The healthcare industry has undergone a remarkable transformation in recent years. Once criticized for its sluggish pace and outdated practices, this sector has been catapulted into a whirlwind of change, primarily fueled by the COVID-19 pandemic and the increasing use of electronic health records and telemedicine. As marketers and communications professionals, staying on top of these trends and adapting your strategies accordingly is critical.
We’ve outlined the top three healthcare trends dominating headlines today and how they can inform your marketing and communications strategy for maximum impact.
Trend No. 1: America's youth, especially teen girls, are in crisis
According to the CDC, "America's teen girls are engulfed in a growing wave of sadness, violence and trauma."
One in three teen girls report seriously considering suicide in the past year. Factors behind that staggering statistic include societal pressure on appearance and academic performance, sexual harassment and the isolation caused by COVID-19 lockdowns and increased online activity.
Prominent national publications, including the Washington Post and PBS, have covered the issue.
Some public officials have blamed social media for contributing to the problem. In fact, Seattle Public Schools have filed a lawsuit against social media platforms, with school districts in California, Pennsylvania, New Jersey and Florida following their lead. In Utah, lawmakers enacted a law that significantly restricts access to social media platforms and allows parents to manage their child's online activity.
The most recent efforts around youth mental health comes from the U.S. Surgeon General who warns that social media may have a “profound risk of harm” towards adolescent mental health.
News outlets, documentaries and online platforms have brought attention to the severity of the issue, making it a topic of public concern and conversation. This increased awareness can help break down mental health stigmas and encourage open dialogue among teens, parents and educators.
Trend No. 2: Chat GPT/AI is the leading topic of conversation across the healthcare sector
The November 2022 launch of OpenAI's ChatGPT set the industry ablaze, demonstrating the power of generative AI. In healthcare, AI technology could potentially reduce the administrative burden on healthcare workers, transforming how they operate by automating repetitive administrative tasks like appointment scheduling, patient record management and insurance claims processing. Without the need to perform these mundane tasks, healthcare workers could focus on providing more personalized care to their patients and improving overall patient outcomes.
Modern Healthcare's Marie Devereux and Brock E.W. Turner reported that Epic Systems and Microsoft are collaborating to integrate generative AI solutions via Microsoft's OpenAI Azure Service to enhance physician productivity in the exam room and beyond.
Forbes Contributor Dr. Robert Pearl suggests that ChatGPT can assist in clinical decision-making by:
- Processing large data sources
- Extracting valuable information
- Using predictive algorithms to identify crucial insights for physicians
- Reducing medical errors
Despite the excitement surrounding ChatGPT, some experts are raising concerns about its application in healthcare, particularly regarding privacy. Micky Tripathi, the national coordinator for health information technology at HHS, shared that when inappropriately used, there are a number of concerning issues, including equity, safety and a lack of transparency and oversight.
Through comprehensive and balanced reporting, the media can help to inform the public, healthcare professionals and policymakers about the potential implications of integrating AI technologies into the healthcare landscape.
Trend No. 3: Supreme Court protects access to the abortion pill
The June 2022 overturning of Roe v. Wade sent shockwaves through the media landscape even before it was official. In May, Politico published a leaked draft of the Supreme Court majority decision, igniting a firestorm of reactions and initiating significant shifts in media trends.
Shortly after news broke of the overturning, Texas and 23 other states outlawed abortion.
As the battle over women's reproductive rights continues to rage, the Supreme Court recently ruled to protect access to mifepristone, also known as the "abortion pill." But this doesn't mean the pill's legal journey is over. The case is now in the hands of the 5th U.S. Circuit Court of Appeals. Arguments took place on May 17, with the potential of the process taking months as it winds through the courts.
Media conversations surrounding the abortion pill will undoubtedly continue throughout the case and as we approach the first anniversary of the landmark Dobbs decision.
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Communications strategy best practices
As you examine these healthcare trends, it's important to consider how you can incorporate them into your own communications strategy. Here are a few best practices to keep in mind:
- Be authentic: Rather than simply jumping on the bandwagon, take the time to assess whether the trend aligns with your organization's values, customers and business objectives. Ask yourself if the trend is relevant to your industry and if it will resonate with your target audience.
- Share your story: Share your perspectives based on your organization's experiences and insights. The more open and transparent you are, the easier it will be for your audience to relate to you. When crafting commentary, consider the following questions:
- How do these trends manifest in your industry or business?
- What are the tangible outcomes or impacts resulting from these trends?
- Tap different media: While news media pitches can be effective, don't forget about other channels. Explore creative ways to share your views through social media platforms, such as LinkedIn Live events or Twitter threads. Engaging with different platforms can open opportunities to discuss trends with fellow thought leaders and showcase your expertise.
- Monitor and adjust: Keep a close eye on the evolving healthcare landscape and adjust your communication strategy accordingly. Stay informed about new developments, emerging trends and shifts in public opinion.
- Measure and analyze: To ensure the success of your communication strategy, it's essential to measure and analyze its effectiveness. Track engagement metrics like website traffic, social media interactions and social shares of media coverage to understand how well your messaging resonates with your audience. Use this data to refine your approach and continuously improve your communication efforts.
Highwire PR can help
By closely monitoring emerging trends, you can ensure your organization is well-positioned to adapt and respond to changes in the healthcare landscape. At Highwire PR, we understand the importance of staying informed and adapting to the rapidly changing healthcare landscape. Our expertise in healthcare communications allows us to help clients navigate the industry's challenges and opportunities. To learn more, don't hesitate to reach out today.
