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  • 5 Trends Reshaping Healthcare in 2025

    5 Trends Reshaping Healthcare in 2025

    The healthcare industry is undergoing a rapid transformation, driven by innovation, policy shifts, and rising demands for personalized, equitable care. For manufacturers, providers, and healthcare strategists, understanding what’s changing—and why—is critical to navigating this evolving landscape.

    At Connexio Health, we’ve identified five high-impact trends shaping the future of healthcare in 2025. These are not just buzzwords—they’re actionable insights influencing strategy, investment, and engagement across the industry.

    1. AI in Action: From Potential to Practical

    Artificial intelligence has moved beyond the experimental phase and is now deeply embedded in daily healthcare workflows. Hospitals and health systems use AI to support diagnostic accuracy, streamline prior authorizations, predict patient deterioration, and optimize administrative operations.

    Pharmaceutical companies leverage generative AI to personalize healthcare provider (HCP) communication and accelerate content creation. However, the success of these initiatives hinges on high-quality data, governance, and ethical implementation.

    Why it matters:

    Organizations that embed AI into decision-making processes—and invest in strong data infrastructure—will be better positioned to scale innovation responsibly and sustainably.

    2. Digital HCP Engagement Is the New Standard

    The shift toward digital-first engagement strategies continues to accelerate. As physicians face increasing time constraints and digital preferences rise, traditional sales rep access becomes less reliable.

    In response, life sciences companies invest in precision non-personal promotion (NPP), omnichannel strategies, and content tailored to provider behavior. HCPs now expect relevant, timely, and coordinated messaging across digital channels—on their schedule, not the brand’s.

    Why it matters:

    Those who embrace data-driven, omnichannel approaches will build stronger HCP relationships and drive better engagement outcomes.

    3. Health Equity as a Business Imperative

    What started as a public health and policy movement has become a strategic priority. Health equity is now central to the mission of healthcare organizations, with measurable goals tied to access, outcomes, and representation.

    From inclusive clinical trials to localized population health data, companies are taking a more intentional approach to addressing disparities, both as a moral obligation and a performance benchmark.

    Why it matters:

    Equity is no longer an initiative; it’s a core KPI. Meeting regulatory expectations and building trust with diverse communities will require ongoing commitment and transparency.

    4. Specialty Drugs Reshape Access and Affordability

    Specialty medications—particularly in oncology, rare diseases, and gene therapy—dominate pipelines and redefine access strategies. With higher costs and more complex patient journeys, these therapies require coordinated support systems that address coverage, affordability, education, and physician awareness.

    Manufacturers must collaborate across stakeholders to reduce barriers, streamline prior authorization processes, and empower providers with actionable information at the point of care.

    Why it matters:

    Access is no longer just about coverage. It’s about how effectively stakeholders can enable appropriate, timely use of high-value therapies.

    5. Value-Based Care Gets More Granular

    Value-based care (VBC) continues to evolve, moving beyond broad primary care and hospital metrics into more specialized domains. Payers and providers are increasingly focused on condition-specific and population-based payment models that reward outcomes, not volume.

    This evolution impacts pharma, as real-world evidence, patient-reported outcomes, and total cost of care become essential elements of value demonstration, particularly for high-cost, high-impact therapies.

    Why it matters:

    Tailoring engagement strategies to support value-based models—especially in specialty and chronic care—will be a competitive differentiator in 2025 and beyond.

    Looking Ahead

    These five trends represent a convergence of technology, policy, and cultural expectations that are redefining healthcare. Organizations that stay agile, insight-driven, and patient-centered will be best equipped to thrive in this next phase of transformation.

    📩 Contact us to learn more or explore how we can support your next step in this evolving landscape.

    Kristen Fescoe

    June 4, 2025
    Connexio Health, Data and Technology
  • A Quick Guide to Medicare Part 2: Medicare Gaps, Enrollment Timing & Strategic Opportunities

    A Quick Guide to Medicare Part 2: Medicare Gaps, Enrollment Timing & Strategic Opportunities

    In Part 1 of our Medicare series, we outlined the four parts of Medicare and how each affects healthcare delivery and patient access. In this second part, we focus on coverage gaps, strategic enrollment timelines, and how stakeholders can align their programs to support the evolving needs of Medicare beneficiaries.

    Enrollment Timelines Impact Care Transitions

    The Initial Enrollment Period (IEP) spans 3 months before and after the month a person turns 65. Delays in enrollment, particularly for Parts B and D, can create coverage gaps or penalties, affecting continuity of care.

    Why it matters for stakeholders: Aligning patient outreach and medication education efforts with key enrollment windows can significantly improve engagement, adherence, and patient satisfaction.

