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Exploring New Research on Marketing in the Healthcare Sector

Hayoung Cheon and Nah Lee

As the world faces a pandemic of a magnitude not witnessed for over 100 years, we are reminded of healthcare’s fundamental role in our interconnected world. Marketing as a discipline has not lived up to its potential contributions to this important aspect of our lives. The Journal of Marketing Special Issue on “ Marketing in the Healthcare Sector ” is dedicated to promoting research on healthcare marketing. Thirteen scholars from across the marketing discipline shared their views on unanswered questions facing marketing in the healthcare sector during a special session at the 2020 AMA Summer Academic Conference. A summary and video clip of their individual presentations follows.

Leonard Berry | University Distinguished Professor of Marketing, M.B. Zale Chair in Retailing and Marketing Leadership, Mays Business School, Texas A&M University

Underuse of Palliative Care and Hospice Services

One of healthcare’s most important jobs is to help people with advanced illnesses live as comfortably as possible until they die. Yet, many patients do not die how they wish, which is to be as pain-free as possible and at home surrounded by family. Two services are available in the U.S. for patients with advanced illness— palliative care and hospice . Both services provide comfort care (such as pain control) and emotional support for patients and their families.

However, palliative care and hospice services are grossly underutilized in the U.S. About 60% of patients who could benefit from palliative care do not receive it and 25% of hospice patients die within three days of enrollment even though insurance covers it for six months. How can marketing help improve the utilization of these valuable services that can help people live better at the end of life?

Poverty and Health

Another important topic is the impact of social determinants on health. Factors such as quality of housing and education, income levels, physical activity, and social support are far more influential in overall health and length of life than medical care. For example, life expectancy in a low-income Chicago area drops 16 years compared to an affluent neighborhood. Poverty’s links to health may seem an impossibly big and complex topic for marketing academics to tackle, but research teams can break this big puzzle into manageable pieces and make extraordinary contributions. Consider, for example, the opportunity for marketing to reimagine housing for low-income people such as being done in designing “purpose-built communities” such as Villages of East Lake in Atlanta, GA. Think of “purpose-built communities” as a complex new product to serve the needs of its customers and other stakeholders. We in marketing have the expertise to make these “products” much better.

Punam Keller | Senior Associate Dean of Innovation and Growth, Charles Henry Jones Third Century Professor of Management, Tuck School of Business, Dartmouth University

Ecosystem goal: The Role of Business and Marketing in the BIG Picture

Multiple factors determine health outcomes. As the current pandemic shows, health outcomes are the result of interactions across global and social elements, technology, governments, and organizations. Thus, to tackle health problems, marketing should work more with the parties that it has not done so very often in the past. For example, collaborative work with global organizations such as WHO, WTO, and COP can be advantageous.

Individual Behavioral Goal: Message-Behavior Tailoring Using Technology and AI

Switching the focus from the ecosystem level to the individual level, marketing should note that technology can be readily adapted to encourage behavioral changes that promote better health outcomes. For example, smartphones can be powerful if combined with tailored messages alerting patients when to take their medications. We can study the efficacy of the types of text messages across segments of patients to understand which types of message are most successful at promoting positive behavioral changes.

Irina Kozlenkova | Assistant Professor of Marketing, University of Virginia

Mitigating the Effects of Physician Turnover through Relationships

Relationships have an important role in healthcare marketing. Among many players in the healthcare ecosystem (which includes payers, purchasers, suppliers/distributors, and regulators), the physician-patient relationship is central to healthcare and is also related to other entities in the ecosystem.

One problem that has not been understood well is mitigating the effects of physician turnover. In 2017, healthcare jobs experienced 21% turnover, which is second only to the hospitality sector’s turnover rate. It is costly to replace health professionals ($100,000 to replace a registered nurse, $1,000,000 to replace a physician) and doing so negatively affects patients and organizations. It has been shown that typical retention initiatives that work in other industries do not work well in healthcare.

Relational mitigation strategies may be key to mitigating the negative impact of turnovers. We conducted qualitative interviews with employees from all levels of a big healthcare organization (from high level executives, physicians, nurses, to receptionists) and a patient survey, which we later matched with turnover data and patient health data. The data revealed a big variance between various departments in terms of staff structure – some had consistent structures, while others were more ad-hoc. We learned that it is important to pay attention not only to physician turnover, but also to other parties (RNs, MAs, PAs). Continuity of care with the other parties improves patient outcomes, such as retention by 45–75%. While often the most attention is paid to the central relationship between a physician and a patient, we found that to many patients, their relationships with other members of the healthcare team (e.g., nurses, medical assistants) were as or more important as the relationship with their physician. Proactive communication with recommendations for a replacement of a leaving party has also been shown to improve outcomes (41–91%).

Off-Labeling Prescribing

Another important problem to address is off-label prescribing. It is legal in many countries to prescribe drugs for conditions for which they have not been approved. This is a very common practice (over 20% of prescriptions are off-label), yet patients are often unaware of it because doctors are not required to tell them. Since drugs are used for conditions for which they have not been tested and approved, it can be risky, and sometimes deadly. Some populations (e.g., children, pregnant women) may disproportionally receive off-label prescriptions. Research shows that over 70% of off-label uses have little to no scientific support.

Two important research questions surrounding this issue are how to regulate off-label prescribing without stifling innovation and understanding how physicians make off-label prescribing decisions. Our preliminary research findings from a field conjoint study, matched with the actual prescription data, show that physicians are more likely to prescribe an off-label drug when they are similar to the patient (in gender or experiencing the same “issue”) and when they have more experience in the specialty. Also, higher prices of the approved drug tend to diminish the use of the cheaper off-label drug.

Cait Lamberton | Alberto I. Duran Distinguished Presidential Professor in Marketing, Wharton School of Business, University of Pennsylvania

Micro: Biases Specific to Care Choices?

While we have done quite a lot of work to show that well-established biases exist in healthcare (as they do in any context), we also have a lot to learn about specific biases that may arise in healthcare choice making. One example is anti-community bias. Health outcomes are superior closer to home, given that closer-to-home facilities offer better accessibility and a closer relationship with doctors. With no other information, patients seem to prefer to stay close to home. However, when given a choice, patients tend to reject community hospitals in favor of more distant university-based hospitals, which do not necessarily lead to better outcomes for many standard procedures. Moreover, in rural areas (where 20% of the U.S. population resides) such biases may have long-lasting negative effects, as we see the increasing closures of community hospitals in rural areas. Given this tension between rural and community hospitals versus urban and university-based hospitals, understanding how patients make choices weighing different factors across these two types of hospitals and contemplating how and when marketing should tip the scales become crucial.

Macro: Satisfaction (with Healthcare)?

At the macro-level, marketing can focus on hospital satisfaction measurement. HCAHPS (Hospital Consumer Assessment of Healthcare Providers and Systems) measures patient experience including communication, pain management, and the quietness of the hospital environment. It is a widely used measure, freely available and, more importantly offers a huge opportunity to conduct interesting research. For example, an interesting area of research is the difference in the mode of delivery where more positive responses are attained through mobile devices than through computers. Researchers can also investigate the role of pain and the way it may be framed to help consumers deal with it in the most healthy manner, what types of advertising work well for healthcare facilities and providers, and how we can more accurately capture patient satisfaction as fully-conceptualized, and likely to be rooted in different, healthcare-specific experiences like empathy and respect for dignity, than might drive satisfaction with other goods and services.

John Lynch | University of Colorado Distinguished Professor, University of Colorado-Boulder

Health Care System Infomediaries

Healthcare expenses have experienced a six-fold increase in inflation-adjusted dollars since 1970. One major factor contributing to this increase is the absence of consumer price sensitivity. Insurers, the payers of this expense, cap the maximum out-of-pocket costs for the consumer. Even when patients are paying, they are often willing to pay all they can for a few more months of expected life. Furthermore, prices are opaque, even to doctors. This means that doctors do not know how much patients will be charged for a given procedure. They view it as impossible to know because it is dependent on insurance and not their job to know. How can marketing help incorporate price sensitivity in healthcare? Can we design pricing infomediary models to help doctors be better price shoppers for their patients?

Health Privacy & Quality of Care

Another interesting topic is health privacy and quality of care. HIPPA regulations govern the uses and disclosures of personal health information. Patients have rights over their health information and can authorize certain health records to be disclosed. How many consumers know who has what records and how does this affect the transmission of health history information that could benefit care?

Utilizing health data is analogous to the literature on customer identification in advertising, pricing, and personalized recommendations. Sharing information has benefits, but there are also risks of exploitation. Can we develop models for patient ownership and sharing of personal health information that promote better health outcomes?

Detelina Marinova | Sam Walton Distinguished Professor of Marketing, University of Missouri

Physician-Patient Digital Communications for Improved Health Outcomes

Provider-patient interactions are crucial in healthcare and we see a shift of the mode of communication from in-person to digital platforms, especially during the pandemic. However, research has just started to address digital communication in healthcare. Digital communication can be beneficial because it reduces office visits, which can improve efficiency. However, it can also increase physician workload in other ways and digital communication bears a risk of miscommunication. Thus, it is important to understand why and under what conditions digital communication between patients and providers contributes to patient compliance, engagement, and improved health outcomes.

Managing Frontline Interactions for Patient Well-Being and Hospital Revenue

Hospital spending constitutes 30% of national health expenditures, yet it is challenging to deliver high quality and cost-efficient health outcomes. With this tension, there are trade-off s between hospital revenue and patient well-being. One crucial aspect affecting both hospital spending and health outcomes is frontline interactions, which includes proactive actions by physicians and nurses and reactive actions by staffs. These often shape patients’ behavioral approach to medical conditions and treatments, thereby influencing the patients’ well-being. Moreover, it can be either a revenue source or a high-cost factor for hospitals. Therefore, one potential research question is how proactive and reactive actions of frontline agents contribute to or alleviate the trade-offs from the dual-emphasis on hospital revenues and patient well-being.

Vikas Mittal | J. Hugh Liedtke Professor of Marketing, Jones Graduate School of Business, Rice University

Health Care & Marketing

Conducting successful research in healthcare has a few issues that are uncommon in other sectors. First, problem-solving and practical relevance is critical in healthcare. Collaborators in health systems may not be interested in laborious “theory.” Hence, it is important to focus on relevant problems with basic rigor rather than thin-slicing or engaging in complicated quantitative analyses.

Second, research modesty is important for successful collaboration. A marketing perspective can contribute to solving healthcare problems, which is a much better approach than trying to solve a marketing problem with healthcare only as a “context.” For example, problem-oriented research questions may be: 1. How can a pharmacy chain manage its segmentation in different locations? and 2. How can nursing homes improve employee retention to improve healthcare outcomes?

Third, it is important to learn the differences in process as well as in incentive structures. In healthcare, grants are more critical than publications, so learning how to contribute to the grant-writing process is vital. Regarding publications, in medical journals, authorship and authorship order follow a pre-defined structure. Lastly, data privacy and data integrity issues are paramount and often university-level permissions are needed, which can be time-consuming.

Despite the unique characteristics of the field, there are many marketing research opportunities to gain a deeper understanding of medical and healthcare problems and teaching opportunities for training health professionals for rewarding careers.

Maura Scott | Madeline Duncan Rolland Professor of Marketing, Florida State University

Stigma and Vulnerability in Healthcare: Solutions through Technology?!

Stigmatized consumers experience a distinct healthcare journey relative to other consumers. Stigmatization can aversely influence the quality of care that patients receive from healthcare providers. Stigmatization in healthcare can limit patients’ willingness to engage in their treatment, thereby potentially further harming their health outcomes. Sources of stigma include certain patients’ characteristics such as race, ethnicity, and body type. Some diseases may be stigmatized based on the perceptions of visibility, controllability, permanence, or contagion associated with the disease. Vulnerable populations (e.g., underrepresented minority groups) may face these two sources of stigmatization at the same time, further affecting their well-being. Identifying interventions that help encourage stigmatized patients overcome the reluctance to engage in their healthcare (e.g., via online healthcare communities) is crucial. More research should identify policies that create an inclusive, equitable, and accessible healthcare system.

Technology in Healthcare: Tensions and Solutions

One potential way to tackle low engagement from stigmatized patients is to leverage relevant technology in healthcare. There are concerns and tensions to consider when developing such solutions. First, technology can reduce stigmatization because it can reduce human interaction; however, technology programmed with inherent bias could increase stigmatization. Second, technology could lower costs and increase accessibility for vulnerable patients. Yet, income level can make a difference in healthcare service quality, for example by separating ‘premium’ in-person service for the wealthy, which might lead back to the current status quo. Third, technology can influence patients’ anxiety levels, which suggests the need for healthcare interventions to help reduce anxiety triggered by technology. More research is needed to identify how to leverage technology in healthcare to increase accessibility and inclusivity of high quality, low-cost healthcare for all patients. 

Steven Shugan | McKethan-Matherly Eminent Scholar Chair and Professor, Warrington College of Business, University of Florida

Changes in Healthcare Markets

Marketing can address several interesting issues in changing healthcare markets. Service mix has been addressed in recent work, highlighting the fact that services offered by non-profit hospitals differ from those offered by for-profit hospitals. More research on service mix is needed. Websites hosted by hospitals and other healthcare providers can serve multiple roles—information provision (education) and selling (referrals). Research on multiple role healthcare websites would be valuable. New product launches are also an interesting problem in healthcare, with many new devices facing complications when being brought to market because of licensing issues and multiple players (including regulators, competitors with patents and courts).

Block-chain is a new encryption technology that may enable the storage of sensitive healthcare data. Marketing research can address the interaction of these databases with multiple parties also with privacy concerns. The interaction of these databases with consumers is a typical marketing communications issue. Artificial intelligence also has made its way into healthcare integration, from reading x-rays to making diagnoses, yet the AI-consumer interface is a marketing issue with many unanswered questions.

Other changes in healthcare markets that merit further research include the effect of changes in government regulation of the healthcare industry, the impact of for-profit entry in the existing market, and the implications of declining patient co-pays. Marketing communication in a heavily regulated environment with both business-to-business and business-to-consumer issues provides many research topics.

Healthcare Data Sources

There are many publicly available data sources in healthcare. Links for these data sources appear in the attached slide. Many of these datasets can be integrated based on geography (e.g., zip codes, FIPS, states, counties, etc.). My slides indicate many sources of free healthcare data. I and coauthors have also purchased data from American Hospital Directory and combined that data with data from free sources.

Jagdip Singh | AT&T Professor, Case Western Reserve University

Frontlines in Hyper-Markets

The pandemic has underscored the importance of getting ahead of the healthcare curve in uncertain and fast-changing healthcare markets. Research opportunities lie in the study of “outside-in” and “inside-out” frontline capabilities in healthcare organizations for demand anticipation and response agility that yield effective outcomes.  These capabilities require an integration of ground-level experience with data-based analytics at speed.  Several research contributions in Marketing can be useful to facilitate understanding of these capabilities including adaptive foresight, strategic flexibility, velocity and marketing excellence.  Some potential ways to seed research is to leverage public data such as ‘Red Dawn’ emails or data from wearable-sensor technology. 

Temporary Organizing for Public Health

The uncertain nature of healthcare markets can sometimes stem from public health and humanitarian crises such as climate change, war, disease, migration, and other conflicts. Many different organizations, such as the Red Cross, NGOs, and Doctors Without Borders, come together to address these crises. The challenges involved collaboration, coalition, and conflict in temporary meta-organizations to yield effective outcomes. Several research contributions in Marketing can be useful to facilitate understanding of these challenges including cause-driven marketing, mega-marketing and temporary marketing organizations.  Potential for funding projects and data comes from Gates Foundation grants, Business Roundtable priorities, and community data.

Hari Sridhar | Joe B. Foster’56 Chair in Business Leadership Professor of Marketing, Mays Business School, Texas A&M University

Marketing in the Healthcare Sector: Improving Cancer Outreach Effectiveness

Marketing research in the healthcare sector can complement and embellish medical research. It is important to recognize that not all patients are created equal. We can leverage more than 60 years of marketing research on customer needs and the latest developments in machine learning. Using predictive models, we can also demonstrate the social and financial impact of healthcare interventions. Doing so can help the field of marketing become a value-added support arm to healthcare.

In our study 1 of cancer outreach effectiveness, we use patient data and predictive models to improve returns on cancer outreach efforts. Only 4-8% of the general population undergoes regular cancer screening, despite massive spending on preventive outreach campaigns. In an National Institute of Health (NIH) supported study in partnership with UT-Southwestern, we conduct a large scale randomized field experiment to study how cancer screening visits are impacted by different types of cancer outreach efforts. Using a smorgasbord of variables concatenated from medical histories, geographical information, and the outreach program CRM data, we apply causal forests to estimate the causal effect of outreach efforts for every individual patient. We find that patient response to cancer screening varies dramatically across the population, enabling the dream of personalized outreach programs. By targeting the right people with the right intervention, we show that cancer outreach programs can save money and improve yield (over 74% in returns) in preventive cancer screening. Can marketing save lives and money? Our answer is a resounding yes.

