5 Challenger Brand Healthcare Trends Set to Shape 2021

Looking for our most current insights? Read Navigating the Crossroads: Technology, Authenticity, and the Future of Challenger Brands for thought provoking observations and questions for 2024.

Challenger Brands Pave the way for the Future of Healthcare

Over the coming weeks, we’ll be sharing the trends that are likely to shape a number of sectors in 2021. They’re trends led by another year’s experience building Challenger Brands and working with some of the world’s most exciting startups. For this edition, it’s all about healthcare, from challenging processes of traditional systems to the birth of a virtual wellness revolution.

A rise in telemedicine

In the face of the pandemic, where physical distancing and staying inside became paramount, the telemedicine industry surged. In 2021, that surge will continue. People will embrace virtual care as an effective and convenient option. Telemedicine leaders, including our client Dialogue, will continue to innovate to meet existing and future demand. In a 2020 study conducted by Dialogue, the brand found that 70% of Canadians feel virtual healthcare represents healthcare’s future, with 82% of working Canadians believing employers should provide virtual healthcare for employees.

Using mobile to improve health outcomes

A new breed of Healthcare Challengers will redefine outdated processes in favour of better, more seamless approaches. Swift Medical is one example of this as they reshape healthcare for both doctors and patients by bringing clinically calibrated wound imaging to your smartphone so clinicians can document and support the healing process.

Enabling patients as partners in care

Prompted by a greater emphasis on personal health and wellbeing, consumers will look to brands like PocketHealth as a means of taking greater control over their health. Instead of picking up a physical CD with your medical images from the hospital, PocketHealth allows you to view and share your records on your smartphone, seamlessly and securely from anywhere in the world.

Leveraging AI to help manage risk

As the first organization to spot and alert others about the COVID-19 outbreak, and accurately predict eight of the first 10 cities that the virus reached, BlueDot knows what it takes to track a virus. In 2021, tracking infections will be a top priority, with airlines, hospitals, governments, and other organizations looking to AI-powered solutions like BlueDot to anticipate risk and build resilience.

A virtual wellness revolution

With more people working from home than ever, and burnout on the rise (a recent study from FlexJobs and Mental Health America (MHA) showed 75% of workers have experienced burnout, with 40% attributing it directly to the pandemic), we’ll embark on a virtual wellness revolution. That might exist as employee wellness programs that offer greater connection and mindfulness, as we helped Bright discuss in their e-book, or digital experiences to better your mental wellbeing with a trusted therapist, as offered by BEACON.

This is just the first in a series of 5&Vine posts dedicated to looking at the trends that will shape 2021. Be sure to check back regularly for more!


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