    What’s Missing? Recognizing the Gaps in Medicare Coverage

    Even with robust benefits, traditional Medicare doesn’t cover:

    • Long-term custodial care
    • Routine dental, vision, and hearing
    • Care received outside the U.S.
    • Cosmetic procedures

    Why it matters: These gaps can lead to underdiagnosis, fragmented care, or deferred treatments, presenting opportunities for supplemental services, education, and engagement programs.

    Medigap: Filling the Financial Gaps

    For those enrolled in Original Medicare (Parts A & B), Medigap policies help manage deductibles, coinsurance, and other out-of-pocket costs. However, they cannot be used with Medicare Advantage plans.

    Strategic opportunity: Providers and support teams can play a pivotal role in helping patients navigate these complex choices to balance affordability, access, and long-term value.

    Medicare’s Strategic Impact on Healthcare Innovation

    Medicare is not just a payer—it’s a catalyst for healthcare innovation. Its structure affects:

    • How new therapies are evaluated and reimbursed
    • Patient access pathways and market entry strategies
    • Design of value-based and preventative care programs

    By understanding the Medicare landscape, stakeholders can:

    • Anticipate access barriers
    • Tailor messaging and support materials
    • Design patient support programs aligned with reimbursement realities
    • Enable better outcomes for aging populations


    Final Thoughts

    Medicare’s role in the healthcare ecosystem will only become more significant as the U.S. population continues to age. Whether you’re driving clinical innovation or optimizing commercial strategies, knowing how Medicare works—and where it falls short—will be essential.

    At Connexio Health, we help stakeholders navigate this landscape with actionable data, engagement strategies, and insights that empower better access and outcomes.

    Let’s collaborate to fill the gaps, support smarter decision-making, and deliver more for Medicare beneficiaries.

    Kristen Fescoe

    May 26, 2025
    Connexio Health
  • A Quick Guide to Medicare Part I: Supporting Smarter Patient Engagement

    A Quick Guide to Medicare Part I: Supporting Smarter Patient Engagement

    As over 66 million Americans now rely on Medicare for their healthcare needs, understanding how this complex program works isn’t just a personal necessity—it’s a strategic imperative for healthcare leaders. For providers, manufacturers, and pharmaceutical teams, the Medicare landscape shapes everything from patient engagement to market access strategies.

    Whether you’re advising patients approaching retirement or developing programs and therapies for a 65+ population, here’s what you need to know.

    Medicare Basics: A Quick Refresher

    Medicare is the U.S. federal health insurance program primarily for individuals aged 65 and older, though it also covers younger individuals with certain disabilities or chronic conditions. It’s divided into four parts, each with unique implications for healthcare access and financial planning.

    Fast Facts for Healthcare Leaders:

    • 66M+ Americans are currently enrolled in Medicare (2024).
    • The average out-of-pocket cost per beneficiary is around $6,500 annually.
    • Coverage gaps (like dental, vision, and long-term care) can influence patient behavior and outcomes.

    The Four Parts of Medicare—and What They Mean for Engagement

    Part A: Hospital Insurance

    Covers: Inpatient hospital stays, short-term skilled nursing care, hospice, and limited home health services.
    Implications: Most beneficiaries qualify for $0 monthly premiums, but rising deductibles ($1,632 in 2025) may drive cost sensitivity, especially among fixed-income patients.

    Part B: Medical Insurance

    Covers: Outpatient services, preventive care, diagnostics, mental health, and medical equipment.
    Implications: Patients are responsible for 20% of most services post-deductible, highlighting the need for education around cost-sharing and financial assistance.

    Part C: Medicare Advantage

    Covers: All Part A and B services, usually Part D, and often extras like dental, vision, and wellness benefits.
    Implications: Plans vary widely by region and provider network. Manufacturers and providers must align access strategies with local plan details.

    Part D: Prescription Drug Coverage

    Covers: Most outpatient prescription medications and some vaccines.
    Implications: Formularies and coverage vary by plan. Understanding patient affordability and access is essential, especially for specialty medications.

    Coming Up in Part 2…

    We’ll explore Medicare’s impact on enrollment timing, care transitions, and innovation—as well as what’s missing from coverage and how the healthcare industry can help fill the gaps.


    Kristen Fescoe

    May 22, 2025
    Connexio Health
  • Tariffs and the Healthcare Ripple Effect: What Manufacturers Must Know 

    Tariffs and the Healthcare Ripple Effect: What Manufacturers Must Know 

    Tariffs may seem like geopolitical headlines or economic policy levers, but they have immediate and measurable effects for healthcare manufacturers. From increasing costs on essential materials to forcing shifts in commercialization models, tariffs can dramatically alter go-to-market strategies. 

    At Connexio Health, we help medical device, pharmaceutical, diagnostic, and biotech innovators respond to disruption with agility. Here’s what healthcare manufacturers need to know—and do—when tariffs are in play. 