It is also critical to understand the innards of the healthcare value chain and move beyond just the study of patient-physician and patient-facility interfaces. Other marketing scholars are now addressing issues surrounding multiple players in designing care facilities and improving quality of care, the complexities of hospital purchasing contracts, and the impact of regulatory interventions on payment disclosures. The field is ripe with other relevant questions and we are merely scratching the surface.

Featured in JM Webinar: https://www.ama.org/events/webinar/jm-webinar-series-insights-for-managers/

S Sriram | Professor of Marketing, University of Michigan, Ann Arbor

Technology has the potential to have a significant impact on the healthcare ecosystem. More importantly, the impact is likely to be felt by all stakeholders in the ecosystem. I consider two examples here.

The Internet of Health Things

In recent years, there has been a considerable increase in the use of wearable devices and apps by consumers, who use these devices for monitoring various markers of physiological and psychological well being. Broadly, these hardware devices and software applications come under the realm of Internet of Things (IoT). Do these devices, which are supposed to monitor health actually lead to better health outcomes and well being? Extant literature has documented mixed results because of several reasons. First, purchasing a device or downloading an app does not necessarily translate into repeat usage. Researchers have documented that consumers routinely lose interest after a few months. Second, even in instances where interest does not wane over time, routinely monitoring markers of health can lead to excessive obsession, which can be detrimental to overall well being. Third, even if we can establish a positive effect of these devices on health outcomes and overall well-being using observational data, one needs to be careful to control for patient self-selection – purchasers of these devices are likely to be different from those who chose not to purchase them.

The effect of these devices and apps can extend beyond patients. In this regard, how an individual’s health monitoring efforts can benefit other stakeholders in the whole ecosystem can be studied. For example, providers might see the reduced hospital readmission rate as shown in some literature and can potentially ensure adherence to medication taken outside hospitals. Drug manufacturers can increase the speed of drug development faster with regularly monitored data, as opposed to relying on self-reported measures. Of course, the downside is that such regular monitoring can be intrusive and raise concerns about loss of privacy. A careful quantification of the benefits of monitoring patient health information can help in assessing whether the benefits of sharing consumer data outweigh the risks associated with the violation of privacy.

Telemedicine

Although the idea of telemedicine has been around for a few years, COVID-19 has made it a reality for many consumers of healthcare. The promise of telemedicine lies in its potential to relax wealth, accessibility, time, and skills constraints. This, in turn, can democratize healthcare. However, there are several important questions that need to be answered in order to assess whether and how this promise is realized. First, is the actual and perceived quality of a telemedicine service as good as in-person visits? Are there any particular risks of misdiagnosis from telemedicine? Second, the benefits delivered by telemedicine might not be evenly distributed across different stakeholders. For example, what benefits do patients and other stakeholders such as providers, payers, and telemedicine platforms derive from the new mode of healthcare delivery? How are these benefits distributed among the various stakeholders? How does the relaxation of the aforementioned constraints benefit patients? Does the benefit vary across patients’ socioeconomic status? Lastly, one can study the challenges that telemedicine might face in building a stable platform.

Richard Staelin | Gregory Mario and Jeremy Mario Professor of Business Administration, Fuqua School of Business, Duke University

Patient Experience Questions

Patient experience data has been collected for decades. However, until recently, most of these data came from standard surveys given to patients after they received treatment. Over the last few years free-form texts, such as reviews, have become increasing available. This new source of input from the patients may provide additional information to more traditional “rating-only” surveys. Do patient reviews of doctors differ substantially from customer reviews in other sectors? Do these reviews provide new information over the standard surveys?

There may be distinct segments of patients that vary in terms of their ability to judge the quality of service received. What is the size of the sophisticated market segment and can it influence the behavior of medical professionals? It would also be interesting to understand whether patients’ view of the quality of care differs across venues of service (e.g., emergency room, hospital, clinic). How is the perceived quality different from the objective quality measures currently used by medical practitioners?

Organizational Reaction to Patient Experience Data

Patient experience data are relevant to hospital management and insurance companies. Do they pay more attention to some databases over others depending on the source? How much should they weigh patient experience data compared to objective or clinical measures of quality? What are the profit implications for the hospital/company? The reaction of the medical staff is also a critical factor in understanding the impact of patient feedback data. Are providers receptive to such feedback by the patients and, if so, do their ability to adapt to feedback depend on the type of information? For example, patient feedback may be regarding bedside manners, receiving faulty advice, or being overcharged. Medical professionals may try to improve bedside manners and avoid billing mistakes, but it may be very difficult (or costly) to alter diagnostic practices.

Learn more about the Journal of Marketing Special Issue on “ Marketing in the Healthcare Sector ” and note that for those interested, submissions  must be made between July 1, 2021 and November 1, 2021.

Doctoral student at University of Michigan

Doctoral Student at Duke University

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How to Conduct Healthcare Market Research Like a Pro

Healthcare market research is essential to providing optimal patient care, which is much needed in an industry hailed as people-centric , especially in a world rife with a pandemic. 

Market research allows healthcare industry professionals to gain a deep understanding of the needs and behaviors of their patients — the kind they otherwise wouldn’t have. Additionally, it allows practice providers to expand their patient network, and increase their patient retention rates by helping them provide products and services tailor-made to the needs of their patients.

This article expounds on how to conduct healthcare market research for healthcare market researchers.

Defining Healthcare Market Research

Market research is the process of researching the viability of a new product or service through both primary and secondary sources. Primary sources use techniques like in-depth interviews, focus groups, and ethnographic studies to understand how products are used, how they can be improved, and how they can be streamlined. 

Secondary sources involve a wide variety of research that has already been conducted such as statistics publications, scientific journal articles, and market research articles. 

Healthcare market research applies the concept of market research to the healthcare industry. Instead of gauging how products are used, healthcare industry professionals use market research to learn about how their services can better benefit patients (and how they can reach and retain more patients).

The Importance of  Conducting Healthcare Market Research

While the healthcare industry relies on services and products to keep patients healthy, market research specific to this industry is seldom conducted. 

Healthcare market research needs to be prioritized because it creates a path to better care, and this is what the healthcare industry is fundamentally all about. The best way for healthcare providers to succeed in the industry is to form a clear understanding of this target market through market research methodologies. 

Gaining access to the proper research can be a gateway to building a strong reputation, attracting more patients, garnering good reviews, and being a community go-to. As you learn more about your patients’ wants and needs, your quality of care will increase and you’ll build patient trust. 

The Makeup of Healthcare Market Research

When conducting healthcare market research, you’ll need to conduct both primary and secondary research for a holistic market research campaign. Combining these methods yields powerful insights with the potential to transform patient care.

Primary Healthcare Market Research

Primary market research in the healthcare industry involves communicating directly to existing or potential patients. You do this to learn about your target market, which gives you the ability to perform market segmentation. Dividing your patient base into narrow market segments allows you to address a specific sector of your target audience. 

You can conduct primary research using these methods: 

• Surveys include questionnaires and screeners that you can deploy to your target market via an online survey tool.
• A 3-minute survey will yield more responses than a 5-minute survey, so try to get the information you need in as few questions as possible.
• With online surveys, you can reach a specific segment of your target audience while saving time and maximizing responses. 
• In-depth interviews are one-on-one interviews that can happen over the phone or in person. 
• Time estimates range from 20 minutes to over an hour. 
• This intimacy and time-frame allow the researcher to get detailed feedback, as healthcare can be a sensitive topic. 
• Personal interviews make it easy to gather information without privacy concerns. An average study might interview 10-50 participants. 
• Ethnographies are field studies that use observation and interviews to study how people use products, interact with technology, and find/use services.
• Ethnographic research allows the researcher to record behavior in addition to participant feedback.
• It can be performed in-person or by software.
• While recall methods rely on participant’s memories, this real-time observational method is more reliable.
• Customer journey mapping can be integrated into this technique to see how patients interact with a healthcare provider’s website and how they locate services from providers through phone referrals or word of mouth.
• Focus groups are a great technique for healthcare market research, especially when a product or service is new. 
• The group-brainstorming format stimulates ideas and feedback that you might not be able to get out of an individual.
• A great healthcare marketing research method is a hybrid of focus groups and ethnography studies.
• This lets you observe your consumers in their natural setting before bringing them together for a brainstorming session.

Secondary market research is the process of gathering already published data. You can speed up this process by purchasing high-quality market research reports. They provide in-depth data, statistics, and results that reveal areas and topics that need to be explored through primary research. 

Here are some secondary market research sources for the healthcare industry:

• Published market research reports are a great source of information. The healthcare market research section of marketresearch.com is a great place to get started.
• Consumer reports and industry reports are a perfect starting point for researching target markets and trends. Visit Statista for reliable reports relevant to the healthcare industry.
• Healthcare provider websites , i.e., those of your competitors are often a natural starting point for market research. You can find relevant annual reports, presentations made for investors, and other information that shows you where you’re positioned in your field and what areas you need to focus on with your primary market research.
• NCBI is full of secondary research information pertaining to patient care. 
• UpToDate is a medical resource providing clinical decision support that’s been proven to improve patient care . 
• BMC Health Services Research offers a collection of journal articles on topics relating to healthcare practices like policy, the health workforce, health services research methodology, protocol, and more. 
• Census data can also be helpful in exploring demographic information.

Tips for Healthcare Market Research Surveys 

Healthcare market research surveys are nothing without responses. Follow these tips to boost your response rates:

• Target Your Population: Choose a target population relevant to your survey goals. If this population is hard to reach, consider using software to find survey takers who meet your criteria.
• Prioritize Question Clarity: Keep your questions simple with the least number of steps possible. The easier your survey, the more responses you’ll get.
• Shoot for between 5 and 15 minutes. You can make it even more manageable by using skip logic to let respondents only answer the questions most relevant to them. 
• Offer Incentives: you can boost your survey response rate by offering extrinsic survey incentives like discounts, coupons, gift cards, or even cash rewards. 

Healthcare Market Research Use Cases 

The above techniques are only helpful if you know how to use them, so let’s dive into use cases. Here are some ways you can use healthcare market research to expand the reach and improve the overall patient experience:

• Evaluate healthcare access: you can investigate benefits and barriers to healthcare among groups with limited access (for example, low-income and senior citizens). You can target populations in rural areas and inner cities for the best results.
• Improve business operations: this gauges the effectiveness of your business processes. It allows you to discover where you need more support and where systems could use some tweaking.
• Healthcare feedback questionnaire: this survey helps you find out if your patients are satisfied with their care if they were taken care of in a timely manner and if their needs were met. 
• Women’s health research: This allows you to monitor the healthcare female patients received, which includes their opinions, concerns and fears. This is especially important for gynecologists and those who provide health services targeted at women.
• Healthy lifestyle programs: This divulges whether patients are interested in secondary health programs such as health and wellness classes, smoking addiction aid, stress relief, weight management, mental health support, pain management, etc. 
• Teen health survey: this gives teens a confidential place to provide info on teen health habits, tobacco, drug, and alcohol abuse, bullying, and family issues. You can use this info to tailor-make special programs to aid your teen patients.

Upgrade your Patient Care with Healthcare Market Research

Healthcare market research can help you understand your patients and what they need to feel healthy and happy with their patient care. Staying on top of your healthcare practice isn’t limited to the day-to-day — it also involves the need to monitor patient satisfaction to keep your practice’s online perception in check. Surveys can come to your rescue on this matter.

Healthcare market research is important, but it shouldn’t take time away from patient care. That’s why you need a robust online survey platform to aid your in healthcare market research efforts . With an online survey platform, you can collect the data you need to better your practice . Plus, online surveys are one of the only kinds of primary market research where you don’t have to meet with someone in person (making them pandemic-proof). They’re the best way to listen to your patients’ needs and improve your practice accordingly.

Frequently asked questions

What is healthcare market research.

Healthcare market research is research that helps healthcare industry professionals understand the needs of their patients, expand their patient network, and increase their patient retention rates.

Why should you conduct healthcare market research?

Healthcare market research is important because using it to guide your practice improves patient care, strengthens your practice’s reputation, attracts patients, garners good reviews and establishes your practice as a trusted one in your community.

What are some primary healthcare market research methods?

For primary healthcare research, use surveys via an online survey tool, focus groups, phone calls and ethnographic (field) research.

What are some secondary healthcare market research resources?

For secondary healthcare market research, look for resources like published market research reports, consumer reports and industry reports, healthcare provider websites (like your competitors), NCBI for patient care research, UpToDate for clinical decision support, BMC Health Services Research for healthcare best practices and census data for exploring your demographic information.

What are some tips for healthcare market research surveys?

For the best healthcare market research surveys, target your population well, prioritize question clarity, keep your survey length to a minimum and offer incentives to up your survey participation.

Do you want to distribute your survey? Pollfish offers you access to millions of targeted consumers to get survey responses from $0.95 per complete. Launch your survey today.

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Marketing in healthcare: Improving the consumer experience

Healthcare consumers have never been more empowered than they are today. The COVID-19 pandemic forced healthcare providers to adapt quickly to continue delivering patient care, including by pivoting to digital care. Seemingly overnight, telehealth went from an industry sidenote to the primary means of seeing noncritical patients. 1 For more, see Oleg Bestsennyy, Greg Gilbert, Alex Harris, and Jennifer Rost, “ Telehealth: A quarter-trillion-dollar post-COVID-19 reality? ,” McKinsey, July 9, 2021. Healthcare consumers also saw global retailers, grocery store chains, and other disrupters demon­strate how convenient it can be to order your health products online for delivery or curbside pickup.

Consumers increasingly expect transparent, predictable, and mobile-friendly experiences, but most healthcare organizations have failed to keep up. Although healthcare providers have more options for how to spend limited marketing budgets, many have chosen to stick with the familiar traditional- and digital-marketing channels—such as billboards and ads on television, on the radio, and in magazines—and with a one-size-fits-all digital presence.

Today, health systems have the same aspirations as companies in any industry: to engender long-term relationships with their consumers. 2 For more on how leaders are thinking about brand loyalty, see Lidiya Chapple, Oren Eizenman, and Jamie Wilkie, “ Winning in loyalty ,” McKinsey, August 2, 2022. Consumer goods, retail, and e-commerce leaders set the original bar and continue to push it higher today. 3 For more, see “ E-commerce: At the center of profitable growth in consumer goods ,” McKinsey, July 5, 2022. A 2021 McKinsey survey of more than 3,000 US healthcare consumers found that satisfied patients are 28 percent less likely to switch providers. 4 McKinsey 2021 CX Provider Journey Pulse, a 15-minute patient experience survey conducted across 3,311 respondents in three US metro areas (Dallas–Fort Worth, Detroit, and Tampa Bay).

Healthcare providers that are ready to rethink their marketing approach to grow and maintain continuity of care—or work to gain back what’s been lost in recent years—have their work cut out for them. In this article, we describe three priorities for progress: align the C-suite, build capabilities methodically through carefully chosen use cases and quick wins, and measure what works. In our experience, healthcare providers that implemented changes focused on improving the consumer experience—including through marketing efforts—saw their revenue increase by up to 20 percent over five years, while costs to serve decreased by up to 30 percent.

Providers that can bring it all together can achieve lofty marketing ambitions. One regional healthcare provider that stood up an agile marketing team as part of its digital transformation prioritized increasing the share of new patients who schedule appointments digitally instead of over the phone or in person. The provider was able to build a backlog of more than 300 test ideas representing a wide variety of goals and priorities, from improving online scheduling to optimizing content on specific pages. The team prioritized half of those tests to launch in a period of only 12 months, yielding an impressive test success rate of about 50 percent. When successful tests were scaled, the healthcare provider tripled the number of new patients from digital channels, compared with before the transformation.

Align the C-suite

The chief marketing officer (CMO) is a well-established member of healthcare providers’ C-suite. However, the CMO requires active involve­ment from the leaders of other functions to deliver modern marketing efforts. These leaders include, most crucially, the chief technology officer (CTO) or chief digital officer (CDO), chief information officer (CIO), and chief financial officer (CFO).

Only when the C-suite is aligned on the importance of marketing to drive growth and continuity of care (and what it takes to do so) will the CMO have the permission and support required to effect change beyond their immediate influence. This moves the CMO role away from basic brand and communication activities that characterize marketing at most healthcare organizations today. These traditional- and digital-marketing activities depend on mass, undefined channels—such as television, newspapers, broadcast emails, and a generic website—that reach all consumers with the same messaging. This style of marketing also often fails to include a compelling call to action, such as “schedule your health visit today,” that encourages healthcare consumers to reach back out to the organization to make an appointment or speak to a specialist about their needs.

