You think of customers who want things at their own convenience, at their own time, and wherever they happen to be when you think of on-demand.’ The healthcare industry is entering the age of digital innovation when, because of their busy lives, patients pursue on-demand healthcare. In the consideration of content marketing, mobile is particularly relevant.
In the past decade, people have actually become even more mobile. The name of the game is connectivity, and new figures indicate that as of 2018, more than 50 percent of all web surfing in the world happens on mobile devices (to be exact, 52 percent ).
One of the first principles of content marketing is that you need to define where on certain channels i.e. mobile, your targeted customers gather and meet them. Given that 77 percent of U.S. citizens own a smartphone, this is not shocking.
Consumers are moving online to access medical information for the following reasons, according to DMN3:
- 47 percent of doctors research
- 38 percent of medical services and research hospitals
- 77% book their medical appointments
But on-demand healthcare is also motivated by the rise of the ‘gig’ economy, in which independent professionals employ themselves per job or ‘gig’ in different industries, rather than tying themselves to one sector.
Companies such as Nomad Health, an online marketplace that directly connects doctors to medical facilities for short-term jobs, make it easier for doctors to provide patients with on-demand healthcare in unique situations that complement their skills, knowledge, and schedule. In other words, doctors themselves are becoming on-demand healthcare providers to better meet their patients’ changing needs, another advantage of the healthcare industry’s digital transformation.