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UC Connect free public talk: Medicine and Marketing

Wednesday, March 15, 2023   Posted in: Signatory Notice Board By: Administrator With tags: Lectures, technology, health, seminar, medical, wellbeing

Come along to hear UC Erskine Fellow Professor Stacy Wood from North Carolina State University and Professor Ekant Veer from the UC Business School discuss wellbeing and social marketing amid COVID-19 in a FREE public lecture.

Date: Wednesday 29th March 2023.
Time: 7 to 8pm.
Location: Engineering Core on the University of Canterbury's Ilam campus.

Two domains that have long viewed their consumers through a logic-loaded lens are technology and healthcare – both have made predictions about what their customers will do by what they think their customers should do. As these two domains now intersect in many futuristic disruptive innovations surrounding digital healthcare, the logic of “should” may be doubly dangerous in predicting and promoting consumer/patient behaviour.

Prior to the COVID-19 pandemic, industry attention centred around telehealth and AI-assisted healthcare. But a global assault by a novel coronavirus demonstrated that the future of medical delivery and wellbeing has far deeper and more basic roots in behavioural elements like decision-making, risk perceptions, identity creation, narrative etc. These elements are the bedrock of consumer behaviour, behavioural insights, and marketing, but have received little attention in medicine.

Professors Veer and Wood will discuss several projects in the healthcare sectors in New Zealand and globally and highlight the need for marketing theory in the development of new means of healthcare delivery.

“We hope we can show the richness of this fast-changing ‘market’ for the creation of new consumer theory and the necessity of building really exciting interdisciplinary teams for building really impactful knowledge that actually changes lives for the better.”

Find out more about this FREE UC Connect public talk on pandemic lessons on healthcare, technology, and reality (Humanitix).