With the continuous growth of the Philippine health industry, the future of healthcare communication in the country can possibly become even more dynamic. Since people are becoming more reliant on digital and social media platforms, it is now becoming a requirement for healthcare organizations to have a presence on these platforms in order to connect with their customers and give them accurate and up-to-date information.
Despite the pressure from the emergence of COVID-19 pandemic, it provided an opportunity for the industry to strive and cater to the needs of many consumers. As mentioned in the study of Pasaribu et al., hospitals that are utilizing digital technology to reach healthcare consumers increased 50%, in which 48% of healthcare providers have seen growth in revenues.
Meanwhile, around 82.8% of patients are searching for a health service provider, while 77% use search engines when starting their patient journey. Due to this high demand of people looking for health related information in online platforms, many healthcare companies are increasingly turning to a number of new digital channels in addition to digital and social media in terms of connecting with their patients. These channels include chatbots, virtual reality, and augmented reality, which aims to cater to the needs of the people. This in mind implies the important role of digital platforms in the dissemination of information regarding medical treatment. As seen in the marketing trends this 2023, 95% of healthcare organizations are planning to use content marketing. As such, this will shed light on the potential of digital and social media in the field of healthcare communications, which is an extremely important development.
Ms. Charlotte Reyes, Managing Director of Comm&Sense, emphasizes the significance of always being one step ahead of the curve. She noted that in order for healthcare businesses in the Philippines to communicate with their customers and give information that is accurate and up to date, they are necessary to make use of the most recent technology and digital platforms. Reyes is well aware of the significance of remaining flexible in the face of shifts in the landscape of healthcare communications because she is the head of one of the top PR agencies in the Philippines. One of Comm&Sense’s primary areas of expertise is healthcare marketing.
Because it is a change that is currently taking place, healthcare providers in the Philippines need to pay attention to the trend toward a greater emphasis on patient engagement. “There is a link between patient participation and better health outcomes, more enjoyment for the patient, and lower costs related to medical treatment,” she explains. According to Reyes, healthcare companies should make patient engagement a top priority in their communications strategies and utilize a variety of channels to connect with their patients and advertise their services. In addition, healthcare companies should make patient engagement a top priority in their marketing strategies. Email, smartphone applications, and wearables are some of the channels that are included here.
But healthcare companies need to be able to navigate the complex topography of digital and social media channels in order to effectively manage their online reputations as they build their presence on these platforms. Increasing their web presence entails fulfilling this prerequisite before moving forward with the project.
In the end, healthcare organizations in the Philippines need to be willing to follow the latest trends in healthcare communications if they want to be successful in the constantly changing world of healthcare communications and stay ahead of the competition. This will allow them to successfully navigate the constantly shifting environment of healthcare communications. They are required to invest money in digital and social media, place patient engagement at the very top of their list of objectives, and utilize a number of platforms in order to communicate with their customers. If they are successful in doing this, they will be able to improve the outcomes for their patients, develop a great image for their organization, and eventually provide better healthcare services to the people of the Philippines.
