Healthcare markets: Markets of trust
Health systems around the world continue to grow, and together with technology advances, new areas in the field are emerging. At TEAMS, we took a closer look at these fields and tried to figure out where we can step in as designers.
The patient will be the focus of the health system of the future.
Health can no longer be understood as a fixed status determined solely by doctors or other experts. Healthcare does not only exists for the patient but always with the patient. Through increasing individualization and easier access to information, they will take more responsibility and decide what level of health they need for themselves.
- Health will not be measured by disease, but by satisfaction and individual emotional values.-
In terms of trust, people are relying first and foremost on the professional competence of doctors and understandable communication. Therefore cooperation, transparency, empathy and respectful dialogue at eye level will be a crucial quality parameter in healthcare. Healthcare markets are becoming markets of trust.
More than ever, the health system will be a diverse and complex collaborative project. Information flows will increasingly be connected and multidimensional in the future. Classic players in the healthcare system will be expanded by health portals, communities, and platforms — both virtual and real.
- We will see an increase in routine testing, from regular check-ups to continuous monitoring of high-risk patients.-
Global population aging, overall declining health, poor lifestyle habits have been and will be a major challenge for our healthcare system. Particularly non-communicable diseases, cardiovascular diseases, cancer, chronic respiratory diseases, and diabetes, are responsible for 63% of all deaths worldwide.
However, non-communicable diseases are preventable through effective interventions that tackle shared risk factors like tobacco use, unhealthy diet, physical inactivity, high blood pressure, obesity and harmful use of alcohol. They are directly linked to modern lifestyles, and their incidence can be significantly reduced through modification of individual behavior.
- If the major risk factors for non-communicable diseases were eliminated around three-quarters of heart disease, stroke disease, type 2 diabetes, as well as 40% of cancer disease would be prevented.-
Therefore, the healthcare industry is shifting towards a preventive approach instead of treating patients when it is too late. As this trend continues, we will see an increase in routine testing, from regular check-ups to continuous monitoring of high-risk patients.
In order to provide access to those services and reduce the time needed, we will see an increase in telemedicine, self-service, and mobile health applications, bringing healthcare technologies from the hospital closer to the patient.
With increased digitalization, providers will harness the power of predictive analytics. Providers have never before had access to this level of patient information and using it can revolutionize not only care but also patient education.
So what can we do as a designer to strengthen trust between people and brands and how do we design transparent sustainable concepts and solutions for the future?
More empathy towards the consumer is the key to build brand trust. We as designers need to listen carefully to understand the relevant topics of the users in order to respond to their needs. We have to speak their language and tell their stories to communicate at eye level. In this way, we create brand experiences that consumers can identify with.
User Experience is a method to break down the real needs, to analyze and evaluate them, to design successful solutions in the end. The next generations of users will have different expectations and needs. Today’s high claims are tomorrow’s normality. In order to reach and inspire these people, we need to build a stronger relationship than ever, and this relationship is based on trust.
The world today seems more complex and people are seeking clarity. We need to understand people and their individual view of the world, adopt their perspective and translate our visions into clear concepts that will reach the users of tomorrow. That way we stay relevant.
Great stories have the ability to change people’s attitudes, beliefs, and behaviors.
Direction: Marco Kapetan.
Research & text creation: Damla Başyazıcıoğlu & Kai Willenbrock.
Graphics: Diana Izquierdo.
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