To make the leap to more sophisticated marketing capabilities, CMOs could start by defining priority use cases by both financial and nonfinancial returns on investment—from costs to improved health outcomes. The CMO could then work with the CTO or CDO to validate the technical feasibility, with the CIO to assess operational challenges and risks, and with the CFO to calculate the financial ROI. The true power of this cross-functional collaboration can be seen in organizations that, for example, have worked in concert to design and build a single source of truth for consumer data, which is critical to enabling use cases related to advanced marketing capabilities, such as personalization.

Many organizations outside of healthcare—and increasingly within healthcare—have adopted agile marketing to drive high-velocity testing across digital- and traditional-marketing channels. 5 For more, see David Edelman, Jason Heller, and Steven Spittaels, “ Agile marketing: A step-by-step guide ,” McKinsey, November 9, 2016. Speed to market requires quick handoffs, cross-functional collaboration, and enterprise-wide transparency. For example, a healthcare provider could focus on improving its new-patient appointment cancellation rate by A/B testing appointment reminders to determine what works best in terms of number of touchpoints, messaging, and cadence.

The test brief—a standard feature of agile marketing typically reviewed by leads from marketing, finance, and technology—can help align the CMO, CFO, and CTO and enable them to compile a more persuasive case for the CEO and other company leaders. A test brief is a document with codified creative, technical, and measurement details for an agile marketing test. It provides the organization with the details it needs to quantify the number of days (or sometimes hours) necessary to launch a test, as well as to estimate the effort required to design, create, build, and deploy it.

Build sophisticated capabilities by choosing use cases wisely

Today, most healthcare providers have critical capability gaps that stand in the way of mounting an end-to-end, personalized consumer journey:

• A disjointed consumer experience and lack of personalization . Multichannel consumer touchpoints can lead to fragmented, impersonal experiences because of the lack of integration between consumer data and omnichannel engagement platforms.
• Siloed systems . Silos result in a limited ability to track current and potential consumers across channels and devices, as well as no organization-wide access to consumer data tracking tools.
• A lack of consumer-centric data. A lack of data leads to channels without access to a real-time, 360-degree view of consumer care needs and to clinical data that is not augmented with nonclinical data.

The theme of these challenges is fragmented information. Marketers increasingly require hands-on, real-time access to technology. Next-level healthcare marketing is built on a robust, integrated technology stack—and reaching full maturity in marketing-technology capabilities is not a short-term undertaking. No marketing function operates with an unlimited budget, meaning the marketing team will need to prioritize use cases that can build the department’s muscle and momentum.

In our experience, patient scheduling tends to be a priority growth lever for healthcare providers and systems. This makes sense considering that being able to easily schedule an appointment is a critical step in the consumer healthcare journey. Use cases that improve scheduling would thus rise to the top of the priority list and the budgeting conversation. For other providers, use cases could include better patient communication management to facilitate follow-up care.

Reliable collaboration between the marketing and technology teams is paramount to achieving seamless healthcare consumer journeys.

Given that these marketing touchpoints span the entire healthcare consumer experience, from learning about a provider to scheduling a visit and receiving care and follow-up care, reliable collab­oration between the marketing and technology teams is paramount to achieving seamless healthcare consumer journeys (exhibit). And to deliver it, an integrated technology stack (across both digital and traditional channels) is essential.

Measure what works

Marketers use the term “attribution” to describe the process of measuring the effects of marketing efforts and the rate at which they convert consumers to achieve desired consumer outcomes. Consumer outcomes are not the only measure of ROI; the ulti­mate goal is an improved patient experience and potentially improved health outcomes. But attri­bution can serve as a crucial indicator. A simple example would be analyzing the click-through rates of marketing emails to determine what messaging is most effective. Attribution analysis is a critical component of measuring the financial ROI of spending on digital marketing in healthcare—and most providers and systems today are early in the process of building out their marketing-attribution capabilities. As a result, the CFO and CMO are often misaligned on what works, which can greatly affect marketing’s budget allocation.

Common marketing-attribution methods and their application to healthcare

Three attribution tools in particular can help healthcare providers effectively mea­sure what works.

Marketing mix modeling. Regression analysis can help marketers understand the specific effects of every interaction with healthcare consumers. It uses his­torical data to estimate the effects of a particular marketing tactic—such as a radio ad or a personalized email—on patient appointment volume. This method can be used to measure tactics in both traditional marketing channels (such as TV and radio) and digital channels (such as paid search and paid social).

This method does have a few limitations, however, including limited measurement granularity, given that it mostly evaluates media effectiveness at a high level for annual or monthly budget allocation. How­ever, A/B testing can be instrumental in improving revenue forecasting with better estimations of revenue and ROI.

Anonymized data. Anonymized data processing can encrypt personal iden­tifying information (PII) or protected health information (PHI) to protect healthcare consumer information while still enabling marketers to send personalized messages, run longitudinal analyses, and port data securely across technology platforms. For example, digital healthcare platforms can encrypt the individual data fields in a healthcare consumer’s record while still sharing journey-specific marketing communications.

Encryption is vital to healthcare providers’ ability to communicate with healthcare con­sumers and their families based on their own treatment journey and needs. It also transforms the experience of consumers by enabling them to share their data privately and receive offline support outside of the clinical setting. There are limits, of course, to the personalization that is available, and it requires rigorous testing to be compliant with industry regu­lations. Encryption at scale is also a massive undertaking that requires a robust core data infrastructure and operations that enable speed, accuracy, and security. Few providers today encrypt PII as part of processing anonymized consu­mer data, and the few that are doing so are not currently using it to drive personalized consumer experiences.

A/B testing. The A/B (or incrementality) testing method is one of the most popular and well-known marketing tactics. By measuring the difference made by discrete details, such as the performance of an email when the audience is addressed as “healthcare professionals” versus “doctors,” A/B testing can offer marketers an abun­dance of information about consumer conversion and sales—and which conver­sions would not have happened without the marketing campaign.

The A/B testing methodology is widely adopted because its results are accurate and easy to understand, and they don’t require complex analytics capabilities. However, many healthcare providers don’t employ the methodology well or at all. Those that can do it well can see outsize bottom-line impact. One healthcare provider, for example, embarked on an end-to-end consumer transformation journey and deployed more than 100 agile digital A/B tests to optimize patient experience across its locations. In one such initiative, the team improved its conversion rate by 0.15 percentage points—or $2.4 million in scaled revenue impact—by personalizing and targeting communications to different healthcare consumer segments.

Successful attribution is founded on the cross-departmental collaboration modeled and facilitated by the C-suite. Specifically, attribution requires marketing and IT to partner closely to, for example, provide marketing the ability to connect how individual digital channels (such as paid media or the provider’s website) are driving new patient appointments booked via phone calls or online.

Industry regulations require that healthcare data be anonymized, but that does not preclude it from being measured. (For more on three of the most ubiquitous marketing-attribution methods that meet the industry’s criteria for healthcare consumer data, see sidebar, “Common marketing-attribution methods and their application to healthcare.”)

It’s not surprising that healthcare providers increas­ingly see marketing as a growth driver. Modern tech­nology, approaches, and collaborative structures can help CMOs pivot the perception and performance of the marketing function away from being a cost center and toward measurable bottom-line gains while improving the healthcare consumer experience.

Adam Broitman is a partner in McKinsey’s New York office, where Michelle Jimenez is a senior expert. Julie Lowrie is a partner in the Atlanta office.

The authors wish to thank Jessica Buchter, Jenny Cordina, and Eli Stein for their contributions to this article.

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Healthcare Market Research: 10+ Trends & Real-Life Examples in '24

Figure 1. Popularity of the keyword “healthcare market research” on Google search engine between 2017-2023

Research shows that there are four major areas that patients care most about but are still dissatisfied with 1 :

• obtaining coverage
• understanding benefits
• finding care
• managing care costs.

Market research is crucial for healthcare companies to address consumer dissatisfaction in these areas. By understanding consumer experiences and expectations through market research, businesses can improve these journeys, enhancing overall satisfaction and trust in healthcare services. This approach can lead to tailored solutions that effectively meet consumer needs and streamline their healthcare experiences.

This article explains the benefits of conducting healthcare market research, core market research solutions, and some real-life examples.

If you are looking for a market research software , check out our vendor guide and a list of top providers.

Why should healthcare providers conduct market research?

1- improve healthcare operations and services.

Market research gathers essential feedback from physicians, frontline clinicians, and patients, guiding healthcare providers in making changes that are seen as beneficial enhancements rather than impersonal or disruptive. This patient and employee input is vital for tailoring healthcare services to actual needs and expectations, leading to better patient outcomes and more efficient healthcare delivery.

2- Understand patient satisfaction & sentiment

Market research is crucial in healthcare to understand patient satisfaction and sentiment. The American Customer Satisfaction Index in 2023 rated hospitals 74 out of 100, highlighting the need for improvement. 2 Market research provides critical insights into patient experiences, identifying areas needing enhancement and guiding healthcare providers in implementing changes that truly resonate with patients. This research is key to elevating patient satisfaction levels and ensuring that healthcare services align more closely with patient expectations and needs.

To learn more about the applications of sentiment analysis in healthcare , check out our article.

3- Develop new products

With more than 75% of health consumers expecting more accessible, personalized care, market research is invaluable in guiding the development of new healthcare products and services. 3 This research helps in understanding patient preferences and emerging health trends, ensuring that new offerings are well-tailored to meet the specific needs of patients.

For more on personalized care , feel free to check out our comprehensive article.

4- Evaluate access to healthcare

Given that research shows one-third of adults have chronic conditions requiring regular healthcare, it’s crucial for providers to understand and improve access to medical services. 4 Medical market research practices can highlight barriers to access, such as geographic, financial, or informational challenges, and guide providers in making their services more accessible and inclusive for all patient groups.

Emerging trends in healthcare services

1- generative ai & digital transformation.

Source: Deloitte 5

Generative AI is significantly impacting the digital transformation in healthcare, fundamentally changing how data is processed and utilized. Its proficiency in handling unstructured medical data is leading to more efficient and accurate clinical operations. AI technology in healthcare enhances patient care and streamlines administrative tasks, marking a vital shift towards more advanced, data-driven healthcare services.

If interested, check out our article on generative AI in healthcare .

You can also check out the AI use cases in the healthcare industry .

If interested, you can also watch the video below:

2- Mergers & acquisitions (M&A)

Mergers and acquisitions (M&A) is an emerging trend in the healthcare industry and it refers to the process of healthcare organizations joining forces or one entity acquiring another. This trend in healthcare is driven by objectives such as improving service quality, expanding patient access to care, and achieving cost efficiencies. Through M&A, healthcare providers can pool resources, share expertise, and enhance their capabilities to deliver more comprehensive and integrated care to their patients.

3- Wearable medical products

Wearables are revolutionizing patient monitoring and health management. These devices, ranging from fitness trackers to advanced medical wearables, enable continuous health monitoring, personalized care, and data-driven treatment approaches.

4- Remote healthcare services & medical devices

The concept of medical devices has broadened beyond traditional large-scale machinery to include everyday items like smartwatches, capable of gathering vital medical data. This trend complements the growing preference for virtual healthcare, evidenced by 50% having attended a virtual medical appointment in the last year. 6 These developments reflect an evolving healthcare landscape where technology enables continuous health monitoring and convenient access to medical services, reshaping how healthcare is delivered and experienced.

If interested, you can also watch the video about a mobile clinic:

5- Healthcare & well-being mobile apps

Survey across 19 countries shows that 85% of individuals state that their mental health is as important as their physical health. 7 Besides, one in four individuals experience mental illness during their lifetime. 8 Well-being apps are a cheap and accessible way of helping people to deal with these issues especially for those who cannot receive proper treatment.

Source:Statista 9

6- Cybersecurity developments

As healthcare increasingly adopts digital technologies, cybersecurity has become paramount. Research shows that more than 50% of customers express concerns about the security vulnerabilities of their smartphones and smart home devices, and 40% worry about data security on smartwatches and fitness trackers. 10 This trend underscores the need for robust cybersecurity measures to protect sensitive health data collected and transmitted by these devices, ensuring patient privacy and trust in digital healthcare solutions.

For a more comprehensive view on cybersecurity in healthcare , check out our article.

Essential methods for conducting healthcare market research

Online surveys.

Online surveys in healthcare market research are a versatile and efficient way to gather large amounts of data. They can be designed to capture both qualitative and quantitative information, allowing researchers to understand diverse aspects such as patient satisfaction, treatment effectiveness, and public health trends.

a) Qualitative research

Qualitative research in healthcare delves into the depth and complexity of patients’ experiences, beliefs, and motivations. This approach often provides rich, detailed data that help understand the ‘why’ behind patient behaviors and preferences.

b) Quantitative research

Quantitative research in healthcare focuses on numerical data to quantify behaviors, opinions, and other variables related to health and medicine. This method is crucial for statistical analysis, providing clear, objective data that can inform policy decisions and clinical practices.

If interested, here is our data-driven list of survey participant recruitment services and survey tools .

Focus groups

They involve small, diverse groups of people discussing specific health-related topics, guided by a skilled moderator. This setting is particularly effective in understanding the varied perspectives of patients, caregivers, and healthcare professionals on new treatments, health policies, or service delivery.

In depth interviews

Conducted one-on-one, these interviews allow for a comprehensive exploration of sensitive or complex topics, such as patient experiences with chronic illness, decision-making processes in treatment, or perceptions of healthcare quality.

5 real-life examples of market research in healthcare industry

Ai4healthcro.

AI4HealthCro, a collaborative initiative in Croatia, stands as a testament to the transformative power of AI in healthcare. 11 This consortium is pioneering AI solutions with ambitious goals: dramatically reducing healthcare costs by an estimated €212.4 billion, saving a substantial number of lives, up to 403,000, and significantly increasing operational efficiency by freeing thousands of man hours annually.

Apple collaboration with Zimmet Biomet

Zimmer Biomet’s collaboration with Apple, resulting in the mymobility™ app and accompanying clinical study, exemplifies how market research in healthcare can drive product development. 12 This initiative leverages Apple Watch and iPhone technology to enhance patient care for knee and hip replacements, demonstrating a response to market demands for more integrated and personalized healthcare solutions. The mymobility app aims to improve patient outcomes and reduce healthcare costs, illustrating the potential of market research in identifying patient needs and fostering innovative healthcare solutions.

Advanced – NHS Cyber Attack

The ransomware attack on Advanced, an NHS IT provider, highlights the critical need for robust cybersecurity measures and market research in healthcare. 13 Hackers took control of systems, posing potential data theft risks. The attack disrupted services like patient check-in and NHS 111, with recovery expected to take weeks. Healthcare companies need to ensure and understand evolving cyber threats and develop effective strategies to protect sensitive patient data and healthcare services. Market research can guide healthcare providers in implementing the latest cybersecurity solutions, ensuring resilience against such attacks.

Roni Jamesmeyer, senior healthcare manager at Five9, focuses on AI solutions like ChatGPT for ambulance services and highlights the importance of understanding customer needs through market research. 14 The findings from their FOI request to NHS Ambulance Trusts reveal a low usage of AI, despite its potential to manage high call volumes and improve patient routing. This underscores the need for comprehensive market research to educate and inform healthcare leaders about AI’s benefits, ensuring technology adoption aligns with actual service requirements and patient care needs.

Apple Health

Source: Apple 15

Apple’s collaboration with the medical community, as part of its health ecosystem, highlights the importance of market research in healthcare innovation. 16 Through ResearchKit and the Research app, Apple enables large-scale participant recruitment for studies, advancing scientific discovery. Tools like Health Records on iPhone strengthen the physician-patient relationship by providing meaningful health data. Apple’s partnerships in various health studies, such as those focusing on women’s health, heart health, and hearing, demonstrate how market research can drive significant advancements in public health and personalized care.

If interested, check out our data-driven list of market research tools .

You can reach out if you need help in market research:

External Links

• 1. “ Driving growth through consumer centricity in healthcare “. McKinsey. March 14, 2023. Retrieved December 13,2023.
• 2. “ Gold-standard benchmarks for quality care “. American Customer Satisfaction Index. Retrieved December 13,2023.
• 3. “ 2023 Global Health Care Outlook “. Deloitte. Retrieved December 13,2023.
• 4. “ 2023 Global Health Care Outlook “. Deloitte. Retrieved December 13,2023.
• 5. “ Trends in healthcare tech investments “. Deloitte. Retrieved December 13,2023.
• 6. “ 2022 Connectivity and Mobile Trends Survey “. Deloitte. Retrieved December 13,2023.
• 7. “ In sickness and in health: How health is perceived around the world ” McKinsey . July 21, 2022. Retrieved December 13, 2023.
• 8. “ 2023 Global Health Care Outlook “. Deloitte. Retrieved December 13,2023.
• 9. “ Leading health and meditation apps worldwide in May 2023, by downloads “. Statista. Retrieved December 13,2023.
• 10. “ 2022 Connectivity and Mobile Trends Survey “. Deloitte. Retrieved December 13,2023.
• 11. AI4HealthCro . Retrieved December 13,2023.
• 12. “ Zimmer Biomet and Apple Collaborate to Launch Major Clinical Study Detailing Patient Experience and Improving Joint Replacement Journey “ . Zimmer Biomet. October 15, 2018. Retrieved December 13,2023.
• 13. “ NHS IT supplier held to ransom by hackers “ . BBC. August 11, 2022. Retrieved December 13,2023.
• 14. “ Unlocking the power of AI for improved ambulance services “ . Healthcare. November 19, 2023. Retrieved December 13,2023.
• 15. “ How Apple is empowering people with their health information “ . Apple. July 20, 2022. Retrieved December 13,2023.
• 16. “ How Apple is empowering people with their health information “ . Apple. July 20, 2022. Retrieved December 13,2023.

