The document discusses key health, media, and marketing trends expected for 2014, emphasizing the importance of recognizing and analyzing trends to drive future strategies. Notable predictions include a shift in healthcare towards long-term life care, advancements in technology enabling home monitoring, and transformations in media consumption due to mobile devices. Additionally, it highlights the significance of big data, mobile marketing, and changes in consumer behavior that will influence brand marketing.

1. HEALTH, MEDIA AND MARKETING
TRENDS FOR 2014
MARIAN SALZMAN
HAVAS PR NORTH AMERICA
AUG. 21, 2013

2. WHY TRENDS?
WHY LOOK AT TRENDS?
2

3. WHY TRENDS?
WHY LOOK AT TRENDS?
FOR DIRECTION ON THE JOURNEY
TO PILOT PROFESSIONALS,
INDUSTRIES AND BRANDS WITH
SMART, INSIGHTFUL STRATEGIES.
3

4. WHY TRENDS?
WHY LOOK AT TRENDS?
TO ID WHAT’S DRIVING THE FUTURE—
AND PLAN FOR LONG-TERM SUCCESS.
4

5. WHY TRENDS?
WHY LOOK AT TRENDS?
AND FOR US HERE TODAY: TO UNDERSTAND
WHICH TRENDS ARE GOING TO MAKE A
DIFFERENCE IN THE HEALTH COMMUNICATION,
MARKETING AND MEDIA INDUSTRY
WORLDWIDE IN THE COMING YEAR.
5

6. LEARNING TO SPOT TRENDS
IT MEANS TRACKING
PEOPLE
6

7. LEARNING TO SPOT TRENDS
IT MEANS TRACKING
SOCIAL
MOMENTUM
7

8. LEARNING TO SPOT TRENDS
IT MEANS TRACKING
COMPANIES
8

9. LEARNING TO SPOT TRENDS
IT MEANS TRACKING
ECONOMIES
9

10. LEARNING TO SPOT TRENDS
IT MEANS TRACKING
RADICAL
BREAKTHROUGHS
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11. LEARNING TO SPOT TRENDS
IT MEANS TRACKING
BRANDS
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12. HEALTH TRENDS
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13. HEALTH TRENDS
LETTING IT ALL HANG OUT
IT’S A REACTION TO THE
PERCEPTION THAT
PRIVACY DROPPED DEAD.
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14. HEALTH TRENDS
OLD COMES MUCH LATER
AT, SAY, 90.
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15. HEALTH TRENDS
HEALTHCARE MIGHT BECOME LIFECARE
WE’RE ALL GOING TO LIVE
SO LONG AND WILL HAVE
TO PAY PROMISCUOUSLY
FOR A COSTLY LONG LIFE.
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16. HEALTH DISAPPEARING ACT
TRENDS
DOCTORS START A
TECHNOLOGY WILL START
ALLOWING ROUTINE MONITORING
FROM PATIENTS’ HOMES.
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17. HEALTH TRENDS
DOCTORS START A DISAPPEARING ACT, PART II
AS THE POPULATION AGES AND THE
HEALTH LAW EXPANDS INSURANCE, WE
MIGHT SEE A SHORTAGE OF PHYSICIANS.
POOLING AND P.A.’S COULD CHANGE
THIS, BUT IN EITHER CASE, A LACK
OF SPECIALISTS IS SOON POSSIBLE.
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18. HEALTH MUCH, DR. ROBOTO
TRENDS
THANK YOU VERY
TECHNOLOGY ALSO WILL SEE
MORE AUTOMATONS
PERFORMING PROCEDURES AND DOING
BACK-END HEALTHCARE TASKS.
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19. HEALTH TRENDS
HAPPINESS IS … POLITICAL
GOVERNMENTS ARE RECOGNIZING
THAT IT’S A SIGNIFICANT
NONECONOMIC INDICATOR
OF NATIONAL WELL-BEING.
19

20. HEALTH TRENDS
NOT TIRED OF FATIGUE
FROM DECISION FATIGUE TO
STATUS QUO FATIGUE, “ALWAYS
ON” FATIGUE TO WORKPLACE
FATIGUE, WE’RE ALL ANXIOUS
AND OVERWHELMED.
20

