When it comes to healthcare marketing and advertising, it’s constantly evolving. Currently, there are two major trends emerging in healthcare marketing. Some of our clients are embracing these trends already and we expect to see more healthcare companies adopting them in the future. Here we take a look at these trends:
- Technology will continue to have an influence:
Healthcare marketing and advertising campaigns are already applying technology in ways we’ve never seen before. From artificial intelligence and virtual and augmented reality, to programmatic advertising campaigns and use of data for better targeting, technology companies will continue to expand into the healthcare industry and ‘big tech’ will likely maintain its position at the forefront of healthcare innovations/improvements this year and beyond.
International tech companies, such as Amazon, Google, Apple, IBM and Microsoft are all developing medical and healthcare initiatives and new systems, while also employing new technologies that make the user experience more tailored and data management more effective. This trend will continue to flourish.
Digital innovation and design thinking will combine to help streamline processes, create new customer-centric experiences and enhance advertising and marketing strategies. However, if medical and life science companies don’t adopt new technologies, they may struggle to connect with their audience in an increasingly competitive environment. My advice is to allocate resource towards carefully tailored digital initiatives and to continually access new technologies.
- Mental Health will receive the focus it needs
For over five years we’ve supported a client with their work in the area of mental health and wellness, and we’ve heard some deeply personal stories of the devastating effects mental illness can have on people and their communities.
It’s refreshing to see an increased awareness around mental health issues following the release of the Government Inquiry into Mental Health and Addiction late last year. We believe New Zealanders are on the cusp of experiencing significant change in the approach for treating and responding to mental health concerns.
It’s time to take a holistic approach to promoting mental health and wellbeing. At essence, we believe the way we as healthcare marketers approach these issues will become increasingly less traditional as leading medical, healthcare and wellness organisations recognise they all have a role to play in improving the mental health and wellbeing of New Zealanders. The more siloed approach that has dominated the industry is becoming less effective, with stakeholders acknowledging the benefits that will accrue through a more holistic approach that engages the healthcare industry, emerging technologies, and patient experience.
We expect to see more companies taking this much broader approach to the problem, and more partnerships and alliances formed with key stakeholders in the sector to ensure better delivery of vital information, treatments and support to communities.
What are your thoughts on the evolution of the way we talk about healthcare?