At the beginning of the 21st century, healthcare system has changed dramatically because of new technologies and new treatment methods available for millions of patients. The latest trend in healthcare field is nanotechnology. This innovative approach proposes great changes in treatment and support of patients in different fields of medicine. Modern healthcare need effective technology and marketing planning in order to compete with other healthcare providers.
Innovations allow healthcare professionals to improve treatment methods and help those patients who always considered hopeless. “Nanoparticles may be used for focal delivery of drugs, cells and plasmids to aid in healing and treating assorted anomalies of the eye in a “Trojan Horse” concept” (Shovlin 2009). Also, nanotechnology allows medical processionals to detect and recognize early signs of diseases and treat them at the early stages.
Today, healthcare depends upon goals and objectives of healthcare organizations and their strategic position on the market. The nanotechnology tools and elements used by healthcare organizations are organ transplantation and DNA analysis, cardiac potentiation therapy stimulation and new ways of birth, etc. These innovative technologies, which deal with people’s needs, provide satisfaction for these needs, and, hence, deliver utility. These drastic changes in income have caused additional turbulence in the market place in terms of people’s needs and their satisfactions.
However, the unique concept of nanotechnology implies that the market functions almost perfectly and to the utmost satisfaction of consumers. Today’s consumer has a tremendous number of choices. The economic impact of the modern corporate entity is far reaching. New treatment methods and new drugs allow many patients to avoid surgery and support wellness, if the healthcare clients are complaining more often than before about some specific aspects of the healthcare delivery, there appear to be a serious problem in the making. Critics admit that: “Gold nanoparticles may be a potential vector for gene transfer in the cornea, such as plasmid DNA and nucleotides/peptides conjugated to polyethyleneimine or gum arabic” (Shovlin 2009).
The task of nanotechnology is to prevent and predict illness and support wellness for diverse clients. In healthcare, communication strategies start to play a special role because they have to provide customers and right information about wellness proposed to target audience. Not only the healthcare administrators, medical staff, and stockholders but also the employers and the society as a whole are part of this far-reaching communication. “An integrated approach must go beyond simple merger of the medical and wellness models. The real challenge for the healthcare delivery system is to incorporate these models within a holistic context” (Shi and Singh 2004, p. 50).
Ideally it is the same corporate entity that provides growth, innovation, and stability, in short, overall opportunity for the individuals and, therefore, for the society as a whole. The importance of the wellness message is that it should be clear and concise, understandable by large target audience.
The main concerns related to nanotechnology are “the toxicity and environmental impact”. Still, for healthcare organizations, wellness promotional activities are extremely important, if the healthcare is not pursuing an effective overall communication policy, its losses will be more than just the cost of treatment. In many situations, patients’ opinions can be used to identify the problem more succinctly and determine remedial measures.
The change from illness oriented healthcare model to wellness oriented model has transformed the delivery process and nanotechnology. Wellness model requires special language of management and physician-patient interaction. The language of wellness and fitness involves medical terms and specific processes typical for this industry.
Futurescan 2009: Healthcare Trends and Implications 2009–2014.
Shovlin,, J. “The latest in nanotechnology”. Review of Optometry. 2009.