Marketing and customer engagement strategies experienced a major disruption in 2020. Brands and organizations were forced to launch, replace, or quickly evolve their strategies over the past year to keep pace with the combination of technology, market, and economic forces in play. DHC Advisory Board Member Dale Cooke and DHC Group Co-Founder Mark Bard brought together experts to discuss a few of the coming trends for health and pharma HCP & Patient Marketing during the March 2021 DIA’s Advertising and Promotion Regulatory Affairs Conference.
Highlights from Experts
The FUTURE of DIgital Health
Digital health as a concept is very broad and can include artificial intelligence, clinical trials, virtual reality and the like. For the discussion during this workshop on future trends, “digital health” was defined as one of three main areas:
Current Challenges to Broad Adoption of Digital Health:
How To Get There:
“Don’t forget customer experience. It’s amazing how much we end up in a different path not thinking about UX, not testing things with the right folks, not meeting customers where they are, not understanding that people have an expectation now that Amazon Prime delivers things in a certain time, and so you can’t take a week and a half to ship them something. That CX work is so important. It’s for the growth of pharma products but also digital health. I would say make sure you always focus on that.”
Trends in Addressing Patient Health Inequities: Addressing Racial Bias and Systemic Racism
Bias, discrimination, and racism, along with socioeconomic factors, have long impacted the health of Black and brown communities in America, creating a cyclical pattern from which it can be hard to escape. The healthcare industry can only improve outcomes by first recognizing and highlighting the deep inequities and barriers to treatment in the American healthcare system. Many BIPOC, and in particular Black Americans, have historically been distrustful of the medical establishment due to unfair and unethical treatments and experimentation in the past.
In order to transform the healthcare system, we should be prepared to be asked and to answer, as healthcare communicators, how are we addressing deep inequities and barriers to treatment to improve outcomes. Recognizing the impact and expressing empathy alone is not enough.
The first steps include:
What does Action and Accountability look like?