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Research Papers
Global Healthcare 2 (2002)
Focus on the future. Empowering the role of marketing intelligence
Conference papers
| Conference collection EUR 150.00 Members price: EUR 120.00 |  |
In the year 2022 the disruptive and structural changes now faced by the health care sector will be history and today's business models will be obsolete. However, it is not yet 2022, and we do not know what the health care sector in 2022 will look like. What we do know is that we must rethink and redefine the business models, and the professionals in marketing intelligence are the best equipped to complete this challenge successfully.
When rethinking and redefining the business models we are confronted with the most inspiring technical and analytical challenges. Besides facing the future of health care, marketing is fascinating as it touches on the most basic as well as on the highest human needs, emotions and reactions.
No matter how exciting the future is, we are all confronted with today's developments, limitations, problems and opportunities. One of the most important problems for the pharmaceutical industries and for the medical equipment industries is to understand the payers and the organisation behind the providers of care and medication. Understanding their future strategies provides us with valuable insights in our future opportunities.
An important trend regards the role of the patient. Increasing the personal responsibility of the patient results in increased patient involvement in pro-active and preventive behaviour (of a part) of the patients, and the latest developments in direct to consumer marketing are addressed.
The last papers do not regard the health care industries per se but rather the marketing intelligence function, which will pave the way to the future while other less equipped professionals will claim the directive function as well. Therefore and because we are professionals we have to empower ourselves. New research techniques and opportunities enable us to provide more and clearer insight. No matter how good we are we need the credits and we must get our message across.
We think these excellent papers from invited speakers are loaded with lessons and learning and pave the way to next year?s Global Health 3.
Dirk Huisman
Programme Committee Chair
Conference collection includes the following papers:
- Internal and external stakeholders forum
The healthcare industry's reputation in the future - Lessons from consumer marketing
- Why DTC advertising has failed in the United States and how it can succeed
An exploratory study of consumer attitudes reveals the myths and the realities - The public health impact of direct-to-consumer advertising in the United States
And the global future of DTCA - Knowing the patient
A new method in international longitudinal patient data - The chronically ill patient
How we should approach this important consumer for the healthcare industry