    The True Cost of Tariffs in Healthcare 

    Tariffs are government-imposed duties on imported goods. When these apply to materials used in healthcare products, such as electronic components, active pharmaceutical ingredients, or packaging supplies, they impact everything from unit economics to launch timelines. 

    A diagnostic manufacturer sourcing overseas electronic parts may face higher costs and delays. A pharmaceutical company reliant on foreign ingredients could see its supply chain destabilized. Even if a product is entirely U.S.-made, packaging, shipping,g and labeling components might still be tariff-affected. 

    These impacts extend beyond the supply chain. Increased costs may erode the margin or require price adjustments. For provider organizations under value-based care pressures, this can create friction, especially when outcomes, reimbursement, and budgets are under scrutiny. 

    The Commercial Model Under Pressure 

    Research from the Alexander Group shows how leading companies react to tariff-induced disruptions. According to their findings, 83 percent of affected firms permanently adjusted their commercial strategies. These changes include: 

    • Accelerated use of virtual sales and account management models 
    • Tighter account segmentation to focus on high-margin opportunities 
    • Investment in analytics to optimize territory planning and resource deployment 

    This shift isn’t temporary. As global instability, inflation, and tariff risk persist, manufacturers must design commercial models that flex and adapt. 

    Three Moves to Make Right Now 

    Whether your company is already feeling the impact of tariffs or simply planning for volatility, there are immediate steps you can take: 

    1. Audit Your Supply Chain 

    Map your current supplier base and assess exposure to tariff-related cost increases. Consider alternatives or backup sources that allow for faster pivots. 

    2. Rethink Pricing and Profitability 

    Work with your finance and sales leadership to review pricing models. Where are margins at risk? What are the thresholds your customer base will tolerate? Consider bundling, subscription models, or value-based pricing structures. 

    3. Reposition Your Sales Messaging 

    Equip your commercial teams with messaging that highlights product value, clinical outcomes, and economic benefit. With many providers operating under tighter budgets, clarity around total cost of ownership and ROI is critical. 

    The Connexio Health Advantage 

    At Connexio Health, we specialize in commercialization strategies that account for complexity. Whether you’re launching into a competitive space, navigating uncertain economic conditions, or realigning your sales force, we bring the insights and execution support you need to stay ahead. 

    Tariffs may be outside your control, but how you respond is not. Now is the time to assess, adapt, and accelerate. 

    To learn more about commercialization strategies that accelerate success, visit connexiohealth.com. 

    Kristen Fescoe

    May 13, 2025
    Distribution, Healthcare Manufacturing, Uncategorized
    Hot Topic, Manufacturers, Sales organization, Sales Strategy
  • In-Person vs. Virtual Account Management 

    In-Person vs. Virtual Account Management 

    The Big Healthcare Sales Organization Debate 

    Is Virtual Account Management a viable strategy for your sales organization? This is a common debate—especially among those used to the traditional model: hiring Sales Representatives, assigning territories, and handing out company cars. 
     
    So, let’s settle the debate. The reality is—it depends! 

    When In-Person Makes Sense: 

    In-person account management makes the most sense when the product or environment calls for direct, hands-on support and relationship building. This is especially true for surgical and implantable products that require a rep’s presence during procedures for guidance or troubleshooting. Similarly, products that demand a tactile understanding—where clinicians need to physically experience how something feels during initial patient use—benefit from in-person interactions. High-price or high-volume items often justify the investment in face-to-face engagement, particularly in competitive metro areas where customer density is high and personal presence can build trust, strengthen relationships, and set your offering apart.

    It’s also the preferred approach for hospital capital equipment, which involves multiple stakeholders across clinical, financial, and technical roles. In these complex buying processes—especially those involving GPOs or Value Analysis Committees—face-to-face interactions provide the credibility and confidence necessary to move forward.


    When Virtual Works Well: 

    Virtual account management is ideal when efficiency, reach, and cost-effectiveness outweigh the need for physical presence. It works well for familiar products that healthcare providers already understand or require minimal training. Low-margin or low-volume items, where in-person support isn’t economically viable, are also strong candidates for virtual engagement. Virtual support ensures consistent coverage without straining resources in remote geographies where travel is time-consuming and costly.

    It’s a natural fit for over-the-counter or diagnostic products sold in physician offices or urgent care centers and subscription-based software tools or services that benefit from centralized, remote onboarding. Virtual engagement also works well for selling into IDNs or large health systems, where decisions are centralized but users are geographically dispersed. Finally, virtual channels are highly effective for routine follow-ups, such as sample requests or product detailing, which can be handled seamlessly through video, phone, or email.


