Digital healthcare, pharmaceutical and wellness marketing has moved away from traditional messaging focused on product features and science to creating engaging stories about treatment value and improved outcomes for patients. In pharmaceuticals, communication to doctors and other healthcare professionals also includes digital learning resources to improve delivery and expertise in new areas of medicine. In healthcare product and service innovation, design for digital delivery now plays a central role. Premium brands in this space are creating service platforms that connect patients to providers, manage their records and personalise treatment programs. Healthcare and pharmaceutical leaders are building capabilities in the following areas:
Investing in campaigns that communicate and share knowledge, tools and expertise
Improving the portability, quality and security of patient data
Using big data and machine learning for domains such as medical imaging, patient diagnostics and workflow optimisation
Exploring new digital interfaces such as voice search and chat services to make services more accessible for end-users.