Health care mar­keters en­cour­aged to de­velop in­no­va­tive mind-set

Business World - - BULLETINS -

ALONG with tech­no­log­i­cal breakthroughs and dig­i­ti­za­tion of health ser­vices, the mil­len­nial gen­er­a­tion is com­ing in as both health­care pro­fes­sion­als and pa­tients — cre­at­ing an im­pact and chang­ing the land­scape of the health care in­dus­try to­day.

In the midst of this trans­for­ma­tion, health care mar­keters are en­cour­aged to have an in­no­va­tive mind­set and to have an in-depth un­der­stand­ing of mil­len­ni­als to be able to com­mu­ni­cate their brand ef­fec­tively as well as en­gage this gen­er­a­tion bet­ter.

“We all have to un­der­stand that the best way to en­gage our dif­fer­ent au­di­ences is to drive mean­ing and en­gage­ment in the long term,” Maria Gar­rido, global chief ex­ec­u­tive of­fi­cer of Havas X, said dur­ing the Vi­tal Health­care Mar­ket­ing Con­fer­ence held re­cently in Makati City.

The con­fer­ence gath­ered speak­ers from per­ti­nent in­dus­tries in­clud­ing dif­fer­ent groups un­der the Havas Me­dia to in­form health care mar­ket­ing prac­ti­tion­ers of the shift­ing trends and de­vel­op­ments in health care.

Ms. Gar­rido fur­ther cited their study and shared that 84% of con­sumers in the world want mean­ing­ful con­tent from health care brands and from ev­ery other in­dus­try. How­ever, con­sumers per­ceive the health­care cat­e­gory as less mean­ing­ful than other cat­e­gories be­cause it is pri­mar­ily driven by a func­tional ap­proach.

She un­der­scored the im­por­tance of fo­cus­ing be­yond the func­tional; and to have pur­pose be­yond the prod­uct be­cause con­sumers want brands to de­liver en­gag­ing prod­ucts that drive more mean­ing­ful re­la­tion­ship with them in the long term.

Vicky Or­tega, plan­ning con­sul­tant of Havas An­thro­pol­ogy, echoed the im­por­tance of mean­ing­ful en­gage­ment es­pe­cially for the mil­len­ni­als. Ac­cord­ing to her, this gen­er­a­tion — hav­ing con­ve­nient ac­cess to on­line in­for­ma­tion — are into a lot of do-it-your­self med­i­ca­tion and are used to han­dling ill­ness in their own terms.

“That’s what is dif­fi­cult now, hav­ing too much in­for­ma­tion; some­times, they self di­ag­nose, and some­times it’s cor­rect and some­times it’s wrong. It’s a chal­lenge for doc­tors now to be able to jus­tify their value to mil­len­ni­als,” Ms. Or­tega ex­plained.

On the other hand, Rachael McLough­lin, dig­i­tal di­rec­tor of H4B, a dig­i­tal health care com­mu­ni­ca­tions agency based in Manch­ester UK, dis­cussed the im­pact of mil­len­nial health care providers in the world and un­der­scored the im­por­tance of col­lab­o­ra­tion for this gen­er­a­tion.

Ms. McLough­lin said that hav­ing a mul­ti­dis­ci­plinary team or forg­ing collaborative part­ner­ships, whether within an or­ga­ni­za­tion or with other com­pa­nies, are ben­e­fi­cial in mar­ket­ing cam­paigns.

“En­gage­ment is mas­sively im­por­tant; it kind of ties into this idea of col­lab­o­ra­tion. We talked to the mil­len­ni­als and they are kind of re­ally will­ing to col­lab­o­rate. We want to en­gage that au­di­ence so we work with them, not for them,” she said.

MARIA GAR­RIDO

RACHEL MCLOUGH­LIN

VICKY OR­TEGA

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