Cem has been the principal analyst at AIMultiple since 2017. AIMultiple informs hundreds of thousands of businesses (as per similarWeb) including 60% of Fortune 500 every month. Cem's work has been cited by leading global publications including Business Insider , Forbes, Washington Post , global firms like Deloitte , HPE, NGOs like World Economic Forum and supranational organizations like European Commission . You can see more reputable companies and media that referenced AIMultiple. Throughout his career, Cem served as a tech consultant, tech buyer and tech entrepreneur. He advised businesses on their enterprise software, automation, cloud, AI / ML and other technology related decisions at McKinsey & Company and Altman Solon for more than a decade. He also published a McKinsey report on digitalization. He led technology strategy and procurement of a telco while reporting to the CEO. He has also led commercial growth of deep tech company Hypatos that reached a 7 digit annual recurring revenue and a 9 digit valuation from 0 within 2 years. Cem's work in Hypatos was covered by leading technology publications like TechCrunch and Business Insider . Cem regularly speaks at international technology conferences. He graduated from Bogazici University as a computer engineer and holds an MBA from Columbia Business School.

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A brief guide: Healthcare market research tactics

Healthtech startups offer unique challenges when it comes to scoping out their markets. The healthcare industry is notoriously complex, and most ventures will run into regulatory and reimbursement barriers when bringing their products to market. However, a little market research know-how will do wonders for easing your growing pains.

What is healthcare market research?

Unlike traditional market research , healthcare market research uses epidemiology and medical data to size your market. Healthcare market research focuses on the latest health trends and examines factors like patient comfort and education to identify market opportunities and penetration. It also accounts for healthcare’s unique customer landscape, where patient pools drive the overall market size, and where healthcare providers (HCPs) can influence product sales more than consumers. Healthcare market research provides an understanding of the number of potential patients that could be treated with your product, which products HCPs prefer to treat them with, and the accessibility of the market.

Primary vs. secondary research approach

What questions can secondary healthcare market research answer.

This guide will highlight several reputable free resources and tips to help you conduct secondary healthcare market research. The public resources identified in this guide can be used to:

• Estimate your patient pool
• Define potential reimbursement
• Map the competitive landscape
• Identify technological trends

Key secondary resources for healthcare market research

While there are many general market research resources available for the U.S . and Canada , these public resources can help you to understand the potential market for your therapy by providing in-depth, healthcare-specific data on epidemiology, patient demographics, healthcare spending, and more.

Calculating your market size/penetration

Using epidemiological data and patient demographics provided by resources like WHO and expenditure data from CIHI, HCUP or OECD, you will be able to directly size your market or estimate market penetration. However, if you cannot locate the information you are looking for, you can estimate your patient pool by crossing population data with prevalence or incidence data sourced from academic journals, or expand your research into other free databases .

Mapping the competitive landscape

If you want to understand where your therapeutic market is headed, it is important to research your competitors. A public competitor’s annual report can offer a wealth of information beyond their revenue. Many corporations break their financial statements into geography, brand or therapeutic levels and accompany their data with commentary and analyses. This information can illustrate useful market trends, such as which geographies are experiencing the fastest growth or which technological trends are expected to transform the market. Of course, even the most spartan annual reports can be used to puzzle out market growth through year-over-year calculations , or estimate market size simply by adding up the annual revenue of the other players.

Emerging startups should keep an eye on their competitors’ annual reports and press releases, especially since mergers and acquisitions can signal landscape upheavals or major technological trends. Due to the technological and regulatory barriers inherent to healthcare, fragmented markets are rare and any change in the landscape can have a far-reaching impact.

International resources

For ventures that are interested in marketing their products outside of the U.S. or Canada, market research can be more difficult. Resources like OECD and WHO provide important high-level health data, but other websites can help you understand international healthcare systems . If you are interested in the European market, many countries host extensive government healthcare databases. The National Health Service (NHS) and Destatis offer rich data sources on procedural volumes, epidemiology, and healthcare policies in England and the European Union, which you can use to build your market model.

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How to conduct market research for healthcare

Find out how to conduct market research for healthcare so that you can provide better care and improved services for your patients.

Understanding healthcare market research

• Why is healthcare marketing research

Examples of healthcare market research

• How to make health market research

How to do healthcare and medical market research in 8 steps

• Tips for an effective healthcare market research

Market research shouldn’t only be done by what you’d consider typical commercial business. As it’s largely about people and what they want and need, other organizations—from governments to the healthcare industry—would definitely benefit from it.

Your local family doctor or nearest hospital will most likely not give you a survey with your prescription on your way out, but there are certainly ways in which the healthcare industry can gather valuable information about its ‘target audience’. 

In this guide we’ll highlight why market research is so important for the healthcare sector, how you can use it to improve your health systems and how to conduct your research in a way that’ll give you actionable insights.

Healthcare market research is done to learn how to improve health services for people, and how to get patients to pick your health care facility, service or product. In that sense, it’s less about selling, but more about providing the right information through the right channels, and having a really beneficial solution available to patients.

Why is healthcare marketing research so important? 

If you hear the words healthcare marketing research together, you might think that feels odd: healthcare isn’t typically something that needs to be marketed, it should be something people simply get when they need it. 

And that’s precisely why market research is so important for forward-thinking professionals in the healthcare industry. By finding out what people need and want from the healthcare industry, providers and brands will be able to give them services and products that are truly great. 

Below, we’ve listed some reasons why healthcare providers and patients benefit from market research.

Help people find the help they need

Even as patients, or especially as patients, people won’t simply ‘buy’ anything healthcare providers sell.

In other industries, it’s all about creating a demand or convincing people to choose your product or service. In healthcare, it should be about making sure that the people who need a certain service can easily find it. 

Think of it as inbound marketing, but with a shorter ‘sales funnel’. The healthcare industry is confusing enough as it is, and people want to see and know their options as quickly as possible. With healthcare marketing research, you can learn how to do that for them.

Patient satisfaction is crucial for improvements

For many patients, the barrier to go to see any healthcare professional, use a healthcare product or have some treatment can be very high. And this is totally understandable: they don’t know what to expect, and they’ve probably heard some horrific stories of others. 

Patient satisfaction should be taken very seriously by all healthcare companies. It’s not all about the treatment and whether that’s successful or not—even though that’s obviously the main objective. 

How easy was it for a patient to get help? How did they find the information they needed, and how clear was this? How were they treated?

By improving these ‘secondary’ factors, you won’t just improve the experience of patients, but also of the ones treating them. 

Improve business operations and services

What’s good for your patients and market, is also good for business. If you want to make informed decisions for your healthcare practice, don’t just perform internal investigations.

You can often give that knowledge a lot more context by talking to patients, suppliers and any other partners you work with. 

Improve healthcare—for everyone

A market analysis can also be used to simply start understanding your patients better. From specific research into women, minorities, teenagers, and senior citizens, for instance, will help you make your communications and the care you provide more inclusive, and therefore better. You can take away any possible barriers and start taking care of everyone equally well.

There are countless research topics worth diving into for medical professionals. Which healthcare practices need improvement according to patients, what’s possible in the world of medical devices, and how can a medical organization improve from a marketing perspective?

We’ll give you some examples of types of market research and key markets you can look into.

Market research aimed at patients

What’s the most obvious part of the market for the healthcare industry? The patients of course! You can learn so much more from them than just satisfaction stats.

• Test your branding and messaging on a specific market segmentation. How are senior citizens reacting to your brand, in comparison to young families, for instance?
• When developing a new product or service, find out what patients think about it with a new product development survey. Test your ideas with the people who will be using it. 
• Build strong consumer profiles to better cater to your patients’ needs. With qualitative interviews, focus groups and surveys, you can learn what every customer needs.
• Improve patient experience: what people experience asides from their treatment has a significant impact on how they perceive your organization and if they’d recommend it to others.
• ‘Buying’ journey research: how do people find you? What are important touchpoints and where could you improve the way you give people information?

How to make health market research data actionable?

If you want your research efforts to be worthwhile, you need to start every piece of research by defining what you want to do with it. Because this goes beyond nice-to-know or looks-great-in-a-powerpoint: you conduct market research to learn what you can do better, and how. 

We’ll dive into the steps to conduct healthcare market research below, but before you get started you need to have two things: 

• A clear objective
• Influential decision-makers involved

By having a historically-proven market research goal that’s connected to a practical reaction, it’ll be easier to select high-quality respondents and get actionable insights. 

And by having someone on board who is influential enough to take the newfound insights to the boardroom and make actual changes, you’ll know that your research and investments will be put to great use.

There’s no framework set in stone that dictates how you should exactly conduct healthcare market research, but there are some milestones that you shouldn’t miss, some boxes you should tick. 

We’ve put these in chronological order for you, although we do advise you to do your due diligence and see if you are still meeting previous standards when going through these steps. Here’s what you should do for successful market research in the healthcare sector.

Step 0: Have a goal

You know this one’s important because it’s step zero – it’s a no-brainer. 

We’ll repeat it because it’s such an important one. Make sure you don’t start your research based on a whim. Define your goal—what are you hoping to achieve with your market research? Include what you will be looking into, why, and think ahead on what might need changing based on the results you’ll find.  

Step 1: Bring decision-makers on board

Make sure everyone knows what the research is about, what the goal is, and have them prepare for making it all come true. There are a lot of stakeholders in any healthcare market research , so it’s important to have them all involved. Don’t just show up with the results at the end of the ride—make sure they tag along from day one.

Step 2: Select the audience

Now, this, of course, depends on the goal of your research. But we would like to remind you of the value you could bring on board by including extra related, target groups.

For instance, if you are investigating waiting times and patient satisfaction, it can help to not just survey patients—ask nurses who know what’s happening on the floor, so you can give more context to your data. 

Here are some examples of important audiences for health care market research.

• Patients and other people using health services. These could also be healthy people, like patients’ families, or people using health services that aren’t related to disease.
• Primary care practitioners, such as general practitioners, specialists, nurses, and pharmacists.
• Secondary care practitioners like consultants, caregivers, psychiatrists, clinical psychologists, and more
• Healthcare administrators, from board members to purchases and government officials.

Step 3: Take care of privacy

The way you handle data and take care of the privacy of your respondents is always important, but in this type of research, it’s all the more crucial. 

Make sure that any market research tools you use are compliant with the regulations that matter to you, and that everyone using them knows how to keep data and privacy in check. Also, communicate clearly to your respondents how you will be handling data.

Step 4: Choose the right research methods

If you conduct healthcare market research, you have several sources to choose from. Of course, primary sources will be more relevant than secondary ones (because you’ll end up with the data you originally needed, not second-hand data that was gathered for someone else’s use). But it doesn’t hurt to get your foundation right—especially in the early stages of your healthcare market research. 

If you talk directly to patients or providers, you’re doing primary market research. This can range from qualitative research like focus groups to more quantitative research like online surveys, to in-depth interviews. If you dive into existing reports and studies, you’re doing secondary market research. It’s always best to combine those, to give more context to the data you’re gathering. 

Step 5: Pick a platform

You’ll want to pick a platform and tool that has it all. That will make it easier to work with, and ensures that you have a grip on where all your data is being stored.

Using a platform like Attest gives you all that, and then some: we help you set up an airtight survey and make sure you can use the platform in the best way possible. As for privacy concerns, you can give the right people exclusive access so all data is safe—perfect for research, especially in healthcare settings. 

Launch your healthcare market research!

Reach 125m people in 58 countries to find out what products and services resonate with people

Step 6: Review the results

Time to look at the results! It’s key that you interpret these the right way—which all starts with asking the right questions. Get all stakeholders on board when reviewing the data, so you don’t miss any important angles. 

Step 7: Start implementing, stat!

This is the stage in which the magic happens. Translate your qualitative and quantitative market research services to action points. Make them SMART: Specific, Measurable, Achievable, Realistic, and Timely.

Step 8: Measure more than once

If you have your SMART goals in place and start implementing, it’s crucial that you also follow up. For instance, if you’re looking to improve patient satisfaction, make sure to measure again after a while to see if you’re on the right track.

Tips for an effective healthcare market research survey

Like with any other survey, a healthcare market survey shouldn’t be too difficult of a task for respondents, and there are some rules to keep in mind to make it a success. As healthcare is a specific category however, we’ve included some last top tips to make sure you make the most of it.

Use the right platform 

The platform you use for your market research is where it all comes together: privacy, survey results, patients, and researchers. It’s where you’ll read the results from, so it needs to be crystal clear. Take your time to choose one that’s right for you.

Keep your questions simple

Your respondents should not be the ones doing the hard work. Make sure your survey is easy to understand and easy to fill in. The right platform—something like Attest—will also help you with this.

Keep it short

If you’ve established a clear objective and topic for your research, and picked an audience with care, you can skip a lot of questions that are just fluff. If you find yourself asking for a lot of details about a demographic, ask yourself if you’ve defined your audience well enough.

Recruiting respondents

Are you struggling to find respondents for your survey? Make sure you are asking in the right way, and communicate clearly why you are doing this. People love being part of the solution, they just want to know upfront why they are sharing their experiences. 

Be clear about privacy

We can’t stress it enough: healthcare market research requires strict adherence to data protection standards. Check and then double check if the systems you’re looking to use live up to your standards. Also make sure that you can communicate clearly to respondents how their data is being used and stored.

The Experts’ Guide to Brand Tracking

How to look at the impact of things like audience reach, panel diversity, and survey design to help you decide whether your current brand tracker is up to scratch.

Customer Research Lead 

Nick joined Attest in 2021, with more than 10 years' experience in market research and consumer insights on both agency and brand sides. As part of the Customer Research Team team, Nick takes a hands-on role supporting customers uncover insights and opportunities for growth.

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Target marketing in the health services industry: the value of journeying off the beaten path

James k. elrod.

1 Willis-Knighton Health System, 2600 Greenwood Road, Shreveport, LA 71103 USA

John L. Fortenberry, Jr.

2 LSU Shreveport, 1 University Place, Shreveport, LA 71115 USA

Associated Data

Not applicable.

Target marketing, a practice used to more effectively address the wants and needs of customers, involves three interrelated activities: market segmentation, targeting, and product positioning. The practice follows a perfectly logical process. For a given offering, healthcare institutions select a desired group to pursue and arrange service characteristics and related attributes in a manner to entice that particular group to forward patronage and become customers. Pursuits often focus on heavily-traveled routes teeming with competitors, but occasionally an off the beaten path can be identified to amplify target marketing efforts.

In an earlier chapter of its history, Willis-Knighton Health System identified and pursued an off the beaten path in its bid to capture market share in pediatric healthcare services. The direct route—targeting current and prospective parents—was heavily pursued by competitors, prompting the institution to seek a unique approach; a road less traveled which would reach the same audiences but do so via a different route. Children, as direct care recipients, supplied one such route, and while their ability to influence associated parental decisions was unclear, the institution viewed developing a bond with them to have great potential. Painstaking efforts yielded Willis-Knighton Health System’s Pediatric Orientation Program, fostering an affinity between the institution and children, which in turn influenced parents, affording opportunities for enhanced patronage in pediatric medicine and beyond.

Conclusions

Willis-Knighton Health System’s decision to look off the beaten path for an avenue capable of amplifying its target marketing initiatives resulted in a novel pursuit which distinguished the institution from its competitors and set the stage for achieving its goal of providing healthcare services for a greater percentage of children in the marketplace. Additional spillover effects bolstering share in other areas also were afforded. This unique initiative addressed desires to pursue an increasingly important road less traveled to reach prime audiences. When roads less traveled can be identified, opportunities abound for better connecting with customer groups, warranting investigation and pursuit.

