Mid-Year Check In: What’s New and What’s Next in Healthcare Communications
As we approach mid-year 2024, the healthcare communications landscape continues to evolve, driven by technological advancements and changing consumer behaviors.
We asked three of our expert leaders – Jewel Jones, Practice Leader, Global Inclusion & Health Equity; Jennifer Paganelli, President, Earned Media; and Alyson Hagert, Practice Leader, Social Media – to share what they’re seeing now and what communications professionals should be focusing on in the future.
Five Key Trends Shaping Healthcare Communications Today
1. Impact of AI on Social Behaviors
AI is shifting social behavior in several key ways that impact how we deliver messages.
The first key impact is on algorithms. AI, particularly through superior algorithms such as those used by TikTok, has shifted consumption habits by highly personalizing content to the end user. This personalization is achieved through the use of both machine learning and deep learning.
The second important trend is in targeting. AI is utilized on platforms to help identify niche audiences, allowing for more efficient targeting in paid media campaigns, helping be more efficient with budgets by improving the relevance of ads to the targeted audience.
The third trend is how AI is helping us find efficiencies in our creative. Generative AI is being used in copywriting and in developing creative assets. Tools such as Adobe Firefly enable the creation of content that is smarter in terms of tone of voice and visual imagination. This helps in managing lower complexity, high-volume tasks, allowing creative teams to focus on more strategic high-value activities.
2. Rise of Influencers and Creators
The importance of influencers and creators in communications strategies is more pronounced than ever.
Audiences today are adept at identifying branded content and prefer engaging with messages delivered by trusted third-party voices. This trend underscores the need for brands to integrate influencers throughout their social media strategies, ensuring authenticity and enhancing audience engagement.
By collaborating with influencers ranging from celebrities to niche advocates, brands can effectively communicate their messages and build stronger connections with their target markets.
3. Shift Toward Visual and Immersive Storytelling
More and better visuals are needed now more than ever in both social media channels and traditional earned media.
Visual storytelling is becoming a dominant trend in healthcare communications, with a move toward more engaging and immersive content. Brands should develop short-form videos and other visual content that can compete with traditional entertainment sources such as streaming platforms.
This approach not only captivates the audience but also enhances message retention. Emphasizing creative visuals and engaging narratives helps brands stand out in a crowded media landscape.
4. Emphasis on Measurement in Health Equity and Inclusion
We know that what we measure is what matters, which is one reason there is an increasing focus on measuring the impact of health equity and inclusion initiatives.
Effective measurement strategies ensure that these campaigns are not only impactful but also provide insights that can lead to sustained improvements and engagements. This underscores the importance of developing robust metrics that demonstrate the tangible benefits of equity and inclusion efforts.
5. Service Storytelling and Community Engagement
Service storytelling has emerged as a crucial element in healthcare communications, emphasizing the importance of addressing audience needs directly and humanely.
This approach involves crafting narratives that serve the audience, providing valuable information that enhances understanding and spurs action. Moreover, there is a renewed focus on organic community building and conversation, encouraging brands to foster genuine interactions and deepen their connections with their audiences.
These trends highlight the dynamic nature of healthcare communications and the need to adapt to new tools, strategies and expectations. Real Chemistry can help partner with you to navigate these changes and make sure your messages are reaching the right audiences – get in touch type: entry-hyperlink id: 4H1sssk6HuBbGVmmAI5Oe7.
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