We have Apps to check our blood pressure, guide us through meditations and reach our daily step targets. Thanks to Apps like Strava, Headspace and Clue - App usage has become central to health and wellness monitoring, or ‘wellness optimisation’, for many Aussies, in particular millennials.
While this is true, alongside the growing use of technology for healthcare in Australia, with 4.3 million Aussies using Telehealth services in 2020 alone; many people still don’t see the coupling of terms Health, and Tech, as an immediately natural fit.
Is it that Aussies still see tech as a facilitator, not the total solution when it comes to their health? Booking and attending GP appointments online; Recorder and Reminder driven Apps to optimise our mental and physical wellbeing – sure, they reduce friction along the way to healthy outcomes, but in many cases they’re the supplement, not the healthy meal.
In a recent study of 1,000 Aussies on preferred health channels, Hotwire and The Leading Edge (TLE) found that, for older generations in particular, nothing can replace a human face when it comes to their health. Which means that knowing how to build truly human touch points into HealthTech products and services is a critical consideration for any health marketing plan.
The study referenced involved TLE interviewing 1,000 Australians to set the scene for the unique challenges facing the humanisation of the Australian HealthTech landscape. We’ve created a report, What Australians Want from Health and Technology to deliver actionable insights, built around Seven Key Principles across humanising HealthTech, as well as additional valuable topics including: Building Audience Trust, Tapping into Health Conscientiousness, Encouraging Preventative Health Behaviour, How to Prove Value, Addressing ‘fear of the unknown’ surrounding Data; and How to Test and learn across all principles.
What we’re seeing develop in Australia are a specific set of challenges around the seamless integration of humanity and HealthTech – with different challenges faced by different generations. And while those challenges are diverse, there’s nothing more uniting than our shared goal of good health. To that end, every person, brand and product will need to develop and own their unique narrative, their own take on Health Tech. To define, build and deliver that Narrative will require significant storytelling expertise. Which is where we come in.
Download What Australians Want from Health and Technology: Seven Key Principles of Health Marketing and have a read. Then, let’s talk about how to help your business scale up or step up into the future of HealthTech.
Healthcare is being digitised at a rapid rate; transforming the way in which consumers engage with health brands, and marketers engage target audiences.