Digital Communication Health Trends for 2020

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In 2019, digital communication in the healthcare world saw the emergence of new approaches and technologies. Here are our 10 predictions for 2020.

1. Social media at the heart of communication strategies

Social media has taken an increasing place in our society. They make it possible to generate numerous interactions, to keep in touch, to bring people together around a subject or a cause or to disseminate information quickly.

Social media has been established in the healthcare world for many years. All the players in the sector have realized the potential and have gradually taken possession of these new media at different levels. Today, they constitute a real territory of expression for patients and the communities of patients or caregivers will continue to develop in 2020.

In 2019, we observed an increasing use of social networks by health professionals which should continue in 2020. They have several interests in practice: being informed and monitoring, accelerating exchanges and dissemination of information , or exchange and network peer.

The pharmaceutical industry does not have the same freedoms as other health actors due to a stricter regulatory framework, in particular on communication with patients. However, after a period of observation and experimentation, pharmaceutical companies in France are investing more and more on social media and will become essential in communication devices in 2020.

Twitter and LinkedIn will remain the preferred platforms for corporate communication, employer branding, corporate news, promotion of digital events and initiatives or prevention campaigns.

2. Deployment of Influence strategies to amplify the reach of messages

The influence impacts the modes of communication on social networks also in the health sector. This phenomenon makes it possible to free speech, fight against taboos or amplify awareness of a cause or pathology. This trend favors free speech, rapid access to information and exchanges. It makes it possible to emerge from a disease, a condition from the shadows, to break isolation, to break down borders.

Today, players in the health care world are starting to integrate the essential role of influence into their communication strategies by soliciting influencers to relay messages and amplify the reach by viralizing content.

In 2020, we will see more and more influence campaigns emerge in the health field, whether to communicate with an innovation, a pathology, patient care or the practice of professionals. health.

Pharmaceutical companies will amplify the use of influence through campaigns including influencers, sponsored content or the organization of influencer events.

Whatever the platform used (Instagram, Twitter, Facebook, Blog, etc.), we will continue to see a rise in the power of health micro-influencers.

3. Media: the advent of programmatic health advertising

Digital technology has revolutionized the codes of communication with healthcare professionals in recent years. A new revolution is taking place today with the deployment of new approaches based on artificial intelligence and big data.

In 2020, offers of programmatic solutions aimed at healthcare professionals, such as Ad4health, will be deployed to allow more precise targeting and feed into multichannel strategies.

These new advertising approaches make it possible to personalize communications according to profiles, to offer new experiences and generate commitment from healthcare professionals.

Programmatic advertising consists of the automation of an advertising campaign: buying space, setting up campaigns and broadcasting. It has been used in the world of BtoC for many years to become the preferred digital advertising channel for marketing and communication teams.

4. Towards an explosion of audio?

2019 was the year of the comeback of audio podcasts with the opening of dedicated spaces in the main audio streaming platforms (Spotify, Deezer, Apple, etc.). In 2020 new advertising formats will be deployed.

The world of health is no exception to this trend and saw some initiatives roll out in 2019 around medical news or patient support. Gradually, all health stakeholders are turning to this mode of communication. Audio podcasts will therefore become widespread in 2020 to offer a new mode of interaction.

Audio is also continuing to rise with the democratization of voice search via mobile (Google Assistant, Siri, etc.) or smart health connected speakers (Amazon Alexa, Google health home, etc.). After a few attempts during 201ç, voiceboats will emerge in the world of health in 2020 to respond to these new uses: pharmacy services, access to information, monitoring in the context of chronic diseases, prevention tools, etc.

2020 could also see the first patient or scientific documentation initiatives for healthcare professionals in audio format.

5. A mobile first orientation

In usage in France as in the rest of the world, we observe a predominance of mobile over other modes of communication or reading of information. Internet use is today mostly mobile compared to fixed use via computer.

The behavior and expectations of mobile users are also changing. We are entering a world of micro-moments where the mobile user wants instant and rapid access to information or services.

These uses and new behaviors obviously apply to the world of health and impact the way of developing mobile solutions for health professionals or patients. It also has an impact on the way of designing editorial lines and content.

