| MEdICAL dEvICE
Is that Opposition or Opportunity?
By Chris Bergstrom, Chief Strategy & Commercial development Officer at Welldoc
We can be obsessed with trends
and what they mean to our business. They can warn of threats and
challenges, or, in a glass half-full
view, trends can spot opportunities. It’s important we view trends
through both lenses so we can preempt the risks and take advantage
of the opportunities.
How do we make this distinction?
By carefully observing not just the
trends themselves, but by using history as our guide.
We work in a “laggard” industry,
which often creates a headwind to
our objectives. Fortunately, being
late to the party does offer the advantage of hindsight. So, you don’t
have to be Atul Gawande to know
what is going to happen in health-care. Just look to industries outside
of healthcare, and retrospectively
identify past winds of change to
study how those industries coped
and capitalized on them. Let’s look
at examples of trends that started
outside of our industry, but now
warrant action by all savvy health-care marketers:
Decentralization. Do you go
to banks and movie theaters as often as you did ten years ago? Probably not, because you can now do
most of your financial transactions
and get your entertainment from
any location, at any time, across a
variety of platforms. This leap forward in efficiency and convenience
is courtesy of the digital revolution.
However, in healthcare, goods and
services are just beginning to come
directly to us. This trend is driven
by necessity as it’s simply too costly