At a recent a2Tech360 2020 virtual event, four panelists touched on the technology, healthcare, and business trends they foresee in 2030.
Pulling insights from each of these respected speakers, we see a clear path forward for businesses willing to embrace autonomy, co-creation, and social impact. Let’s touch on each of these components, then explore how they come together to drive both profits and purpose, plus how marketing can play a crucial role in delivering these messages to connect with consumers.
1. Autonomous solutions continue to gain steam
Autonomous technologies range from those we see (driverless cars) to those we don’t (deep learning algorithms). While autonomous solutions will continue to be in a transitional stage in 2030 and beyond, they are already impacting people and businesses.
We’ve been in a boom of autonomous solutions in healthcare for some time, from advanced robotics to clinical decision support tools, and our agency has had the pleasure and challenge of marketing these systems for several clients. The COVID-19 pandemic has and will continue to spur more rapid advancement of such technologies.
The benefits of autonomy are obvious: shifting human resources to more profitable/valuable activities, increasing accuracy, and improving end-user accessibility, among others. But how about the unintended downstream consequences? Bryan Stiekes, Technical Director at Google Cloud, provided examples of the domino effect of autonomous things. For instance, more autonomous cars means fewer traffic accidents, which minimizes the largest source of donated human organs, demanding a future societal shift in how we source organs for those in need.
Autonomy will continue changing businesses, industries, and communities — far beyond the direct consumers of such technologies. Companies developing autonomous things must consider the ethical, privacy, and security considerations and the many “what if” scenarios downstream of their technology offerings.
2. Impactful technologies — and marketing — require co-creation
What is your company’s or technology’s place in its overall ecosystem? Your platform is likely not the only one of its kind, and certainly is not the only platform used by your consumers to achieve an end goal.
Before marketing a technology (and definitely before creating it!), think about the overall ecosystem in which it will live. No singular company can meet every user need in a given ecosystem. In healthcare technology, Epic may have a leg up with its massive product portfolio and install base, but there is still plenty of room for other smaller players to make an impact with novel services and new methods of technology delivery.
This is where the value of co-creation comes in. Just as product engineers can limit assumptions and create more impactful technologies by involving marketers, salespeople, end users, and industry leaders, so too can marketers develop more engaging materials by involving those same constituencies. Co-creation is the best way to close the gap between what the company thinks its value propositions are and what customers believe them to be.
“When you build your solution with your end users, you can boost growth, productivity, and profits.”
Venkat Ramaswamy
Professor of Marketing, University of Michigan Ross School of Business
3. Purpose paves the way
Companies can easily fall into the trap of thinking too much about the tool they are developing, and not enough about the impact. How will the tool fit into the existing ecosystem? How will it shift the ecosystem? Who will it impact beyond direct consumers? What greater purpose does it serve?
When we meet with clients to strategize on brand messaging and positioning, we always ask, what is your impact on others? How will interacting with your company or product change their lives?
When you can integrate these powerful concepts into your message, people will connect with you on a deeper, more emotional level. And that is how you hook them.
“Purpose paves the way.”
Upali Nanda
Director of Research, HKS, Inc.
Associate Professor of Practice in Architecture, University of Michigan Taubman College of Architecture and Urban Planning
Autonomy + co-creation + social impact = profits and purpose
Autonomous technologies aren’t the only valuable solutions worth building in 2030 and beyond, but are certainly finding their way into more facets of our daily lives.
No matter what type of technology your business creates, build a culture of co-creation from engineering to marketing to the C-suite. Life-changing innovation can’t happen in a silo with like-minded individuals.
While giving away a free pair of shoes with every purchase may not fit in your business plan, and promising an end to racial injustice isn’t deliverable, you can construct your solutions in a way that makes an impact on society.
Whether it’s accelerating R&D breakthroughs to cure cancer, enhancing the trust patients have in their healthcare providers, or conquering complex brain diseases — carve out your cause, plant a stake firmly in the ground, and build deep connections with those who share your point of view. You won’t be for everyone, but you will be for the right people.
