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Home Industry News Why Tossing Traditions is Key in Healthcare Communications Strategy

Why Tossing Traditions is Key in Healthcare Communications Strategy

27th March 2023

Traditions in healthcare are formed by ideas developed by societal and cultural variables.

The healthcare sector tends to create campaigns using actions or strategies that have been implemented historically.

The concentration is typically on brands and generating relevant industry resources, however it can be argued that the current framework is inadequate, and materials required are not available to assess this strategy successfully. This leaves a high level of uncertainty when establishing the right course of action for each product or therapeutic field.

The majority of healthcare communications projects have behaviour modification as a vital component.

Quite often, the decisions made about projects and campaigns are determined by conventions and perceived rules within society.

Often one of the biggest hurdles when it comes to making clear and targeted decisions is when there are disconnects in the exchange of information, leaving you uninformed and unsure.

People’s inability to make reasonable decisions might be hindered by informational hurdles. We may need to think about how knowledge and data is delivered in a transferrable way in order to cause a shift in behaviour, sometimes simply supplying it is not enough.

It is also important to take into account how the modification in behaviour will last in the long term. Pharmaceutical marketing aims to modify consumer patterns permanently so that people see the advantages way down the line, as opposed to seeking immediate but unsustainable effects.

When choosing the optimal activities for communications, this is a crucial component.

We need to go outside of the box when it comes to healthcare communications if we want to maximise value.

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