    Why Hybrid Is Often the Best Fit: 

    A hybrid approach to account management combines the strengths of both virtual and in-person strategies to maximize impact and efficiency. Virtual channels are ideal for early-stage engagement, such as generating demand and delivering product demos, helping to build awareness and interest quickly. When it’s time for hands-on product evaluations or new customer training, an in-person presence ensures a deeper, more tailored experience. After the initial onboarding, ongoing virtual support keeps customers engaged through education, service, and success initiatives. Virtual pre-calls can also be used to warm up accounts, setting the stage for more productive, high-value in-person meetings. Peer-to-peer virtual education between experienced and prospective HCPs adds another layer of credibility and relatability to the sales process.

    Strategically, hybrid models can include regional sales pods where virtual reps support multiple field reps with administrative and inside sales efforts. They also enable territory expansion by allowing field reps to concentrate on high-priority Tier 1 accounts while virtual reps nurture Tier 2 and 3 accounts, ensuring broader and more cost-effective coverage.

     
    There’s no one-size-fits-all answer, but when you align your approach to your product type, market dynamics, and customer preferences, you can create a smarter, more scalable commercial strategy. 

    Kristen Fescoe

    April 22, 2025
    Uncategorized
  • Unlocking Growth: Overcoming Data Challenges in Healthcare Manufacturing

    Unlocking Growth: Overcoming Data Challenges in Healthcare Manufacturing

    In today’s data-driven healthcare landscape, manufacturers of medical devices, pharmaceuticals, diagnostics, and biotech face mounting challenges in managing, integrating, and leveraging data effectively. Without a streamlined approach, these challenges hinder sales team efficiency, diminish the impact of non-personal promotion (NPP), and make it difficult to build accurate personas for targeted engagement. Addressing these data struggles is critical to achieving operational efficiency, optimizing engagement, and driving growth.

    How Data Problems Hold Companies Back—And What You Can Do About It

    • Businesses face common issues with disorganized, inaccurate, or incomplete data, making it difficult to maintain consistency and efficiency in operations.
    • Poor data quality leads to ineffective decision-making, wasted resources, and missed opportunities, preventing manufacturers from maximizing their market potential.
    • Data Connex serves as a solution that streamlines data integration, enhances accuracy, and enables omnichannel readiness for smarter decisions, helping healthcare manufacturers transform their approach to data management.

    The Data Challenges Healthcare Manufacturers Face

    • Disorganized and Siloed Data: Fragmented information across systems leads to inefficiencies, making coordination between sales and marketing difficult.
    • Lack of Data Integration: Inability to merge first-party sales data with third-party insights limits opportunities for strategic outreach.
    • Poor Targeting & Segmentation: Without clean, enriched data, sales and marketing efforts miss key decision-makers and waste valuable time.
    • Ineffective Non-Personal Promotion (NPP): Without data-driven insights, outreach efforts often fail to engage healthcare professionals effectively.
    • Limited Predictive Capabilities: Without predictive analysis, manufacturers miss sales opportunities and rely on intuition rather than actionable insights.

    Why Fixing Data Problems Matters

    1. Boosts Sales Team Efficiency

    Clean, structured data enables sales reps to focus on high-value opportunities. By eliminating redundant, outdated, or inaccurate information, teams can prioritize their outreach and maximize conversions.

    2. Enhances Non-Personal Promotion for Greater Impact

    With AI-driven insights and omnichannel readiness, manufacturers can craft targeted messaging that resonates with HCPs. Personalized, data-backed engagement ensures higher response rates and increased brand awareness.

    3. Enables Smarter Targeting & Persona Development

    A robust data strategy helps manufacturers build precise personas based on specialty, prescribing behaviors, and engagement history. This ensures that marketing and sales efforts are aligned with the most receptive audience.

    4. Facilitates Data-Driven Decision Making

    By transforming raw data into actionable insights, manufacturers can implement Next Best Action (NBA) strategies—engaging providers at the right time, through the right channel, with the right message.

    5. Increases Market Expansion & Whitespace Coverage

    Leveraging advanced data analytics helps uncover untapped market opportunities, allowing manufacturers to expand into new segments, increase whitespace coverage, and drive revenue growth.

    How Connexio Health Solves These Challenges

    At Connexio Health, we bridge the gap between healthcare manufacturers and providers with Data Connex powered by DPro—a powerful AI-enabled data solution that enhances, integrates, and transforms data into actionable insights.

    ✔ Seamless Data Integration: Combine first-party, third-party, and market data for a unified view.
    ✔ Advanced Targeting: Reach HCPs with precision for more effective campaigns.
    ✔ Enhanced Accuracy: Cleanse and de-dupe data to ensure reliability.
    ✔ Next Best Action (NBA) Insights: Leverage AI to drive impactful engagement strategies.

