估计保健数字营销市场的价值为: 2024年2.53亿美元 预计将达到 到2031年达到13.1亿美元 以复合年增长率增长 (CAGR)从2024年到2031年占26.5%. 这一强劲增长可归因于保健支出增加以及保健提供者和保险商日益关注面向客户的在线渠道。

市场驱动力 -- -- 在保健营销中采用AR/VR技术

今天,许多保健组织正在利用增强的现实/虚拟现实技术。 AR/VR提供一种浸润经验,帮助患者更好地了解复杂的医疗程序,治疗或条件. 例如,它让他们对手术室进行虚拟巡演,或者显示内部身体部分的3D代表. 这种经验留下了持久的影响,加强了遵守。 配备物体识别能力的AR应用也允许非语言患者进行交流.

这一技术也正在以其他各种方式使用 -- -- 培训医疗专业人员,用于康复目的,转移疼痛注意力,等等。 医学院正在引进AR/VR模拟实验室,在无风险虚拟环境下向学生提供亲身体验. 物理治疗师利用虚拟现实游戏,在患者康复过程中激励和接触患者. 有些应用甚至可以让数千英里外的医疗专家进行远程临床咨询并发表第二次意见.

COVID-19大流行病进一步突出了对AR和VR等技术的需求. 在封锁期间,它确保了保健和教育的连续性。 医疗会议利用这些工具向虚拟模式过渡。 随着其益处日益明显,保健组织认识到XR技术在增强病人经验和结果方面的潜力。

市场驱动力 -- -- 大型制药公司投资于先进数字营销战略的趋势不断增长

大型制药公司已经将大部分宣传预算用于数字频道。 他们积极实施各种在线举措,从内容营销和社交媒体参与到SEO运动和付费广告. 目的是通过多个接触点与病人和保健专业人员保持联系。 公司在其网站和其他数字属性上提供健康相关信息,特定条件资源,试验结果,品牌故事等更多内容.

除一般网站外,许多药典领导正在建设专门的微网站或应用,侧重于特定的治疗领域,疾病或药物. 这些更有利于移动和社会,有助于建立亲密的品牌关系。 真实世界的证据也通过医学界阅读的在线期刊,杂志和讨论论坛进行数字分享. 产品发布在社交网络上进行直播,以吸引更广泛的受众。

利用先进的数字工具,例如方案广告、机器学习和分析,对业绩营销越来越重视。 公司利用详细报告,评估各渠道的ROI支出。 利用人工智能和自动化将信息个人化、预测病人需要和简化营销业务。 药品营销中的数字化转型旨在随着该行业竞争的进一步加强而提高精度、参与度和生产率。

市场挑战----与制定和实施基于AR/VR的营销解决方案有关的高成本

保健数字营销空间的参与者目前面临的主要挑战之一是制定和实施基于AR和VR的营销解决方案的成本高昂。 发展参与和互动的AR/VR保健经验,需要对可穿戴、传感器、照相机和图形渲染等技术进行大量投资。 它还需要雇用专家,如三维模型设计师、程序员和图形设计师来开发浸泡式数字内容。 此外,创造适合各种医疗条件的AR/VR内容和解决方案是一个漫长而复杂的过程,需要几个月的研发和测试。 所有这些因素都导致发展成本高达数百万美元。

此外,将这种先进的数字解决方案与遗留的保健信息技术基础设施结合起来需要额外的开支。 定期升级AR/VR技术以及更换装置所涉及的费用也影响到公司的利润幅度。 鉴于目前采用抗逆转录病毒疗法/病毒疗法的初级阶段,销售公司很难证明这种大量投资是合理的,也难以立即得到回报。 高昂的开发成本是保健行业广泛应用下一代浸润型数字解决方案的一个主要瓶颈。

市场机会----向新兴市场扩展 数字健康收养正在兴起

保健数字营销空间的参与者可以利用的一个关键机会是向新兴市场扩展,在那里,数字保健技术的采用正在迅速增加。 亚洲、拉丁美洲、中东和非洲国家的互联网和智能手机普及率大幅增加,而近期可支配收入也在增加。 这对消费者在这种新兴保健领域的数字可获取性和可接受性产生了积极影响。

与此同时,这些国家也正在逐步克服缺乏基础设施和资源来接受新时代数字保健解决方案的挑战。 因此,它们为保健数字营销公司推广其服务提供了巨大的未开发市场潜力。 通过定制适合这种环境的低成本数字营销解决方案,公司可以取得先行优势. 此外,与当地数字保健初创企业的伙伴关系提供了扩大足迹和定制服务的机会。

总的来说,新兴市场为保健数字营销者提供了一个有希望的增长途径,因为数字化程度不断提高,大量尚未开发的消费基础的保健需求不断增加。 从长远来看,这有助于抵消饱和的成熟市场的限制。

Insights, By Type of Technology - Rethinking Healthcare with Augmented Reality

In terms of technology, AR-based services contribute to the highest share of the market owning to its unique ability to overlay digital information and graphics onto the real world. AR offers an engaging and intuitive way for doctors to interact with patients, delivering a more personalized care experience. By leveraging AR, providers can visually demonstrate treatment plans and surgical procedures, helping patients better understand complex medical conditions. During scans and exams, AR tools give radiologists and technicians an augmented view inside the body, highlighting key areas and overlaying patient histories for easier diagnosis.

AR is also streamlining training for medical students and new physicians. Through augmented simulations, trainees can experience realistic scenarios, learn from mistakes in a safe environment, and obtain skills difficult to learn traditionally. As AR technology advances, its applications in healthcare will continue expanding to encompass remote care, medical record visualization, and more personalized treatment roadmaps. The true power of AR lies in its capacity to make medical care more informative, collaborative and customized to individual needs.

Insights, By End User - Empowering Healthcare's Biggest Players

In terms of end users, large companies contribute to the highest share of the market due to their robust resources and existing customer networks. Large healthcare providers and insurers have come to recognize the business opportunity of digital marketing and are making significant investments. With extensive budgets, major companies can develop cutting-edge in-house digital solutions or acquire smaller tech firms leading innovation.

They also possess sizable patient and member bases that enable targeted digital campaigns at scale, helping improve customer retention and cross-sell additional services. Large brands see engagement on their own websites and mobile apps as a strategic priority to strengthen relationships and influence the evolving consumer healthcare journey.

Data and analytics play a key role, with large firms able to glean actionable insights from immense customer databases to further personalize messaging. While nimbler startups continue pioneering new technologies, large enterprises are well-positioned to adopt solutions, customize them for vast operational needs, and spread digital transformation throughout global operations.

Insights, By Type of Product - Meeting Users Where They Interact

In terms of product type, hardware contributes to the highest share of the market due to people increasingly relying on devices as their primary points of access for all activities, including managing healthcare. Laptops, desktops, smartphones and digital tablets place medical information, services and support right in the hands of consumers anytime, anywhere. Device-based digital marketing allows providers to reach active healthcare audiences engaging with an expanding selection of mobile medical apps and web-enabled tools.

Through push notifications, in-app messaging and carefully-timed calendar reminders, users can stay on top of appointments, prescriptions and test results without disrupting natural technology habits. Kiosks and clinical hardware also enhance the patient experience, bringing check-ins, wayfinding and virtual consultations directly to waiting areas and exam rooms. Wearables now monitor health from behind the scenes as well. As digital become more interwoven into daily living, marketing penetrating the user interfaces consumers love will be pivotal for providers striving to deliver convenient healthcare on any preferred device.

在保健数字营销市场运营的主要角色包括ARWORKS,CG Life,CubeZoo,影响XM和INVIVO通信.