Gradually, the format of progressive web is imposed and will become in 2020 a standard in the development of websites. It’s a web application that combines the best of the web with native apps. This new format favors mobile use over desktop use and has many advantages:

• requires no download from a store

• page load time is faster

• development is cross-plaform: a single development for mobile, tablet and desktop access

• security protocols are mandatory (HTTPS).

• Format favored by Google in the referencing of its search engine

6. The promise of 5G

5G, a new mobile phone format, will be rolled out gradually in France in 2020 with many promises in terms of communication and marketing.

First, 5G will promote the democratization and deployment of smart health connected objects because the connection will be increased tenfold, the white areas almost nonexistent and users will be able to benefit from an almost nonexistent latency.

Then, it will allow the emergence of new, more interactive advertising formats, integrating animations or ehealth, thereby increasing the engagement rate. With faster loading times for web content, bounce rates will drop mechanically and ad content will have better visibility.

5G will allow more people to access content online, so there will be a "natural" phenomenon of amplified messages and communications.

7. Towards a generalization of employee advocacy strategies

Employee advocacy is the new phenomenon that affects communication and the e-reputation of companies in the health sector. Initiatives emerged in 2019 and are expected to generalize in 2020.

The programs put in place make it possible to solicit, mobilize and empower employees to defend their business and its brands on social media. The goal is to make employees, the primary vectors of communication, real ambassadors of the company on social media, thereby amplifying the reach of messages.

Employee advocacy brings different benefits to the company by creating value, especially in times of crisis. Employees contribute not only to enhance their company, but also to defuse crises, reduce the time and cost of social recruitment, change the perception of influencers … Employees also feel involved in the life of the company. This role of ambassador develops employee engagement, inspires collaboration and improves the customer experience.

8. The renewal of QR codes

After a period of uncertainty, for lack of real use, the QR code once again becomes a strategic communication tool. Despite technological developments, the QR code remains an effective communication tool that can be used on many media. The QR Code has various advantages: simplicity of installation, easy access for users or innovative image.

In recent months, we have seen a return to this mode of communication. Several factors help explain this phenomenon: social networks are gradually rolling out QR codes to easily connect members to each other; QR code detection is now a native component of iOS and Android; only link between the physical media and digital content …

In the field of health, there is a moderate use but 2020 should be a year of significant deployment. Many use cases are possible in terms of communication: a QR code can be placed on dosage sheets, patient brochures or posters in waiting rooms in medical offices or in hospitals.

The emergence of new formats such as ehealth QR codes also allows them to be used at events such as congresses. Placed in the heart of a ehealth, the QR code makes it possible to make a direct link to a source of additional information, an information website or the download of an application.

We can imagine many other cases of health use: link to a source of information (scientific studies, legal notices, product information, etc.); registration for a physical or virtual webconference event with direct link to a registration form; automatic telephone call triggered by a QR code to, for example, a customer relations or medical information service; sharing on social networks of content or information …

9. The artificial intelligence at the service of communication

Artificial Intelligence is playing an increasingly important role in communication processes. It allows in particular to refine customer knowledge by analyzing the behavior of different targets, research trends, and data from social networks. It facilitates the creation of personae and the monitoring of KPIs to optimize the management of communication campaigns.

This technology, little used in previously healthy communication, will be deployed in 2020 with an increase in chatbot as well on social platforms as websites, to become real tools to generate interactions with these targets and provide a new service especially for patients and caregivers with information available 24 hours a day, 7 days a week.

10. The ehealth remains the format star

ehealth has been the dominant format in the digital world for several years. Its use is constantly increasing, especially with the emergence of new formats such as vertical ehealth which will tend to become widespread in 2020.

It is a communication priority for many companies, because, available on all digital supports developed, it allows to offer dynamic or even interactive content to meet the growing use of French people.

In health communication, ehealth is already widely used, particularly for prevention campaigns, via web series or institutional campaigns. Still underdeveloped in the healthcare world, the distribution of live ehealth on social networks should develop in 2020.

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