Since the start of the COVID-19 pandemic, the health sector has been in the spotlight, raising expectations and hopes. Therefore, now more than ever, it is essential to focus on creating a transparent and effective communication strategy. Every day is a new day full of challenges. Our Director of Health at ATREVIA Barcelona, Fátima Marina Bosch, touches on 5 of the major challenges that this sector faces during this new era.
The necessity of a new narrative adapted to today’s reality.
It is time to be more relevant than ever as we confront an increasingly demanding society. Thus, this means revising the company’s story and purpose. The key is to opt for a coherent, authentic, and approachable narrative that maintains a balance between the rational and the emotional and adapts to varying target audiences.
Fighting fake news
Over the last few years, the health sector has faced the proliferation of false information and erroneous data that spread virally during the pandemic, which poses to be dangerous within the health sector. Far from disappearing, it seems that “fake news” is here to stay. Fighting it requires swiftness when positioning our messages on networks, having spokespersons prepared, educating our audiences about reliable sources, and contrasting the disruptive news affecting the sector.
An increased strictness on regulatory standards for drugs and medical devices
Regulatory Affairs experts are increasingly adopting a more important role in the healthcare sector. Clarity regarding what can be communicated and how it should be communicated concerning medicines and medical devices is key to truthful, clear, and objective communication, which complies with all the conditions set in place by the law.
Reconnecting with the patient
Society has high expectations for the healthcare sector due to the vital role it played in managing the pandemic, specifically regarding vaccines. Fulfilling these prospects following COVID-19 while also needing to reconnect with patients, listen to their needs, and offer them avenues necessary for empowerment, presents a major challenge in healthcare. Attention and active listening are undoubtedly key elements in any communication strategy aimed at patients.
Adapting to a new digital reality
Although the pandemic has accelerated its pace, digital transformation in the healthcare sector continues to be a major challenge, particularly in the pharmaceutical industry. Communication is more immediate than ever, and the healthcare sector must adapt to this new reality and tend to its unique needs: training teams in digital competencies, adopting new formulas for medical or pharmaceutical sales representatives, improving formats such as web series and podcasts, and promoting hybrid events can be helpful.
