Reasons for social media engagement

We may accurately convey a message to our audience; however, the message will be discussed online. It’s the discussions among friends and peers that will provide the credibility.

• 100% of the message control is impossible in today’s world
• Trust is shifting towards consumers’ peers
• We need to improve the quality of the healthcare information on the Internet to remain credible by the consumer
• Transparency and less control over the message = greater credibility.

The digital health marketing landscape

• Content development will focus on the message and how it will be leveraged across multiple platforms (internal and external) to maximize audience engagement
• User experience and metrics will drive best practice approaches to development
• Time to market and integrated campaigns will be more important than quantity and unfocused activities
• Web development will be focused on improving and leveraging the distribution of content across multiple platforms
• Mobile development will be essential to geo-locational, relational and transactional brand experiences
• CRM campaigns and content creation will be closely aligned—with video integrated throughout
• Patient and Physician portals will be at the heart of relational messaging with engagement, loyalty and retention as key metrics
• Cross-departmental collaboration and shared digital platforms will eliminate silos and wasted resources