The digital communication challenge
The challenge is delivering on the evolved expectations of HCPs, their patients and all stakeholders. Successful digital engagement can be hard to achieve and yet is the minimum requirement for multiple stakeholders. For example, client global surveys have shown a shortfall in medical affairs digital engagement with HCPs.
We understand the physical, digital and social aspects of integrated healthcare communications. We have been developing digital communications for our healthcare and pharma clients for 25 years. We have developed an impressive arsenal of digital and technological solutions to help brands empower healthcare professionals with the knowledge and information they need to best serve their patients. For example, we have successfully established and managed e-detailing, apps, e-learning programmes, emails and self-detailing projects. After deployment, we measure and review the success of such initiatives to ensure they hit their mark.
Social media offers brands the power to connect and converse with customers like never before. Maintaining a clear ‘voice’ is particularly important here in helping brands to listen to, as well as engage with, healthcare professionals and patients on a more personal level, to understand behaviour and build better relationships. But to survive in this arena, it is vital to establish a two-way communication that proves the brand is listening, not just talking.
Mass can help you develop a social media strategy that delivers a clear, consistent message to match your brand values and positively strengthen public perception. We are adept at designing social marketing activities that work well within the tightly regulated world of healthcare, identifying and avoiding issues with privacy, data security, corporate communications policy, and regulatory compliance. In the healthcare industry, more and more patients rely on their mobile devices to gather health information online or read patient reviews on social media sites. Physicians too are using apps to reference drugs and treatments, as well as inform patients about aspects of their care. Mobile technology has massive potential to enable brands to support HCPs, advance healthcare provision, and improve patient outcomes. It is a potential we are primed to exploit here at Mass. We are able to build innovative platforms which help brands educate and engage with their customers, and build stronger, closer, more positive relationships with them.