21. HEALTH TRENDS
FAST FACTS
ON THE RISE: THE ROLE OF ANALYTICS
AND USE OF TOOLS THAT GIVE
DOCTORS INSTANT INFORMATION,
PLUS HEALTH KIOSKS THAT WILL
LET PATIENTS GET BASIC READINGS.
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22. HEALTH TRENDS
OBAMASCARE
MANY PEOPLE WILL CONTINUE
TO FEEL UNCERTAIN ABOUT
THE AFFORDABLE CARE ACT
AND WHAT IT WILL MEAN.
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23. HEALTH TRENDS
ON THE EDGE
THANKS TO THE PATENT CLIFF,
PHARMA COMPANIES WILL NEED TO
CHANGE THEIR BUSINESS MODELS
TO BECOME MORE NIMBLE.
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24. HEALTH TRENDS
SURGERY GOES SOCIAL
IT’S BECOMING A GREAT WAY
TO GET INFORMATION TO THE
MASSES—AND SHOW AND
DESCRIBE SURGICAL PROCEDURES.
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25. AND UNDERLYING IT ALL …
SEMI-WELL IS THE
NEW NORMAL
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26. SEVEN PREDICTIONS
FOR THE FUTURE OF
HEALTHCARE TECHNOLOGY
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27. SEVEN PREDICTIONS
FOR THE FUTURE OF
HEALTHCARE TECHNOLOGY
1.
WE WILL SEE A DEMOCRATIZATION
OF MEDICAL KNOWLEDGE
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28. SEVEN PREDICTIONS
FOR THE FUTURE OF
HEALTHCARE TECHNOLOGY
2.
A TRANSPARENT MERITOCRACY
AMONGST DOCTORS
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29. SEVEN PREDICTIONS
FOR THE FUTURE OF
HEALTHCARE TECHNOLOGY
3.
FINALLY—CONSOLIDATED PATIENT
INFORMATION!
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30. SEVEN PREDICTIONS
FOR THE FUTURE OF
HEALTHCARE TECHNOLOGY
4.
TECH WILL CATALYZE DRASTIC
SYSTEMWIDE COST SAVINGS AND
EFFICIENCIES
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31. SEVEN PREDICTIONS
FOR THE FUTURE OF
HEALTHCARE TECHNOLOGY
5.
OUR MEDICAL KNOWLEDGE WILL
ADVANCE AT RECORD SPEEDS
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32. SEVEN PREDICTIONS
FOR THE FUTURE OF
HEALTHCARE TECHNOLOGY
6.
DOCTORS WILL BE TRAINED TO BRING
“CARE” BACK INTO “HEALTHCARE”
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33. SEVEN PREDICTIONS
FOR THE FUTURE OF
HEALTHCARE TECHNOLOGY
7.
WE WILL SEE UNPRECEDENTED
MARKET CAPS
—Health entrepreneur Sean Mehra in VentureBeat
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34. MEDIA TRENDS
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35. MEDIA TRENDS
THE CLOUD WILL BECOME MORE INTELLIGENT
VIRTUAL AGENTS COULD, FOR EXAMPLE,
DESIGN A WEEKLY MENU BASED ON
SOMEONE’S HEALTH PROFILE, FITNESS
GOALS AND TASTE PREFERENCES.
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36. MEDIA TRENDS
YOUTUBE AS MAJOR NEWS DESTINATION
THE SITE “IS A GROWING DIGITAL
ENVIRONMENT WHERE PROFESSIONAL
JOURNALISM MINGLES WITH CITIZEN
CONTENT,” ACCORDING TO A STUDY
FROM THE PEW RESEARCH CENTER.
36

37. MEDIANEWS EXPLOSION
TRENDS
THE MOBILE
GLOBAL CONSUMPTION OF NEWS ON
MOBILE DEVICES IS RISING.
SMARTPHONES, LAPTOPS AND TABLETS
COMPLEMENT ONE ANOTHER BY LETTING PEOPLE
CONSUME NEWS THROUGHOUT THE DAY.
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38. MEDIAEMAIL NEWSLETTERS
TRENDS
CURATED DAILY
THE EDITORS BEHIND THESE PRODUCTS
SCOUR THE NEWS SO THAT READERS DON’T
HAVE TO, SIMPLIFYING THE HEADLINES
AND PRESENTING THE INFORMATION
IN A CONVERSATIONAL TONE.
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39. MEDIA TRENDS
THE MERGING OF MEDIA AND COMMERCE
TODAY, ADVERTISING AND EDITORIAL
ARE MERGING, WITH MEDIA OUTLETS
SELLING MERCHANDISE AND BRANDS
CREATING PROPRIETARY CONTENT.
39

40. MEDIA TRENDS
LONG-FORM JOURNALISM IS NOT DEAD
APPS AND TABLETS PROVIDE A DELIVERY
METHOD FOR LONG-FORM ARTICLES.
CONVENTIONAL WISDOM WAS WRONG;
PEOPLE DID WANT TO READ LONG STORIES—
THEY JUST DIDN’T HAVE A MEANS TO DO IT.
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41. MEDIA TRENDS
THE ARTISANAL MAGAZINE BOOM
NECESSITY AND DEMAND
FROM THE NICHE OF AUDIENCES
WHO PURCHASE THESE COLLECTIBLE
PUBLICATIONS STARTED THE TREND.
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42. MEDIA TRENDS
THE RISE (AND FALL) OF SOCIAL NEWS SITES
THESE WEBSITES FEATURING USER-POSTED
STORIES RANKED BY POPULARITY
FACILITATE DEMOCRATIC
PARTICIPATION ON THE WEB.
42

43. MEDIA TRENDS
KICKSTARTER TO FUND NEW PUBLISHING VENTURES
THE PUBLISHING VERTICAL AT THE
WORLD’S LARGEST CROWD-FUNDING
PLATFORM FOR CREATIVE PROJECTS HAS
FUNDED A VARIETY OF INTERESTING
PROJECTS, GIVING LIFE TO NICHE IDEAS.
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44. SEVEN SOCIAL PLATFORMS
TRANSFORMING
BRAND MARKETING
44

