Med It Up, as a health communications agency, offers its services to various stakeholders ranging from healthcare manufacturers to scholarly societies, including patient associations and public stakeholders. His expertise? The development of multi-channel communications strategies, involving the use of various media to effectively disseminate key messages to healthcare professionals and patients.
Indeed, digital media have taken a prominent place in the health sector, as evidenced by teleconsultation, electronic prescriptions, online appointment making, tele-expertise and even videoconferencing. This digital transition responds to new constraints such as the reduction in staff numbers and the time spent on medical visits, as well as the changing habits of doctors, who receive less and less medical delegates. Today, the entire health ecosystem benefits from using digital media offering qualified, quality information.
Many players in the health sector deploy websites, launch email campaigns and develop mobile applications. However, the use of digital must be part of a clearly defined overall strategy, aimed at increasing the points of contact with their audience. This strategy combines digital tools and face-to-face events such as medical visits, public relations or even conferences, as well as print tools such as leaflets (called handouts or dosage sheets) and brochures.
Today, the use of digital technology in health goes beyond conventional initiatives: social networks are increasingly used to distribute posts, images and videos. Likewise, the screens that litter our daily lives – also called Digital Out Of Home (DOOH) – visible in shopping centers and now also in pharmacies, medical waiting rooms and healthcare establishments, prove to be a channel of effective communication. These tools offer new ways for healthcare stakeholders to communicate and interact with their audiences.
We find 3 types of campaigns. First, promotional campaigns, focused on the presentation of a drug, highlight aspects such as clinical effectiveness, tolerance, safety or mechanism of action. Then, environmental campaigns focus on a specific pathology, epidemiology or clinical symptoms and signs. Finally, there are the information and prevention campaigns carried out by other health stakeholders, including public authorities, learned societies, patient associations, and even industrial companies.
In terms of format, the trend is moving towards more concise and quickly consumable content, we speak of “snacking”. This trend is amplified by the digitalization of content and its distribution on social networks.
Furthermore, although digital has seen significant expansion since the COVID-19 pandemic, healthcare professionals still express the need for face-to-face interactions. Communication strategies are therefore developing in hybrid formats, combining face-to-face and remote interactions.
Med It Up develops strategies adapted to the specific objectives of each communication action. The main objective of a multi-channel strategy is to maximize the touch points with the audience, using various media to which the user is exposed, during their “user journey”.
Many manufacturers go even further by creating specific user profiles – personae – to better understand their preferences, expectations and favorite media. This understanding helps determine the most appropriate message, the media to use and the optimal time to deliver that message.
The communications agency is thus able to support its clients on all
phases of their multi-channel communication campaign: from defining the strategy to medical writing, including the design and media coverage of the tools.
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Content designed and offered by L’Agence Delta. The editorial staff of Le Figaro did not participate in the production of this article.
