The digital healthcare landscape is shifting and evolving at pace, but are we moving fast enough to keep up?
The understanding of channel preference defines the way we communicate in today’s mobile age. As a growing population of digital natives, our preferences are routinely exploited across a number of industries to drive precision messaging to us. With advancements in technology, we have become conditioned to ignore any communication that doesn’t deliver targeted and meaningful content. But how does healthcare measure up to this? As an industry, do we really understand the consequences of losing touch with our audience?
Pharma operates in an extremely busy marketplace, bringing highly innovative and disruptive products
to market that can fundamentally change standards of care. But to truly realise the potential for improving patient outcomes, pharma needs to implement the same innovative approach to medical communications. Without an understanding of audience channel preferences, and a forward- thinking approach to deliver targeted and meaningful content in our mobile age, medical communications can be ignored and the true potential for medical education to improve outcomes is missed.
With the suite of digital tools available to us, we have a clear opportunity to advance our strategies and move beyond traditional tactical delivery. At Lucid Group, we are on a journey to empower healthcare professionals and improve patients’ lives, by delivering precision education through targeted and effective multichannel communication strategies. We use deep stakeholder insights to build expert
and audience engagement approaches that effect clinical practice change. This allows us to deliver the right content at the right time, through the right channels, driving powerful education uptake that measurably changes belief and behaviour.
We must work with pharma to embrace the opportunities provided by the shifting digital healthcare landscape and apply an integrated approach to multichannel communication. With our clients, we must pioneer the digital transformation in medical communications to truly realise the potential of today’s innovative treatments to improve patient outcomes. If we truly believe that we understand excellence in care, then we have a duty to provide that service for patients.
Matt Royle, Client Solutions Director, Bluedog – a Lucid Group company
