The Not-A-Marketing Book Every Healthcare Marketer Should Read

By Stewart Gandolf
Chief Executive Officer

ePatient 2015 bookStrictly speaking, ePatient 2015 – 15 Surprising Trends Changing Health Care is not a typical how-to marketing book. It is, however, an insightful look at “how health technologies are shaping the future of how consumers, caregivers and others will think about and receive care.”

Co-authors Rohit Bhargava and Fard Johnmar clearly intended their new publication for people in the healthcare industry, with marketers among the primary beneficiaries of their forward-looking research.

Communicators—along with patients, providers and health executives—will value emerging ideas about empowerment, technology, innovation and ePatients. From this perspective, Rohit told us, marketing planners can “see how empowered epatients are using real time information to inform themselves about their health and treatment options, as well as take ownership over the care they (and their loved ones) do receive.”

“The goal of this book is to share 15 trends that are poised to fundamentally change the way health and medical care is delivered and received in the near future,” according to the authors. Their technology-and-issues timeline is current and contemporary, detailing trends that they conclude will be increasingly important between now and 2015 (and beyond).

Among the trends featured in the book—sometimes surprising by their counterintuitive nature—include:

  • How Big Data may deliver “feel good” stats rather than real actionable health advice.
  • Why it is critical that health innovators develop products that address differences in age, ethnicity and culture.
  • What game theory teaches about changing health behavior and why rewards (or punishments) work—or don’t.
  • How a “Device Divide” creates disparities among healthcare technology users.
  • How the public will increasingly consider wellness criteria, such as walkable communities and hospital ratings, to decide where they should live and work.

Rather than to focus primarily on new technology and futuristic devices, the authors take what they describe as a “decidedly human-centric” approach. Throughout the book, the main concepts and individual trends are often illustrated with real-world and real people examples.

In addition, an extensive reference section and clickable “learn more” links throughout give depth to their observations and provide valuable resources for in-depth reading.

Worth reading for the long view…

In ePatient 2015 co-authors Bhargava and Johnmar cover a lot of territory and technology, looking ahead to the influence of mobile health devices, information technology, social media, genetics and more. Healthcare marketing professionals, medical executives, patients and providers will find a glimpse of the nearly-now future.

For related reading, see our previous posts: Hard-Dollar Reasons Why Physician Marketing Begins with Simply Being Liked and Anticipating the Future: Surviving Seismic Shift and Healthcare Reformation.

Marketing expert Rohit Bhargava is the author of four best selling books, founder of the Influential Marketing Group and Professor of Global Marketing at Georgetown University. He is a two-time TEDx speaker, and advises global health care brands on communications strategy and storytelling.

Digital health futurist and researcher Fard Johnmar is founder and president of Enspektos LLC, a digital health innovation consultancy. For nearly a decade, Fard has led the development of research focusing on how consumers perceive, use, and react to health technologies. He is also a Fellow at the prestigious Society for New Communications Research.

Disclosure: Healthcare Success has no business connection with the authors or titles in this post.

Stewart Gandolf
Chief Executive Officer at Healthcare Success
Stewart Gandolf, MBA, is Chief Executive Officer of Healthcare Success, one of the nation's leading healthcare and digital marketing agencies. Over the past 20 years, Stewart has marketed and consulted for over 1,000 healthcare clients, ranging from practices and hospitals to multi-billion dollar corporations. A frequent speaker, Stewart has shared his expertise at over 200 venues nationwide. As an author and expert resource, Stewart has also written for many leading industry publications, including the 21,000 subscriber Healthcare Success Insight blog. Stewart also co-authored, "Cash-Pay Healthcare: Start, Grow & Perfect Your Cash-Pay Healthcare Business." Stewart began his career with leading advertising agencies, including J. Walter Thompson, where he marketed Fortune 500 clients such as Wells Fargo and Bally's Total Fitness.

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