Healthcare Now 3


When reality bites: how macro cultural factors are influencing healthcare marketing

The biggest cost of living crisis in recent times is upon us. We’re still navigating the post pandemic ‘new normal’, whilst other viruses emerge and the healthcare system is under strain as we battle with health issues that potentially festered during the pandemic. All of this (and more) is taking a toll on our health and wellbeing. And, for many people, the response is to become more proactive…

While the rising cost of living is impacting people’s healthy choices, the NHS crisis is driving self-sufficiency in the healthcare space, further fuelling a trend which gained traction during the pandemic. According to our research, 23% of people say Covid triggered them to take a proactive approach to their health and wellbeing.

The findings come off the back of a *nationwide study we conducted last year, surveying 1000 people across three groups – consumers, people with ongoing medical conditions, and people with severe and rare illnesses with unmet medical needs – to understand attitudes and behaviours around healthcare. When it comes to proactively managing health and wellbeing, we found the three audience groups are driven by different factors. But all want to feel fit and strong, for as long as they can.

We’re now seeing a shift towards a greater engagement with personal ‘earned’ authority sources, which will undoubtedly impact the established customer journey touchpoints that we typically take comfort in as marketeers.

Did you know? Around 1m people in the UK say that their health and wellbeing currently can’t be a priority due to their lifestyle. And 59% of households fear the cost-of-living squeeze will leave them with less to spend on food in the future.

To understand more on these findings – and how macro-cultural factors will impact healthcare marketing – access the full article, When Reality Bites, part of our ongoing Healthcare Now series based on our exclusive research.

For more information on how we can drive growth for your healthcare brand, contact Sam Crocker, Managing Partner.

*State of the Nation Wellness Report, QuMind, June 2022. Commissioned by Bray Leino and Solaris Health.

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