It’s a brand-new year, which can mean only one thing… time for some big, bold predictions for the year ahead. Our team have dusted off their crystal balls, flipped the tarot cards, summoned their inner futurist and thrown asparagus in the air to bring you our top forecasts of what’s in for healthcare marketing and communications in 2023:
1. Closer to the patient
Patient centricity is nothing new, but it’s set to get bigger as tech wearables become commonplace in health. It’s no secret that Apple has been making waves in this space and their current campaign tagline is “The future of health on your wrist”. As more, smaller devices and digital therapies launch that fit into people’s lifestyles, healthcare brands are now much closer to patients, capturing real-time data and delivering real-time communications through these devices. Customer experience always has been, and will continue to be, the best way to ‘speak’ to your customers.
2. Health equity and representation matters
Even in 2023, health equity remains a problem. Healthcare brands have a responsibility to address health disparities among different people and we hope to see more in this space this year. This starts with having clearly defined audiences and an understanding of their individual needs and reaching them through better partnerships with community leaders. Campaigns and programmes that tackle inequalities and negative health outcomes need to be codesigned with these communities to ensure messaging, materials and media are culturally and linguistically appropriate.
3. Outside-of-the-box partnerships
A few years ago, a healthcare agency teamed up with Spotify to promote a product that helped children suffering with Chronic Obstructive Pulmonary Disease (COPD). It’s a trend that shows no sign in letting up. This year Pfizer will employ Marvel comics to promote vaccinations in younger people. Expect more of the same ‘mash ups’ of commercial and healthcare sectors combining to reach their audience. A Netflix documentary about Type 1 Diabetes anyone?
4. AI is here to stay
AI isn’t just a fad. It blew us away in 2022 and is set to get even bigger going forward. Its uses for healthcare seem endless, with many reports showing how AI is revolutionising diagnostic and treatment recommendations. But we’re predicting a significant impact in communications too. Voice AI will have a key role in the initial interactions between HCP and patient, creating complete and accurate consultation transcripts. Chatbots and virtual assistants will be able to swiftly answer patient questions and schedule appointments. And analytical AI will provide more efficient, accurate reporting of scientific studies and clinical trials.
5. Break the fourth wall
And finally, something a little different. The great storytelling technique of “breaking the fourth wall” (if you aren’t in the know, see below for a brief description)* is having a moment in popular culture right now, thanks to the likes of the Marvel Cinematic Universe. The popularity of this device shouldn’t be overlooked in healthcare communications either (for the appropriate subject, the right tone, and communication goals). Where patient and HCP case studies films have always delivered authenticity, but sometimes lack an interesting angle, this method could provide an elevation to real patient stories. Breaking the fourth wall delivers a sense of intimacy and immediacy with the audience, and adds approachability, humour, or levity where appropriate.
*When you’re watching a play, movie or TV show, there is a barrier that separates the audience from what’s happening on the stage/screen. We call this the imaginary “fourth wall.” When a character breaks from the narrative and addresses the audience directly, we call this “breaking the fourth wall”.
And there you have it! Our top predictions for 2023. Whilst there’s no exact science to predicting what’s ahead, we are genuinely excited about the developments on the horizon for healthcare marketing and communication in 2023. And by staying on top of these trends, you and your business can position yourselves for success in the years ahead.
If you want to learn more about the challenges and opportunities that 2023 will bring, get in touch with a member of our team. We would be happy to explore these with you.