Healthcare has traditionally been seen as lagging behind other industries when it comes to digital marketing.
But now there are some exciting things happening within this sector when it comes to data, mobile, and consumer-focussed digital experiences.
We interviewed some of the key speakers from the recent Oglivy CommonHealth Worldwide event to find out about the latest digital innovations in healthcare.
You can watch the full video below, with clips from the following speakers:
- Pranav Yadav – CEO, Neuro Insight US
- David Davenport-Firth – Executive VP, OCHWW
- Stefan Tornquist – VP of Research, Econsultancy
- Michael Griffith – Creative Director, Bottle Rocket
If you can’t watch the video for any reason, don’t worry: I’ve summarized the key points from each of the speakers below.
Pranav talked about using technology to map people’s brains and look at which areas are lighting up at what time when they’re being exposed to any kind of marketing stimulus.
The data highlights the point at which information is going into the person’s memory, when the information is personally relevant, when they are emotionally engaged, and so on.
Pranav also talked about how the pharma industry is quickly catching up and adapting to digital technology, and we’ll continue to see more optimization in marketing and advertising in this sector in future.
David discussed the importance of not just health data visualization, but also its comprehension.
He believes health data is an extremely valuable asset, yet he says the industry doesn’t necessarily pay enough attention to the communication of that data or ensuring it is truly understood.
According to our recent report, Healthcare Study: Organizing Marketing in the Digital Age, data alignment and analysis is a big challenge for healthcare marketers.
Q: Thinking about patient data, how prepared is your organization in the following?
Stefan believes healthcare companies are not just competing with others in their subsector but also with brands such as Apple and Google in terms of every experience consumers have in the digital world, and this is raising the expectations for all those interactions.
He points out that it’s relatively easy to stay ahead of your competitors in a niche B2B environment, but when you start taking a wider consumerist view it’s much more competitive.
He says it’s important to have that consumerist view because it’s those companies that are going to come from left field, offer that great consumer experience and displace the major players.
Michael is excited by the incredible opportunities mobile devices present in the healthcare industry.
He talks about thinking of your phone not just as a phone but rather as a ‘box of sensors’, through which you can track anything from motion to location.
Through mobile you can discover so much about individuals, he says, and it’s fascinating to see what can be achieved by combining all that data with healthcare.
Findings from our recent healthcare study also suggest increased use of mobile will be one of the biggest changes in healthcare marketing in the next two years.
Q: Which of these do you think will have the most impact on healthcare marketing in the next 24 months?