As a society, we’ve become more connected with our health than ever before and more aware of our responsibilities to manage it. This trend is providing a shot in the arm for health creatives who are passionate about maximizing innovation and stimulating health transformations.
In contrast with other sectors, health communications will be pushed into the not-so-new normal by a shift in consumer attitudes inspired by the recent pandemic. So, for 2022, we must aim for people-centric communications.
Will we get there? We have a chance thanks to these four trends.
“Digital-first” patients are well past the tipping point. Many of us begin searching for information and solutions online before we consider speaking with someone. These digital-first instincts are forcing an innovative approach to health communications.
However, for brands to deliver the health experiences customers expect and those that connect, strategies and insights must be truly customer-centered and regulated. Less is not enough.
In health, personalized communication will become a reality. It must. Nowadays, personalization is a basic expectation for most consumers, and we are irritated when we don’t receive it. The trend extends to health as well.
Despite an understandable caution about sharing personal data, we have limited our ability to personalize health communications. Covid has shown that businesses can use data responsibly to improve health experiences without compromising privacy. Moreover, as millennials and Gen Z expect more connectivity, data permissions are rising.
Healthcare professionals have traditionally been trusted advocates for health brands. However, as audiences prefer authentic content from everyday people, patients are now the biggest influencers in health.
2022 will see patients cement their place as the primary influencers in health, with patient groups flocking to their platforms to become powerful advocates. And they are already speaking up. It will get louder and more influential. Collaboration between brands and patient groups will make science meaningful.
Increasing awareness of medical racism and the ease with which people can perpetuate it will increase.
Discrimination leads to poorer health outcomes, so that health communications will redouble its efforts. The lens of race, culture, and community will guide health creativity, with community engagement, partnerships, and local culture leaders making a comeback.
