Healthcare and Digital Transformation - Lessons from the Research

Healthcare Marketing in the Digital Age: New Research

Stefan Tornquist, VP Research, Econsultancy

The Study

Setting the Scene/01

0%

10%

20%

30%

40%

21%

31%34%

14%19%

41%36%

4%

Thinking about how digital technology has disrupted your in-dustry, which statement best describes your organization today?

Healthcare All Sectors (8/2014)

C-suite vs. Everyone Else

0%10%20%30%40%50%60%

30%

51%

14%5%

19%

48%

19% 14%

To what extent does digital permeate your own orga-nization's marketing activities?

Healthcare All Sectors

81% say poor measurement / attribution

5.5 concerns/02

83% say that their organization isn't built to be

digitally effective

Structures and transformation

89% say they suffer from a lack of marketers with digital

skills

People and Skills

66% are unprepared to use data from emerging data

sources

Data

45% are unprepared to use data from emerging data

sources

Data

32% have the technology to achieve their top objective

Technology

20% have incentives in place to encourage innovation

Innovation management

5 things to consider/03

Fear of change is the #1 threat.

Talent: careers not roles.

Use data to serve.

Tech: See talent (or get help)

Innovator? Changing patient behavior is your best friend.

1 cheat code/04

Are trends threats or a chance to take the lead?

Thank you

@SKTornquist

/05