    By optimizing data intelligence, healthcare manufacturers can unlock growth, improve sales performance, and enhance provider engagement.

    Smarter Data. Better Decisions. Data Connex Delivers.

    Kristen Fescoe

    March 10, 2025
    Data and Technology
    IFU Connex
  • Understanding the Difference Between Multichannel Marketing and Omnichannel Marketing

    Understanding the Difference Between Multichannel Marketing and Omnichannel Marketing

    In today’s fast-paced digital landscape, businesses have various ways to reach their customers. However, not all marketing strategies are created equal. Two commonly discussed approaches are multichannel marketing and omnichannel marketing. While they may sound similar, they differ significantly in execution and customer impact. Understanding these differences is crucial for organizations looking to enhance customer engagement and drive results.

    What Is Multichannel Marketing?

    Multichannel marketing involves using multiple platforms to communicate with and market to customers. These channels may include email, social media, websites, direct mail, and more. The key feature of multichannel marketing is that each channel operates independently, often with its strategy and goals.

    For example, a business might run separate campaigns on Facebook and through email without aligning the messaging or customer experience across these platforms. While multichannel marketing allows brands to have a presence in multiple places, it doesn’t necessarily create a cohesive journey for the customer.

    Key Characteristics of Multichannel Marketing:

    • Focuses on the channels rather than the customer.
    • Channels operate in silos with limited interaction between them.
    • Success is measured by the performance of individual channels.

    What Is Omnichannel Marketing?

    Omnichannel marketing takes a more holistic approach by integrating all marketing channels to create a seamless and unified customer experience. Instead of treating each channel as a standalone entity, omnichannel strategies ensure that all channels work together cohesively. This approach allows customers to interact with the brand consistently, no matter where or how they engage.

    For example, a customer might browse a product on a brand’s website, receive a personalized email about it, and then see a related ad on Instagram. If they visit a physical store, the sales associate might already know their online preferences. This interconnected experience ensures the customer feels valued and understood.

    Key Characteristics of Omnichannel Marketing:

    • Focuses on the customer and their journey.
    • Channels are interconnected and share data to create a unified experience.
    • Success is measured by overall customer satisfaction and engagement.


    Which Approach Is Right for Your Business?

    Choosing between multichannel and omnichannel marketing depends on your business goals, resources, and customer expectations. Here are some considerations:

    1. Business Goals: If your primary objective is to increase reach and visibility across various platforms, multichannel marketing can be a suitable starting point. However, omnichannel marketing is the better choice if you aim to deepen customer relationships and improve retention.
    2. Resources: Omnichannel marketing requires more sophisticated tools and technology to integrate data and channels effectively. Ensure your business has the infrastructure to support this approach.
    3. Customer Expectations: Today’s consumers expect personalized and seamless experiences. An omnichannel strategy aligns with these expectations, building trust and loyalty.

    Final Thoughts

    Both multichannel and omnichannel marketing have their place in a modern marketing strategy. While multichannel marketing allows businesses to establish a presence across various platforms, omnichannel marketing takes it further by delivering a cohesive and personalized customer experience.

    At Connexio Health, we understand the value of creating meaningful connections with your audience. Whether you’re looking to expand your reach or design an integrated customer journey, our expertise in data-driven marketing can help you achieve exceptional results. Let us help you transform your approach and drive measurable success.

    Ready to elevate your marketing strategy? Contact us today to learn how we can help.

    Kristen Fescoe

    January 17, 2025
    Marketing
    Healthcare marketing, Marketing, Non Personal Promotion
  • Healthcare Transformation Lab: Navigating the Pitfalls of Omnichannel Integration

    Healthcare Transformation Lab: Navigating the Pitfalls of Omnichannel Integration

    You’ve deployed multiple channels to engage your audience—social media, email campaigns, webinars, and sales reps—but you’re still not seeing the expected results. The problem? Ineffective omnichannel integration.

    In this edition of our “Healthcare Transformation Lab” series, we’ll examine how to effectively align and integrate multiple channels to create a seamless, impactful customer experience.

    The Challenge: Disconnected Channels

    An omnichannel approach is essential in today’s healthcare market, but having multiple channels isn’t enough. When channels operate in silos or lack a cohesive strategy, it can lead to inconsistent messaging, missed opportunities, and a fragmented customer experience. To optimize impact, each channel needs to work together in a coordinated way.

    The Investigation: Diagnosing the Problem

    Step into the shoes of a “Transformation Lab Investigator” as we break down the key steps to fix channel fragmentation and create a unified omnichannel strategy:

    1. Centralize Your Data for a Holistic View:

      Disconnected data sources can prevent a clear understanding of customer behavior and preferences. Centralizing your data ensures that insights from each channel inform a unified approach.

