Health marketing: check out the trends for 2023

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Digital marketing is a world in constant transformation. Since 2020, the boom in technology has transformed the way people consume content and shop online.

In health marketing , it was no different. Doctors, healthcare professionals and patients began to indirectly demand new means of consumption. Disease awareness and physician journey initiatives , for example, were some of the strategies that pharmaceutical companies had to develop in order to communicate with this audience.

And if in 2022 health marketing actions evolved to new levels of technology, immersing themselves in the concepts of Metaverse , Virtual Influencer and NFTs , 2023 promises even more.

Check out some trends that will transform digital marketing for healthcare in 2023.

Health Marketing Trends for 2023
Data-driven marketing
The world is data-driven . It is no longer possible to make lebanon mobile phone number decisions based solely on guesswork or tests. Today, data needs to be part of every good health marketing strategy .

Using data, it is possible to analyze results, align and realign objectives, establish goals and draw up action plans accurately.

Data helps in making informed decisions and building more efficient journeys, which will ensure that the consumer, whether an HCP or patient, has a more memorable and positive experience with the brand.

Artificial intelligence
Despite already being a reality, Artificial Intelligence continues to be a strong health marketing strategy for 2023. The use of chatbots , Alexa Skills, virtual influencers and technologies for collecting data, generated by this intelligence, have changed the way information is collected and purchasing journeys take place.

From patient support to problem-solving, Artificial Intelligence can contribute to decision-making, providing even faster and more resolute responses to the public.

Currently, global pharmaceutical companies have already invested in artificial intelligence to transform relationships with patients.

Eurofarma , a global pharmaceutical company, invested in the creation of an Alexa Skill, focused on ensuring patient support and providing information about the company, such as job openings.

Another pharmaceutical company that has also used Artificial Intelligence to improve the quality of life of the population is Gilead Science, with the Hepatitis C speaks to you project . Using a chatbot , the company is able to offer support to website users, indicating places to take the test, in addition to helping in the search for treatment and medical follow-up.

Voice User Interface (VUI)
With the combination of Artificial Intelligence and software, the Voice User Interface (or voice user interface, by translation) has been gaining prominence and is one of the big bets in health marketing .

VUI is nothing more than a resource to control activities carried out by electronic devices, such as cell phones, using voice commands.

With it, it is possible to promote greater accessibility to the public, have greater agility and mobility to consume information, among other advantages. In addition, it can be a great alternative for patient support, as it can answer questions and contribute to adherence to treatment.

Hybrid experiences
By uniting online and offline environments, the hybrid experience has managed to transform consumer behavior.

Not only related to shopping, but also work and other personal choices, omnichannel has made companies in different segments pay more attention to customer experience. A great example of this is online pharmacies, integrated into the pharmaceutical industry's Patient Support Programs.

Today, there are different possibilities for building journeys, innovating processes and ways of connecting with the customer, whether they are a doctor or a patient.

Some of those that gained prominence in 2022 and promise even more strength in 2023 are:

Virtual reality: With virtual reality (VR), it is possible to create a fully customized environment to immerse the user in a new universe. By using certain accessories, such as specific glasses and a mouse, the user becomes part of the virtual universe and can interact with the elements of that space. The use of this technology in clinical cases, for example, would allow the doctor to experience a completely virtual surgical experience.
Augmented reality: unlike virtual reality, augmented reality brings elements from the digital environment into the real world. With it, it is possible to reproduce the real size of products and equipment, engaging users with the brand.
Mixed reality: one of the metaverse's alternatives for uniting the real and virtual worlds is mixed reality. The use of this intelligence creates unique possibilities for interaction and can be an excellent alternative, for example, for healthcare professionals to test medical devices and even products.
Phygital Marketing: Phygital Marketing , like mixed reality, unites the physical and digital worlds. However, the strategy behind it is related to the development of new relationship and consumption experiences. With Phygital Marketing, it is possible to promote interactions with sales stands, games, monuments and shopping spaces.
Digital marketing, not just health marketing , is constantly changing and transforming.

Keeping up with trends and putting them into practice at the right time is what will make business results increasingly positive.