Who hasn’t Googled their symptoms at some point to try and self-diagnose an illness or injury? As...
In recent years, the demand for different home healthcare products such as blood pressure monitors, blood glucose monitors, temperature monitors, and pulse oximeters has increased across the globe. This factor, combined with an explosion of health monitoring apps, is propelling the global home healthcare market, which is expected to almost double in the next five years.
How many of you have picked up one of the medical devices listed above in the past two years? Perhaps you’re now tracking your heath on your smartwatch or phone? Following what seemed like almost daily Covid tests, we’ve all become more aware of our health, and we’re increasingly looking for ways to self-monitor or self-improve from the comfort of home.
The healthcare (including dentalcare) market is evolving with this behavioural change. Some things that once required a physical visit, like a trip to the doctors, can now take place via video call, with prescriptions delivered to your door.
A few years back, it was unfathomable that you could take a blood test or have your teeth straightened at home, but here we are.
Could the pandemic lead to a healthier society?
Of course, the COVID-19 pandemic has had a large bearing on how comfortable we are with at-home healthcare.
While self-testing was already very common for pregnancy and blood sugar levels pre-pandemic, COVID-19 swab kits have shaped and accelerated what’s now possible from in-home testing.
There are now a number of companies that offer similar kits for all sorts of tests, from general health checks to vitamin deficiency. Many of the at-home test kits are designed to allow you to better monitor your health and capture conditions at the earliest opportunity; the convenience of doing them at home – it is hoped at least – will lead to a healthier society.
The size of the home healthcare opportunity
On a more commercial note, this rise in home healthcare is a clear opportunity for brands in the space to do more business.
The global home healthcare market is expected to reach US$ 621 million by 2028 from US$ 31million in 2020. Meanwhile, the global self-testing market is projected to grow to nearly $12billion by 2030 from its current worth of $7.5billion
These markets will be driven not only by medical devices and tests becoming more commonplace in the home setting, but also because of our ageing population.
Current issues with staffing levels and backlogs in the NHS are also likely to increase demand from those financially able to test at home.
Building trust with a wary audience
But, while home healthcare brands will no doubt be pleased to see these staggering growth forecasts, it won’t be plain sailing to convince people to buy-in to new healthcare products that they can use at home.
Trust is a major factor. And while the pandemic hasn’t done a great job of solidifying patients’ trust in healthcare, there were signs that it was on the wane even prior to 2020.
In the research from Imperial’s Institute of Global Health Innovation, conducted in 2018, it was found that a quarter of UK respondents weren’t willing to share their health data with their doctor.
Dr Saira Ghafur, study author and digital health lead at the Institute of Global Health Innovation, said:
“Our research has highlighted the importance of trust when it comes to health data sharing. As we move towards more data-driven healthcare, it is therefore vital that health systems communicate about how patients’ data will be used in an open and transparent way, and ensure that data is shared safely and securely.”
When introducing home healthcare products to consumers, her comments underline the importance of open and transparent communication. One way to achieve this is through media which is trusted by your audience.
Don’t waste the opportunity
Older audiences are more likely to trust local and regional online media, so hosting long-form branded content in publications that have existed for many years is a solid strategy.
Younger people also trust credible publisher environments – but the key to gaining their confidence is to back the copy up with verified reviews from the likes of Trustpilot.
Just appearing in these familiar and trusted environments is not enough. The key to a successful campaign is the content. Here’s a simple checklist of everything I think is vital to win over your target audience’s trust. You’ll need:
- A clear layman’s explanation of the product
- Realistic, non-exaggerated outcomes
- Testimonials
- Lifestyle product shots, i.e. people using the product
- Users that are relatable / match the target audience
- Engaging assets (embedded or links to questionnaires to establish which product is most appropriate for the reader)
- Details of guarantees (what happens if the user is not happy with the product)
It’s all about getting the balance right between informative and engaging. You don’t want to come across as simply a brand with a product to sell – but, at the same time, you want to make sure you’re including everything a potential customer needs to make informed decisions as to if the product is right for them. You’ll also need to be aware of any regulatory requirements.
Content built for brand and performance
Whether you are considering content for brand or performance, we can help with campaigns designed to deliver. Contact us today to see how we create and distribute inspiring, on-brand content that performs.