      Tip: Connexio Health integrates data from various touchpoints, creating a comprehensive view of customer interactions. This allows us to identify patterns and optimize engagement across all channels.

    2. Create a Consistent and Cohesive Message:

      To build trust and engagement, your messaging must be consistent across channels. Develop unified themes and messages that can be adapted to each platform while maintaining a coherent brand voice.

      Tip: Connexio Health works with healthcare organizations to design cross-channel messaging frameworks that align with audience preferences, ensuring a seamless and impactful experience regardless of where customers engage.

    3. Monitor Performance and Optimize in Real Time:

      Regularly tracking and analyzing performance across all channels allows for quick adjustments and optimization. This ensures each touchpoint contributes effectively to the overall strategy.

      Tip: Using advanced analytics tools, Connexio Health continuously monitors omnichannel campaigns, providing actionable insights that help refine strategies and improve outcomes in real time.

       
       

    Solution Unveiled: Connexio Health’s Omnichannel Expertise

    By integrating data, aligning messaging, and monitoring performance, Connexio Health helps organizations create a seamless and impactful omnichannel experience. Our approach ensures that all channels work together to engage customers consistently, driving higher conversion rates and better healthcare outcomes.

    Kristen Fescoe

    January 6, 2025
    Marketing
    Marketing, Non Personal Promotion, Omnichannel
  • Healthcare Transformation Lab: Tackling the Hurdles of Physician Education

    Healthcare Transformation Lab: Tackling the Hurdles of Physician Education

    You’ve just launched a new therapy with the potential to transform patient care. Despite its promise, healthcare professionals (HCPs) can sometimes be slow to adopt new products and therapies. The issue? Gaps in education.

    In this “Healthcare Transformation Lab” installment, we explore how to overcome HCP education hurdles and boost adoption rates, ensuring your innovation reaches its full potential.

    The Challenge: HCP Education Gaps

    HCPs are often bombarded with information and stretched for time, making it challenging for new therapies to break through. If the benefits and practical applications of a product are not communicated effectively, HCPs may be reluctant to integrate it into their practice. So, how do you effectively educate them and drive adoption?

    The Investigation: Diagnosing the Problem

    Take the role of a “Transformation Lab Investigator” as we uncover strategies to address HCP education gaps:

    1. Deliver Education in Bite-Sized, Flexible Formats:


      – Traditional in-person training may not work for busy HCPs. Offering bite-sized, on-demand learning modules that can be accessed anytime allows HCPs to learn at their convenience.

      – Tip: Connexio Health’s virtual clinical education services provide flexible, interactive learning experiences designed to fit the demanding schedules of healthcare professionals, increasing accessibility and impact.

    2. Leverage Data for Personalization:

      – Not all HCPs have the same needs or interests. Segmenting your audience and delivering tailored content ensures that the information is relevant and engaging.

      – Tip: Connexio Health uses advanced segmentation to identify key learning preferences and needs, delivering personalized content that resonates with HCPs and motivates them to engage.

    3. Utilize Multichannel Approaches:

      – To reach HCPs effectively, combine multiple touchpoints—webinars, virtual workshops, email campaigns, and online communities—so they can engage with content through their preferred channels.

      – Tip: Connexio Health’s omnichannel specialty engagement solutions ensure that HCPs receive consistent, valuable information through a variety of platforms, driving higher participation and knowledge retention.

    Solution Unveiled: Leveraging Our Expertise

    By integrating flexible formats, personalized learning, and multichannel approaches, Connexio Health partners with organizations to design and deliver impactful HCP education programs. These programs not only increase awareness but also foster understanding and confidence in using new therapies, accelerating adoption and improving patient outcomes.

    Ready for the Next Lab Challenge?

    Did this investigation shed light on how to optimize HCP education? Stay tuned for the next “Healthcare Transformation Lab” post, where we’ll explore strategies for maximizing whitespace opportunities. Facing hurdles in HCP education? Connect with us for expert insights and solutions tailored to drive professional engagement and success.

    Kristen Fescoe

    December 16, 2024
    Clinical Education, Connexio Health
    Clinical Education, HCP Education, HCP Training, Healthcare Professional Education, Healthcare Professional Training, IFU Connex, IFU Education, IFU Training, Med Ed, Medical Education, Virtual Clinical Education
  • Healthcare Trends to Watch in 2025

    Healthcare Trends to Watch in 2025

    From the Connexio Health Team

    As we approach 2025, the healthcare landscape is poised for significant transformation, fueled by groundbreaking innovations and changing patient expectations. Advancements in technology, such as Remote Patient Monitoring (RPM) and AI-driven solutions, are reshaping how care is delivered, making it more personalized and accessible. At the same time, demographic shifts, including physician shortages and the rise of patient-centric models, are pushing healthcare systems to adapt.  