Healthcare establishments, especially comprehensive medical centers, offer myriad health and wellness services, affording communities with access to a wide array of offerings that address injury and illness [ 1 , 2 ]. By providing such broad collections of services, health and medical institutions can make a case for employing a mass marketing approach to advance their organizations [ 3 , 4 ]. With such an approach, available offerings are marketed broadly to the populace without regard for individual tastes and preferences [ 3 , 5 , 6 ]. These appeals are general in nature, designed to address the masses as a whole, hence the name mass marketing. Such one-size-fits-all strategies have their place, but very often, marketing results can be improved by engaging in what is known as target marketing, an approach which tailors services and their associated attributes to appeal to particular audiences sharing like characteristics and qualities [ 3 , 6 – 9 ].

Emerging out of desires to more appropriately address the various wants and needs of different customer groups, target marketing involves three interrelated activities: market segmentation (i.e., dividing a market into groups exhibiting common characteristics), targeting (i.e., selecting attractive segments on which to focus), and product positioning (i.e., assembling service-related attributes in a manner to entice targeted audiences to extend their patronage) [ 3 , 10 ]. The customized approach resulting from target marketing tends to resonate more powerfully with audiences than that afforded by mass marketing, permitting greater opportunities to convert prospects into customers [ 3 , 4 , 10 ]. Further, it improves customer satisfaction and also allows for better use of promotions resources by directing tailored communications to desired populations, minimizing wasted circulation [ 3 , 4 ].

Target marketing makes sense; the practice follows a perfectly logical process. For a given offering, healthcare institutions select a desired group to pursue and arrange service characteristics and related attributes in a manner to entice that particular group to forward patronage and become customers. In many cases, health and medical services have fairly obvious targets. Women of childbearing age, for example, have potential needs for maternity services. Parents, courtesy of their infants and young children, have needs for pediatric medical care. Employers, due to their workforces, have needs for occupational health services. By focusing on the specific wants and needs of market segments, healthcare institutions can deliver services and support specifically designed and suited for the associated groups [ 3 , 4 ].

Pathways leading directly to obvious target audiences for given offerings, however, are typically heavily traversed, with associated routes teeming with competitors eager to gain the affections and associated patronage of the designated groups. In essence, many establishments are using the same approaches directed toward the same audiences [ 11 – 15 ]. Such activity limits opportunities for market share gains, especially for those institutions not in market leadership positions, as the dominance of more powerful parties generally affords advantages over contender entities pursuing parallel strategies. In such cases, it is helpful to explore possible alternatives; roads less traveled that lead to the same target audiences, but do so via an indirect route, amplifying efforts to engage and attract desired groups [ 4 , 11 , 14 ].

With market competitiveness in the healthcare industry at all-time highs [ 3 , 16 – 18 ], roads less traveled (i.e., novel approaches for addressing circumstances and situations which are known to and used by few, if any, rivals) are highly desirable, as they provide institutions with opportunities to differentiate themselves from competitors, increasing the likelihood of success in attracting prospects and encouraging exchange [ 3 , 11 – 14 ]. Target marketing researchers in recent years have blazed new trails which reveal advantages associated with pursuing opportunities off the beaten path. For example, Kim and Mauborgne, in Blue Ocean Strategy , communicated the value of looking beyond the boundaries of established markets, directing attention toward uncontested market space for growth opportunities [ 3 , 10 – 13 ]. Kotler and Trias de Bes, in Lateral Marketing , recommended that markets be viewed broadly in an effort to identify opportunities to serve customer groups that have previously been overlooked [ 3 , 10 , 14 ]. These perspectives essentially are suggesting that institutions forgo “follow the herd” mentalities or at least complement these pursuits with opportunities which set a new course and direction on roads less traveled. In similar fashion and illustrative of these modern thoughts on target marketing, Willis-Knighton Health System, in an earlier period of its history, discovered and followed a road less traveled in pursuit of a particular market share goal in a most challenging environment [ 19 ].

Willis-Knighton Health System and market share growth ambitions

Willis-Knighton Health System is a nongovernmental, not-for-profit healthcare provider delivering comprehensive health and wellness services through multiple hospitals, numerous general and specialty medical clinics, an all-inclusive retirement community, and more. Based in Shreveport, Louisiana, the system holds market leadership in its served region, centered in the heart of an area known as the Ark-La-Tex, where the states of Arkansas, Louisiana, and Texas converge. Willis-Knighton Health System’s extensive service array can accommodate virtually any medical care want or need, regardless of one’s age. This, combined with its market leadership, attracts patient populations from across the region, fueled further by the institution’s acceptance of most health insurances and, notably, its provision of substantial amounts of charity care for those unable to pay for services. The system’s origins date to 1924 with the establishment of Tri-State Sanitarium, founded to address the healthcare needs of the burgeoning population of west Shreveport. Sold in 1929 to Drs. James Willis and Joseph Knighton, the establishment continued operations and, in 1952, it was renamed in honor of Drs. Willis and Knighton. For the first several decades of its existence, the establishment played an important but relatively small role in delivering the region’s healthcare. In the 1970s, however, Willis-Knighton Health System embarked on an ambitious growth campaign to expand its footprint beyond west Shreveport, effecting a number of strategies [ 20 – 22 ], notably including pursuit of market share in the ultra-competitive area of pediatric medical services.

During this period, the greater Shreveport marketplace was burgeoning with young families, making pediatric care a very lucrative service line for healthcare establishments capable of attracting associated patronage. In the area of labor and delivery services, the gateway to provision of years of pediatric care as newborns grow older, Willis-Knighton Health System possessed less than 10% of the available share in the market [ 19 ]. Share improvements were needed, especially as success in this area would likely generate spillover effects with the potential to bolster share in other areas. Achieving this, however, would be anything but easy, as the market featured a number of competitors, including one possessing market leadership in pediatrics and virtually all other categories of care. Competitive assessments revealed that all were targeting current and prospective parents—the direct and obvious target market—in their bids to maintain or grow market share in pediatric medicine. Realizing that the upside potential associated with mirroring competitive approaches would be limited—something confirmed by the institution’s own prior efforts to build market share using like practices—executives decided to search for a unique approach; a road less traveled which would reach the same audiences but do so via a different route. The intention was for this to complement, rather than replace, Willis-Knighton Health System’s existing target marketing efforts directed toward current and prospective parents.

A comprehensive evaluation of the pediatric healthcare patronage process ensued. As evidenced by the target marketing pursuits of competitors, parents represented the obvious target for pediatric medical services, as they occupied the all-important role of decider. Once parents had selected providers, children certainly played a role in customer retention, but in the context of target marketing, the operative question concerned their ability to influence the initial patronage decisions of their parents. There certainly was evidence from other industries that confirmed the influencing capability of children on the purchase decisions of parents [ 23 – 27 ], with retail (e.g., toys, foods) supplying perhaps the best example of this. Assuming that an affinity between institution and child could be nurtured, executives believed that the same would be observed in the area of healthcare services. Willis-Knighton Health System possessed a long-standing commitment to education, regularly holding seminars focused on things such as healthy eating, physical fitness, smoking cessation, and similar initiatives, prompting the notion that something in the area of children’s health education could provide an avenue for developing a bond with youth which, in turn, would influence their parents. Painstaking efforts yielded Willis-Knighton Health System’s Pediatric Orientation Program.

Willis-Knighton Health System’s Pediatric Orientation Program

Initiated in 1979 and now in its 39th year of operation, Willis-Knighton Health System’s Pediatric Orientation Program introduces first graders to hospitals and healthcare via an onsite tour and orientation session conducted at one of Willis-Knighton Health System’s institutions. Available to first grade classes at all schools in Caddo and Bossier parishes, students, accompanied by their teachers, are bused from their learning institutions to designated hospitals where they engage in a variety of health education activities. These informative field trips offer first graders the opportunity to learn about hospital operations, the roles played by various healthcare professionals, and the process of healthcare delivery from admission to discharge, all in a manner easily understood by young children. First graders are typically 6–7 years old and are embarking on their first year of elementary school, making for an excellent time to introduce them to matters of health and wellness. Among other learning experiences, students engage in role playing exercises—presenting as physicians, nurses, and patients, dressing in costumes fitting given roles—where they address health events which they themselves might encounter, such as a broken arm or tonsillitis. They also learn about healthy habits, including proper hygiene, nutrition, and physical fitness. Overall, the learning experience helps to acclimate students to hospitals and healthcare experiences, reducing or eliminating associated fears and allowing them greater comfort when facing their own illnesses and injuries or those experienced by family members and friends. Each child completing the orientation session receives a stethoscope and a hat featuring the Willis-Knighton Health System logo and the designation “Future Nurse” or “Future Doctor.”

For the educational benefit alone, Willis-Knighton Health System’s Pediatric Orientation Program was well worth its development, implementation, and investment. Over the course of its 39-year history, thousands of first graders have come to understand that hospitals and healthcare providers are there to benefit them, reducing fear and anxiety that otherwise might persist and negatively impact their willingness to welcome receipt of care. But the benefit of the program extends also to target marketing, something which initially prompted its development. Through these orientation sessions and the positive experiences that they provide, children gain familiarity with Willis-Knighton Health System. Such positive exposures have long-term benefits, as these children will eventually grow into adults with families of their own and associated healthcare needs, with these formative experiences likely influencing provider selections. In the nearer term, however, the parents of children completing the orientation program also gain exposure to the institution, indirectly but powerfully, potentially impacting their current pediatric care selections and possibly even influencing selections in other areas of care, including those pertaining to their own medical needs.

Parents must be informed of field trips and grant permission for their children to partake in them, bringing Willis-Knighton Health System to their attention as they consider and sign approval forms. Further, Willis-Knighton Health System invites parents to accompany their children during the Pediatric Orientation Program, providing another exposure opportunity. And even if parents choose not to attend, following the session, their children undoubtedly will share associated experiences with their mothers and fathers, offering yet another opportunity for parents to learn about Willis-Knighton Health System. Going forward, the children potentially will reflect on their enjoyable Willis-Knighton Health System experiences when matters of health and wellness come up, supplying additional opportunities for the institution to enter family discussions.

Essentially, through children and their experiences attending Willis-Knighton Health System’s Pediatric Orientation Program, parents gain exposure to the institution, opening the door for patronage consideration. Paired with target marketing initiatives that directly appeal to parents—the pathway traversed by most every competitor—this program added a road less traveled, creating dual streams of influence aimed at patronage deciders. Over time, this target marketing innovation, combined with other initiatives aimed at increasing pediatric medicine market share (e.g., recruitment of renowned pediatricians, construction of kid-friendly servicescapes, initiation of unique branding initiatives), resulted in Willis-Knighton Health System’s acquisition of market leadership in the category. Successes on the pediatric medicine front presented opportunities for share gains on other fronts, eventually leading the institution to market leadership in the region [ 19 ]. While this growth cannot be solely attributed to the innovative target marketing strategy introduced in the late 1970s, Willis-Knighton Health System’s Pediatric Orientation Program is believed to have played a meaningful role in the advancements achieved. From its origins to present day, this unique target marketing approach has not been copied by any of Willis-Knighton Health System’s competitors, creating a lasting competitive advantage.

Willis-Knighton Health System’s decision to look off the beaten path for an avenue capable of amplifying its target marketing initiatives seeking pediatric medicine market share gains resulted in a novel pursuit—its Pediatric Orientation Program—which distinguished the institution from its competitors and set the stage for achieving its goal of providing healthcare services for a greater percentage of children in the marketplace. Additional spillover effects bolstering share in other areas also were afforded. This unique initiative addressed desires to pursue an increasingly important road less traveled to reach prime audiences, but beyond target marketing matters, it also afforded opportunities to address in positive fashion the health education needs of children in the region. Unique routes off the beaten path are not always available, but when they can be identified, opportunities abound for better connecting with desired audiences, courtesy of resulting energized target marketing efforts. Given associated benefits, healthcare institutions in search of enhancing market share would do well to actively explore target marketing possibilities situated off the beaten path.

Acknowledgments

A special note of thanks is extended to Rhonda MacIsaac, Kierstin Whitten, and the greater Willis-Knighton Health System family for their helpful assistance throughout the development and publication of this article.

Article processing charges were funded by Willis-Knighton Health System.

Availability of data and materials

About this supplement.

This article has been published as part of BMC Health Services Research Volume 18 Supplement 3, 2018: Engaging patients, enhancing patient experiences: insights, innovations, and applications. The full contents of the supplement are available online at https://bmchealthservres.biomedcentral.com/articles/supplements/volume-18-supplement-3 .

Authors’ contributions

The authors jointly developed the submitted manuscript, with each performing critical roles from early conceptualization through to the production of the full manuscript. The manuscript resulted from a collaborative effort. Both authors read and approved the final manuscript.

Authors’ information

JKE is President and Chief Executive Officer of Shreveport, Louisiana-based Willis-Knighton Health System, the region’s largest provider of healthcare services. With over 53 years of service at the helm of the institution, JKE is America’s longest-tenured hospital administrator. A fellow in the American College of Healthcare Executives and honoree as a Louisiana Legend by Friends of Louisiana Public Broadcasting, he holds a bachelor’s degree in business administration from Baylor University, a master’s degree in hospital administration from Washington University School of Medicine, and an honorary doctorate of science and humane letters from Northwestern State University of Louisiana. He is the author of Breadcrumbs to Cheesecake , a book which chronicles the history of Willis-Knighton Health System.

JLF Jr. is Chair of the James K. Elrod Department of Health Administration, James K. Elrod Professor of Health Administration, and Professor of Marketing in the School of Business at LSU Shreveport where he teaches a variety of courses in both health administration and marketing. He holds a BBA in marketing from the University of Mississippi; an MBA from Mississippi College; a PhD in public administration and public policy, with concentrations in health administration, human resource management, and organization theory, from Auburn University; and a PhD in business administration, with a major in marketing, from the University of Manchester in the United Kingdom. He is the author of six books, including Health Care Marketing: Tools and Techniques , 3rd Edition, published by Jones and Bartlett Learning. JLF Jr. also serves as Vice President of Marketing Strategy and Planning at Willis-Knighton Health System.

Ethics approval and consent to participate

Consent for publication, competing interests.

JKE and JLF Jr. are both employed with Willis-Knighton Health System.

Publisher’s Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Healthcare Market Research : Shaping the Future of Care

by Signe Hegart

October 18, 2023.

In today’s competitive business landscape, companies are continually exploring strategies to gain a competitive edge. One effective approach that many companies have embraced is the implementation of employee incentives and rewards across various departments. This blog post will delve into how companies can harness the power of research incentives and rewards, specifically in the healthcare industry, to enhance and maximize their market research efforts.

Jump to section

What is healthcare market research .

Healthcare market research is a specialized field that involves collecting and analyzing data related to the healthcare industry. This research helps companies gain insights into market trends, customer preferences, and competitive landscapes. By understanding these factors, companies can make informed decisions and develop effective strategies to meet the needs of their target audience.

Why is Healthcare Market Research Important?

Healthcare market research is essential for several reasons. Firstly, it provides valuable information about the current and future market conditions. This data helps companies identify opportunities and potential risks, allowing them to stay ahead of their competitors.

Secondly, healthcare market research helps companies understand their target audience better. By studying consumer behavior, preferences, and needs, companies can create products and services that are more aligned with their customers’ expectations. This customer-centric approach improves customer satisfaction and loyalty, leading to increased sales and revenue.

Additionally, healthcare market research helps companies make data-driven decisions. Instead of relying on assumptions or guesswork, companies can base their strategies on concrete data and insights. This reduces the risk of making costly mistakes and improves the overall efficiency of operations.

Employee incentives in Healthcare Market Research

Healthcare market research is not just about data collection and analysis; it’s about understanding the complexities of the healthcare ecosystem. It involves a multitude of factors, including patient experiences, healthcare provider behaviors, regulatory changes, and technological advancements. To unravel these intricacies, motivated and skilled professionals are essential. In this context, incentives in healthcare market research serve as catalysts for excellence. They come in various forms, from financial rewards to recognition and career development opportunities. Here are some key ways in which incentives are making a difference:

Incentivizing Survey Participation

Healthcare market researchers often conduct surveys and studies to gather valuable data and insights from healthcare professionals, patients, or other relevant stakeholders. To encourage participation, they may offer gift cards as incentives to those who complete the surveys. Gift cards are a popular and effective way to motivate individuals to share their opinions and experiences.

Patient Feedback and Satisfaction Surveys

In healthcare, patient feedback is crucial for improving the quality of care and services. Hospitals, clinics, and healthcare providers may use gift cards as rewards for patients who participate in satisfaction surveys or provide feedback on their experiences. This helps in understanding patient needs and improving the overall healthcare experience.

Motivation and Commitment

In the world of healthcare market research, motivation and commitment are the cornerstones of success. Incentives play a pivotal role in inspiring professionals to give their best in their research endeavors. When employees are aware of the potential for recognition or rewards, they develop a deeper commitment to their work. This commitment translates into a heightened level of enthusiasm, dedication, and effort invested in research projects. Researchers who feel appreciated and incentivized are not just completing tasks; they are driven by a genuine passion for contributing to the body of knowledge in the healthcare industry. Their motivation and commitment result in more meaningful and impactful research outcomes.

