Jack Health Onsights: Takeaways from the first-ever HLTH Europe 2024 

Jo Hull, SVP, Head of Jack Health EMEA, and I had the pleasure of attending the first-ever HLTH Europe conference. After hearing about our colleagues’ experiences at the U.S. event, we were excited to see what it was all about. Of course, AI was in the limelight, but other content and areas also piqued our interest. I returned to London, excitedly buzzing with a million learnings and ideas. A few weeks after the event, I boiled my thoughts and experiences down to 5 key takeaways from HLTH Europe 2024 that every healthcare marketer should know. 

1. Women’s Health: The conference spotlighted FemTech innovations, from reproductive health to menopause management, stressing the importance of a holistic approach to women’s healthcare. Women’s health is a crucial sector, as it addresses the unique biological, reproductive, and social challenges women face, affecting their well-being and the broader community. Thoughtful healthcare marketing can improve services by focusing on women’s specific needs, encouraging preventive care, and building trust through targeted and empathetic communication. 
2. AI in Healthcare: AI was a central topic, with discussions on the necessity for real-world evidence, establishing trust, and identifying optimal use cases for AI technologies. AI is revolutionizing healthcare by improving diagnostics, personalizing treatment plans, and boosting operational efficiency, which enhances patient care and accessibility. In marketing, we can leverage AI to facilitate data-driven strategies and personalized interactions in healthcare brand experiences, making campaigns more effective and enhancing patient affinity. 
3. Empowering Patients: Emphasis was placed on granting patients more control over their health via wearable technology, telemedicine, and remote care solutions, encouraging patients to be proactive in managing their health. Empowering patients is crucial because it encourages them to take an active role in their healthcare, leading to better outcomes and greater satisfaction. Healthcare marketing can help engage and educate patients, allowing them to build trust, boost brand loyalty, and make campaigns more effective by addressing patients’ specific needs and preferences. 
4. Workforce Challenges: Addressing the global healthcare workforce crisis, the conference highlighted how technology can enhance efficiency and reduce burnout. AI and remote monitoring were presented as solutions to lessen the cognitive load on healthcare professionals and improve patient care pathways. Workforce challenges in healthcare are significant because they impact the quality of care and operational efficiency, leading to potential delays and reduced patient satisfaction.  Adoption of AI tools, however, takes time, investment, and convincing people to get on board. There’s a huge opportunity for healthcare marketers to play a part in encouraging the adoption of AI through employee experiences. 
5. Holistic Healthcare: There was a strong focus on comprehensive healthcare beyond episodic treatments. Preventative care, continuous mental health support, and post-treatment monitoring were identified as crucial elements for improving patient outcomes. Holistic healthcare is necessary because it considers a patient’s overall physical, emotional, and social well-being, leading to more effective and comprehensive care. In healthcare marketing, highlighting a holistic approach can attract patients looking for complete care solutions and set a provider apart by showcasing their commitment to treating the whole person, not just specific issues. 

I’m looking forward to seeing how this conference grows and to seeing where these insights inspire me for the remainder of 2024. I hope to see you all there next year!