“The health tech industry is primed for a pendulum swing from B2C to B2B solutions.” That seismic shift was identified in a recent meta-analysis study of current trend reports, interviews with health tech founders and private equity firms, as well as a survey of 500 senior and C-suite health leaders.
Allison+Partners, a global marketing and communications agency, conducted that analysis as part of their health tech brands research which focuses on the record-breaking investment in digital health and the adoption of technology during the pandemic.
“The last few years have underscored technology’s tremendous potential to improve how we engage with and deliver healthcare. At the same time, accelerated innovation in consumer-facing areas, such as telehealth, has highlighted the essential role backend technologies play in delivering a more seamless patient experience, and created even more opportunity for brands focused on modernizing healthcare’s infrastructure,” says Jamie Rismiller, executive vice president, Allison Partners Health.
In their study the marketing and communications agency identified the barriers and opportunities for marketing and communications professionals who take the role of telling their stories across the healthcare ecosystem—crafting brand narratives to gain attention for their clients.
With this assessment of the future of the health tech industry, Allison+Partners Health announced the launch of Storylab—a gathering of their experts from across their agency to give full dimension to client narratives. This new storytelling offering directly assists their clients in the rapidly evolving digital health landscape.
Sarah Natoli, Allison+Partners’ Vice President of Health Strategy and Storylab lead, oversees the full spectrum of resources their agency brings to clients that includes writers, editors, videographers, academics, multicultural marketers, healthcare wonks, tech geeks and others.
She describes how their agency assists clients in storytelling, stating, “Our research showed that health tech leaders are doubling down on cross-channel storytelling. We are excited to offer our clients a hand-selected team of experts from multiple practices to create relevant editorial calendars that cut across paid, owned, and earned channels.”
The agency’s study provided a range of insight on the healthcare ecosystem:
- Backend technologies in the B2B sector present new opportunities for investors and health tech founders—bringing on more choices, as well as more competition,
- Increased confidence in the healthcare experience occurred due to accelerated technology adoption over the past two years,
- Health tech leaders have an important role in understanding the barriers to achieve “Health 4.0” – a future state connecting the current fragmented healthcare system, and
- Infrastructure-focused solutions are achievable despite barriers to bringing on the next phase of digital health sooner.
An overall conclusion of their study was that success is best achieved when health tech storytellers clearly communicate how a particular company’s technology will further accelerate advancements in the industry—something even more important in the post-pandemic world.
Allison+Partners helps brands tell their stories and communicate real-world value that gain attention. Their full research report on the changes underway in the health tech industry is available at https://info.allisonpr.com/healthtechnology
