We are living unique times in the history of health communication, characterized by a new context that encourages us to think that, in some ways, the pandemic situation is gradually passing. This marked a turning point in the public’s interest in science, the sensitivity towards self-care, and the awareness of the relevance of research and the pharmaceutical industry, which has become a lifeline.
Today it is crucial to continue strengthening and developing progress made during this major health crisis, namely having achieved unprecedented receptiveness on behalf of society regarding raising awareness of health through the pharmaceutical industry and the sector’s institutions—something like Cartier Bresson’s “Decisive Moment” when translated in photography terms.
The question is… – following the widespread popularity of health information, is the population more informed now? How will this social interest in self-care and health evolve? Such great receptiveness provides us with numerous opportunities to consolidate and increase our engagement, which is unique because we have new resources to connect with people.
To achieve this, we must remain vigilant in three areas: continue to listen, take advantage of new ways of communicating and make our commitment to society sustainable.
Given the current situation of unprecedented media activity, where millions of conversations take place, listening is and will continue to be the basis of communication. No plan can be conceived without knowing what conversations and trends are happening at any given moment. Communication strategies are increasingly based on data and analysis.
The first step in any action, therefore, is advanced monitoring. Social listening must be active and ongoing, never letting your guard down. The starting point is to consider what comes out of it and what clues it gives us about users’ concerns, needs, and desires to adapt our ideas to what people demand based on collaboration and closeness. Having expert teams in this type of analysis is crucial to carry it out effectively.
The audio era and the merging of formats
In this whirlwind of information, we are finding new possibilities to give an outlet to our content. It is worth mentioning the evolution from a textual to a visual mode, which now gives way to audio format; so much so that it is already considered that we are in a new era marked by this resource, the voice, as a communication bridge to reach people.
Podcasts, audiobooks, chatbots, animated infographics… are new ways of merging languages of telling stories with hybrid, interactive, and dynamic resources that combine information with a touch of relaxation.
Campaigns such as “Al fondo a la derecha”, sponsored by TENA MEN for Men’s Health Month and continuing throughout this year, exemplify awareness with a touch of humor. With a simple yet suggestive claim, it aims to break taboos on men’s health through a series of podcasts starring comedian Agustín Jiménez.
“OrganOn Air,” on the other hand, is a pioneering channel of audible content with a live radio format aimed at healthcare professionals. Launched by Organon, it has emerged as a new way of keeping professionals up to date and features a wide range of broadcasts with the participation of renowned experts in each broadcast.
Some streaming platforms, ranging from Spotify to Podimo, have also launched subscriptions for their audio content, opting to increasingly integrate more Artificial Intelligence into their functionality.
Another aspect to consider is the importance of diversification across social networks; you can’t be on just one, nor can you be on all of them with the same content. A correct strategy includes a personalized adaptation to each channel without losing sight of the possibility of innovation and disruption. Professional content is not only LinkedIn, nor is visual content only Instagram. TikTok, for example, is consolidating as the main platform for publishing educational health content by pharmacy professionals, as recently highlighted in the III Digital Week organized by the Association for Self-Care in Health (ANEFP).
Sustainable commitment
Advanced listening, new resources, and sustainable commitment. These are the three fundamental pillars to continue advancing a more health-educated society. It is essential to know that our content must be based on common values and objectives.
We must remember that the purpose of all companies is to achieve profits by satisfying needs, although in this sector, the main purpose is also to save lives and provide well-being. That is why it is time to make this commitment sustainable, being aware that we can make a decisive contribution to social awareness of co-responsibility in health care.
And this has to be done from the point of view of union and collaboration with institutions and other organizations in pursuit of this common objective, participating in the collective commitment.
We are facing a new way of acting and performing. Sustainability takes on a new meaning in the management of healthcare companies, with the future in mind and with a shift to humanization, to the story, to its essence, and without forgetting, of course, the fulfillment of objectives with measurable results.
