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How Tech is Changing How Healthcare Must Communicate With Patients



Navigating Transformative Forces in HealthcareHow Big Data Will Unlock the Potential of HealthcareHow Tech is Changing How Healthcare Must Communicate With PatientsThe Amazonification of HealthcareHow Artificial Intelligence is Transforming Clinical Trial RecruitmentEHR as a GPS for HealthcareMillennial Doctors Transforming Medicine

Tech is Forcing Healthcare to Change How It Communicates to Patients

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.

Navigating Transformative Forces in HealthcareHow Big Data Will Unlock the Potential of HealthcareHow Tech is Changing How Healthcare Must Communicate With PatientsThe Amazonification of HealthcareHow Artificial Intelligence is Transforming Clinical Trial RecruitmentEHR as a GPS for HealthcareMillennial Doctors Transforming Medicine
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Charted: Global Tobacco Use by Country and Sex

This visual shows tobacco use by country and sex, highlighting which countries still have a high prevalence of smoking.



Chart of tobacco use by country and sex in 2022

Charting Global Tobacco Use by Country and Sex

This was originally posted on our Voronoi app. Download the app for free on iOS or Android and discover incredible data-driven charts from a variety of trusted sources.

Globally, rates of tobacco use have been falling for decades. Today, it is estimated that one-in-five people around the world use tobacco products, according to data from the World Health Organization (WHO).

That’s still enough people to have a sizable impact on both global healthcare and the environment. And the prevalence of tobacco use by country, and by sex, varies widely.

This chart shows current tobacco use in selected countries around the world using WHO estimates for 2022.

Which People Smoke the Most?

Below we examine the entire dataset of global countries by 2022 tobacco use. Estimates are of people aged 15 years and older and include both smoked and smokeless tobacco (including vaping). Countries that had no data for 2022 have been omitted.

In almost every country, males use tobacco more than females. Globally, 36% of men are tobacco users compared to just 8% of women.

