Saudi Arabia’s nascent yet quickly expanding market has showcased a notable shift. Largely innovations, products, and services are driven in the region by a surge in consumerism. Consumerism, in simple terms, relates to individuals spending on goods and services based on their own unique wants and beliefs. This rise in consumerism in the country has given rise to a sophisticated customer who expects convenience, efficiency, and luxury from their product or service providers. These individuals demand to be the highest priority and expect the highest quality of service.
This in part has resulted in Saudi Arabia seeing a more conscious, income-fueled crowd of younger people. And one thing about them is clear: they demand the best in class options for their money.
But what does this mean for the healthcare industry?
In this context, the sophisticated consumer is demanding the same level of specialty care, efficiency, and luxury in their healthcare experiences as they do in their daily interactions. These individuals are not only seeking best-in-class care but are also applying the same discerning criteria to healthcare as they do to other services and products in their lives.
This has led to healthcare providers becoming more consumer facing brands. As the healthcare industry adapts to this paradigm shift, it is recognising the importance of catering to the evolving needs and expectations of consumers. The emphasis is not only on medical expertise but also on the overall patient journey, satisfaction, and engagement. The rise in consumerism is undeniably shaping a new era in healthcare in Saudi Arabia, where brands are not just providers of medical services but partners in the well-curated, consumer-focused healthcare experiences of the future.
We see this trend reoccur in international markets as well, with global counterparts such as Mayo Clinic and Cleveland Clinic, who are breaking new ground to deliver sophisticated experiences to their patients.
One crucial aspect of this evolution that cannot be understated is the integration of technology and the recognition of the growing tech-savvy nature of consumers. As consumers become more informed, it is a dire necessity for healthcare brands to acknowledge the need for ongoing efforts in digital media channels to maintain engagement and provide valuable information. The ease of online access to information has prompted healthcare brands to rethink their approach, understanding that the first impression needs to be centred around the consumer.
Healthcare providers are gradually recognising the value of enhancing patient satisfaction and engagement. However, this is still a relatively new concept for many organisations in the region. The realisation is dawning that personal interactions and a consumer-centric approach are essential to serving these sophisticated healthcare consumers effectively. At Skyne we have helped numerous healthcare organisations get to the gist of this very notion, helping them understand and align their values with a new consumer-focused market, directing the brand towards a shining future.