    This article explores seven critical trends that will define the future of healthcare, drawing insights from leading research and industry experts, including McKinsey & Company, Grand View Research, and Harvard Business
    Review. Together, these trends highlight the urgent need for healthcare organizations to innovate and align their strategies for success in the years ahead. 

    Connected Health: Transforming Care Through Remote Patient Monitoring (RPM) 

    The connected health revolution is accelerating, driven by the growing integration of advanced technologies into healthcare ecosystems. Remote Patient Monitoring (RPM) is poised to play a pivotal role, with the market projected to expand from $1.45 billion in 2021 to $4.07 billion by 2030, at a compound annual growth rate (CAGR) of 8.74% (Grand View Research, 2022). This growth is bolstered by innovations in wearable devices, such as FDA-approved Dexcom Stelo continuous glucose monitors (CGMs), enabling patients with Type 2 diabetes to monitor glucose levels via Apple Watches. 

    Beyond technology, the implications for healthcare systems are profound. As much as $265 billion in Medicare spending on primary and behavioral health services could shift to home-based care by 2025, emphasizing RPM’s transformative potential in chronic disease management and patient-provider communication (McKinsey & Company, 2023). This trend offers opportunities to deliver integrated solutions, improve outcomes, and utilize data for more personalized and effective care pathways. 

    The synergy between RPM and wearable technologies underscores the broader movement toward a smarter, more connected healthcare ecosystem—an essential trend for organizations looking to lead in healthcare innovation. Ignoring this shift risks being left behind in one of the sector’s most transformative eras. 

    Source: 

    • Grand View Research, 2022: Remote Patient Monitoring Market 
    • McKinsey & Company, 2023: Transforming Care Delivery 

    AI in Healthcare: From Buzzword to Transformation 

    Artificial Intelligence (AI) has evolved from a cutting-edge innovation to an indispensable tool across industries, particularly in healthcare. Leveraging AI for predictive analytics, personalized treatment pathways, and AI-powered imaging is revolutionizing patient care. For example, AI-based cancer detection tools significantly reduce diagnostic times while improving accuracy, enabling earlier interventions and better outcomes (Science Direct, 2023). McKinsey forecasts that AI could save the U.S. healthcare system up to $150 billion annually by 2025, emphasizing its financial and clinical impact. 

    In a broader context, AI drives operational success by enhancing efficiency, personalizing customer interactions, and generating actionable insights. Organizations that fail to integrate AI by 2025 risk losing competitive advantage to those harnessing its capabilities thoughtfully. Whether optimizing customer journeys or creating precision content, AI isn’t just a trend—it’s a necessity. The future belongs to those who align AI technologies with strategic objectives, unlocking innovation and value at scale. 

    Source: 

    • McKinsey & Company, 2023: AI in Healthcare 
    • Science Direct, 2023: AI in Healthcare 

    Social Media and Generational Shifts in Healthcare Marketing: Adapting for 2025 

    The intersection of generational preferences and social media usage is shaping the future of healthcare marketing. Platforms like Facebook remain vital for reaching decision-makers among Gen X and Baby Boomers (aged 30–64), while Instagram and X (formerly Twitter) thrive as hubs for Millennials and older Gen Z audiences (18–39). For younger demographics, platforms such as TikTok and Snapchat excel with creative, short-form content, appealing particularly to those seeking mobile-first experiences. LinkedIn continues to dominate professional engagement, especially for users aged 30–49, though it lags in popularity with Gen Z. 

    These platform-specific dynamics align with broader generational shifts in content consumption. A US Digital Health Survey found that 72% of Gen Z already rely on social media for health information, while older generations prefer traditional channels like email or in-person communication. This divergence highlights the need for omnichannel marketing strategies, enabling healthcare brands to engage their audience across diverse platforms and formats. Leveraging analytics to understand audience behavior and crafting tailored content is key to staying relevant in this rapidly evolving landscape. 

    Sources: 

    • US Digital Health Survey (2021) – US Digital Health Survey Report 
    • Pew Research – Social Media Fact Sheet 

    Omnichannel vs. Multichannel Patient Engagement 

    The shift from multichannel to omnichannel patient engagement reflects a significant evolution in how healthcare providers interact with patients. Unlike multichannel strategies, where communication avenues like phone calls, emails, and apps operate independently, omnichannel approaches create a unified and seamless experience. All platforms are interconnected, allowing patients to transition smoothly between touchpoints. For instance, a patient can reschedule an appointment on a mobile app, receive a confirmation email, and get a follow-up SMS reminder, all integrated into a single system. This level of coordination aligns with patient expectations, as studies show that 75% of patients prefer personalized care available through multiple integrated platforms (Redpoint Global, 2020). 

