The Alpha generation is transforming healthcare, demanding more than just basic care. Brand guru Harish Bijoor on how to adapt to the future.
Published Aug 10, 2024 | 7:00 AM ⚊ Updated Aug 10, 2024 | 7:00 AM
Harish Bijoor at the Dakshin Healthcare Summit. (South First)
As the healthcare industry grapples with rapid changes, a powerful force driving its future is the Alpha generation, born between 2010 and 2025; this new generation is tech-savvy, socially conscious and poised to become the largest living generation by 2025.
These young ones look to healthcare not just as treatment in times of health troubles, but as an experience that could be unique, even desirable. At the Dakshin Healthcare Summit, organised by South First and TV9 Network in Hyderabad, brand guru Harish Bijoor spoke of the shifting landscape of healthcare, and how providers could meet the demands of the Alpha generation.
Treating illnesses, managing chronic conditions, and providing life-saving interventions – that, for long, was considered the stuff of healthcare; with emerging consumer culture, however, patients are no longer content with standard treatment.
They seek treatment options that chime with their desires and lifestyle aspirations. “If you want to take care of the future of your Medicare business, insulate it for the Alpha generation. Healthcare is no longer just a need; it’s a desire, a want, and in many cases, even a fantasy,” Bijoor remarked.
What the medicare business does well in India today has been perfected over 40 years, Bijoor said, stressing that the standard treatment protocols have not seen significant changes across decades.
“The Baby Boomers are dying. Generations A to Z have gone; what medicare does best today is what has been offered for about 40 years. What doctors do today will standardise in about 20 years, so those practising today are laying the foundation of the future. For the Alpha generation, healthcare is not merely about treatment; they want to be offered options, receive personalised healthcare and have an experience that is also aesthetically appealing,” he said.
“Besides accessing medical services over digital platforms, when face-to-face interaction cannot be avoided, the Alpha generation may, for instance, demand not just plaster of Paris but a particular colour of plaster cast for a broken limb. Whether it’s choosing the colour of a plaster cast or accessing medical services via digital platforms, the Alpha generation is setting new standards for what healthcare should offer,” said Bijoor.
He adds that he had conducted a study on orthopaedic care that showed that young people want something that looks good even when they seek treatment for a broken bone.“They want something snazzy, something sexy. This generation is crazy; they want something that not only functions well but also looks good.”
This desire for aesthetically pleasing, personalised treatment regimens is not a passing trend but an indicator of the evolution of healthcare, Bijoor said.
“If your business in healthcare is not related to the Alpha generation, I don’t think you’re connected,” he said, explaining that healthcare providers who fail to recognise these demands and cater to such expectations could be left behind as consumer choice becomes a reality in the healthcare sector.
Besides embracing digital innovations, offering personalised care options and revising the whole process of service delivery in healthcare are required to cater to this emerging demographic, Bijoor explained. “The future of healthcare lies in understanding and meeting these new consumer demands. Providers must go beyond just meeting the basic needs of their patients, and strive to fulfill their desires and aspirations.”
Bijoor said the “move from mere satisfaction of needs to fulfil desires marks a significant shift in the public perception of healthcare. Providers who recognise and adapt would be better able to thrive in a market driven by consumer choice and preference.”
(Edited by Rosamma Thomas)
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