Coping with the global pandemic conditions and hardships in providing healthcare services it spawned for the whole previous year, we can now point out the main healthcare communication trends for 2021.
1. Healthcare Providers put a bigger focus on engagement
The COVID-19 pandemic conditions made the demand for pharmaceutical and healthcare services providers (HCPs) skyrocket. HCPs see that, for instance, pharma providers are currently valued much higher by customers than before the pandemic.
Thus, HCPs are now more eager to keep both in close communication and interaction with pharma reps. When it comes to communication, almost 90% of HCPs expect to conduct twice more virtual meetups and web conferences. This may be because about 70% of those providers believe remote healthcare education is much more critical for both employees and patients nowadays.
As a whole, HCPs are much more eager to interact with Reps in the current market conditions (with 10% of providers wishing that everything would work like in the pre-pandemic times). Other reports also indicate a 263% boost in email exchange routines between doctors and reps and the time people spend with reps on online meetings going from 5-6 to 17-18 minutes.
This is why establishing smooth, efficient communication and interaction should be among the top priorities in the field right now.
2. Engaging content
Modern user/patient/customer audiences have high demands for the content they see online or elsewhere. With vast volumes of both generic and entirely original content generated day by day, grabbing the attention of a person and motivating them to continue reading your offer’s description becomes a challenge of its own. And it’s an especially relevant issue for the healthcare sector. This is where storytelling comes in as an efficient solution.
Engaging storytelling elements help better get the point across and highlight all offer benefits without making people go through boring plain descriptive text. You get 22 times more chances that people will remember your offer if you weave a story out of a regular description. People value their personal time, and there is a real info overload nowadays, so the content must be pretty original to become relevant among readers.
The human brain better perceives a narrated format of delivering information. We memorize consequent experiences much more eagerly. You can reinforce your storytelling with striking visuals and interactive elements for more engagement.
As in for instance in this work of ours, we created an animation to tell a story and explain complex science while holding attention.
3. Interactive Apps
With a proper expert approach, interactive applications have become a highly effective tool for engaging users’ attention and drawing new interested customers. Interactive apps invite viewers to become active participants looking for information.
Additionally, the experience and knowledge gained during interactivity will last much longer due to the emotional binding — a powerful means for better recognition. In this case, the multimedia content transfers all the information significantly in a more natural way when compared to most other existing methods.
Interactive applications are best used for the following purposes:
- Presenting projects in front of a selective audience;
- Using the tool for supporting services during direct interactions with a doctor or pharmacist (electronic specification);
- Using interactive sales tools for gaining access to all the necessary documentation (production library);
- As a multimedia interactive educational system to work with business representatives;
- As an educational tool for patients or as a tool for creating a patient’s registry.
4. Digital collaboration
The pandemic has undoubtedly boosted the demand for online communication and collaboration tools, like Zoom, Hangouts, Teams, and such. But more recently, providers have been seeking better tools for direct interaction, not just discussion. Companies are eager to achieve close to real-life experiences when planning the agenda.
For this purpose, innovative platforms for full-on online collaboration started emerging with brainstorming and onboarding opportunities.Mural, for instance, provides excellent visualization features to make a meeting as descriptive as possible. BigBlueButton offers interactive polls and user grouping for more thorough in-house training and education. Then, there’s Spatial, a collaboration platform equipped with virtual reality elements for ultimate engagement.
5. Adding a “live” element to online meetups
The current global situation spawned numerous online webinars, conferences, and other kinds of gather-ups for industry players. Providers have been using them as an efficient way to reach out to the target audience and deliver offers more efficiently.
And people seem to crave live conferences and meetups, live at least to some extent. That’s why hybrid conferences are an emerging concept. Involving specific hardware and technology solutions can help achieve a more immersive, live-like format of remotely conducted events.
It can be interactive panels and displays, virtual reality elements, augmented reality domes, innovative booths, etc. Such a hybrid approach results in better engagement overall while keeping everything remote and safe. We believe a hybrid online conference trend will be growing in popularity rapidly in the nearest future.
The planet doesn’t stand still and global conditions dictate emerging trends, tendencies, and value-boosting approaches. It’s only our job as healthcare innovation contributors to point out the major market fluctuations. Contact us for more insights and recommendations concerning the healthcare industry’s current state and the most efficient approaches to operating in it.
References
A Good Presentation Is About Data And Story
Survey results: Accelerating digital transformation during COVID-19
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