# Modernizing Medical The medical industry turns to youth-centric campaigns. By [Vasiliki Marapas](https://www.trendhunter.com/Vasiliki.Marapas), Research Advisor & Writer | Published Dec 3, 2015 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/modernizing-medical ## Key Figures - Trend score: 3.4/10 - Evidence articles: 4 ## What is the Modernizing Medical trend? **Modernizing Medical:** In an effort to shed its cold, clinical image, the medical industry has turned to campaigns that inject a fun, millennial-friendly sensibility into marketing. Whether through the use of entertainment, social media or satire, this approach seeks to bring preventative care to the forefront of youth consciousness. Though carefree at first glance, the progression of medical marketing speaks to the importance of reaching younger generations. ## At a Glance - Evidence: 4 featured examples - Articles from: Jan 10 to Dec 3, 2015 - Published: Dec 3, 2015 - Patterns: [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Modernizing Medical trend ### Youth-centric Marketing The medical industry is beginning to employ millennial-friendly campaigns to connect with younger generations about preventative care. ### Shock Campaigns The use of bold and controversial imagery and messaging in medical advertising is becoming more popular as a way to get people's attention and encourage preventative care. ### Interactive Stunts Publicity stunts that engage the public in creative ways are being employed to raise awareness and drive engagement around important health issues. ## What the Modernizing Medical trend means for industry ### For Healthcare As the medical industry shifts toward more youth-friendly and engaging marketing techniques, there is a growing need for innovative solutions that can help providers connect with new patient demographics. ### For Marketing The shift towards bold, interactive campaigns in the medical industry presents a disruptive innovation opportunity for marketing professionals to develop creative new ways to connect with audiences across a range of industries. ### For Public Health The rise of shock campaigns and interactive publicity stunts around important health issues highlights a growing need for innovative solutions in the public health space, particularly around raising awareness for preventative care and early detection. ## Workshop question How relatable is your brand's image compared to competitors? If you were to make that your brand's defining differentiation, how would that change your current messaging? ## Trend signals for Modernizing Medical Trend score 3.4 out of 10, from popularity 59%, activity 36%, freshness 8%. - Popularity: 59% - Activity: 36% - Freshness: 8% ## Examples of the Modernizing Medical trend 4 featured examples from Jan 10 to Dec 3, 2015. - [Heroic Sperm Donation Ads](https://www.trendhunter.com/trends/male-heroes): This Clever Ad Encourages Modern Day Male Heroes to Donate Seminal Fluid (Category: Lifestyle) Implication: Disruptive innovation opportunity: Create innovative and attention-grabbing ad campaigns to connect with consumers in unique ways. - [Villainous Cancer Campaigns](https://www.trendhunter.com/trends/med-center): The Med Center Compares Early Stages to Young Evil Historical Icons (Category: Marketing) Implication: An opportunity for ad agencies to create effective campaigns that promote public health, break stigmas and shift awareness of pressing health issues. - [Zombie Donor Campaigns](https://www.trendhunter.com/trends/donor-campaign): This Health Campaign Takes Advantage of the Walking Dead's Popularity (Category: Lifestyle) Implication: Opportunity to collaborate with popular franchises to boost brand recognition and expand fan base. - [Beatboxing Healthcare Stunts](https://www.trendhunter.com/trends/lung-cancer-awareness): This Lung Cancer Awareness Stunt Shares a Message Through Beatboxing (Category: Marketing) Implication: The healthcare industry can explore the use of creative stunts and innovative messaging to raise awareness about diseases and promote preventive measures. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)