2017 Communications Trends
This year, the big communications highlights include new expectations in the marketing suite for more accountable, predictive planning; bigger, thicker data; and straight up fun. Brands are using empathy, ambition and secrets to engage customers. They’re tackling biases, recounting the numbers, letting customers buy in to their best deals, and wrapping everything in gorgeous. In healthcare, there are more videos, fewer reps, and a little extra help navigating the information overload.
2017 Consumer Trends
This year, the big consumer highlights include people getting a lot of dirt under their fingernails, tossing their “stuff,” and getting comfortable with their lumps and bumps. Gaps are in the spotlight as a global wave of populism seeks equity in everything from income to wellness. Sleep is the new stress. Immediate is the new fast. Work is being put in its place. And, ageism is the big new bias to tackle.
2017 Digital Trends
This year, the digital highlights include a big boom in voice interaction, unbustable filter bubbles, and crushes on curators. People have stopped listening, started texting with their brand buddies, and can’t wait to go live. They’re mixing up real and virtual realities, latching onto headlines, and trading in their infographics for more meaningful numbers.
2017 Healthcare Trends
This year, the big healthcare highlights start with exciting partnerships between man and machine, debates about both dollars and data and a new generation changing the physician-patient relationship. Patients are getting involved in commercialization strategies, grabbing healthcare on the go, and deciding just how much care is too much.
Millennial Mindset: The Collaborative Clinician
New research from GSW, inVentiv Health PR Group and PALIO indicates that millennial physicians are redefining the patient-physician relationship. Four out of five millennial physicians (81%) believe that their millennial patients require a different relationship with their doctors than older patients. And 66% of those Generation Y docs are changing their approach according to the age of the patient they’re seeing. This report outlines how millennial doctors prefer a collaborative approach to nearly all aspects of their practice, and provides advice on how pharma brands can engage more effectively with this key physician audience.
Engaging the Worried Well: Seven Healthcare Brands Succeeding with Millennials
What do millennial adults want from healthcare? Research from GSW, Allidura and Harris Poll reveals their changing expectations – and the brands already meeting them.
Millennials want health and wellness brands to mirror the millennial mindset and fit into their complex, stressful lives. The brands earning their loyalty have evolved their marketing and design to make new kinds of connections with this influential generation. In this new report, Allidura and GSW outline ‘Seven Millennial Maxims’ for healthcare and the recognized health and wellness brands that are doing it right.
Millennial Mindset: The Worried Well
A recent study by Allidura Consumer, GSW and Harris Poll finds that adult millennials highly value happiness, but there appears to be a big tension between their aspirations for happiness – 97% say it’s important – and the well-documented way millennials are currently living: more stressed, anxious and depressed than any other living generation. It means these health-conscious consumers require a new approach from brands, and their preferences and opinions are shaping the way we envision modern healthcare and well-being.
The “Millennial Mindset: The Worried Well” report reveals Generation Y’s quest to redefine the meaning of happiness and health and dives into the increasingly anxious mindset of millennials, who:
- Carry the worries of a much older generation
- Connect both mental and physical health
- Live a stress-and-search cycle as digital natives