According to the Organization for Economic Cooperation and Development (OECD), technological innovations have the power to bring countries closer to sustainable prosperity.
These new technologies have shaken the structures of the old ways of marketing and living. Thus, not only traditional companies, but also the disruptors of the past, suffer from accelerated technological changes. For example, we can cite iTunes that has disrupted physical music stores and then was shuddered by Spotify.
In addition, during the last decades digital technology has helped to develop several sectors, we can mention:
| SECTOR | AVAILABLE RESOURCES |
| Economy | E-commerce |
| Bus Routes | Automated vehicles |
| Education | Open online courses |
| Health | Electronic medical records and personalized medicine |
| Social interaction | Social Media |
However, despite advances, these technologies have a negative side:
- The automation of knowledge work increased productivity, but at the same time, it brought fears of job loss.
- 3D printing has opened up a world of possibilities in terms of rapid innovation. However, 3D printing can be used improperly for the production of weapons.
- The mobile internet has brought connectivity and access to information, but on the other hand, people are more inattentive.
- In short, the feeling of being able to connect with a larger network, usually inhibits the ability to be empathetic with people close to you.
Now, the internet is the intellectual technological tool with the greatest power to absorb the individual. Since, since the reduction of computers to portable formats, it seems to be attached to the users' bodies. In this way, the internet has made this generation dependent on it and is gradually reconfiguring the human mind.
Currently, there is an anguish of living offline while the internet offers countless attractions.
Finally, the challenge made to health professionals digital marketing industry, is, first of all, to create a new approach and work towards a healthy adaptation to the digital economy. In other words, 4.0 marketing should leverage machine-to-machine connectivity, improve marketing productivity, but at the same time, boost the strengthening of personal connections.
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