Crucial Conversations: What Health Marketing and Digital Communicators Should be Listening for at HLTH
As we look ahead to the HLTH Conference in Las Vegas next week, our Real Chemistry team is excited to connect with fellow industry peers for crucial conversations about existing and new developments that are shaping the healthcare experience. The event brings together esteemed health industry executives, government officials, policy experts, visionary investors, influential celebrities and the tech industry to collectively reimagine the future of healthcare. As we team up with industry peers for a transformative movement to elevate human healthcare experiences, these are the conversations we will be paying the most attention to and why:
1. How digital wellness tools are helping the healthcare industry understand more about what types of healthcare information and communications are most sought after, and how these insights can help create better digital healthcare experiences.
We know the wellness industry is exponentially growing by five to 10 percent every year. We are witnessing more healthcare companies taking lessons learned from wellness leaders about how they are using high-quality applied, clinical and/or translational research across the fields of digital health, data science, electronic communications and health marketing to drive experiences that audiences want and deserve. Tools like mobile apps, trackers, wearables and even social media are also generating actionable insights that help experts understand their audience’s preferences on personalized communications via specific content types and delivery channels.
2. How new developments in generative AI can provide actionable insights from digital biomarkers and help build audience personas for health care marketers and communicators to better understand patient journeys.
Digital biomarkers are the trail we leave behind with our digital activity. As data about our health piles up — thanks to sources like electronic health records, personal fitness apps and gadgets, and home genome test kits — patients can be more proactive about taking care of their own health before getting sick. We continue to witness the number of health condition management apps increasing but having a lot of data is not enough. We must be aware of what data exists, where this data lives, what it means and how to act on it in a way that improves access and outcomes for all patients, rather than driving inequities. While the challenges are in some ways more acute in the United States because of its fragmented system of care, they exist in healthcare across the globe.
Click here to listen to how Real Chemistry is using AI and generative AI tools to help our clients reach patients and providers, and shape healthcare experiences patients want and need.
It's no secret that the word of 2023 is AI. But when we peel back the layers of the “what could be” conversations in today’s media landscape and focus on “what it can do right now,” it’s hard to ignore how the transformative technology can extrapolate big data into actionable insights, especially when it comes to understanding the story digital biomarkers are trying to tell. We expect this to be a big topic at HLTH and will be interested to hear how our perspective lines up against our peers. Real Chemistry has been embracing the power of AI for many years, with many of our proprietary intelligence tools fueled by this transformative technology. We believe AI cannot only increase the speed to innovation, but it can help us solve healthcare challenges of tomorrow by streamlining diagnosis and treatment recommendations, patient engagement and adherence, and administrative activities.
Make sure to register and join us for our team’s LinkedIn Live event where we will be discussing some of these topics with Alix Hart, Chief Marketing Officer at Verily, Real Chemistry’s Chief Marketing Officer Aaron Strout, and Melanie Marcus, Chief Marketing Officer of Surescripts.
3. How new policy may shape our industry’s ability to provide personalized healthcare communications and experiences patients desire.
We expect to hear discussions at HLTH about recently passed legislation within the consumer privacy space, and how it may affect the speed to innovation. On April 27, 2023, the state of Washington signed the My Health My Data Act (the MHMD Act) into law, creating new restrictions on the collection and disclosure of "consumer health data" by companies in Washington or that is related to Washington residents. The broad definition of this term could cause numerous businesses to be impacted, such as retailers that offer over-the-counter medical products, as well as fitness studios and health tracking wearables and apps. In many ways, the MHMD Act's requirements are more stringent in certain ways than any other existing state privacy law. The new law requires businesses to obtain consent to process consumer health data, unless it is necessary to provide a product or service, as well as an extra consent to sell or share the information. Currently, similar legislation is being considered in Nevada, Illinois, Massachusetts, and New York. These other state bills have nuances that would create a new patchwork of state laws for Health Data and non-HIPAA regulated entities making it extremely difficult for organizations to navigate.
Communication and connectivity are paramount in delivering digital health, and the transformation for more personalized healthcare solutions is being met with challenges erupting from new policies created under the guise of protecting consumer health data. Marketers and communicators need to pay attention to policies that will potentially impact the AdTech space for years to come.
These are the types of challenges our integrated teams at Real Chemistry help our clients with every day. We are excited to engage with our clients and peers during this year’s HLTH Conference as we continue the conversation about industry innovation.
To connect with our team email me at dcarter@realchemistry.com.
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