How Health Companies Must Communicate With Patients
From consumer-focused apps to groundbreaking 3d printing techniques, the healthcare industry is constantly in the process of being revolutionized by new technologies.
These changes are disrupting the status quo of how business has been done for years – and they are even forcing companies to pivot in the areas of business that aren’t as traditionally driven by innovation or R&D.
One such area: how companies communicate with potential and active patients.
The Pivot to Content Strategy
Today’s infographic comes to us from Publicis Health, and it shows that technology is changing the way that life sciences and pharmaceutical companies will need to market and inform consumers.
For an industry in which one-way communication has traditionally been the norm, a multitude of factors are converging to make it essential for healthcare companies to pivot to a new way of doing things. Instead of using a loudspeaker to broadcast their message, companies must listen to customers while inspiring authentic discussions.
A New Content Model
New media is driving more dynamic content than ever – and with a galaxy of content channels available, massive amounts of information are shared every minute on the internet.
But in this new environment, traditional one-way advertising is less effective. After all, it must compete against millions of user-generated posts shared on social platforms.
To add to the problem, consumers are becoming skeptical about the health information they find online:
- 86% of users are concerned about unreliable or inaccurate information on internet sources
- 30% of users had to checked out four or more websites in their search for information
- 71% were very concerned that a health-related website would give away or sell their data
How can health companies thrive in this new environment? How can they get the attention of customers, while still remaining credible and authentic?
The Strategic Roadmap
Healthcare marketers need to think about the spaces in which their brand will live, and the different conversations that will need to happen along a patient’s journey.
To approach customers on a one-on-one basis with a pivot to content strategy, healthcare brands will need to follow the following framework:
1. Purpose: Guiding insight that pinpoints why people will want to use and share the content
2. Personas: An intimate guide to the people whom the content is designed for
3. Platforms: Where content will be the most effective for an audience and brand
4. Pillars: What topics and themes make up the content mix
5. Behaviors: Actions people need to take to help get to better health outcomes
6. Tactics: Sample visualizations of how the audience will be activated in platforms
7. ROI Design: Framework for measuring business success, mapped to existing strategic imperatives
A high-quality content strategy can have a far-reaching impact on the bottom line for healthcare companies, improving both health outcomes and business along the way.
This is part three of a seven part series. Stay tuned by subscribing to Visual Capitalist for free, as we go into these six forces in more detail in the future.
Innovation in Virology: Vaccines and Antivirals
Vaccine development has grown six-fold since 1995. Learn how virology, the study of viruses, is driving innovation in the healthcare industry.
Innovation in Virology: Vaccines and Antivirals
The COVID-19 pandemic affected millions of people worldwide and brought renewed focus to virology—the study of viruses.
However, impact made by viruses extends far beyond the SARS-CoV-2 virus that causes COVID-19. There are 24 viruses that have each infected more than 80 million people globally, from hepatitis to influenza.
In this graphic from MSCI, we uncover innovation in vaccines and antivirals and the related market opportunities.
What is a Virus?
A virus is a microscopic infectious agent that replicates within living cells. It may cause disease in its host. New viruses can emerge at any time as a result of mutation, or when viruses transfer from animals to humans.
Through virology, scientists are continuously finding new ways to fight against infectious diseases. Two main types of anti-infectives are available: vaccines and antivirals.
Rapid Innovation in Vaccines
Vaccines are substances designed to prevent people from getting infected with a disease or experiencing serious symptoms.
The number of vaccines has increased dramatically over the last three decades. From 2020 to 2021 alone, the number of approved vaccines or clinical candidates jumped by 13%.
|Year||Vaccines Approved or in Development|
Data is a snapshot in time and reflects all vaccines ever approved (and not taken off the market) plus all vaccines in development as of the noted year (for which a trial has not been canceled).
Not only that, it’s possible to have shorter approval timelines. COVID-19 vaccines were approved within 11 months, much more quickly than the 2000-2020 average of 10 years.
In the time between an outbreak and vaccine development, antivirals can play a vital role.
Antivirals: The Second Line of Defense in Virology
Antivirals are drugs that slow or prevent the growth of a virus and treat disease symptoms. They are especially important tools for diseases that do not have an associated vaccine.
In 2021, there were nearly six times as many approved antivirals as there were in 1995. Not only that, antiviral uses have grown to include the potential prevention and treatment of HIV, COVID-19, and a number of other diseases.
in the U.S.
The potential prevention (prophylaxis) and treatment of the same virus are counted as separate uses. Data is cumulative and reflects all antivirals ever approved (and not taken off the market) and all reasons ever approved for using antivirals (that have not been rescinded).
Innovation in virology—and the potential for future developments—is leading to a growing industry.
Expanding Market Opportunities
With opportunities growing and approval times shortening, more companies are entering the market.
|Year||Companies Developing Vaccines/Antivirals|
Data is a snapshot in time and reflects all companies developing vaccines or antivirals as of the noted year. If a company stops being active in the space or ceases to exist, they are removed from the total.
As they work to develop new vaccines and antivirals, companies are conducting clinical trials for many diseases beyond COVID-19 such as respiratory infections and sepsis.
Virology is leading to a number of groundbreaking technologies and therapies, transforming healthcare along the way.
Explore the MSCI Virology Index now.
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