Digital marketing is ever-evolving, tracking along with technology trends and revolutions. Now, more than ever, the customer is in the content driver’s seat. They’re used to using technology that suits them, choosing their own “adventure,” sampling experiences, and selecting the content and tools with which they feel are worthy of engaging. Americans have become savvier digital content consumers and even savvier digital health consumers. Digital is increasingly adopted to streamline virtually all aspects of patient care, including:
• Robust health information portals: While the rise of these portals and depth of information, tools, and resources offered may create a self-empowered patient culture, they also lead to health information overload and the customer demand for immediate access to digestible information.
• Waiting room experience: In an effort to streamline the waiting room process and improve patient satisfaction levels, many hospitals and offices are digitizing their queue to keep visits streamlined, paperwork fulfilled, and patients informed of their queue.
• Professional consultations: HCPs are increasingly reliant on mobile devices and reliable resources to augment patient consults. Their access to information to support a differential diagnosis, determine formulary access, and explain medical concepts to patients is becoming critical in practice.
• Clinical trial reporting: Digital tools and communities are streamlining the sharing and discussion of trial results amongst professional participants and enables research.
• Ongoing patient tracking: Patients are often tracking their health behaviors on their mobile and via online tools, while others are engaging in eConsults affording HCPs an unprecedented level of patient tracking.