What will your brand do?
People’s expectations are constantly being reshaped, rewired and remodeled by new and innovative experiences with media, peers, technology and brands. Brands that don’t deliver experiences that meet or exceed these rapidly changing expectations are increasingly being ignored, brushed aside or deemed irrelevant.
How do we keep pace? Use the trends changing the landscape to change and accelerate our own thinking.
Trends show us those shifting customer expectations. They reveal data and clues about changing habits and preferences. They uncover brands that are making unique connections and getting to white spaces first. We use trends to challenge how we go to market and continually innovate every aspect of customer experience.
This year, we worked with more than 250 trend spotters from across the Syneos Health Communications global footprint to identify the shifts most relevant to healthcare marketers. These trend spotters work on the front lines of our business to bring us real-world insight and clues from across the industry and well beyond it.
CONSUMER: Expectations created by media, peers and entertainment
DIGITAL: Behavior changes influenced by technology, tools and devices
MARKETING: Shifts in how brands are earning time, attention and loyalty
HEALTHCARE: New realities in accessing, giving and receiving healthcare
COMMERCIAL: New voices and value equations shaping the market landscape
2018 CONSUMER TRENDS
01 Spit Stories
02 Nickel And Dimed
03 Faster Than Real-Time
04 Widespread Panic
05 Go Daddies!
06 Fired Up
07 Let’s Be Direct
08 The New Neutral
09 Gen Z Swagger
10 The Right Fit(ness)
11 Cognitive Edge
12 Plant People
13 Gender Flips
14 The Health Elites
15 Choose (Your) Life
2018 DIGITAL TRENDS
01 The Human Ux
02 QR Codes Will BRB
03 Hey, Carebot
04 You, More Awesome
05 Mal(ware) Practice
06 App-ing EHR
07 A New Memory for Data
08 Augmenting Care and Marketing
09 Let’s Chat
10 ReLearning User Experience
11 Now You See It...
12 100 Percent Skepticism
13 Out of Proportion
14 Mindful of Me
15 Artificial Intelligence + Real Patients
2018 MARKETING TRENDS
01 Mini Stars
02 Nostalgia’s Coming Back!
03 Acting with Purpose
04 Fit Me in
05 Cinematic Storytelling
06 Premarketing
07 Revolutionizing Recruitment
08 Better Experience in Store
09 Keepable Comms
10 Gone in Six Seconds
11 Love the Humans
12 Personal Plays
13 $$traight Talk
14 Blockbuster Boldness
15 Interfering with Indifference
2018 HEALTHCARE TRENDS
01 For the Love of Science
02 Women in (Real) Pain
03 Doubling Down on Medical Affairs
04 Home Delivery
05 Teaming Up Pharmacist and Physician
06 Living Normal
07 War for Drugs
08 Reform (and Reinvention) Ready
09 Medical Data Deluge
10 Accelerating Orphan Response
11 Divided Interests
12 Alternative to Alternatives
13 Dispensable Docs
14 Rise of the Illiterati
15 experiMental Health
2018 COMMERCIAL TRENDS
01 Medical Muscle
02 Paying for Value
03 Exceptional Consumer Control
04 Commercial Endpoints
05 AI as Investigator
06 Predictive Planning
07 New Commercialization Expectations
08 Swell of Stranded Assets
09 From Patient-Centricity to Patient Intimacy
10 No More Sales Reps?
11 Revising the Journey
12 Rapidly Evolving Rare
13 Integrated Customer Engagement
14 Infrastructure Reset
15 Podium Pounding and a New Era for Advocacy