Clinical Trials and Research Studies

Pharmaceutical companies and research institutions may conduct clinical trials and research studies within the healthcare industry. They may use gift cards to compensate participants for their time and participation. This is especially common in long-term studies, where participants may need ongoing motivation.

Employee Engagement and Research

Healthcare organizations may conduct internal research to understand employee satisfaction, engagement, and workplace dynamics. Gift cards can be used as incentives for employees to participate in these surveys, allowing the organization to identify areas for improvement.

Quality and Accuracy

Quality and accuracy are paramount in healthcare market research. The insights gathered from research inform critical decisions in the healthcare industry, from treatment protocols to resource allocation. Highly motivated professionals, incentivized through various means such as recognition, bonuses, or career development opportunities, are inclined to deliver research of the highest quality. They approach their tasks with meticulous attention to detail, leaving no room for errors or oversights. This dedication to precision ensures that the data collected is robust, reliable, and truly reflective of the healthcare landscape. As a result, decision-makers can place a high degree of trust in the research findings, leading to better-informed strategies and actions in the healthcare sector.

Team Collaboration

Healthcare market research is often a collaborative endeavor. It involves diverse teams of professionals, each contributing their unique expertise to the research process. Incentives play a pivotal role in promoting teamwork and collaboration. When individuals within a research team are incentivized, they tend to work more cohesively, capitalizing on each other’s strengths and areas of expertise. The prospect of rewards or recognition fosters a sense of unity and shared purpose among team members. This collaborative spirit leads to more efficient and effective research processes, as team members pool their knowledge and skills to produce comprehensive and insightful research outcomes. The result is a research team that functions as a well-coordinated and high-performing unit, driving the success of healthcare market research projects.

Send yourself a gift card as Healthcare Market Research incentives

How is healthcare market research conducted .

Healthcare market research can be conducted through various methods, including surveys, interviews, focus groups, and data analysis. Surveys involve collecting data from a large group of individuals to gather information about their preferences, opinions, and behaviors.

Interviews, on the other hand, involve one-on-one interactions with individuals to delve deeper into their thoughts and experiences. Focus groups bring together a small group of individuals to discuss a specific topic or product, allowing for in-depth discussions and insights.

Data analysis involves examining and interpreting existing data, such as sales figures, customer demographics, and market trends, to uncover patterns and trends.

To conduct healthcare market research, companies can either conduct the research in-house or hire a market research firm. In-house research allows companies to have complete control over the process and data, but it can be time-consuming and requires expertise in research methodologies.

Hiring a market research firm, on the other hand, offers several advantages. Market research firms have specialized knowledge and experience in conducting research, ensuring accurate and reliable results. They also have access to a larger pool of participants, allowing for more diverse and representative data. Additionally, outsourcing market research allows companies to focus on their core competencies while leaving the research to the experts.

Read also : 46  Employee Engagement Tools : Create a Culture of Engagement

Types of Healthcare Market Research

There are several types of healthcare market research that companies can utilize to gather valuable insights. These include:

Brand Analysis

This type of research focuses on understanding how consumers perceive a company’s brand and its products or services. It involves measuring brand awareness, brand loyalty, brand image, and brand positioning. Brand awareness research assesses the extent to which consumers recognize and recall the brand. Brand loyalty research seeks to determine the level of customer commitment to the brand, considering factors like repeat purchases.

Customer Satisfaction Surveys

These surveys gather feedback from customers to assess their satisfaction levels with a company’s products or services. The data collected helps identify areas for improvement and measure the effectiveness of customer service strategies. In essence, customer satisfaction surveys play a strategic role in refining operations, strengthening customer relationships, and promoting business growth. By listening to customer feedback and taking appropriate actions, companies can enhance their offerings and adapt to evolving customer needs and preferences.

Market Segmentation

Market segmentation research is a pivotal strategy that empowers companies to understand and cater to the diverse needs and preferences of their customer base. It involves dividing the market into distinct segments or groups of consumers who share similar characteristics, which can encompass their demographics, behaviors, psychographics, or even geographic locations. This segmentation provides a host of benefits that enhance a company’s ability to effectively reach and serve its target audience.

Product Development and Testing

Research during the development and testing phases of a new product or service is a fundamental step that businesses undertake to ensure their offerings align with customer demands and market dynamics. This type of research serves as a guiding light for companies as they innovate, design, and fine-tune their products and services. In essence, research during the development and testing phases is a strategic imperative for businesses. It enables them to create products and services that are not only technically sound but also deeply aligned with the market’s demands and the needs of their customers.

Competitive Analysis

Competitive analysis research in the healthcare industry is a critical process that allows companies to gain a comprehensive understanding of their competitive landscape. This research delves into the intricacies of what makes competitors successful or where they may be falling short. It equips companies with the knowledge to refine their strategies, identify new opportunities, and address market gaps. By understanding their competitors and the broader market landscape, healthcare organizations can remain agile, innovative, and successful in delivering high-quality products and services to their customers.

Pricing Research

Pricing research is essential for businesses. It helps determine the right price for products or services, balancing profitability and competitiveness. This research involves analyzing customer willingness to pay, assessing price sensitivity, understanding competitor pricing, and considering the impact on demand. The goal is to set prices that maximize revenue and profitability. Pricing research also informs strategies like product bundling and promotions, ensuring clear pricing communication. It’s an ongoing process that adapts to market changes, making it crucial for long-term success.

Market Trends Analysis

Market trend analysis is a vital ongoing process for businesses. It involves monitoring technological advancements, regulatory changes, and shifts in consumer preferences within their industry. This analysis helps companies stay informed, make informed decisions, and adapt to market dynamics. It also influences innovation, strategic planning, and customer engagement strategies. In essence, it’s about proactively shaping a business’s future within its industry by staying ahead of changes and opportunities.

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Benefits of healthcare market research.

1. Identifying Opportunities : Market research provides companies with valuable insights into consumer needs and preferences, allowing them to identify new market opportunities. By understanding market trends and customer demands, companies can develop innovative products and services that meet consumer needs and create a competitive advantage.

2. Improving Decision-Making : Market research helps companies make informed decisions by providing data-driven insights. It allows them to evaluate the potential success of new products or services, assess the effectiveness of marketing campaigns, and identify areas for improvement in customer satisfaction and loyalty.

3. Enhancing Customer Satisfaction : By gathering feedback from customers through surveys and other research methods, companies can identify areas where they can improve customer satisfaction. This information can be used to make necessary changes to products, services, or customer service strategies, ultimately leading to increased customer loyalty and retention.

4. Gaining Competitive Advantage : Through competitive analysis, companies can gain a deeper understanding of their competitors’ strengths and weaknesses. This knowledge can be used to develop effective marketing and positioning strategies to differentiate themselves from their competitors and gain a competitive advantage in the market.

5. Minimizing Risk : Conducting market research allows companies to minimize the risks associated with product development, marketing campaigns, and market entry. By gathering data and insights, companies can assess market demand, evaluate potential risks and challenges, and make informed decisions to mitigate those risks.

6. Tracking Industry Trends : Healthcare market research helps companies stay updated on industry trends and developments. This knowledge is crucial for companies to adapt to changing market conditions, anticipate future trends, and stay ahead of their competitors.

7. Targeting the Right Audience : Market research enables companies to identify and understand their target audience better. By segmenting the market and analyzing consumer behavior, companies can tailor their marketing messages and strategies to effectively reach their desired customer base.

8. Optimizing Pricing Strategies : Through market research, companies can gather data on consumer perceptions of pricing and determine the optimal price points for their products or services. This information helps companies set competitive pricing strategies that maximize profits while remaining attractive to customers.

9. Conducting Effective Market Entry : Before entering a new market or launching a new product, companies need to conduct thorough market research. This research helps them assess market demand, competition, and potential barriers to entry, ensuring a successful market entry strategy.

10. Evaluating Marketing Campaigns : Market research provides companies with valuable feedback on the effectiveness of their marketing campaigns. By measuring customer response and engagement, businesses can identify what is working and what needs improvement in their marketing efforts.

Read also : 80  Employee Engagement Ideas  for Success

Healthcare Market Research Audiences ????????‍????‍????????

Market research in the healthcare industry is crucial for various audiences, including:

1. Pharmaceutical Companies

Market research helps pharmaceutical companies understand the needs and preferences of healthcare providers and patients. This knowledge allows them to develop effective marketing strategies, ensure compliance with regulations, and improve patient outcomes.

2. Healthcare Providers

Market research helps healthcare providers, such as hospitals and clinics, understand the changing needs and demands of patients. This information can guide them in improving the quality of care, implementing new technologies, and optimizing resource allocation.

3. Healthcare Insurers

Market research allows healthcare insurers to gain insights into consumer preferences, behavior, and perceptions of health insurance products. This knowledge helps them develop tailored insurance plans, improve customer satisfaction, and effectively compete in the market.

4. Medical Device Manufacturers

Market research helps medical device manufacturers understand the needs of healthcare professionals and patients when it comes to medical devices. This information can guide them in developing innovative and user-friendly products, improving patient outcomes, and gaining a competitive edge.

5. Government and Regulatory Bodies

Market research provides valuable insights to government agencies and regulatory bodies in understanding the healthcare landscape, identifying gaps in healthcare services, and formulating policies and regulations that address the needs of the population.

6. Healthcare Technology Companies

Market research helps healthcare technology companies understand the needs and preferences of healthcare providers, patients, and other stakeholders. This knowledge allows them to develop and market innovative solutions that improve healthcare delivery, patient engagement, and overall operational efficiency.

5 Healthcare Research Companies

IQVIA is a leading healthcare research company that provides market intelligence, data analytics, and consulting services to pharmaceutical companies, healthcare providers, and insurers. They offer a wide range of research solutions, including market sizing, competitive analysis, and brand tracking.

Kantar Health

Kantar Health is a global healthcare research and consulting firm that specializes in understanding patient behavior, healthcare provider dynamics, and market trends. They offer a comprehensive suite of research services, including patient journey mapping, market access insights, and brand positioning research.

Nielsen Healthcare

Nielsen Healthcare is a division of Nielsen, a renowned market research company. They provide insights and analytics to healthcare clients, helping them understand consumer behavior, track brand performance, and identify growth opportunities. Their services include market segmentation, brand tracking, and consumer satisfaction research.

GlobalData is a leading provider of market intelligence and advisory services in the healthcare industry. They offer research and analysis on various healthcare sectors, including pharmaceuticals, medical devices, and healthcare IT. Their services include market tracking, competitive intelligence, and strategic consulting.

Read also : 60  Market Research Firms  For Maximizing Your ROI

Tips for Healthcare Market Research

Market healthcare research is essential for healthcare organizations, pharmaceutical companies, and related businesses to understand and adapt to the dynamic healthcare landscape. Here are some tips for conducting effective healthcare market research:

• Clearly Define Your Objectives: Start with a clear understanding of your research goals. Are you looking to assess patient satisfaction, identify market opportunities for a new medical device, or understand physician prescribing behavior? Define your objectives to guide your research.
• Select the Right Research Methods: Healthcare research can involve various methods, such as surveys, interviews, focus groups, or data analysis. Choose the methods that align with your research objectives and target audience. For instance, surveys are effective for patient feedback, while physician behavior may require in-depth interviews.
• Compliance with Regulations: Be mindful of healthcare regulations, especially when dealing with patient data or medical records. Ensure that your research methods are compliant with laws like HIPAA (Health Insurance Portability and Accountability Act) to protect patient privacy and confidentiality.
• Access Reliable Data Sources: Gather data from reputable sources. Access to quality data, whether it’s clinical data, patient records, or market reports, is crucial for accurate and reliable research.

Effective healthcare market research is vital for organizations in the healthcare sector. Define clear objectives, use appropriate methods, ensure compliance, and access reliable data sources for valuable insights. Partner with established providers like IQVIA, Kantar Health, and GlobalData for tailored research solutions. Utilize market intelligence to understand trends, assess patient satisfaction, identify opportunities, and gain insights into physician behavior. This informs strategies, product development, and marketing, leading to improved patient outcomes and business success. In summary, healthcare market research is essential for healthcare organizations, guiding them in a dynamic industry landscape.

Why is healthcare market research important?

Healthcare market research provides valuable insights into patient satisfaction, market opportunities, and physician behavior. It helps organizations understand industry trends, identify gaps in the market, and make informed decisions to improve patient outcomes and business success.

What are some common research methods used in healthcare market research?

Common research methods used in healthcare market research include surveys, interviews, focus groups, and data analysis. The choice of method depends on the research objectives and target audience.

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Conducting Marketing Research: Know your Healthcare Market

Identifying your target market is necessary for a successful healthcare marketing campaign. We have covered every little detail you need to know about your healthcare market. And we ensure, it is worth your read!  

In case, you are running short on time, jump to the sections directly. 

Table of Content

Introduction, how to know your healthcare market.

• Why is it Important to conduct a Healthcare Market Research?
• Competition Analysis
• Product Analysis
• Target Audience

This is not the case with the medical industry. A purchase here is not optional. A patient who requires medical assistance will need that help and pronto!

To assume that this individual will blindly purchase anything that you are selling as a Healthcare Service provider, is not correct. Understanding the ever-evolving dynamics and unique challenges of the medical industry is important.

Looking to generate leads in the healthcare sector?

The medical industry is becoming a more value-based model. By the end of 2019, up to 15% of global healthcare spending will be in some form of ‘value/outcome-based care’ concept. Click to tweet

As the focus is more on creating value, the key to better healthcare will be to establish long-term customer relationship. Your aim should be to strengthen the loyalty of customers while simultaneously building brand reputation.

However, to retain them for future Business Prospects, you need to know more about your market.

Why is it Important to conduct Healthcare Market Research?

Healthcare market trends are constantly changing. To keep up, businesses carry market research in the industry. Doing so helps them stay up-to-date with what is currently trending and further allow them to maintain a competitive edge.

As a medical marketer, market research will allow you to stay in-the-know on what is making your market tick.

Studying your market can have many advantages which include:

• A better understanding of what drives the  decision-making process  for healthcare choices
• Helps to determine the  advantages and disadvantages  when compared to competitors
• Helps to make a realistic budget  based on field insights into future trends
• Cultural, structural or environmental influence  on the health and healthcare sector’s decision-making process
• Whether there is  demand for the product or service  that a provider wants to launch
• Understanding the various  health policies and other regulations  in different countries
• The business impact that key industries have on  individual businesses

Planning a healthcare budget is easier with a nudge in the right direction. Read how to  Budget Your B2B healthcare marketing campaign , with FREE TEMPLATES.

Before defining your market, you need to set objectives for your healthcare industry . Once your objectives are set, defining a market becomes easier. Why? Because you know exactly what you are aiming for, who you are aiming it towards.

Do you think Artifical Intellegence in the Healthcare Industry is here to stay?

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1. Competition Analysis: Who are Your Healthcare Competitors?

Who are your competitors? Who are they targeting? Who are your current customers? Should you explore new markets? Are your competitors overlooking a niche market?

These are the important areas covered when talking about competitor analysis . To do this you will have to conduct detailed research on your competitors.

Analyze your competitor’s advertisements, visit their websites, and join their email subscription lists. It gives a better understanding of who they are targeting and what marketing strategies are they using. Click to tweet

LOW COST COMPETENCY

UNIQUENESS COMPETENCY

BROAD MARKET SCOPE

Cost leadership

Sell to masses & Cost Sensitive

Differentiation

Sell to masses at premium cost

NARROW MARKET SCOPE

Cost leadership focus

Sell to niche with cost sensitivity

Differentiation focus

Sell to the niche at premium cost

Competition analysis will also help you realize if you want to sell to a  niche segment  or  to the masses.  And decide if your product will come with a premium price tag  or a  cost-sensitive  one. Based on the level of competition, you can draw an outline of what  brand image  you want to   portray.  

2. Product Analysis: What new can you provide to the medical sector?

You need to find your  product’s USP and compare it to that of your competitor’s. List out the features of your product or service along with the  benefits it provides . Since the healthcare market deals with living beings, you need to be sure of the  quality of your product/service .

You already know what  works for your competitors  and  where they lack . It now becomes easier for you to compare your product’s USP. This will help you assess if the  product solves an existing problem  or provides a solution to a new one.

Evaluating your product will help you find out if there are any  existing substitutes  in the market. It is very rare that a company comes up with a new product or service altogether. Most products/services already have alternatives present in the market. For a good marketing strategy to work, you must know what that ‘it factor’ is, that your product brings to the table.

Connect with the Top decision makers of the Healthcare Industry

3. target audience: who is your audience.

