Beyond Pharma: What Global Media Trends Reveal About the Future of Healthcare Communication
In times of rapid change in the way content is created and consumed, we need to look beyond our own industries for insight and evidence to understand today’s creator and consumer dynamics. Being an expert in today’s use of a channel, platform or the behaviour of an audience segment is not enough. One opportunity lies in The Reuters Institute Digital News Report 2024, which offers valuable data that could help to inform future strategies for how pharma and healthcare professionals (HCPs) engage with patients or practitioners.
This annual report, now in its 13th edition, by the Reuters Institute for the Study of Journalism at the University of Oxford, is based on a survey of more than 94,000 people across 47 countries. Regarded as the most comprehensive ongoing comparative study of news consumption worldwide, the Digital News Report’s findings have implications far beyond traditional media. Its insights into how people access, consume, and engage with information are relevant across all industries, including healthcare and pharma. Here are some of the key findings from the report and how these are relevant to pharma.
The Shift to Video Content
Video has become a crucial medium for information dissemination, particularly for younger audiences. The Reuters report reveals that two-thirds (66%) of their sample access short news videos each week, with longer formats attracting around half (51%). This trend is even more pronounced among younger demographics.
For the pharmaceutical industry, this shift presents a compelling opportunity. Short, informative videos can revolutionise how we convey complex medical information to both HCPs and patients, making it more accessible and appealing. Think concise videos explaining mechanism of action, or patient testimonials sharing experiences with treatments – these short-form videos significantly enhance understanding and engagement.
In fact, you can watch a 2-minute overview of the Digital News Report on YouTube.
The Rise of New Digital Platforms
Some traditional social media is losing ground to newer, more dynamic channels. While YouTube is now used for news by almost a third (31%) of the global sample each week, WhatsApp is used by around a fifth (21%), and TikTok (13%) has overtaken X/formerly Twitter (10%) for the first time. Meanwhile, Facebook news consumption has declined by 4 percentage points across all countries in the last year.
These changes signal a need for pharma to diversify its digital strategies beyond traditional channels. Developing our presence on an established platform like YouTube, while exploring channels like WhatsApp, and TikTok could help us reach and engage our audiences more effectively, particularly younger HCPs and patients who are increasingly turning to these platforms for information. For instance, WhatsApp could be leveraged for direct communication with HCPs, while TikTok might be an effective platform for disease awareness campaigns targeting younger patients.
The Growing Influence of Alternative Voices
Online influencers and content creators are increasingly challenging traditional information sources. The report highlights that mainstream media are significantly challenged by a range of online influencers, creators, and assorted personalities on platforms like TikTok and Instagram.
For pharma, this trend suggests an opportunity to rethink our approach to thought leadership. We should consider how to collaborate with credible healthcare influencers and thought leaders in the digital space, while maintaining scientific integrity and regulatory compliance. This could open up new avenues for reaching and engaging our target audiences. Partnering with respected medical professionals who have a strong online presence could help bridge the gap between scientific information and public understanding.
The Persistent Trust Challenge
Concerns about misinformation and data reliability continue to grow across all sectors. The Reuters report states that the proportion of respondents worried about what is real and what is fake on the internet has increased by 3 percentage points, from 56% to 59%. This aligns with findings from a separate survey which found that 80% of consultants are skeptical of pharma content due to concerns about cherry-picking of data.
Building and maintaining trust in our digital content is more crucial than ever for the pharmaceutical industry. We need to prioritise transparency, accuracy, and relevance in all our communications. This might involve more comprehensive reporting of study results, clearer disclosure of data sources, and efforts to make scientific information more accessible to non-experts. Developing interactive tools that allow HCPs and patients to explore clinical trial data could be one way to enhance transparency and build trust.
The Mobile-First Mindset
Mobile devices are the primary means of accessing information for many users. The report highlights the growing importance of mobile news aggregators in some countries. For example, in the United States, News Break, founded by a Chinese tech veteran, has grown rapidly to capture 9% market share, similar to market leader Apple News at 11%.
For pharma, this trend underscores the need to optimise our content for mobile consumption. This goes beyond just technical aspects of mobile-friendly design; we need to consider how information is consumed on smaller screens and adapt our content strategy accordingly. This could involve creating more bite-sized pieces of information or developing mobile-specific interactive tools for HCPs and patients. For instance, mobile apps that provide dosing information or treatment guidelines could be valuable tools for busy healthcare professionals.
The Potential of Podcasts
Podcasts are emerging as a popular medium for in-depth, specialised content. Across 20 countries, just over a third (35%) of respondents access a podcast monthly, with 13% accessing shows related to news and current affairs.
For the pharmaceutical industry, podcasts could offer an effective channel for detailed scientific discussions with HCPs or for sharing patient stories and experiences. This format allows for more in-depth exploration of complex topics and could be particularly useful for continuing medical education or patient support programmes. A series of podcasts discussing the latest advancements in a particular therapeutic area, for example, could be a valuable resource for time-pressed HCPs.
The AI Frontier
Artificial Intelligence is becoming increasingly prevalent in content creation, but its use raises concerns, particularly for sensitive topics. The report notes that audiences express greater discomfort with the use of AI to generate content about more consequential topics, such as current events, compared to less consequential topics like sport.
For pharma, this highlights the need to develop clear guidelines for the responsible use of AI in content creation. We must ensure transparency in how AI is used and maintain the human touch that is crucial in healthcare communication. AI could be used for tasks like data analysis or personalisation of content, but human oversight is critical, especially for sensitive health-related information. For instance, AI could help tailor information to individual HCP preferences, but the core content should still be created and verified by human experts.
The Role of Medical Affairs
These trends underscore the evolving role of Medical Affairs (MA) in pharma companies. As noted in research published in 2023, MA creates “a unique opportunity to ensure the internal linkage between Research & Development (R&D) and Commercial/Marketing functions, in addition to managing external scientific engagements”.
MA teams are ideally positioned to translate complex scientific information into formats that resonate with today’s digital-first audiences, build trust through transparent, scientifically rigorous communication across various platforms, and engage with healthcare influencers and thought leaders in new, digital-first ways.
Looking Ahead
By looking beyond our industry and understanding these broader media trends, we can work towards more effective, trustworthy, and engaging healthcare communication. This outward-looking approach offers valuable insights that can help us improve not just our communication strategies, but ultimately patient outcomes and public health.
As the digital landscape continues to evolve, so too must our approaches to engaging with HCPs and patients. By embracing these trends and adapting our strategies, tactics, and content accordingly, we can ensure that vital healthcare information reaches its intended audience in the most effective and impactful way possible.