Visualising Healthcare in the UAE

Trends / Wellness
Davina Ajana
Apr 11, 2024
At Getty Images, our latest VisualGPS research explores how visuals can help healthcare brands differentiate their value proposition by understanding consumers' priorities and visual preferences within the United Arab Emirates (UAE). Here are three key insights to empower your visual choices in 2024.
Mental wellbeing 
Healthcare brands can elevate their visual language by showing all the way individuals can support their physical, emotional and mental wellbeing. Over half of UAE consumers believe that having more leisure time is most important for their mental health. Their preferred ways to support mental wellbeing differ, e.g., taking a walk or playing a sport, connecting with friends or family and listening to music. When it comes to inspiring proactive care, depicting wellbeing in more meaningful and relatable ways for different generations is key.
Connected care  
Consumer expectations of 'always available' connected care are rising. This is driven by their modern digital experiences when interacting with most other industries, for example, banking, retail and transport. These personalised, ‘demand‑driven’ models can empower the consumer to determine when and how they seek and receive care. Healthcare companies increasingly use digital healthcare assistants to improve the quality of care and enhance patient engagement.1 By visually representing these modern digital experiences, brands can convey the shift towards personalised, demand‑driven models that empower consumers to take control of their care‑seeking behaviours and preferences.
Consider visuals that communicate the benefits of technology that delivers personalisation and convenience. Show how digital health solutions can cater to the unique needs of every generation. Our research shows that 82% of UAE consumers are excited by the impact of technology on wellness. This demonstrates consistent desire among individuals for e‑health technologies that seamlessly integrate into their lives, adapting to their evolving needs and preferences.
Health equity  
The impact of the Covid pandemic accelerated e‑health adoption and showed how access to care is vital to today's consumers. Being mindful of representing all and breaking with over‑relied upon stereotypes in healthcare brands, especially around environments like community centres, pharmacies, etc. where care can be provided, is key. Our latest VisualGPS consumer data found that 88% of individuals within the UAE encounter bias in their everyday lives. While biases pose a challenge in visual choices, this can offer an opportunity for transformation within the healthcare by bringing a more inclusive lens.  

Getty Images and Citi have partnered to create Diversity, Equity and Inclusion Imagery Toolkits to provide actionable insights which are authentic and multifaceted depictions of people across different regions.  
[1] Analytics Insight
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