Study sees more telemedicine, medical tourism in 2012

Share this article:

Euro RSCG released its annual crystal-ball-gazing white paper, The Big Little Book of Nexts: Trendspotting for 2012, in October.

At 158 pages, it's not exactly little, but the paper does pull together insights from a tech-forward healthcare advertising business. Among its five trends for health:

• Increasing medical tourism as hard times drive growth of 25% to 35% per year, according to Patients Beyond Borders, with adventurous types traveling to Hungary for dental surgery, or Thailand for elective surgery.

• A spike in telemedicine, providing a means of sending scans and tests for analysis, remote monitoring of chronic conditions and real-time interaction through teleconsultations.

• “Cyberchondria,” patients self-diagnosing based on what they see on the Web and then clogging up doctors' offices.

• Personalized medicine is coming online, with more targeted drugs, more accurate dosing and, hopfeully, better safety and outcomes.

• Diabetes' status as the center of gravity in healthcare will accelerate, says Euro, noting that Centers for Disease Control data  estimate that 79 million US adults have prediabetes.

“The transformation of health will continue to accelerate, getting bigger as companies scale beyond traditional borders and also smaller as more targeted therapies and communications come to the fore,” says Larry Mickelberg, digital guru at Havas Worldwide Health. “The result is the creation of live global ecosystems of data, help and service. We have the opportunity to marry these new streams with more traditional health communications and power better health experiences.”
Share this article:
close

Next Article in Features

Email Newsletters

More in Features

Leadership Exchange: How Do We Get Beyond the Pill?

Leadership Exchange: How Do We Get Beyond the ...

As its focus moves from manufacturing to service, pharma needs to partner with healthcare neophytes as well as established players. James Chase asks six experts to assess the risks and ...

FDA and off-label uses: a balancing act

FDA and off-label uses: a balancing act

FDA's current re-examination of its off-label promotion policies in light of the First Amendment is a delicate balancing act between its rock-solid traditional enforcement posture and a diverse new electronic ...

Read the complete August 2014 Digital Edition

Read the complete August 2014 Digital Edition

Click the above link to access the complete Digital Edition of the August 2014 issue of MM&M, with all text, charts and pictures.