Digital Engagement in Healthcare: Emerging Trends in Digital Communication and Success Criteria

Digital transformation has affected many industries, including healthcare, where the COVID-19 pandemic has highlighted the importance of putting patients at the centre of healthcare decisions. The shift requires HCPs to not only consider digital solutions for patient care but also to change their mindset from traditional engagement methods such as face-to-face consultations and paper-based notes, to better serve patients’ needs.

A little over 60 per cent of HCPs have seen a rise in digital demand within their network in the past three years. In addition, 65 per cent of HCPs are willing to incorporate more digital channels and tools into their professional new technologies or systems, the key reason driving the use of digital tools in healthcare is their potential to boost productivity.

Regardless of the increasing demand for digital technology, a majority of healthcare providers still primarily rely on face-to-face consultations. Almost half of the HCPs do not use social media platforms for their professional work, and 66 per cent of HCPs listed traditional channels such as paper-based notes, telephone calls, and face-to-face consultations as their top three most frequently used communication methods in their practice.

Providing people-centred attention involves recognising individual patient needs, accommodating differences, and delivering personalised care that adds value to services. Digital engagement, however, is not limited to communicating with patients through relevant digital platforms. It is about building relationships with people, expanding patient access, making a positive impact, and improving efficiency.

While organisations may interpret digital engagement differently in various ways, business leaders need to have a clear understanding of what a digital strategy entails. This understanding can help leaders develop a shared vision for how to leverage digital technology to create value for their organisation.

The term digital implies the need to reassess business practices and identify areas where new value can be created. It also involves rethinking how to leverage new capabilities to improve patient care and implementing technological and organisational processes that enable a business to be nimble and operate effectively in a rapidly changing environment.

There are various elements like personnel, procedures, technology, and marketing in a digital strategy. Although, one crucial component that is often neglected is engagement. Communication management is becoming increasingly vital, particularly in a patient-centred context. The digital strategy defines how the company consciously positions itself o the internet.

What role does digital transformation play in the healthcare industry?

The healthcare and pharmaceutical sector is known for being entangled and hesitant in embracing digital solutions as part of their strategies. Although, there has been a significant shift in consumer behaviour towards digital platforms.

Individuals are taking charge of their health by utilising social media, online groups, blogs, discussion boards, and mobile applications to acquire knowledge about diseases and aid in the process of diagnosis even before an official diagnosis is made.

Key factors in successful digital engagement

To address numerous business-related concerns and queries, data can be used. Research data that analyses the conduct, perspectives, attitudes, and incentives of the desired patient will provide a basis for crafting a powerful message. However, to identify the fundamental, universally applicable principles that make the message resonate, it is necessary to transform the data into insights.

Examining the various segments of the target audience and determining their preferred modes of communication. Similar to how different healthcare providers prefer certain communication channels, patients also have varying responses depending on the engagement platform.

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