A new breed of healthcare communicationsAlison DunlopManaging Director, Health

Integration - the driving force behind a new breed of healthcare communications

AN INDUSTRY IN CHANGE

The healthcare industry is going through unprecedented change. Information technology, social media, medical advances, the role of influencers and changes in wider society are continuing to shape the industry. With such upheavals, new opportunities will present themselves – but to seize them, health marketers must adopt a new integrated approach to communications.

Health expertise will inevitably remain at the core of the industry. But, expertise in social media and analytics, an emphasis on creativity, graphic design and social awareness are informing a new breed of communications that integrates a range of disciplines allowing all stakeholders to engage in more meaningful discussions.

Underpinning this, is the drive to ensure healthcare goes digital, for greater speed and responsiveness.

THE CRUCIAL ROLE OF SOCIAL MEDIA

Social media will continue to play a pivotal role. It increases interaction between stakeholders and allows information to be tailored to individuals. And, crucially, it facilitates social and emotional support.(1)

A survey of 600 leading healthcare executives and clinicians in NEJM Catalyst suggested that chronic disease management in particular stood to gain from wider use of social media.(2) The increasingly complex nature of chronic illness will add to the pressure to adapt and improve the way stakeholders in the healthcare industry communicate with each other; again, social media will play a major role.

IntegrationMSL 02

An ageing population is driving the need for a more holistic, long term approach to health management. The Richmond Groups of Charities found that between 15-30 per cent of the population in England live with two or more long-term conditions.(3)

A flexible, patient-friendly approach to exchanging health information, using social media and mobile devices, will enable clinicians to personalise patient care, helping patients to manage their complex health requirements.

PERSONALISATION IS AT THE HEART OF EFFECTIVE PATIENT ENGAGEMENT

THE PATH TO HEALTH 5.0

Patients are better informed and better educated but further innovation is needed to take patient engagement to the next phase.

The future of the health industry – Health 5.0 - will focus on improved digital tools and technology to boost the personalisation of care and treatment pathways. It will recognise the core role of patients as customers – going well beyond patient-centric healthcare towards customer-centric well-being services. The aim is to create lifelong relationships, with patients as strategic partners. Quality of life is at the heart of this and it can only be achieved by allowing patients to express their needs and levels of satisfaction.

Breakthroughs in digital tools and diagnostics will allow clinicians to deliver personalised, precision care to patients. Artificial intelligence (AI) will be at the centre of these advances and is already beginning to play a significant role in healthcare.(4)

Analytics services will continue to be critical in enabling health marketers to make strategic decisions based on the wealth of data generated with new technology. Integrating analytics experts into the communications team is fundamental to sifting through, interpreting and communicating the data that will help drive more effective patient engagement.

MSL 03Integration

78%

77%

Today’s increasingly digitally adept patients are embracing new technology to engage with personalised treatment plans.

Surveys have shown how:

THE DISRUPTIVE 'VISIONARY FOUR' ARE CHANGING THE HEALTH LANDSCAPE

But, health marketers will increasingly be challenged by the disruptive ‘Visionary Four’ (Microsoft, Google, Apple and Amazon) as they take innovation and the use of personal health data and analytics to an unprecedented new level.

of respondents think the use of technology is important for managing their health.(5)

of respondents would use virtual services to track health indicators.(5)

Health is already an integral part of Apple’s strategy around its wearables and apps. The latest Apple Watch (series 4) is transforming the way consumers can monitor their heart health. But, the introduction of the Apple Health Record is truly revolutionising the way healthcare professionals manage treatment plans, while ensuring patients stay informed and engaged in managing their own care.

MSL 04Integration

Apple is now the favourite to be the first to develop a digital health platform that integrates varying types of health data, aimed at supporting consumers through predictive and preventative care models.

Adapting to these fast, disruptive changes that will inevitably shape a new healthcare environment will be a significant challenge - and a huge opportunity - for health marketers. Taking a new integrated approach to communications that better engages patients and stakeholders will help the industry stay very much in the game.

REFERENCES

(1) http://communication.oxfordre.com/view/10.1093/acrefore/9780190228613.001.0001/acrefore-9780190228613-e-335

(2) https://catalyst.nejm.org/survey-social-networks-patient-health/

(3) https://richmondgroupofcharities.org.uk/taskforce-multiple-conditions

(4) www.kingsfund.org.uk/sites/default/files/2018-06/NHS_at_70_what_will_new_technology_mean_for_the_NHS_0.pdf

(5) https://newsroom.accenture.com/news/healthcare-providers-and-payers-must-expand-delivery-options-to-meet-consumer-demand-for-virtual-services-says-accenture-survey.htmFAST, DISRUPTIVE CHANGES

THAT WILL INEVITABLY SHAPE A NEW HEALTHCARE ENVIRONMENT

Contact Claire Hutchings, Head of Marketing at MSL and join the conversation.

claire.hutchings@mslgroup.com +44 (0)20 3219 8700

We’re MSL, a creative communications agency.

We build better brands, reputations and businesses.

By uniting diverse people, skills, perspectives and expertise we combine thoughtful insight and stunning creativity to deliver stories, content and experiences that transform the way people think, feel and behave.