The medical industry consists of:  

• Pharmaceutical companies
• Medical devices, equipment and supplies businesses
• Primary and secondary care facilities (hospitals, nursing homes)
• Healthcare providers (doctors, pharmacists, nurses)

For a clear picture of who your healthcare audience is, you must segment the market in 4 different categories:

Geographic Segmentation:

This segmentation defines  ‘where’ your target audience is.  Country, state, city, metro, density  are elements of geographic segmentation.

Firmographic Segmentation:

This segmentation defines  ‘what’  your target audience does.  Industry sector, revenue, market position, investors  etc. are essential for audience differentiation.

Role Segmentation:

This category determines  ‘who’  makes the decisions. Various factors like executives, sales, finance, marketing, research  etc. determine who will make the purchase decision.

Behavioral Segmentation:

This segmentation determines  ‘how’  the target audience processes a buying decision. Consider user status, usage rate, attitude towards the product  etc. when analyzing their behavior.

Identifying the right target audience forms the base of any business. Here’s How You Identify B2B Medical Target Audience

4. Trends: What are the latest trends in the Healthcare industry?

You already know the healthcare sector is leaning more towards a value-based care system. You need to understand the healthcare industry is changing. There is a lot of scope for improvement in this sector.

While the change is inevitable, understanding the direction of this change is very important. The healthcare industry is moving towards  Artificial Intelligence (A.I.)  based technological solutions.  

By the end of 2019, the medical technology application market will cross $1.7 billion.                        Click to tweet

This will be the best time to test A.I. based healthcare product/services. A.I. will particularly aid the imaging diagnostics, drug discovery, and risk analytics application.

The future prefers digital healthcare solutions over traditional solutions.

According to reports, there will be a 30% increase in growth or up to $25 billion in 2019 for digital health tech solutions in the global market. Click to tweet

Top 8 healthcare predictions for 2019

Final Thoughts

2019 is going to be an exciting year for the healthcare industry. Healthcare marketers need to prepare for major transformations and new players in the market. The medical sector is a very tricky marketplace. Healthcare marketers need to have their market segmented to suit their business’ needs.

Marketing research will help you understand the competition, product, target audience and trends. A well-defined market will form the base of a good business. Click to tweet

Become familiar with the   A-Z of healthcare marketing  . You can also subscribe to our blog page and become an expert healthcare marketer with our valuable resources.

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5 Leading Innovators in the Healthcare Interoperability Solutions Market

Apr 11, 2024

Blog Healthcare 5 Leading Innovators in the Healthcare Interoperability Solutions Market

What is interoperability in healthcare?

Interoperability in healthcare is a critical component of modern healthcare. It facilitates smoother access to patient information, enhances collaboration between doctors and other healthcare providers, and delivers care more effectively. With the introduction of advanced technologies like artificial intelligence and machine learning, healthcare interoperability has gained greater importance in ensuring that patients receive the best possible care.

Interoperability solutions in healthcare market also play an important role in allowing providers to exchange data securely. This helps prevent medical errors and reduces costs by simplifying administrative tasks. By using shared standards, systems can interact with each other in an efficient and effective manner, which leads to better outcomes for patients.

The global healthcare interoperability solutions market is experiencing significant growth and is expected to continue to expand in the coming years. As per BCC Research, the market is expected to grow from $3.4 billion in 2023 to $6.1 billion in 2028, boasting a strong compound annual growth rate (CAGR) of 12.7% during the forecast period.

Let's explore five key players shaping the future of healthcare interoperability solutions.

Global Healthcare Interoperability Solutions Market

The global market for healthcare interoperability solutions is expected to increase from $3.4 billion in 2023 to $6.1 billion by the end of 2028, with a compound annual growth rate (CAGR) of 12.7% during the forecast period of 2023-2028.

Key Innovators in the Healthcare Interoperability Solutions Industry

Allscripts Healthcare Solutions (Veradigm):

Allscripts Healthcare Solutions was founded in 1986, is a publicly traded American company that offers practice management and electronic health record technology to physician practices, hospitals, and other healthcare providers. It also offers products for patient engagement, care coordination, financial and analytics technology. Their solutions are utilized globally, including in countries such as the United States, Australia, Canada, the United Kingdom, and Israel.

Veradigm links more than 300,000 healthcare providers across the United States via the Veradigm Network, serving over 170 million patients.

InterSystems Corporation:

The company was founded in 1978. InterSystems Corp. is a privately held software company that specializes in data management and analytics technologies for industries with complex challenges. Their products and solutions include database management, interoperability, machine learning and analytics, medication management, documentation and care planning, connectivity, business management system for labs, and revenue cycle management. Their solutions are used in over 88 countries around the world.

NextGen Healthcare, Inc.:

NextGen Healthcare, Inc. was founded in 1974, is a United States-based healthcare information technology company that provides electronic health record (HER) software and practice management systems to the healthcare industry. It also provides population health, financial management, and clinical solutions for medical and dental practices.

It is a leading provider of healthcare IT solutions to the ambulatory care market. The company’s HER software is used by over 100,000 healthcare providers in the United States. Its practice management system is used by over 40,000 healthcare providers in the United States.

Cerner Corporation (Oracle Cerner):

Cerner Corporation, founded in 1979, is a US-based company providing health information technology (HIT) platforms, services, and hardware to hospitals and health systems. On June 8, 2022, Cerner was acquired by Oracle Corporation and rebranded as Oracle Cerner, also known as Oracle Health in some countries.

Oracle Cerner's tools empower communities and individuals to engage in their health by providing data for informed decision-making in operations management. These tools also equip clinicians with information for smarter care provision.

Oracle technology, including Oracle Cerner, has been utilized by over 420,000 customers across 175 countries.

Epic Systems:

Epic systems was founded in 1979 and is a healthcare software company specializing in electronic health records (EHR) solutions. The company’s platform facilitates interoperability within healthcare organizations. This feature enables healthcare providers to readily access a patient's complete medical history across different institutions, thereby promoting informed clinical decision-making and improved care continuity.

Future of Healthcare Interoperability Solutions Market

Interoperability in healthcare, driven by AI and machine learning, is vital for efficient patient care. It enables secure data exchange, reduces medical errors, and simplifies administrative tasks. The global market for interoperability solutions is projected to reach $6.1 billion by 2028. Key players like Allscripts Healthcare Solutions, InterSystems Corporation, NextGen Healthcare, Inc., Oracle Cerner, and Epic Systems are shaping the future of healthcare interoperability solutions, offering innovative products and services that enhance patient care and outcomes. These advancements are expected to continue driving the growth of the healthcare interoperability solutions market.

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Top 10 Companies in Life Science Analytics Market in 2024

Introduction 

In today's dynamic landscape of life sciences, analytics has emerged as a cornerstone for driving innovation, efficiency, and improved patient outcomes. From pharmaceutical giants to tech innovators, numerous companies are at the forefront of leveraging data analytics to revolutionize the sector. In this blog, we unveil the top 10 life science analytics companies that are reshaping the industry's future. Through meticulous research and analysis, we've curated a list of companies based on their market dominance, revenue, innovation prowess, reputation, and impact on the sector.

Life science analytics involves the use of data analysis techniques to extract insights from biological, clinical, and healthcare data, enabling advancements in drug discovery , clinical research, precision medicine, healthcare operations, epidemiology, and marketing. By leveraging data analytics , organizations in the life sciences sector can make informed decisions, optimize processes, personalize treatments, improve patient outcomes, and drive innovation in healthcare delivery and research.

The global life science analytics market is experiencing significant revenue growth driven by the increasing utilization of big data in research and life sciences organizations, alongside the expanding digitalization of hospitals and clinics worldwide. Companies are investing in upgrading their solutions and services portfolios to meet the rising demand for data-driven insights in the healthcare sector. However, data security and privacy concerns present formidable barriers to market growth, as companies grapple with compliance requirements and the risks of data breaches. The dominance of descriptive analytics, offering clear insights into past trends and occurrences, remains prominent in the market, driven by its simplicity and effectiveness in addressing performance gaps and informing strategic decisions for healthcare organizations.

The global life science analytics market size was valued at USD 11.23 billion in 2022 and is estimated to grow at a revenue CAGR of 12.7% over the forecast period. The continuous market revenue growth may be ascribed to the increasing use of big data in research and life sciences companies, as well as the expanding use of customized medicine. Expanding digitization in hospitals and clinics, as well as increased need for Real-World Evidence (RWE) to assist medication development, market access, and post-market surveillance, are likely to boost market revenue throughout the projection period.

World’s Prominent Companies Offering Life Science Analytics; Top 10 by Revenue

• Oracle Corporation
• IBM Corporation
• Allscripts Healthcare Solutions
• Cerner Corporation

Top 10 Globally Leading Companies in The Life Science Analytics Market

Optum [annual revenue: usd 226.6 billion].

Optum , a subsidiary of UnitedHealth Group, is a leading health services and innovation company specializing in life science analytics. With access to vast healthcare data, Optum offers tailored solutions including real-world data analytics, market access strategies, clinical trial optimization, and health economics research. Renowned for its industry expertise and technological prowess, Optum delivers actionable insights to pharmaceutical, biotechnology, and medical device companies, facilitating informed decision-making and driving innovation in healthcare.

Oracle Corporation [Annual Revenue: USD 52.51 Billion]

Oracle Corporation , founded in 1977, is a global leader in database software and cloud engineering solutions. Its flagship product, Oracle Database, is renowned for scalability and reliability. In the life science analytics market, Oracle offers specialized cloud services tailored to the industry's needs, including the Oracle Life Sciences Cloud and Oracle Health Sciences suite, facilitating advancements in drug discovery and clinical research. Recent developments focus on expanding cloud infrastructure and investing in emerging technologies like AI and blockchain. Oracle's commitment to regulatory compliance and end-to-end solutions makes it a trusted partner for organizations seeking to leverage data for innovation in healthcare and life sciences.

Cognizant [Annual Revenue: USD 19.8 Billion]

Cognizant is a global IT services and consulting company with a strong presence in the life science analytics market. Leveraging advanced analytics, artificial intelligence, and data science, Cognizant offers solutions for pharmaceutical, biotechnology, and medical device companies across the product lifecycle. Its services include data analytics, regulatory compliance, commercial effectiveness, and patient engagement, aimed at driving insights, ensuring regulatory compliance, optimizing commercial strategies, and improving patient outcomes. With a focus on innovation and industry expertise, Cognizant collaborates with clients to deliver tailored solutions that address specific business challenges and drive growth in the rapidly evolving life science sector.

Accenture [Annual Revenue: USD 15.80 Billion]

Accenture is a global leader in consulting, technology, and outsourcing services, offering tailored solutions for the life science analytics market. Leveraging expertise in data analytics, digital transformation, regulatory compliance, and patient engagement, Accenture helps pharmaceutical, biotechnology, and medical device companies optimize operations, drive innovation, and improve patient outcomes. Notable achievements include accolades for innovative technology adoption and commitment to client value. Recent developments focus on expanding capabilities through strategic acquisitions and partnerships, ensuring Accenture remains at the forefront of delivering impactful solutions in the rapidly evolving life science landscape.

IQVIA [Annual Revenue: USD 14.9 Billion]

IQVIA is a leading global provider of advanced analytics, technology solutions, and contract research services for the life sciences industry. Formed through the merger of IMS Health and Quintiles in 2016, IQVIA offers integrated solutions spanning the entire product lifecycle, from drug discovery and development to commercialization and post-market surveillance. With a focus on innovation, the company provides a wide range of services including advanced analytics, technology platforms, and contract research services. Notable achievements include industry leadership, excellence in clinical research, and a strong reputation for innovation. Recent developments include expansion of real-world evidence capabilities, investment in technology, and strategic partnerships. Key selling points include integrated solutions, global reach, and expertise in the healthcare landscape.

IBM Corporation [Annual Revenue: USD 12 Billion]

IBM Corporation is a pioneering multinational technology company with a rich history dating back to 1911. Offering a wide range of products and services including cloud computing, data analytics, artificial intelligence, and blockchain solutions, IBM is renowned for its notable achievements such as Watson's Jeopardy! win and the development of Deep Blue. Recent developments include the acquisition of Red Hat and advancements in quantum computing. In the life science analytics market, IBM provides AI-powered insights, robust data security, and scalable solutions tailored for researchers and healthcare providers, making it a leading choice for organizations in this sector.

Wipro [Annual Revenue: USD 11 Billion]

Wipro Limited , a global IT and consulting company founded in 1945, offers a comprehensive suite of analytics solutions tailored to the life sciences industry. Through advanced data analytics, drug development support, regulatory compliance solutions, and supply chain optimization, Wipro enables life sciences companies to derive meaningful insights, enhance operational efficiency, and ensure regulatory adherence. With a focus on innovation and deep domain expertise, Wipro stands as a trusted partner for organizations seeking to leverage analytics for driving growth and innovation in the life sciences sector.

Cerner Corporation [Annual Revenue: USD 5.8 Billion]

Cerner Corporation , founded in 1979, is a global leader in health information technology, particularly in the Life Science Analytics market. Offering a comprehensive suite of solutions including Electronic Health Records, Population Health Management, Data Analytics, and Revenue Cycle Management, Cerner enables healthcare organizations to streamline operations, enhance patient care, and drive better outcomes. Notable achievements include Fortune 500 recognition and leadership acknowledgments from industry analysts. Recent developments focus on innovation, partnerships, and expanding capabilities to meet evolving healthcare needs. With a commitment to interoperability and data-driven insights, Cerner stands out for its ability to empower organizations to make informed decisions and improve patient outcomes.

Allscripts Healthcare Solutions [Annual Revenue: USD 830 Million]

Allscripts Healthcare Solutions is a leading provider of healthcare information technology solutions, offering electronic health records (EHR), practice management, revenue cycle management, population health management, and analytics tools. With a history dating back to 1986, Allscripts has earned recognition for its comprehensive offerings and commitment to innovation. Notable achievements include leadership in healthcare IT, strategic partnerships, and continuous product development. Recent efforts focus on expanding interoperability, leveraging emerging technologies like AI, and promoting seamless data exchange. Allscripts stands out for its customer-focused approach, emphasizing tailored solutions to address unique healthcare challenges and drive better patient outcomes.

MaxisIT [Annual Revenue: USD 24 Million]

MaxisIT is a leading provider of innovative software solutions for the Life Science Analytics Market. With a focus on advanced analytics, artificial intelligence, and machine learning, MaxisIT offers a comprehensive platform for empowering pharmaceutical, biotechnology, and medical device companies with actionable insights throughout the drug development lifecycle. Their customizable solutions encompass data management, clinical trial optimization, and real-world evidence analytics, backed by deep domain expertise and a commitment to customer success. Recognized for innovation and excellence, MaxisIT continues to drive industry advancements through strategic partnerships and ongoing research and development initiatives, making them a trusted partner for organizations seeking to harness the power of data analytics in the life sciences.

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Artificial intelligence (AI) has incredible potential to transform the economy, improve the way we work, and enhance our way of life. The global race to scale up and adopt AI is on, and Canada is at the forefront of this technology. To make sure we can seize every opportunity in the economy of the future, and set every generation up for success, we need to scale up our innovation ambitions. And do it in a way that brings everyone along. For Millennials and Gen Z, who feel their hard work isn’t paying off like it did for previous generations, we must invest in good-paying opportunities that help them get ahead. That’s why we’re focused on creating more good jobs, including in innovation and technology, which are among the highest paying of all industries.

AI is already unlocking massive growth in industries across the economy. Many Canadians are already feeling the benefits of using AI to work smarter and faster. The rapid advance of generative AI today will unlock immense economic potential for Canada, significantly improving productivity and reducing the time workers have to spend on repetitive tasks. Researchers and companies in Canada are also using AI to create incredible new innovations and job opportunities across all facets of the Canadian economy, from drug discovery to energy efficiency to housing innovation. In the past year, job growth in AI increased by nearly one third in Canada – among the highest growth of any sector. And most AI jobs pay well above the average income.

Canada has a world-leading AI ecosystem – from development, to commercialization, to safety. We have an advantage that can make sure Canadian values and Canadian ideas help shape this globally in-demand technology. Canada was the first country in the world to introduce a national AI strategy and has invested over $2 billion since 2017 to support AI and digital research and innovation. Since then, countries around the world have begun investing significant funding and efforts into AI to advance their economies, particularly in computing infrastructure. In order to maintain Canada’s competitive edge, and secure good paying jobs and job security for generations of young Canadians, we must raise the bar.

The Prime Minister, Justin Trudeau, today announced a $2.4 billion package of measures from the upcoming Budget 2024 to secure Canada’s AI advantage. These investments will accelerate job growth in Canada’s AI sector and beyond, boost productivity by helping researchers and businesses develop and adopt AI, and ensure this is done responsibly.

