Decoding the Barriers in Healthcare Communication
Mastering the art of communication in healthcare is complex. The landscape is constantly evolving with newer therapies improving patient outcomes, medical advancements picking pace and policy changes impacting millions of lives. The conversations are constantly shifting. And the voices are many. On one hand you have the medical associations sharing their perspectives, on the other, you have the pharma sector with its own key messages to deliver. It takes specialists to take the industry dialogue to the people in a language they understand. This is where the role of healthcare communication specialists takes centerstage. .
The industry, which is currently dominated by only a handful of experts is taking strong and positive steps towards bridging the gaps between brands, their reputations, and consumer awareness. Healthcare communication is not just about selling a product or a commodity, it is about impacting lives. Healthcare specialists reveal how they navigate through therapy areas, regulations and policy changes to align businesses with causes. From the way they define their stakeholders, to the channels they use and the strategies that help them create cause-worthy campaigns, healthcare specialists are going the extra mile to humanize the outreach of healthcare communication. .
For SPAG, the Mid-Size Agency of the year 2019, the journey started with only a handful of clients in the healthcare sector. Today, the company handles the mandates of some of the most distinguished names in the healthcare space. “To understand a dialogue from the industry perspective and share it with the world in a language they decipher easily, takes a special skill. When you claim something in the healthcare space, you are not selling a product, but defining a purpose that can impact lives. It is complex and needs an in-depth understanding of the multiple nuances, which is why we invest weeks into researching the subject before opening the dialogue with our audience,” says Aman Gupta, Managing Partner, SPAG. Another challenge healthcare communication specialists face is that of weaving the science into the storytelling. The core objective is humanizing what science does. Hence, the need for specialists.
“Patients are empowered. The access to information and also, misinformation is a click away. More than how, patients should know ‘why’ a product, or a service is important for them. This is why we work with experts from within the industry to understand the science of it all before engaging in any conversations with the target audience,” adds Aman. Forging new partnerships with the government, working closely with stakeholders and patient advocacy groups, building narratives that resonate with the brand’s voice, these experts are telling the story of some of the biggest health challenges of our time with precision. “We engage with stakeholders at multiple levels. At the same time, the voice of a brand must resonate with the pulse of the audience through simple communication,” he says.
Yet another chapter in the story is the advent of newer technologies in this segment, like Artificial Intelligence, which is transforming the way patients are treated. As big data analysis continues to improve clinical-decision making with predictive analytics, healthcare communication experts need to stay updated with industry trends to ensure their target audience has the right information, in real time. “Breakthrough trends to the next best thing in healthcare, we are plugged into any developments that take place in this space. From data-driven insights to smarter disease management, AI is transforming health industry, and as communication specialists, we are up to speed with the latest development,” says Aman. From content to marketing, the health communication needs voices that can deliver the content with precision and in simple words. Today, healthcare specialists are working with teams that are not only dedicated to the world of medical sciences but are also equipped with the knowledge to break the science down to a language that is understandable for the general audience.