    Omnichannel engagement has tangible benefits, including improved treatment adherence and enhanced patient satisfaction. Patients are more likely to follow care plans when they receive tailored reminders, educational resources, and consistent follow-ups across different platforms. Additionally, by integrating telehealth, remote monitoring, and digital tools, providers increase access to care and deliver better outcomes, especially for underserved populations. However, implementing omnichannel systems presents challenges such as ensuring data integration, upgrading technology, and training staff. Despite these hurdles, healthcare organizations that adopt omnichannel strategies are positioned to improve patient experiences and operational efficiency, meeting the growing demand for consumer-centric care models. 

    Source: 

    • Redpoint Global, 2020: Omnichannel in Healthcare 
    • Mayo Clinic Proceedings: Digital Health, 2023: Omnichannel Engagement 


        

    Patient-Centric Care: Concierge Health on the Rise 

    Rising patient-centric care is reshaping the healthcare landscape, with concierge health emerging as a key trend. This personalized model offers tailored treatments, on-demand access to providers, and proactive health management, catering to patients frustrated by long wait times and fragmented care. As consumers demand greater control, the concierge healthcare market is projected to grow significantly, reaching $37.87 billion by 2031 with a compound annual growth rate (CAGR) of 9.7% (Yahoo Finance). This approach mirrors the principles of precision medicine, emphasizing individualized care for chronic conditions and rare diseases while fostering long-term patient-doctor relationships. 

    In 2025, patient-centric healthcare will expand with virtual consultations expected to comprise 40% of visits, driven by demand for convenience and flexibility (Harvard Business Review, 2022). Integration of AI will enhance personalized treatment pathways, boosting patient satisfaction and improving outcomes (McKinsey & Company, 2023). Additionally, patients will increasingly seek seamless care across digital and physical platforms, requiring providers to adapt their services to meet these evolving preferences. To be successful, organizations must embrace innovative service models, leverage digital solutions, and prioritize patient empowerment, ensuring an accessible, collaborative, and trusted healthcare experience. 

    Source: 

    • Harvard Business Review, 2022: Virtual Consultations 
    • McKinsey & Company, 2023: AI in Healthcare 
    • Yahoo Finance: Concierge Health Market 

    Augmenting Field Sales: Scaling Support for HCPs  

    Traditional healthcare sales representatives remain crucial, but the increasing demands on capacity have led to the rise of supplementary roles like Patient Education Specialists and Inside Sales Representatives. These professionals handle key tasks such as lead generation, appointment setting, and providing virtual support, enabling healthcare manufacturers to engage with HCPs more effectively. This model expands outreach while keeping communication personalized and efficient, ensuring that sales teams can cover a broader range of HCPs without being overwhelmed. 

    By adopting a multi-channel strategy, companies can optimize resources and ensure that HCPs receive the support they need. These additional roles help manage remote or virtual engagement and allow manufacturers to maintain real-time, high-value interactions. As the healthcare industry becomes increasingly complex, scaling these support functions will be essential to maintaining strong relationships with HCPs and improving the efficiency of sales efforts. 

    Physician Shortages: Navigating the Talent Gap 

    The healthcare industry is grappling with a significant physician shortage, which could grow to 86,000 by 2036, with 35% of current physicians planning to leave their roles within the next five years (McKinsey). This shortage is exacerbated by the growing number of physicians who plan to exit clinical practice entirely, potentially leaving a gap in the healthcare workforce. For healthcare manufacturers, this presents an urgent need to rethink how they engage healthcare professionals (HCPs). As fewer physicians are available to attend in-person events or take on new responsibilities, it’s crucial to provide ongoing support through various channels, including virtual platforms, email, and remote learning tools. These solutions can help bridge the gap, ensuring that HCPs have access to essential information, even when face-to-face interaction becomes limited. 

    As physician shortages continue to grow, clinical education on new technologies and treatment protocols will become even more critical. Manufacturers must help HCPs stay up-to-date with evolving practices and tools that can improve patient care despite a shrinking workforce. Training resources—both virtual and in-person—will empower HCPs to enhance their practice efficiency and ensure high standards of patient care. In this changing landscape, providing ongoing professional development is not just a nice to have; it’s a vital strategy to ensure that healthcare providers can meet demand while maintaining quality care despite the challenges posed by physician shortages. 

    Source:  

    McKinsey & Company: Physician Shortage 

    Final Thoughts 

    Success in 2025 will hinge on your ability to adapt, innovate, and meet stakeholders where they are. By embracing emerging trends like AI and social media, while responding to shifts in workforce dynamics and evolving patient needs, the organizations that succeed will be those who view these changes not as challenges, but as opportunities. 

    Is your go-to-market strategy prepared for 2025? Now is the time to act. 

    Kristen Fescoe

    December 5, 2024
    Uncategorized
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