From biohacking to blood transfusions, the world of wellness and health optimisation is in full swing. Earlier this month, the Times covered the news that Tech millionaire, Bryan Johnson is spending $2 million a year in the hope of achieving the brain, heart, lungs et al of an 18-year-old through injecting his own son’s blood into his body.
Whilst the above is an extreme example, the growing influence biohacking educators such as Tim Gray and Dave Asprey are having on their ever-growing loyal fan bases is clear to see. YoY Google Searches for both Tim Gray and Dave Asprey are up 22% and 46% respectively.
These are all signs that suggest that as an audience we’re starting to place extra importance on our health and are open to learning about new ways to optimise our overall health. A trend kick-started as a result of the pandemic, now consumers no longer take their health for granted.
One of the fastest-growing developments in the world of private healthcare is medical concierge services.
What are medical concierge services?
Often reserved for those operating in high-pressured environments such as corporate C suites and the sports and entertainment industries, exclusive membership-based medical concierge services specialise in connecting their clients to the best possible private medical care. From novel therapies to cutting-edge research, these businesses are starting to be seen as the ‘fixers’ for the rich and famous.
The signs of growth in the industry are clear with the health concierge market across the US & Europe valued at $8bn in 2021, it has been forecast this will almost triple by 2030 to $22bn. Whilst the impacts of COVID-19 have fuelled the demand, so has the need for more specialist treatments, as well as consumers being more educated about wellness and personalised healthcare trends.
Challenges facing the medical concierge industry
Whilst search volume for medical concierge is up YoY (29%) there are a number of challenges facing this new evolution of private healthcare that businesses in this space will need to navigate over the coming months.
Communicating the value
Even when the core audience you are targeting is wealthy, one of the key challenges medical concierge businesses will face is around being able to communicate the value behind why an individual should be investing in an exclusive and often expensive membership, especially during an economic recession.
Businesses which communicate key messages that place the emphasis on a proactive approach to good health, helping members to seek preventive solutions to maximise their everyday performance, will be the most successful.
Reaching the right audience
Given that medical concierge services typically want to attract HNWs, corporate professionals and elite athletes and entertainers, you would need to think clearly about how best to engage these audiences.
Working with a media or PR agency that understands targeting through audience segmentation will be important. For example, working with an agency could mean that one strand of activity focuses on tapping into elite sport, explaining how a personalised approach to healthcare is vital to optimising athletic performance. A combination of tactics such as thought leadership, commentary and interview placement in media outlets consumed by decision-makers in elite sports will raise your profile
A follow-up strand of activity could focus on engaging decision-makers in the entertainment industry through story placement in popular trade media outlets whilst a third campaign strand, focused on Ultra High Net Worths might include media titles such as How To Spend It and Spear’s.
To ensure that key audiences are targeted effectively, its worth considering how an integrated approach could drive impact. Whilst the ‘always on’ media relations activity continues to run, a paid social media campaign could help to turn engaged visitors into conversions, providing lead generation opportunities.
Paid social media campaigns can be created with hyper-relevant conditions put in place to ensure that real business impact is delivered at the lowest possible costs.
As well as focusing on media relations and engaging specific audiences, it is important to also focus on securing longer-form thought leadership opportunities in the media that promote your key messages and consolidate your credibility.
In a time of scepticism and confusion, these articles provide a platform to offer advice and in-depth insight to potential customers. Establishing your spokespeople as valuable, respected and trusted resources of information is key to building trust in your organisation.
If your business has an authentic and credible leader or links to respected clinicians or healthcare providers who are seen as being able to provide tangible advice in the media, this coverage can be used as proof of expertise and consumers will be more likely to be drawn to your business. It also provides an opportunity to position the business as an authority within the market and even a trailblazer in newly formed industries.
If you run a medical concierge or private healthcare practice and would like to discuss how a strategic PR or paid social campaign could help you achieve your objectives, get in touch today.