45. SEVEN SOCIAL PLATFORMS
TRANSFORMING
BRAND MARKETING
1. MICROVIDEOS: VINE
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46. SEVEN SOCIAL PLATFORMS
TRANSFORMING
BRAND MARKETING
2.
MOBILE MESSAGING: WHATSAPP,
WECHAT AND OTHERS
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47. SEVEN SOCIAL PLATFORMS
TRANSFORMING
BRAND MARKETING
3. PHOTO MESSAGING: SNAPCHAT
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48. SEVEN SOCIAL PLATFORMS
TRANSFORMING
BRAND MARKETING
4. PHOTO SHARING: INSTAGRAM
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49. SEVEN SOCIAL PLATFORMS
TRANSFORMING
BRAND MARKETING
5.
SOCIAL BOOKMARKING:
PINTEREST
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50. SEVEN SOCIAL PLATFORMS
TRANSFORMING
BRAND MARKETING
6.
SOCIAL NETWORKING MEETS
MICROBLOGGING: TUMBLR
50

51. SEVEN SOCIAL PLATFORMS
TRANSFORMING
BRAND MARKETING
7. SOCIAL NEWS: BUZZFEED
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52. MARKETING TRENDS
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53. MARKETING TRENDS
BIG DATA GETS REAL
BETTER TOOLS AND GREATER KNOWLEDGE
CONCEPTS ARE CHANGING THE LANDSCAPE RAPIDLY.
ORGANIZATIONS THAT TEAR DOWN DATA SILOS AND
CREATE MORE EFFICIENT WAYS TO CONNECT
THE DOTS WILL UNLOCK EXPONENTIAL GAINS.
53

54. MARKETING TRENDS
REAL IS A COMMON DENOMINATOR
QR CODES GET REAL, TOO, AND USAGE
WILL GROW AND BECOME MORE RELEVANT
AS WE LEARN ABOUT THE SOPHISTICATED
WAYS THE CODES CAN BE USED.
54

55. MARKETING TRENDS
MOBILE MATURE
THE POST-PC ERA HAS ARRIVED, AND ANY MAJOR
ORGANIZATION THAT ISN’T INVESTING HEAVILY IN
MOBILE TOOLS AND STRATEGIES IS DOA.
55

56. MARKETING TRENDS
REPUTATION MANAGEMENT
JOINS THE BIG LEAGUES
THE RISE OF SOCIAL MEDIA,
INCLUDING BLOGS AND REVIEW SITES,
HAS CREATED A NEED TO MONITOR POSTS
AND GAUGE CONSUMER SENTIMENT.
56

57. MARKETING TRENDS
GREENWASHING SUBSIDES
MANY ORGANIZATIONS HAVE MADE AN EARNEST ATTEMPT TO
BECOME GREENER, BUT IT’S NO BULLETIN THAT MANY OTHERS
HAVE ATTEMPTED TO USE MARKETING TO DISGUISE FEEBLE
EFFORTS AND MISLEAD CONSUMERS ABOUT WHAT THEY’RE
ACTUALLY DOING—ALTHOUGH THIS IS ON THE WANE.
57

58. MARKETING TRENDS
MEASUREMENT RULES
BUT MEASURING ROI IS STILL PROVING DIFFICULT,
AS IS DIFFERENTIATING STRATEGIES ENOUGH
TO KNOW HOW A SPECIFIC INITIATIVE
AFFECTS THE NUMBERS.
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59. MARKETING TRENDS
DIGITAL MARKETING IS STILL VITAL
REACHING CONSUMERS ON THE GO,
THROUGH MOBILE, IS KEY;
SO IS MAKING CONNECTIONS WITH CONSUMERS ONLINE
THROUGH RELATIONSHIPS THAT FOSTER LOYALTY.
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60. MARKETING TRENDS
SOCIAL MEMES MAKE QUICK WORK
BEWARE THE RISK INVOLVED IN THIS INSTANT
MARKETING PHENOMENON, BUT THE REWARD
COULD PAY OFF WHEN IT’S DONE WELL.
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61. FIVE SURPRISING
MARKETING TRENDS
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62. FIVE SURPRISING
MARKETING TRENDS
1.
SMARTER
SOCIAL MEDIA
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63. FIVE SURPRISING
MARKETING TRENDS
2.
SIMPLICITY WILL
REIGN SUPREME
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64. FIVE SURPRISING
MARKETING TRENDS
3.
CAMPAIGN-BASED MARKETING
WILL TAKE A BREAK
64

65. FIVE SURPRISING
MARKETING TRENDS
4.
MARKETING WILL BE MORE TIED
TO REVENUE GENERATION
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66. FIVE SURPRISING
MARKETING TRENDS
5.
MOBILE WILL GET
ITS DUE
—Newtek, the Small Business Authority, on Forbes.com
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67. SO WHAT DOES IT MEAN?
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