May 17, 2020

Ageing population will heavily impact MENA’s healthcare services, report finds

Dubai healthcare
healthcare services
healthcare services
Dubai healthcare
Catherine Sturman
2 min
Healthcare MENA
JLL has recently released a report highlighting how MENA’s healthcare industry continues to be under significant strain, with a lower number of resour...

JLL has recently released a report highlighting how MENA’s healthcare industry continues to be under significant strain, with a lower number of resources and specialist medical staff. Named ‘Healthy Returns,’ it notes that under 30% of all physicians in Saudi Arabia are Saudi nationals, highlighting a continual shortage of medically trained staff.

This will be of no surprise to many. The region’s healthcare services are behind more developed countries such as the UK and US, particularly in terms of per capita spending on healthcare, for example. However, the region’s population continues to grow rapidly, highlighting the need for the region to transform its services.

By 2020, it has been predicted that approximately 26 million people will be over 65 in the region, compared to current levels of 21 million, further impacting current healthcare provisions. Additionally, the region’s high levels of obesity and increased number of diabetic patients has seen a sharp demand for workers specialising in these areas, in order to tackle the growing demand.

The region’s ongoing concerns surrounding the provision of its healthcare services has therefore seen a push towards digitisation, the construction of new facilities, professional talent, and potential investors.

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Whilst tech companies are leveraging new products to sell to the market in order to provide further revenue, investors are looking to health projects or products with long-term potential, with a strong focus on ROI.

To also alleviate increased price pressures for the government, the private healthcare sector is  playing a large part in such developments through the use of Public Private Partnerships (PPPs).

However, with regards to the provision of healthcare services and high disposal incomes, citizens in the region have high expectations surrounding the delivery of healthcare. Consequently, Mandatory Health Insurance is being rolled out steadily, creating increased competition within private and public healthcare.

Other drivers

Healthcare is becoming a stable, growing industry within MENA, and there has been significant focus in the growth of Medical Cities, such as Sharjah Healthcare City. These projects will attract professional talent, ensure the development of best practices by investing in research and development, and will guarantee long-term economic growth.

Medical tourism is also a vital financial driver in the region. The report adds that citizens are willing to travel to another area for treatment, and notes that over 30,000 Emiratis travel abroad for medical treatment each year, spending on average of $250,000 per visit.   

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Jun 12, 2021

How can the healthcare industry build trust with consumers?

#patienttrust
#holistic
#technology
Jacqueline Bourke
5 min
Jacqueline Bourke, Director of Creative Insights for EMEA at Getty Images, tells us how healthcare providers can build greater trust with consumers

 
One of the many ways the pandemic has impacted society is that it has firmly cast the healthcare industry in the public spotlight. From producing ventilators and PPE to developing life-saving vaccines, consumers have looked to pharmaceutical and healthcare companies to keep us safe and find a way out of the Covid-19 crisis.  

As a result, healthcare companies have an opportunity to build upon this and utilise their marketing to drive greater engagement and trust with consumers. When it comes to effective marketing, it’s vital to remember the important role which visuals play. Consumers increasingly engage with brands through the visual communications and storytelling they absorb while online or browsing through media channels. These visual communications can have a huge impact not only on consumer purchasing decisions but also the relationship between brands and customers. 

At Getty Images, we work with healthcare companies throughout Europe to advise them on their visual content. This study forms part of the research for our insight platform Visual GPS, which looks at the key factors affecting consumer decision making and how that impacts their visual choices.

In partnership with YouGov, we surveyed 10,000 consumers globally and have been tracking this consumer sentiment for the past two years. This latest deep-dive into the healthcare industry is part of our wider on-going research, and aims to better understand how consumers in different regions are interacting with the healthcare sector and what motivates their visual preferences. 

Our research revealed that many companies are not using visuals as effectively as they could. In the UK, for instance, the vast majority of consumers do not feel represented by the visual communications which businesses are producing – only 7% of British respondents to our global Visual GPS survey say they felt represented. That is even lower than the global average of 14%.

This latest deep dive into the healthcare industry has uncovered some important insights that can help us better understand how consumers in different regions are interacting with the healthcare sector. 

Mental health should be centre stage 

A key finding shows that mental health remains a highly relevant issue for consumers. Over nine in ten British consumers think it is important to talk about mental health and put it on an equal footing with physical and emotional health. Not surprisingly, 55% of British consumers believe that more people are being diagnosed with depression due to the Covid-19 pandemic.   
 
There is a growing awareness of the importance of mental health across Europe. Health and pharmaceutical companies should acknowledge this in their visual communications but do so in an empathetic and compassionate way. Only five years ago, visuals around mental health often  depicted people alone, isolated and expressing feelings of shame, whereas now we are seeing a more empathetic and supportive approach to visualising mental health - with an increasing number of positive visuals showing support groups, or individuals proactively seeking and finding support.

Visual communications that show support for mental well-being in a meaningful way will resonate deeply with consumers.  

A more holistic approach 

Another key finding is that consumers want to focus more on holistic health. Our survey found that the majority of UK consumers place an almost equal importance on emotional, physical and mental health, and almost three quarters (73%) placed the health and well-being of family as a top priority. 

It’s important that healthcare companies reflect this. Our research paired with ongoing image testing revealed that consumers want to see visuals that humanise healthcare, so companies should consider visualising inclusive care across intersecting factors such as age, ethnicity and gender. Brands can help establish trust with their customers by highlighting a collaborative relationship between medical professional and patient, as well as ensuring that their visual choices feel genuine. 

Technology and innovation in healthcare are gaining traction

Thirdly, eHealth and purposeful innovation was another key finding. Consumers want innovation that will meaningfully support their care. Particularly in Europe, the older generation will pay more for brands that use technology to provide advice and recommendations, while Gen Z & Millennials are willing to pay for self-service capabilities. It’s important therefore for healthcare companies to incorporate purposeful innovation in their visual communication and demonstrate consumers at the centre of accessible eHealth. 

Given these insights, what visual content do consumers expect to see from pharmaceutical brands? Our research highlighted three key themes.  

  • Consumers want to see how healthcare companies fit into people’s lives. Accessible health services are a key factor here. Decision makers should build trust by showing consumers at the centre of a holistic healthcare ecosystem.   
  • Consumers want to see the emotional rewards others get from using a healthcare company. This can be achieved by building brand loyalty through empathetic and inclusive visual storytelling.
  • Finally, consumers want to see people who are similar to them and their lives. British consumers want to see people that look like them and reflect their lived experiences in advertising and brand communication. Decision-makers should ensure that their visual communication is inclusive and authentic and represents the diverse population of the market in which they’re operating.  

Ultimately, the key to successful visual storytelling for pharma and healthcare businesses is to ensure that they understand what matters to their audience while establishing trust of care. An important element of this is authentically representing the full spectrum of the population. That means representing all ethnicities, ages, abilities, body shapes, sexuality, religion and genders, to ensure patients of all backgrounds feel included and represented.  

Healthcare brands should bear in mind that, as a result of the pandemic’s impact on healthcare systems around the world, consumers may be feeling anxious about whether they will be able to access care if they need it. The healthcare industry has an opportunity to reassure customers and build greater engagement and trust by showing them that they matter through inclusive visuals that represents them authentically at the heart of brand storytelling. 

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