With over 20 years of strategic experience and an award-winning career, Jason Gingold, Head of Strategy at Mekanism, shares his insights on the transformative role of technology in healthcare marketing and discusses how the healthcare industry is poised for a future of better health through data-driven insights and community engagement.
Please provide an overview of the clients and categories you work with in the healthcare and or wellness space. What kind of media channels are you using?
We currently partner and have partnered with brands across the healthcare and wearables space, including i-Health, WHOOP, Peloton, Frida Mom using channels such as social, CTV and broadcast.
WHOOP case study
Frida Mom case reel
Given the growing market for wearables and overall innovation in consumer health, what are the opportunities for healthcare brands? Is new technology and social media helping people move to better health?
It seems pretty apparent that the opportunities for technology, specifically wearables in various forms, and the data that comes with it has opened a massive gateway for brands and consumers alike when it comes to driving better health understanding and improving healthier behaviors.
Wearable devices such as fitness trackers, smartwatches, and other health monitors offer real-time data on metrics like heart rate, sleep patterns, activity levels, and more. Currently, much of the branding and usage is built around personal improvement and/or lifestyle, be it for tracking daily steps goals at the simpler end (think iWatch or FitBit) and balancing sleep efficiency and performance at the other end (think Aura or WHOOP). It really comes down to how much data and information a consumer is open to and how much they want to open those floodgates to ensure the data is useful to them. The spectrum is vast to be sure.
"Pelothon" case study | Peloton
Social media platforms and gamified health apps are also becoming powerful tools for driving behavioral change. Many health apps integrate with social media to share fitness goals, challenges, or achievements, fostering a sense of community and support. By collaborating with influencers and creating challenges or campaigns, healthcare brands can encourage healthier lifestyles, making health a social and cultural movement. Or even go a step further, potentially offering users earned rewards or badges for meeting health goals, to keep consumers motivated.
Bottom line, new technologies, especially wearable devices, are rising in popularity and usage. And if and when brands and influencers can wield their power in a benevolent way, could go a long way to drive and encourage people to take better care of their health.
"Locker Room" Care That Goes There | AZO
What trends do you believe will have the most significant impact on your clients in the next few years?
・An increased focus on AI-Powered Analytics that provide customization, insight and guidance to users.
・Influencer partnerships can promote authentic messaging and drive community engagement among wearables users.
・Gamification elements can increase access to information about health and wellness while increasing consumer engagement.
"Protect the Gut Microbiome" Culturelle