| | SEPTEMBER 20209UTLOOKHealthcare Tech on health outcomes than any medicine or medical intervention alone. It's where data connectivity and personalized content unique to individual behavioral profiles will come together to build future possibilities in health and wellness.Adopting data and behavioral-driven content marketing is no longer optional. Our industry's marketers need to respond to the shifts to deliver the full potential of the medicines and services they create. When content marketing is done effectively, it seamlessly connects awareness drivers to relationship drivers. Content becomes the behavioral bridge, showing people how to perform the actions that lead to better decisions about healthcare options that help them achieve better outcomes. To build this bridge, content strategies should intersect with consumers through the technology and new media they use to express themselves to the people who influence their decisions.Breaking it down to build it upWe know navigating the complexities of new platforms and technologies can be a daunting endeavor. From content strategy, to content development, to production, and distribution, for many marketers these are new capabilities they need to master, but often don't know where to start.Weaving together data, technology, and content means investing in the talent and partners who fuel the mind shifts and bring forward scalable frameworks that move brands from investing on the margins of experience to creating content people seek out, engage with, and share. It also means thinking differently about creative teams. Creative teams today must be built with equal parts storytellers, story builders, data strategists, experience architects, and media experts. The ability to build these cohesive creative engagement teams is what separates the leaders from the laggers.Making the move from patient-centric, to radically patient-centricNone of the above can thrive without the shift to radical patient centricity. The idea of patient-centricity is not new. For decades healthcare teams have circled around patients (literally) to confer together from all angles. The new approach relies much less on circling around the patient, and much more on being where the patient actually is, both in and out of the exam room. Radical centricity goes well beyond the point of actual intervention and into the important complexities of understanding who this person is before, during, and after their care plans are determined. That shift changes what we ask, the data we look at, and what ultimately is most likely to succeed with that individual person.Approaching content marketing through a radically patient-centric lens requires a radically relevant content strategy. Healthcare communications firms will continue to invest in systems and data to clarify complex decision-making and identify how brands invest most effectively. In health, beyond ROI, the right content also has the power to transform lives. HT
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