The healthcare and self-improvement market has experienced a significant period of momentum over recent years thanks to the ever-improving technological developments, not to mention the reduction in costs. More and more consumers are becoming interested in health-related services from hearing aids to laser eye surgery and elective procedures. The chance for companies operating within these sectors to grow has never been more optimistic.
However, these purchases are not made frivolously; the average consumer is thought to spend upwards of 3-months researching prior any buying-decision. Although the consumer pain is often strong, it can still be deterred by specific roadblocks such as a lack of trust in the healthcare provider, the total cost, or difficulties surrounding location. As such, consumers are unlikely to respond well by being rushed into their decision. This means that a considered and saturated digital approach is required for healthcare organisations; companies need to position themselves as so to talk to the consumer when they reach that point of the process.