I recently read an article [http://www.mediapost.com/publications/article/188309/top-10-trends-for-2013.html?c=102463#reply#ixzz2E6bXweby] on the top trends in healthcare. I thought they were interesting, but I think there were a few that were left out / forgotten…
1. Focus on education towards health literacy: As government starts to mandate providers to adapt their technology and increase accountability, they are also shedding light on healthcare for consumers. Many consumers will be playing catch up in the coming year to stay on top of the changes, but also get smarter. It will be our job to facilitate this process and guide consumer understanding. This can go as far the credit card industry – where all of the fine print has been re-written to be simpler and more transparent.
2. Shift in payer responsibility: While government reform will still have the greatest impact on providers, updates in technology and increased consumerism will bring payer issues to the forefront. Specifically, how can we expect providers to deliver more accessible care when reimbursement codes are restrictive? Payers will encounter demand for flexible reimbursement – covering skype visits (which is just starting) and email interactions, and be held more accountable to meet evolving demands.
3. Digital Disparity: Yes, the world is going digital and healthcare is catching up. Apps are enabling healthcare management, twitter, and facebook are encouraging engagement, and email and skype are becoming more prevalent forms of interaction. However, as millennials get their digital way, a whole generation will be left behind. Physicians that don’t change their practices will be ostracized, and consumers without the digital know-how will be left to fend for themselves. 2013 will prove to be a critical year for how we balance technology with universal access – knowing one does not imply the other. As marketers, we will need to look at creative ways to engage our non-digitally savvy audience, because one size does not fit all.
4. System overload: Ok, so the topic of physician shortage may be a candidate for 2014, but we need to start managing it now. Exorbitant malpractice rates have pushed physicians from practicing medicine (did you know that because of this, there are NO neurosurgeons in the state of Kentucky?), and medical schools are churning out fewer doctors than what our system needs. With universal coverage on the horizon, we’ll see an increased focus on healthcare occupations, both physicians and allied health. We’ll also see more creative ways to deliver care start to surface as the ratio of physician to patient continues to thin.
I <3 Healthcare 