Effects of digital marketing on Healthcare: Are we playing catch-up?

Social Samosa gets in conversation with Nicholas Hall of Nicholas Hall Group of Companies and Susan Josi, of Havas Life Sorento to understand the impact of digital marketing on healthcare on a macro level.

Digital marketing has changed the way the healthcare industry attempts
to reach potential customers. There are three aspects to this: sales via
e-commerce, dissemination of information, and social media influence. The third
aspect, Nicholas Hall, Executive
Chairman & Creative Solutions Director, Nicholas Hall Group of Companies
explains, is the most difficult as it involves the art of persuasion and
advertising.

As far as digital is concerned, the fact that we have a lot of media and
distribution-dark areas is what is actually catapulting the industry in India,
says Susan Josi, Managing Partner
of Havas Life Sorento. However, health-related information is often circulated
without question on authenticity. “It is an opportunity that the healthcare
industry should champion with credibility and authority,” she says. 

Another issue that often crops up is about the regulation of information
via influencers. Between a dermatologist and a beautician speaking about
skincare, the one that is able to reach out to people is one with more
influencer. Josi wonders: “Who is regulating that information touchpoint?”

Gaps in Advertising
Health

Advertising agencies play a big role in the dissemination of information
in palatable ways. However, there is a gap in the way information flows here,
between clients and agencies. The more the companies are dipping their feet
into advertising to share their narrative, the more agencies are resorting to
targeting and retargeting.

Unfortunately, many agencies are not equipped with the required
knowledge and in many cases, it’s the client that managed these relationships
in the online space, Josi says, explaining the gap. 

It is important to understand how a brand can become relevant to a
search. Josi explains, “How do I create a sense of engagement and connect with
the consumers who are searching for a particular thing in the healthcare space?
Agencies are just transporting what they have been doing on ATL, television or
print, thinking it’s the best they can do, but there is more to it. If it’s
only a digital company, they are always looking for fulfilment. The loop really
closes either on the e-cart.”

Creative Hiring for
Healthcare

Josi tells us that communication is a mix of creativity and science. She
explains, “If I need to hire a creative person, they don’t need to be an expert
in healthcare, infact that means they can get locked into a certain domain of
speciality we would rather follow an integrated approach ”

To this, Hall adds, “We face this question a lot: Do you want someone
with a special set of skills? Someone who knows healthcare? In the industry,
many feel that people who have worked with FMCG brands can do a good job.
However, in the end, it all comes down to an individual.”

Effects of
Technology 

For market research, virtual reality will be an essential component,
says Hall. He elaborates: Several platforms have virtual pharmacies where products
are put online to see how people react to them. It’s a good method of doing
early-stage research when you are trying to figure out how your product will
appear on the shelf. It’s a business tool.

“VR is not so much in consumer healthcare but it’s a lot in disease
management, for cases of migraine and vertigo. Artificial intelligence, in many
ways, is seen as predictive analysis, slowly getting into the diagnosis,” says
Josi. 

Communication
hurdles

When marketing products, the most important aspect to put across,
clearly, are the benefits. Why should a consumer buy your product? Though
e-commerce is convenient, it can never be as easy and fast as going to a local
pharmacy, even with one-day delivery. So, what are the kind of purchases that
digital can facilitate? 

Hall tells us, “E-pharmacy is great for products that require a lot of
information. It’s useful for ailments that you don’t want to talk about in
public spaces, likes STDs. There is a benefit to chat with a healthcare
professional. Some supplements that are expensive can be bought via
e-pharmacy.”

Also Read: Road to 2020: Industry experts share Marketing & Advertising trends

Josi adds to the list: E-pharmacy is useful to buy customised vitamins
where a patient inputs their health profile and the company customises the kind
of vitamins they will need. They can also chat with a nutritionist. These
concepts are interesting and they are happening in skincare as well. Another
key factor is discounts, especially for those who buy the same medicines every
month. Such consumers are likely to look online.

Points to be wary
of

Marketers should look at the healthcare brand’s business, understand
their needs and the competitive market space they are in, and what drives the
business. A mix of mediums like digital, trade marketing and indirect activity
can help with the creation of a campaign. Hall and Josi list out things that
healthcare brands will have to keep in mind as they indulge in digital marketing: 

• Companies are not doing much work on
  their websites, many don’t have e-carts. 
• Every consumer is different and
  navigating through health issues before marketing is key. 
• In the near future, consumers are
  likely to be more protective of their privacy and online payments. 
• The rules of the game will change
  faster in the next 5 years and marketers will have to adapt to it.
• Every single piece of information
  that is posted will have to be better for there will be scrutiny.