What Will Health Communications Look Like in 2023?

Authored By Golin Health Staff?

?If we’ve learned anything from COVID-19, it’s that in healthcare, we never know what’s around the next corner. Regulatory and legislative changes, local and national election results, new scientific breakthroughs, and societal issues (like the global supply chain challenges of 2022) all impact what the new year will look like.?

Here, Golin Health’s top experts provide trends and tips for health communication pros in 2023:?

High Risk, High Reward?

In 2022, we saw many large pharmaceutical companies make big bets on smaller start-ups with very early-stage data. This high-risk, high-reward strategy will likely continue in the new year. In turn, it will bring an increased focus on companies’ corporate, above-brand narrative, especially as people look for where to invest during a continuingly uncertain economic environment, both domestically and globally. Life science companies must continue to think carefully about their corporate narrative beyond individual brands. What story is your company telling to all stakeholders? What story do you want to be telling?? – Cori McKeever, President, Global Healthcare?

Scientific and Regulatory Expertise is a Must??

Robert Califf 2.0 enters his second year at the helm of the FDA in 2023. If this year looks anything like last year, we can expect a stream of expedited drug approvals. Couple that with the PDUFA VII – a revised law that provides FDA with the resources it needs to manage the review process for human drug and biologic products – in effect this year, and the hope is that we see advancement in cellular, gene, and tissue regeneration therapies. For those of us in healthcare communications, understanding the science, especially as we enter uncharted territories, has never been more important to the work we do in translating the data for a variety of stakeholders. And the speed at which we do it? Well – it’ll continue to be fast. – Jaimee Reggio, Managing Director, Healthcare?

Data Drives Everything?

Data and analytics are critical to any campaign. It informs the insights we use to build strategy, the goals we set for a campaign, how we optimize in market, and the way we measure success. This expands into the realms of audience identification, even in a rapidly changing landscape.??

One timely measurement question is, “How do we properly identify web traffic in a cookie-less world?” The slow (and once-again delayed) demise of third-party cookies in Google Chrome has taunted businesses for more than a year, but it doesn’t have to be the end of audience identification. Businesses should double down on first-party data, including CRM opt-ins and social engagers, as well as custom third-party lists from trusted vendors. Sourcing lookalikes from these lists can grow audiences into high-value prospect or customer bases.??

Efforts to implement closed-loop attribution—or as close to closed-loop as possible—via campaign landing pages, custom QR codes, or other methods are essential as businesses launch multi-channel campaigns across a complex digital ecosystem. In an ideal world, this makes successful campaigns replicable and turns less successful campaigns into teachable moments.? – Lauren de Vlaming, Executive Vice President, Strategy?

Simple + Good Creative??

People expect more from the brands and companies they follow, and actions that right wrongs and solve problems in creative ways get recognized. As such, we will continue to see positive change in the areas of mental health and diversity & equity. ??

Additionally, in 2023, the lines between professional health marketing channels and broader consumer ones will continue to blur, meaning companies have an opportunity to capture audiences’ attention like never before. Creative is key to doing that. Individualization, user experience, and social storytelling are going to be an integral part of creating any brand experience or campaign. – Smitha Piedilato, Executive Creative Director?

Healthcare Headlines?

With economic and political situations ever in flux and COVID-19 looming in the background, healthcare and pharma will continue to dominate headlines in 2023.??

When it comes to product communications, scientific storytelling will continue to be key. Media are aware their readers always want to know about the most cutting-edge scientific advancements. Right now, that’s gene therapy, but it will be another frontier soon. This extends past pharma. If CES is any indicator, new consumer health tech devices will be very prominent this year.?

In global news, the recent end to the zero-COVID policy in China could have downstream effects in the US and elsewhere, either through reduction of supply chain disruptions or increasing rates of COVID. This will continue to make news and be on the minds of those who work in healthcare. – Matt Gold, SVP, Media Relations?

Med Tech Reaches Consumers?

Quality has always been an important metric in healthcare, but only recently has convenience topped patients’ list of must haves. With that, last year we saw an increase in medical devices being sold over the counter (OTC), including hearing aids.??

As the world of technology and healthcare continue to merge, more of these life-changing medical devices will become available to patients – faster and more conveniently than ever before. But bringing a medical device to market requires having unmatched technology and the ability to navigate the complexities of our regulatory system – and then you need the brand awareness and trust to get people to buy it.??

That can be a tough combination to find. To deliver on patients’ growing expectations of convenient medical device options, we’re likely to see an increase in partnerships between lesser-known companies who do “tech” well, and big brands who have already established customer awareness and loyalty.? – Lacey Ehrlich, Executive Vice President?

Reach out to us: Golin Health, a full-service healthcare communications agency, creates change that matters. Reach out to learn more.??