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HEALTH INDUSTRY

WHATS UP, DOC ?

The COVID pandemic truly revolutionized the health industry. The telehealth market got a huge boost in 2020, contrary to the economy in general.

NO LOOKING BACK

Reduced wait times for users, appointments in the comfort of your home . . . Remote consultations will never completely replace a visit to the doctor’s office, but the practice is very popular among patients. As such, 85% of Quebecers say they are satisfied, and 75% want these services to continue in the future.

A VERY LUCRATIVE, YET SOMEWHAT UNSTRUCTURED MARKET

Heath tech businesses are doing very well. And Quebec has a front-row seat! This is especially apparent in Dialogue’s (a virtual healthcare service provider for businesses) entry into the stock market and the success of Olive, the Netflix of healthcare, which offers an alternative to the traditional backed up healthcare circuit.

In parallel, the government is working on implementing a web-based aggregator for making medical appointments online. The goal is to centralize the current offering, which is divided between the Bonjour Santé site and others. And never far behind, the digital giants have long been ogling the management of healthcare systems and their related data, on an international scale.

TELEHEALTH IS STILL IN ITS EARLY STAGES

Beyond virtual consultations, telehealth offers a world of possibilities. In a not-so-distant future, you can expect connected devices and censors, and even screening robots to revolutionize the practice in terms of follow-ups and diagnostics, remotely. In France, teleconsultation offices have already begun emerging in various shopping centres!

CONSUMER

BLACK FRIDAY :
A PHENOMENON THAT IS BEING REDEFINED

Once a sacred day dedicated to in-store shopping, Black Friday has progressively expanded over time (think of it as the Cyber 5, that is, five days of shopping).). This year, Amazon had already started advertising its best sales in early October, an aggressive strategy criticized by many retailers. After all, how much excitement will consumers feel toward shopping once November 26th finally arrives? Probably not a whole lot!

CERTAIN RETAILERS FOCUS ON HARD-TO-FIND ITEMS RATHER THAN DISCOUNTS

It’s a known fact: supply and inventory issues depend on commercial activity. For several retailers, the possibility and even the need for enticing offers will be irrelevant in 2021. The Canadian Toy Association even recommends that parents start their Christmas shopping early this year to ensure kids find what they asked for underneath the tree.

RETHINKING BLACK FRIDAY IN A TIME OF MINDFUL CONSUMPTION

A growing number of consumers criticize the overconsumption associated with Black Friday. The tides are also turning among retailers: in Quebec, some retailers simply ignore the event, such as Montreal shoe store Maguire, which promotes fair prices year-round.

Otherwise, why not adopt new shopping events that are more in line with your values?
Various movements are challenging Black Friday and are growing in popularity.

INNOVATION

OLFACTORY MARKETING:
A NEW TREND WITH FLAIR

Smell is definitely not the most commonly used sense when it comes to marketing . . . and the obligatory face masks haven’t helped at all! And yet, smell is a very powerful sense, capable of making us relive special moments— which is why some brands have taken to making olfactory marketing a part of their business plan.

UNDER EXPLOITED, AND YET FULL OF POTENTIAL

Olfactory marketing isn’t new to the restaurant industry. And the trend has slowly made its way to other industries, such as hospitality and fashion, where it isn’t quite so subtle (Abercrombie & Fitch shaped an entire generation with its signature scent).

And it’s been proven: a pleasant perfume or scent reinforces a space’s attractiveness and incites consumers to enter a store. Even better: a pleasant in-store smell increases sales by 5 to 20%! Smell can also represent a brand’s essence, creating an inclusive sensory experience around a brand—like the enticing smell of freshly baked bread associated with your favourite bakery or buttery popcorn at the movie theatre.

LOCAL OLFACTORY EXPERTISE

Several Quebec-based agencies specialize in the creation of personalized olfactory experiences, such as Agence Élixir, Flair Marketing Olfactif, and Stimulation Déjà Vu. The latter even developed a fragrance for Tourisme Montréal, entitled Montréal, une île. Designed to help promote the city’s marketing campaign, the scent is inspired by the Saint Lawrence River and the local gastronomy scene— a true delight! Which just goes to show that when it comes to the sense of smell, the only limit is your imagination! So get creative!

MEDIAS

TRUST IT THE WORD OF THE HOUR

Social media influence has turned the information game on its head, eliciting a ton of conflicting opinions. Since the start of the pandemic, the gap has only grown bigger between traditional media and digital giants accused of peddling (somewhat deliberately) fake news. And the people have spoken: 77% of Canadians trust traditional sources of information more than they do the digital giants!

QUALITY INFORMATION TO HELP GENERATE CONVERSATIONS

If the media represents one of the pillars of democracy, print media has definitely cemented its place over time: 52% of Quebecers believe newspapers encourage debate and provide various perspectives. Furthermore, by broadcasting information on a global scale, the press participates, now more than ever, in maintaining the social fabric.

A FRAGILE MODEL TO BE PRESERVED

More and more people are speaking out against the threat imposed by digital giants on the sustainability of traditional media. Many are demanding sterner rules. The goal: redistribute a part of these revenues, namely in support of local journalism.

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