Agency Experts Give Their Outlook for Healthcare Marketing in 2016

“We’re always imagining and re-imagining how we can engage people and help them make better health decisions for themselves and their families”

– Alexandra von Plato
Group President of North America for Publicis Healthcare Communications Group

Take a glimpse into the future of healthcare marketing with the thought-leaders from Digitas Health LifeBrands. We asked several DHLB experts where health and wellness, mHealth, or health marketing are going in 2016 and how they’ll reach customers who are increasingly empowered by mobile and energized by social media and content. Here’s what they said:

The New Wave of Connected Health Experiences. To be successful in the year ahead, brands will need to interact with consumers in innovative ways. “In 2016, we’ll see the rise of telehealth as a legitimate service-based marketing channel for brands,” says Brendan Gallagher, EVP of Connected Health Innovation. “Whether it’s inserting content directly into the doctor/patient on-screen dialogue or the use of APIs to connect once-fragmented experiences like hospital discharges, brands will have new opportunities to help people make more informed decisions about their health.”

The Year of the Omnichannel Creative.  “Just as advertising has become so much more than ‘ads,’ the same is true of advertising creatives,” notes Graham Mills, Global Chief Creative Officer. “Today’s creatives are ‘ideas people’ who work across silos to deliver ideas wherever they need to be. The most successful creatives in 2016 will be able to produce a much broader range of ‘ideas’ that include media, long form content, technology, product development and partnerships.”

Data-Driven Disease Management. “A few key players, more likely on the agency/service provider side, will begin to bridge the divide between scientific and clinical trials data, patient-generated in-home data captured through wearables, and point-of-care EHR data,” says Mukarram Bhatty, EVP of Healthcare Strategy and Analytics. “The good news is we’ll see this generate real-world evidence of disease management and outcomes and spark the alignment of (sometimes conflicting) interests of the major healthcare stakeholders: the government, drug manufacturers, managed care/payers, hospital systems, health care professionals and patients.”