Healthcare & MedTech
Pharmaceutical companies, medtech manufacturers and healthtech providers are developing products for a market that is currently undergoing fundamental change. The largest and most affluent user group – people aged 60 and over – is getting older, more discerning and more self-assured. At the same time, the focus is shifting away from acute care and towards prevention and personal responsibility.
But there is often a crucial gap between a product that works and one that is bought, used and recommended: An understanding of how older people and their families actually make decisions – and what they really need.
What’s more, medical devices and digital health solutions undergo complex approval processes, are developed for regulators and launched on the market by specialist circles. How they are received by the actual end-user – whether they work in everyday life, are accepted and build trust – is a completely different question. And one that many manufacturers ask too late.
Common mistakes we see:
#1 – Products are designed for regulators, not for users
Regulatory requirements, clinical trials, eligibility for reimbursement – these are the key hurdles in the medtech development process. That’s understandable. But what tends to be overlooked is the question of whether the product actually works in the everyday lives of older people. Font sizes, user interface logic, handling, packaging, the language of the package leaflet – all of this is optimised for regulatory authorities, not for 75-year-olds with mild visual impairment and a sceptical attitude towards new things.
The result: Products that are clinically convincing but fail in practice – returned, not repurchased, not recommended to others.
#2 – Gatekeepers are not seen as the target audience
Who decides which products older people are introduced to, try out and buy? In addition to GPs, pharmacists and community nurses – the traditional points of contact – there are also family carers aged between 45 and 60 who research, compare and ultimately make the purchase – a target group that is still largely overlooked in MedTech communications.
#3 – Digital health solutions overestimate the level of technology adoption
Health apps, telemonitoring, smart pill dispensers, AI-assisted diagnostics – the market for digital health solutions is growing rapidly. But the adoption rate among the over-65s remains far below its potential. The reason is rarely a fear of technology – it lies in a lack of support, unclear benefits and a lack of trust. Anyone developing digital solutions for older users must understand that acceptance is not driven by features, but by trust, simplicity and the feeling that someone is there if something goes wrong.
Why now: The market is changing
The baby boomer generation is the first generation of retirees to have grown up with technology – and one that, at the same time, has high expectations regarding quality, effectiveness and usability. They are better informed than any generation before them, actively researching, comparing and making decisions for themselves wherever possible. This is fundamentally changing the healthcare market: away from the passive patient, towards the active healthcare consumer. Added to this is the initial advice provided by relatives, often children, which grows steadily with age.
At the same time, the focus of the healthcare system is shifting. Prevention, personal responsibility and living with chronic conditions at home are becoming more important. The demand for products that work not in hospital but in everyday life – quietly, reliably, simply – is growing continuously.
These are also the reasons why I SmartBuildingsCompass.com founded: To provide guidance and highlight those solutions that help people live longer, safer, more independent and healthier lives.
What I can do for you
Target audience analysis
Who actually uses your product – and who decides whether to buy it or recommend it? I analyse the real-life situations, decision-making processes and purchasing motivations of older users, their relatives and the relevant professional circles.
Positioning
I assess whether your offering is suited to the everyday realities of older people – in terms of product design, communication and sales strategy. And I highlight specifically what needs to be adapted so that your offering is not only approved but also embraced.
User-Feedback
Before a product fails because it doesn’t work in real life – it’s better to test it first. I organise structured feedback from older users and family carers: Through interviews, guided usability tests or focus groups. This way, you’ll find out early on where your product shines – and where it falls short in the target group’s everyday lives.
Understanding the target audiences
In workshops, we work with you to identify how your teams – product development, marketing, sales and customer service – can better understand older users and their families and engage with them in a more targeted way.
Communication & Content
I develop content and communication strategies that build trust – among users themselves, among family carers and among professional influencers. Objective, empathetic and effective.
GEO & SEO
Today, family members and older people are also turning to AI systems for product and solution recommendations. Whether your offering appears in these results depends on how well your content is currently positioned. Working with a specialist partner, I’ll show you how to boost your visibility in search engines and AI systems – with content that gets found and a positioning strategy that works well with algorithms.
Let’s talk.
The healthcare market of the future will be shaped by older people and their families. Anyone who understands how they think, make decisions and shop will have a decisive advantage. I look forward to our first conversation.
Fill in the form – or write to us directly at anja@owl-lab.at.