Reliance Jio effect: The data revolution has brought a breath of fresh air to the marketing processes of the healthcare industry. The advent of search engines like Google has brought all the answers to the fore. The internet penetration has brought this data in the hands of over 60 crore Indians.
By Santu Dey
You thought technology is limited to the IT industry and futuristic models of artificial Intelligence dominating the world belonged only in Sci-fi movies? Truth is stranger than fiction. There are so many innovations in the field of health care that it is difficult to wrap your mind around it. From tracking your health status, to recording your pathology reports, to storing Doctor’s prescriptions all are a routine day’s work today! That day is not far when a unique ID from a health care provider will give you an insight of all your health markers!
What technology can do to look after your daily health routine?
The roaring party in office yesterday has left you with a bad hangover? You ate too many fried snacks that are bad for your elevated cholesterol levels and blood pressure? That is exactly what your Doctor had asked you not to do and your wife keeps an eye on. You thought that they would not catch on to your indiscretion, but they are reading your health reports on their smartphones. Surprised? It is a fact. Your wrist watch or your Fitbit tracks every step you take, every calorie can be counted with an application on your phone and anyone who has access to your gadget gets the report.
So, you look at a scenario in the near future when your watch tells you that your Blood Sugar is elevated, your wife is notified and so is your healthcare provider. The hospital management system that is installed at your health care facility alerts the ambulance automatically. You are transported to the hospital. The same system intimates the pathology laboratory. The blood profiling is done. The reports are sent to your doctor who prescribes the appropriate medicines and procedures, maybe with the help of a virtual assistant. Preventive measures are taken against possible heart attacks and kidney damage. The reports and line of treatment is sent to your insurance provider. The bills are paid, prescription filled and you walk out of the hospital.
Imagination in overdrive? Not really. Parts of this scenario are already in motion. The advanced HMIS and wearable gadgets available today can do most of this. In the near future, it is quite possible that some IIT or MIT pass out may just string together the whole from the pieces available today to create a seamless process that monitors, intervenes and promotes health for you. The fragments are already in place. Artificial Intelligence has made it possible for you to monitor health parameters on your wearable gadgets and smart toilets actually can predict your health concerns. HMIS can string together a seamless integrated healthcare from the entry to hospital to discharge, doctors use voice technology and AI to prescribe and information is recorded real time. The rest is just a matter of time!
The mighty stakeholders
The healthcare industry is dominated by the Big Pharma and hospital chains till now. The future looks to be distinctly different. Data analytics and Big data will be the future of healthcare marketing. The scenario will still be dominated by big guns but different ones. Data on health is mainly collected by technology giants like Google, Apple, Fitbit, Samsung, etc. These companies will play a pivotal role in the future of marketing in this domain. They will initiate a fresh outlook in preventive medicine.
The JIO effect
The data revolution has brought a breath of fresh air to the marketing processes of the healthcare industry. The advent of search engines like Google has brought all the answers to the fore. The internet penetration has brought this data in the hands of over 60 crore Indians. It is time to take the leap of faith. The smartphone is the way forward to look for the nearest healthcare facility, the nearest Doctor and pharmacy. There are many applications available today that can allow e-prescriptions, doctor on call and telemedicine and so on. The future is to tie the flowers up in a bouquet.
The marketing parameters will be automation and patient centric systems. Data analytics will be the king. The user pattern will be determined by technology. New trends and end users will dominate the market. Mobile penetration has made the process easier as the information can be assembled at the click of a finger. Medicine is looking at putting together all the various bits and pieces that are available in the technology arena. The new era of patient care is just around the corner. Soon medicine will be in your pocket, on your phone!
(The author is Head of Growth at Curofy. Views expressed are personal.)