Learnings from GfK Russia’s Foresight Session in Moscow
In January, GfK Russia organized a foresight session for clients and members of the healthcare research department. Its focus was the exploration of new trends in both the healthcare market in general and in the market research area in particular – and what the implications were for the future.
Modern life brings new innovations and poses new challenges, requiring new solutions
Digital technologies are apparent in all spheres of our life and have become a day-to-day reality. In the healthcare industry, we are seeing rapid digitalization and resulting opportunities provided by the development of telemedicine – which makes it possible for every patient from wherever they are to receive medical treatment remotely. We predict that in the future the primary diagnostics for patients will be done remotely with the help of artificial intelligence. Patients may then be referred to well-qualified medical specialists for online consultation. Thus, the primary tier of healthcare will experience significant changes. Considering the eventual increase of automation in primary care, the need for more GPs will be greater, and patients with mild medical conditions will be assisted by artificial intelligence. Most likely, there will be regulatory structures, which will considerably affect doctors’ medical protocol by ensuring they are in compliance with new regulations.
The development of digital technologies and their integration into the pharmaceutical market will have a significant effect
First, the market will change – the advent of electronic prescriptions and electronic pharmacies will alter the essence of the existing retail network and the distribution of medical supplies. It may even be that programmable drones will be delivering medicines to patients. We may also see a boost in the sphere of biotechnology and the development of a new generation of evolutionary medicines.
There’s no doubt that life expectancy will continue to rise steadily, and the length of an active life will expand as well. This will lead to a larger cluster of people who are active over 50+ years. This group will present big purchasing opportunities and at the same time put pressure on the health industry to meet their demands, thus influencing and adding promise to the future of the healthcare industry.
Disease prevention and the ability to maintain active longevity in this age category will be at the forefront of innovation
Changes in the healthcare industry will also require reconfiguration in the work that research agencies do – clients’ requests will be evolving, requiring that agencies be ready to meet those changing demands with relevance and timeliness. Research will need to be more flexible and quick, but at the same time offer more profound and expert insights. The era of hundred-page reports is over; they are being replaced by brief, infographics-rich deliverables that give clear solutions to the business objectives set forth by the client.
The next stage of market research development would be the adoption of meta-analysis in order to obtain new knowledge based on the integration of results of various research. At the same time, implementation of chatbots will ensure an efficient usage of the data and knowledge collected during previous studies. Additionally, thanks to chatbots, clients will have easy access to the data gathered during research and in case any questions arise, they will be referred to the bot to get an answer in real time. Using the database will make it possible to generate answers to clients’ questions with minimum delays.
Certainly new research methods, including neuroethologies, will be developed. For example, panelists would wear special chips, which would record not only the purchase of a product but also the product’s effectiveness for each individual patient at the physiological and patient compliance level. Such data will be useful for pharmaceutical companies.
Thus, the image of the future research agency is an institution that possesses high-tech solutions and expert consultants who are dedicated to addressing business objectives together with the client – a paradigm of equal partnership and interaction.
For a more in-depth journey into the future of healthcare market research and to discuss predictive solutions for your business, let’s begin the dialogue.