purchasing decision.
- While WebMD might convince you that you have a terrible, terminal illness every time you look up symptoms, it’s a gamechanger for healthcare marketing. Consumers can do a ton of research prior to even setting foot in a doctor’s office. They see a visit as something more akin to a collaboration than a consultation. This gives both parties responsibility for treatment.
These factors support the shift originally noted in the MM&M /Ogilvy CommonHealth Healthcare Marketers Trend Report 2016. While doctors are still the primary audience for healthcare marketing, payers and consumers are increasingly targeted. These are the new decision-makers. Additionally, digital marketing and digital content is becoming more important than traditional channels.
Effects on Healthcare Marketing Packaging
Medical device packaging and healthcare packaging is subject to a lot of requirements. Not the least of which are the requirements of a changing market. As the audience for healthcare marketing changes, so do their expectations. As consumers take increased control over their health and making purchasing decisions, the desire for better packaging is sure to follow.
In the example on this page, Minnesota’s Sunrise Packaging used conventional techniques to design custom boxes that are unique and user-friendly. Magnetic closure is easy for hands of all strength to use while keeping contents secure. The decorations are also kept to a minimum, not detracting from the product but adding to it. Additionally, the custom foam insert keeps the product safe and padded.
Users want packaging that meets their needs and expectations. The best way to do that is creating a style that is recognizable while innovative. We’ve got the tools to make this happen for you!