CountryTotal Prevalence (%)Male (%)Female (%)
🇦🇫 Afghanistan22.138.35.9
🇦🇱 Albania22.438.76.6
🇩🇿 Algeria21.641.90.7
🇦🇩 Andorra33.633.333.8
🇦🇷 Argentina23.128.218.1
🇦🇲 Armenia22.549.31.7
🇦🇺 Australia12.514.810.3
🇦🇹 Austria22.023.720.5
🇦🇿 Azerbaijan19.339.60.1
🇧🇸 Bahamas10.720.62.1
🇧🇭 Bahrain18.125.74.9
🇧🇩 Bangladesh31.148.914.2
🇧🇧 Barbados6.511.71.7
🇧🇾 Belarus27.947.212.0
🇧🇪 Belgium24.727.422.1
🇧🇿 Belize8.715.51.9
🇧🇯 Benin5.59.51.7
🇧🇹 Bhutan19.627.211.0
🇧🇴 Bolivia12.220.44.1
🇧🇦 Bosnia and Herzegovina35.141.029.5
🇧🇼 Botswana18.130.26.5
🇧🇷 Brazil12.315.79.1
🇧🇳 Brunei Darussalam17.131.32.2
🇧🇬 Bulgaria34.038.130.2
🇧🇫 Burkina Faso13.521.75.5
🇧🇮 Burundi10.015.25.0
🇨🇻 Cabo Verde10.516.25.0
🇰🇭 Cambodia16.127.35.5
🇨🇲 Cameroon5.610.21.1
🇨🇦 Canada11.413.79.2
🇹🇩 Chad6.812.31.4
🇨🇱 Chile28.230.625.8
🇨🇳 China24.947.32.0
🇨🇴 Colombia8.212.14.5
🇰🇲 Comoros16.226.26.2
🇨🇬 Congo15.028.22.0
🇨🇰 Cook Islands25.530.321.4
🇨🇷 Costa Rica8.813.24.5
🇨🇮 Cöte d'Ivoire8.616.40.7
🇭🇷 Croatia32.634.231.1
🇨🇺 Cuba18.526.910.4
🇨🇾 Cyprus34.046.022.1
🇨🇿 Czechia27.531.723.3
🇨🇩 Democratic Republic of the Congo11.119.92.6
🇩🇰 Denmark16.216.416.0
🇩🇴 Dominican Republic10.214.06.5
🇪🇨 Ecuador10.117.62.6
🇪🇬 Egypt24.748.90.3
🇸🇻 El Salvador8.315.61.9
🇪🇪 Estonia25.632.919.1
🇸🇿 Eswatini8.616.21.4
🇪🇹 Ethiopia4.67.81.4
🇫🇯 Fiji27.341.713.1
🇫🇮 Finland19.623.915.4
🇫🇷 France29.231.327.3
🇬🇲 Gambia9.618.70.6
🇬🇪 Georgia29.054.77.1
🇩🇪 Germany18.821.316.4
🇬🇭 Ghana3.15.90.3
🇬🇷 Greece29.633.126.3
🇬🇹 Guatemala12.022.71.7
🇬🇼 Guinea-Bissau7.514.80.6
🇬🇾 Guyana10.519.32.2
🇭🇹 Haiti7.312.62.3
🇭🇳 Honduras12.222.71.7
🇭🇺 Hungary29.434.724.5
🇮🇸 Iceland9.49.49.4
🇮🇳 India23.936.810.4
🇮🇩 Indonesia38.573.63.4
🇮🇷 Iran (Islamic Republic of)13.924.83.1
🇮🇶 Iraq18.736.01.6
🇮🇪 Ireland18.220.516.1
🇮🇱 Israel19.826.413.3
🇮🇹 Italy20.424.116.8
🇯🇲 Jamaica9.515.83.5
🇯🇵 Japan16.826.57.7
🇯🇴 Jordan36.357.813.4
🇰🇿 Kazakhstan21.738.26.9
🇰🇪 Kenya9.216.62.1
🇰🇮 Kiribati38.251.625.7
🇰🇼 Kuwait22.735.62.1
🇰🇬 Kyrgyzstan26.451.33.3
🇱🇦 Lao People's Democratic Republic25.843.28.4
🇱🇻 Latvia30.345.617.2
🇱🇧 Lebanon34.043.125.7
🇱🇸 Lesotho22.942.04.8
🇱🇷 Liberia7.112.51.7
🇱🇹 Lithuania27.940.117.3
🇱🇺 Luxembourg21.823.320.3
🇲🇬 Madagascar25.741.79.9
🇲🇼 Malawi7.113.01.7
🇲🇾 Malaysia22.643.80.7
🇲🇻 Maldives29.343.610.1
🇲🇱 Mali7.614.40.7
🇲🇹 Malta23.225.520.6
🇲🇭 Marshall Islands30.451.88.6
🇲🇷 Mauritania9.417.22.0
🇲🇺 Mauritius20.038.12.8
🇲🇽 Mexico14.623.16.9
🇲🇳 Mongolia29.352.67.3
🇲🇪 Montenegro32.130.933.2
🇲🇦 Morocco13.125.31.0
🇲🇲 Myanmar43.969.419.2
🇳🇦 Namibia12.521.34.7
🇳🇷 Nauru49.550.348.7
🇳🇵 Nepal24.942.79.4
🇳🇱 Netherlands (Kingdom of the)20.122.517.7
🇳🇿 New Zealand11.412.710.2
🇳🇪 Niger7.714.01.3
🇳🇬 Nigeria2.95.40.4
🇳🇴 Norway14.014.813.2
🇴🇲 Oman11.017.40.4
🇵🇰 Pakistan16.927.76.2
🇵🇼 Palau17.026.37.3
🇵🇦 Panama5.18.41.9
🇵🇬 Papua New Guinea40.455.424.9
🇵🇾 Paraguay10.617.43.8
🇵🇪 Peru7.011.62.6
🇵🇭 Philippines20.436.24.3
🇵🇱 Poland23.227.619.1
🇵🇹 Portugal20.927.115.5
🇶🇦 Qatar18.824.62.3
🇰🇷 Republic of Korea18.932.75.4
🇲🇩 Republic of Moldova27.852.76.3
🇷🇴 Romania27.537.418.5
🇷🇺 Russian Federation27.242.014.8
🇷🇼 Rwanda12.017.76.7
🇱🇨 Saint Lucia13.624.83.0
🇼🇸 Samoa22.231.013.2
🇸🇹 Sao Tome and Principe7.112.61.8
🇸🇦 Saudi Arabia17.428.42.1
🇸🇳 Senegal6.011.70.6
🇷🇸 Serbia36.638.834.6
🇸🇨 Seychelles20.834.65.7
🇸🇱 Sierra Leone11.417.35.5
🇸🇬 Singapore16.427.94.0
🇸🇰 Slovakia30.235.425.4
🇸🇮 Slovenia18.120.215.9
🇸🇧 Solomon Islands37.655.319.6
🇿🇦 South Africa20.335.16.5
🇪🇸 Spain24.927.522.5
🇱🇰 Sri Lanka19.137.82.4
🇸🇪 Sweden22.128.315.9
🇨🇭 Switzerland23.326.320.4
🇹🇭 Thailand18.937.71.8
🇹🇱 Timor-Leste37.664.59.8
🇹🇬 Togo5.610.20.9
🇹🇴 Tonga30.746.815.5
🇹🇳 Tunisia20.139.71.6
🇹🇷 Türkiye30.741.919.6
🇹🇲 Turkmenistan5.410.60.5
🇹🇻 Tuvalu33.848.319.0
🇺🇬 Uganda5.39.01.8
🇺🇦 Ukraine22.038.38.5
🇦🇪 United Arab Emirates11.715.52.5
🇬🇧 United Kingdom13.115.011.4
🇹🇿 United Republic of Tanzania7.513.12.2
🇺🇸 United States of America23.028.617.5
🇺🇾 Uruguay19.323.016.0
🇺🇿 Uzbekistan16.231.81.0
🇻🇳 Viet Nam22.844.32.2
🇾🇪 Yemen20.833.77.9
🇿🇲 Zambia12.021.82.7
🇿🇼 Zimbabwe9.219.00.8

From a regional perspective, we can see many countries in Europe and Asia have higher rates of tobacco use. Indonesia and Myanmar specifically have some of the highest tobacco use rates in the world, with 73.6% of Indonesian men estimated to smoke or use tobacco.

In many Asian countries we also see a greater difference between male and female smokers compared to the rest of the world. In China for example, 47.3% of males are estimated to use tobacco compared to just 2.0% of females.

On the other hand, the Americas and especially Africa have a lower prevalence of tobacco use. Nigeria at 2.9% had the lowest rate of tobacco use in the world in 2022.

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