© 2020 Geometric Medical Ltd.

Media trends in healthcare community today

As the world becomes more and more connected, demanding your audience's time is challenging. Competition is fierce, and adopting modern platforms is crucial to challenging your competitors. In the healthcare industry, in particular, where target audience's demands are constantly changing and ever increasing, they have embraced new forms of communication to keep abreast with the times.

Here are four media platforms essential to and widely used in healthcare communications today:

Mobile Technology

The introduction of mobile technology has revolutionized the way information is instantaneously shared. In healthcare communications, one way to effectively increase product and service awareness is to be involved in application ('app') development. This in particular adds further value to marketing campaigns by allowing the audience to directly connect with the messaging provided by a company.

With mobile technology, the audience can literally hold information in the palm of their hands, in every available media format. There is also the ability to create fully interactive content to absorb that information. Interactivity is key in making the most of mobile technology. It is not purely a passive experience anymore. Once the user is engaged in an interactive way, information will even reach them on a subconscious level. This method of engagement is unlike any other platform. The power of mobile technology, if used correctly, will transcend any other form of traditional marketing.

Social Media

In today's world, where communication is no longer a barrier, it is imperative that all pharmaceutical and biotech industries have social media platforms.Whether the introduction of the latest technology, new product development or patient awareness, one of social media's strength is its ability to stream information to the widest possible key audience.

Healthcare companies and organizations can easily share their campaigns, brand strategies and brand positioning in an instant either through blogs, 'tweets', status updates, email campaigns or even going viral.

Social media has introduced a well-connected community whereby consumers are active part-takers as much as the organizations themselves.

Medical Animation

The use of medical animation as an information platform within the healthcare community is rapidly increasing. Medical animation allows the audience a fully immersive experience through a sophisticated, dynamic and engaging visual presentation. Scenes and camera shots fly through the intricacies of the human body---this enables a viewer with a more scientific approach in a simplified yet engaging interaction.

Contrary to the belief that commissioning a medical animation would be costly, it is in fact one of the most cost-effective ways in delivering marketing campaigns. A by-product of medical animation can be optimized for either (1) Illustration/Visual Communication needs---broadcast, brochures, print ads and even large tradeshow displays; (2) Interactive training modules; (3) Digital Assets --- the shelf life of animated videos is in fact infinite, and the impact to viewers is invaluable.

3D Stereoscopic Technology

The use of 3D Stereoscopic Technology being a 'gimmick' or a truly beneficial marketing strategy in communications has been long debated. The fact is, pharmaceutical and scientific sectors have since realized the benefits of 3D stereoscopic technology as an educational, training and engagement tool. It is considered as one of the most viable alternatives in communicating effectively.

Communication is now heading to a future of augmented reality; making features such as sound, color and motion sensing into intensified and richer content. 3D stereoscopic media is also one of the best ways to increase 'foot' traffic in healthcare company booths at trade shows and event presentations. It allows key audiences to totally immerse themselves in your messaging by offering interactive, creative visual imagery and more importantly, a dynamic and engaging experience.

There are new technologies that are being developed that allow true glasses-free stereoscopic screens. A research study predicted that by 2015, 80% of smartphones would have stereoscopic screens and cameras. In 2011, Optimus Android smartphone manufactured by LG was one of the first to put 3D in consumer pockets with its glasses-free screen.

In conclusion, healthcare communities have adopted varieties of technology in communications today. It is evident that it shapes consumer behaviour and must be embraced for delivering effective communication.

Leslie Dalisay

Managing Director at Polygon Medical Animation.
View Posts ⟶

Prev Facts about diabetes
Next Understanding HCV