Πηγή: Intouch
Team
Another end-of-the-year top-ten list? Another article about trends? Who
cares?
Well … you should.
Trendspotting is much more than being trendy or sounding cool. Done right,
it’s far more important. It’s about seeing what’s turning from hot topics into
long-term movements and what’s influencing the evolution of our industry. It’s
not only about finding new ideas, but seeing which ones are truly driving
change.
And while there are many trends in marketing, tech, and healthcare, only a
select group of key issues will realistically intersect to affect pharma
marketers’ work in the year ahead.
We believe these are those issues — the macro-trends that will directly
affect pharma in 2016. Here, we describe them, we dissect them, and we break
them down into what they mean to you, the pharma marketer.
1. Mobile use drives the need for simplicity
Desktop computer Internet use remains steady, but mobile use continues to skyrocket and has officially surpassed the desktop. Mobile messaging is the killer app for devices, and mobile-messaging commerce may prove to be the killer app’s killer app as consumers pay for more and more using phones. As it moves from a coffee, to a yoga session, to a prescription co-pay, to a specialist visit, we’ll see mobile payments affecting healthcare more and more.
That same mobile activity carries a new paradigm of consumer expectation.
We want what we want, whenever we want it, wherever we are — and it has to be
easy. This also goes for everything from healthcare answers to, perhaps,
healthcare itself.
Effective apps bring simplicity. Users are on the go and overwhelmed by
choice and information, so concise function and flawless responsive design are
mandatory. We want clever austerity — calm tech that patiently performs
in the background.
Pharma isn’t
quite there yet when it comes to
delivering mobile commerce or even simple, useful apps that customers download
and use again and again. Will 2016 be the year?