These measures include:

• Investing $2 billion to build and provide access to computing capabilities and technological infrastructure for Canada’s world-leading AI researchers, start-ups, and scale-ups. As part of this investment, we will soon be consulting with AI stakeholders to inform the launch of a new AI Compute Access Fund to provide near-term support to researchers and industry. We will also develop a new Canadian AI Sovereign Compute Strategy to catalyze the development of Canadian-owned and located AI infrastructure. Ensuring access to cutting-edge computing infrastructure will attract more global AI investment to Canada, develop and recruit the best talent, and help Canadian businesses compete and succeed on the world stage.
• Boosting AI start-ups to bring new technologies to market, and accelerating AI adoption in critical sectors , such as agriculture, clean technology, health care, and manufacturing, with $200 million in support through Canada’s Regional Development Agencies.
• Investing $100 million in the NRC IRAP AI Assist Program to help small and medium-sized businesses scale up and increase productivity by building and deploying new AI solutions. This will help companies incorporate AI into their businesses and take on research, product development, testing, and validation work for new AI-based solutions.
• Supporting workers who may be impacted by AI, such as creative industries, with $50 million for the Sectoral Workforce Solutions Program, which will provide new skills training for workers in potentially disrupted sectors and communities.
• Creating a new Canadian AI Safety Institute, with $50 million to further the safe development and deployment of AI. The Institute, which will leverage input from stakeholders and work in coordination with international partners, will help Canada better understand and protect against the risks of advanced or nefarious AI systems, including to specific communities.
• Strengthening enforcement of the Artificial Intelligence and Data Act, with $5.1 million for the Office of the AI and Data Commissioner. The proposed Act aims to guide AI innovation in a positive direction to help ensure Canadians are protected from potential risks by ensuring the responsible adoption of AI by Canadian businesses.

Today’s announcement is about investing in innovation and economic growth to secure Canada’s world-leading AI advantage today and for generations to come. This will create good-paying opportunities for every generation, boost innovation across the economy, raise productivity, and accelerate economic growth – and it’s just one of the things that we are going to be doing in Budget 2024. Alongside these measures, we’re building more homes faster, ensuring every kid has the food they need, investing in health care, making life more affordable, and creating good jobs to make sure every generation can get ahead.

“AI has the potential to transform the economy. And our potential lies in capitalizing on the undeniable Canadian advantage. These investments in Budget 2024 will help harness the full potential of AI so Canadians, and especially young Canadians, can get good-paying jobs while raising our productivity, and growing our economy. This announcement is a major investment in our future, in the future of workers, in making sure that every industry, and every generation, has the tools to succeed and prosper in the economy of tomorrow.” The Rt. Hon. Justin Trudeau, Prime Minister of Canada

“Today, we are making a significant investment to boost our economic growth. This will keep Canada a global leader in AI and ensure we are at the very cutting-edge of new technologies. And most importantly, this will mean more high-paying careers for Canadians who are leading the charge in AI.” The Hon. Chrystia Freeland, Deputy Prime Minister and Minister of Finance

Quick Facts

• The Government of Canada’s Budget 2024 will be tabled in the House of Commons by the Deputy Prime Minister and Minister of Finance on Tuesday, April 16, 2024.
• In 2017, Canada was the first country to establish a national AI strategy. The Pan-Canadian Artificial Intelligence Strategy is helping Canada maintain its position as a world leader in AI, businesses be more competitive, and Canadians benefit from growth in the digital economy. Phase 2 of the strategy was announced in 2022 with funding of more than $443 million.
• The federal research granting agencies – the Canadian Institutes of Health Research (CIHR), the Natural Sciences and Engineering Research Council (NSERC), and the Social Sciences and Humanities Research Council (SSHRC) – together have awarded $936.8 million in funding for AI-related research since 2017-18.
• Since 2017, the National Research Council of Canada Industrial Research Assistance Program (NRC IRAP) provided $705.8 million in contributions to AI-related firms. This funding supported 1,111 firms and 3,837 projects in the AI and Big Data Technology space.
• In addition, the NRC Digital Technologies Research Centre has invested over $27 million both directly to firms and on collaborative AI projects related to natural language processing, Indigenous languages, and high-performance computing for AI.
• In 2023, Canada announced renewed funding for the Global Innovation Clusters , including Scale AI , bringing total funding for the company to up to $284 million. Scale AI is dedicated to promoting collaboration in AI and supply chain management research and innovation by strengthening linkages between researchers in industry, academia, and research institutes in Canada and abroad, and providing financial support for AI and supply chain management projects.
• Canada has also made significant investments in fast-scaling AI-related companies through the Strategic Innovation Fund , including Sanctuary AI and semiconductor firm Ranovus .
• Canada was recently ranked number 1 among 80 countries, tied with South Korea and Japan, in the Center for AI and Digital Policy’s 2024 global report on Artificial Intelligence and Democratic Values .
• The Artificial Intelligence and Data Act (AIDA) was introduced in Parliament as part of Bill C-27 in June 2022. It is designed to promote the responsible design, development, and use of AI systems in Canada’s private sector, with a focus on systems with the greatest impact on health, safety, and human rights. Since the introduction of the bill, the government has engaged extensively with stakeholders on the novel challenges posed by generative AI. Canada is one of the first countries in the world to propose a law to regulate AI. Learn more .
• The Voluntary Code of Conduct on the Responsible Development and Management of Advanced Generative AI Systems – announced in September 2023 and signed by major tech firms including Cohere, Ada, Coveo, BlackBerry, TELUS, OpenText, and IBM – enables companies to demonstrate that they are developing and using generative AI systems responsibly and strengthen Canadians’ confidence in the technology.
• The Public Awareness Working Group on AI was launched in 2020 under Canada’s Advisory Council on Artificial Intelligence with a mandate to examine avenues to boost public awareness and foster trust in AI. Its objective is to help Canadians have a more grounded conversation around AI, and help citizens better understand the technology, its potential uses, and its associated risks. The Working Group published a report on its public engagement activities in February 2023. A further public report is upcoming specifically on the Working Group’s engagement with First Nations, Inuit, and Métis communities to better understand their needs, interests, and priorities for AI development and use.
• Since the 1990s, Canada has been a leader in AI and deep learning, made possible by the research and innovations of the “Godfathers of AI”, Canadians Yoshua Bengio and Geoffrey Hinton. In the decades since, Canada has built up a robust and growing AI industry across Canada, anchored by our three national AI institutes in Montréal, Toronto, and Edmonton.
• In 2022-23, there were over 140,000 actively engaged AI professionals in Canada, an increase of 29 per cent compared to the previous year.
• Canada has 10 per cent of the world’s top-tier AI researchers, the second most in the world.
• Canada ranks first globally for year-over-year growth of women in AI (67 per cent growth in 2022-23 alone), first in the G7 for year-over-year growth of AI talent, and since 2019, has ranked first in the G7 for the number of AI-related papers published per capita.
• The number of AI patents filed by Canadian investors increased by 57 per cent in 2022-23 compared to the previous year – nearly three times the G7 average of just 23 per cent over the same period.
• In 2022, the Canadian AI sector attracted over $8.6 billion in venture capital, accounting for nearly 30 per cent of all venture capital activity in Canada.
• Canada ranks third in the G7 in total funding per capita raised for AI companies, with more than 670 Canadian AI start-ups and 30 Canadian generative AI companies receiving at least one investment deal valued at more than $1 million USD since 2019.
• Restore generational fairness for renters, particularly Millennials and Gen Z, by taking new action to protect renters’ rights and unlock pathways for them to become homeowners. Learn more .
• Save more young families money and help more moms return to their careers by building more affordable child care spaces and training more early childhood educators across Canada. Learn more .
• Create a National School Food Program to provide meals to about 400,000 kids every year and help ensure every child has the best start in life, no matter their circumstances. Learn more .
• Launch a new $6 billion Canada Housing Infrastructure Fund to accelerate the construction or upgrade of essential infrastructure across the country and get more homes built for Canadians. Learn more .
• Top-up the Apartment Construction Loan Program with $15 billion, make new reforms so it is easier to access, and launch Canada Builds to call on all provinces and territories to join a Team Canada effort to build more homes, faster. Learn more .
• Support renters by launching a new $1.5 billion Canada Rental Protection Fund to preserve more rental homes and make sure they stay affordable. Learn more .
• Change the way we build homes in Canada by announcing over $600 million to make it easier and cheaper to build more homes, faster, including through a new Homebuilding Technology and Innovation Fund and a new Housing Design Catalogue. Learn more .

Associated Links

• Responsible use of artificial intelligence (AI)
• Sectoral Workforce Solutions Program

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An Open Comparative Study of the Effectiveness and Incomparable Study of the Immunogenicity and Safety of the Vaccine (CoviVac) for Adults Aged 60 Years and Older

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How Lyudmyla leads semiotic research in a Moscow agency

In the beginning of 2017, Lyudmyla Zaporozhtseva moved from Kiev to Moscow. After a successful collaboration with the Enjoy Understanding marketing research agency, she accepted their invitation to work as a full-time expert in semiotics. It was a new position, created for Lyudmyla. Three years on, she leads a semiotic team in this agency.

Lyudmyla told UT Blog about how the agency works, what her daily work looks like, and how she feels about her recent PhD defense at the University of Tartu.

Image from a personal archive

The role of semiotics in the agency

Enjoy Understanding uses traditional qualitative methods along with semiotic research. Having semioticians on the team in a marketing agency is rather unique. In Estonia, where the semiotic tradition thrives, few marketing agencies use a semiotic framework. Ordering semiotic research isn’t mainstream in other places either.

Lyudmyla admits that three years ago, when she started work at the Enjoy Understanding agency, it was much more difficult to convince clients to use semiotics. Now the situation is changing. Big clients with head offices in Europe already know about semiotics and want to apply it for building a cultural strategy of a brand. Clients who do it once often want to do it again.

Lyudmyla and her team are involved in the majority of the agency’s projects, even if no extensive semiotic research is needed. It is common to discuss all incoming work together and provide feedback to each other. For instance, when they start working with an insurance company, it is useful to look into the concept of safety – what safety means, how it is expressed, etc.

Semiotics gives researchers some hypotheses, and sometimes is combined with qualitative analysis. According to Lyudmyla, the results of the semiotic research become briefs or tasks for creative agencies. The latter would then produce the needed content – ads, packaging design, etc.

“Every semiotic research is different,” says Lyudmyla. “We adjust methodology every time.” Juri Lotman’s method of the semiosphere, visual analysis, discourse analysis, semiotic square, audio semiotics – these are some methods that she and her team use. For instance, audio semiotics is applied when the concept of freshness is researched – how does freshness sound?

The Code of a Woman in Russia

Among other tools, the agency uses the RDE-model for presenting the results of research. “RDE” stands for residual, dominant, and emergent codes of culture. In spring 2019, Enjoy Understanding presented its research, conducted in collaboration with the TV channel TLC. The topic of the research was: “The Code of a Woman [in Russia]. The Mass Culture Representations.”

The researchers identified four spaces of meaning: “Appearance and Body,” “Career,” “Relationships,” and “Children”. For each space, they presented three types of codes: the residual, or codes that are losing their relevance; dominant, or codes that are currently the strongest; and emergent, or codes that are becoming relevant. All in all, the research identified 31 codes.

Semiotic breakfasts

In terms of Moscow, Enjoy Understanding is a boutique agency that employs twenty people. Lyudmyla likes this format, as it allows everyone to become good friends. The size of the company is also suitable for “Semiotic Breakfasts” that Lyudmyla introduced in the agency.

While normally there is no strict time to start work, once a month she and her colleagues come together early in the morning. Everything is prepared when they come: coffee, croissants, cookies, cheese. Everyone comes in with fresh thoughts on a previously chosen topic. The breakfast starts with a discussion and lasts for two to three hours.

The participants try to find some codes and patterns that describe a topic in contemporary culture – for instance, masculinity and how it changes; visual presentation of masculinity in media. According to Lyudmyla, the format of “Semiotic breakfasts” permits analysis of a huge scope of materials very fast.

One of the semiotic breakfasts in 2019 became a theatre performance called “Bread” by Liquid Theatre & NOL Project. Lyudmila and her colleagues decoded the contemporary representations of bread in culture. This cultural-semiotic analysis provided a basis for the scenery of the “Bread”.

The agency people found several important dimensions of bread today and their colleagues from the theatre translated these into artistic metaphors. “I was impressed to see how my report chapters were transformed to a folk tale, rap battle, messenger chat, etc. This is a perfect example how applied semiotics can be of use even for contemporary theatre,” says Lyudmyla.

Apart from monthly breakfasts, Lyudmyla and her colleagues have lunches in the office together. Again, they debate, but this time discussions are not related to work. “Oftentimes you come to lunch with certain ideas, and leave with different ideas,” describes Lyudmyla.

Lyudmyla’s working day unveiled

Lyudmyla’s working days usually start with analyzing some materials. Let’s take the topic of femininity – how has it changed recently in Russia? Or packaging – how to identify the best design? She takes the materials to a big room with a big table and starts reflecting. Sometimes she brainstorms with her colleagues or joins them for brainstorming instead. Lyudmyla then systematizes the material, finds patterns, and makes a presentation for her colleagues. Then they brainstorm again. Feedback is very important.

During the day, Lyudmyla gives presentations and lectures, and goes to meetings. She participates in brainstorming and discussions of other projects that require cultural expertise.

One thing that Lyudmyla always does during the day is check the news. There are several sources where she can find some trends in culture, like Trendhunter . “This is needed to have a multidimensional point of view towards other topics,” Lyudmyla says. She advises all those interested in marketing semiotics to follow trends and engage in brainstorming events like the “Semiotic Breakfasts.”

PhD thesis on mass culture mythology

In late November 2019, Lyudmyla delivered what she calls “the most crucial presentation in her life” about her most favourite research – her PhD thesis. In the thesis, Lyudmyla researched structural units of mass culture mythology . Here she explains her PhD thesis in sixty seconds:

After the PhD defense, Lyudmyla feels even more responsibility for her words.

On the day of this interview, Lyudmyla received an invitation to join the organizing committee of a conference on contemporary mythology. “Nothing stops; it’s only the beginning,” she says optimistically. And she adds a few words of wisdom:

There are no victories forever. Once you become a winner in some competition, it does not mean that you will be the winner for the rest of your life. You are as cool as your last project. You always need to prove you have the expertise and develop.

Related posts:

• How To Become Rich with Semiotics?
• Crimea “Referendum”: Welcome Back Home!
• Podcast: Semiotics – Lingering or Thriving?

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Nike Bosses Plan 'Biggest' Olympics Spend as Marketing Ramps Up

Nike Bosses Plan 'Biggest' Olympics Spend as Marketing Ramps Up

FILE PHOTO: Athletics - London Marathon - London, Britain - April 23, 2023 Adidas and Nike running trainers are seen during the race REUTERS/Andrew Boyers/File Photo

By Helen Reid

PARIS (Reuters) - Nike is spending more on this Olympics than any previous Games, top executives said on Friday, as the U.S. sportswear brand embarks on a marketing push it hopes will revive flagging sales and help compete with upstart rivals.

Sportswear makers are looking to reignite demand on the back of Paris 2024, which represents a return to normalcy after Tokyo 2020, delayed to 2021 and held without spectators due to the global pandemic.

Sponsored athletes including U.S. sprinter Sha'Carri Richardson and Kenyan marathoner Eliud Kipchoge modeled Nike's Olympics kits at a show in Paris on Thursday, where the brand also unveiled 13 futuristic shoe prototypes developed with athletes.

"This Olympics will be our biggest ... it will be our largest media spend," Heidi O'Neill, president of consumer, product and brand at Nike said in an interview. "This will be the most investment and the biggest moment for Nike in years," she added, without putting a figure on the amount of spending planned.

In Nike's latest quarter, total marketing expense was $1 billion, up 10% on the same period last year. Asked whether spending will continue to ramp up, O'Neill said marketing was "the number one priority investment" for the company.

Nike in general is focusing on "fewer, bigger" marketing campaigns, she added. The $139 billion company hired a new chief marketing officer at the end of last year as it seeks to bolster its brand in an increasingly competitive sportswear market.

Newer running brands such as On and Hoka are taking market share from Nike, while a trend away from chunky basketball sneakers is benefiting its closest rival Adidas and its low-profile "terrace" shoes.

Nike's plans contrast with those of Adidas. The German brand has been cutting back on marketing spend and spent 2.5 billion euros ($2.7 billion) on marketing in 2023, down 8.5% from the previous year. Nike's spend over its latest four quarters was $4.3 billion, an increase of 6%.

Nike's investment should help stimulate demand despite pressure on consumers globally, executives say.

"Consumers are challenged in just about every market we do business in," said Craig Williams, Nike's president of global geographies and marketplace.

Despite that, consumers continue to respond "very positively" to the Olympics as an event, Williams said, adding it is still seen as "the epitome of sport".

(Reporting by Helen Reid; Editing by Matt Scuffham and David Holmes)

Copyright 2024 Thomson Reuters .

Tags: United States , The Olympics

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