Enhancing Patient Satisfaction in Healthcare: Importance & Key Strategies Posted on January 30, 2025February 4, 2025 by Vladyslav Kitsela Nicole had been battling migraines for months. She scheduled a neurologist appointment, hoping for answers. Her 2:00 PM visit stretched into a two-hour wait in the crowded clinic. Frustrated but desperate, Nicole finally saw the doctor at 3:45 PM. Without acknowledging the delay, the doctor rushed through her concerns, interrupting her explanations. He dismissed her suggestion that her migraines might be medication-related and hastily ordered an MRI. Nicole barely had time to ask follow-up questions before he left the room. Nicole left the office feeling defeated. She hadn’t been given a chance to fully explain her symptoms, nor had the doctor offered any meaningful guidance or reassurance. Driving home, she thought about how long she had waited for so little. The unanswered questions, lack of empathy, and rushed consultation left her doubting the quality of care she’d received. Her hope for solutions had turned into frustration and skepticism about whether she’d ever find relief. This visit was supposed to bring clarity, but all it left her with was more questions — and a bitter taste of being just another name on a long list. There are thousands of cases just like Nicole’s everywhere. Left waiting. Left with no answers or reassurance. The best thing about this is that it’s possible to fix this and provide patients with the care they need and deserve. Let’s get down to it, shall we? What is Patient Satisfaction and Why Does it Matter? Let’s start with the obvious — what is patient satisfaction in healthcare? Patient satisfaction is one of the most important measures of how well healthcare providers are meeting the needs of their patients. It’s all about how people feel about their care — did the treatment meet their expectations? Were they treated with respect by hospital staff? Did everything go smoothly before, during, and after their appointment? While it’s sometimes confused with patient experience, which focuses on the nuts and bolts of what happened, satisfaction is more about how those events made the patient feel. Why does this matter? For starters, satisfied patients tend to have better clinical outcomes. When people trust their health professionals and feel positive about their care, they’re more likely to stick to treatment plans and take an active role in managing their health. It’s also a big deal for healthcare organizations themselves. Patients who have a good experience are much more likely to come back and recommend the provider to friends and family. That kind of patient loyalty helps build a strong reputation and keeps a steady stream of patients walking through the door. Beyond that, patient satisfaction can even reduce risks for providers. When patients feel listened to and respected, they’re far less likely to file complaints or medical malpractice claims. What Factors Influence Patient Satisfaction? Patient satisfaction is influenced by a variety of factors. Let’s break down the essentials that make or break a patient’s experience. Medical staff interactionHow medical staff treat patients matters a lot. A friendly, empathetic attitude and attentive communication go a long way in making patients feel valued and cared for. Clear communicationPatients want to feel heard and informed. Clear explanations about diagnoses, treatments, and next steps can make the difference between confusion and confidence. Waiting timeNo one likes waiting too long. Shorter wait times and efficient scheduling show patients their time is respected. Quality of careCompetent care, effective treatments, and good outcomes are non-negotiable. These build trust and leave patients feeling confident in their choice of provider. Healthcare environmentClean, comfortable, and well-equipped hospital environment creates a positive impression. When people feel safe and welcomed, you get higher patient satisfaction. Patient satisfaction isn’t just about great medical care — it’s about creating a smooth, respectful, and supportive experience. Patient Satisfaction Score A patient satisfaction score is a way to measure patients’ satisfaction level with their care quality. But first, we need the data to calculate it. This data comes from surveys that patients are offered to fill out after the visit. These surveys often use a 1–5 rating scale, where 1 means “completely unsatisfied” and 5 means “very satisfied.” Some healthcare organizations also use a smiley face system, which works like the 1-5 scale but replaces numbers with faces. Think of it as a simpler version of the 5-star reviews you see online. How is a patient satisfaction score calculated? The formula for calculating a patient satisfaction score is simple. For instance, let’s say 50 people fill out a survey, and 40 of them report a positive patient experience. The calculation would look like this: If your facility scores between 60-80%, it’s a good sign — most patients are generally satisfied with their care. However, if the score falls between 40-60%, it’s a warning flag. This range suggests patients feel neutral about their experience, which calls for a closer look to uncover potential issues. Now, if the score dips to 20-40%, that’s a serious red alert — most patients are unhappy with their care, and immediate action is needed to address the concerns. What do patient satisfaction surveys ask? Surveys are designed to cover all aspects of a patient’s journey, from booking an appointment to post-treatment care. Here are some common questions: Appointment scheduling and access: How easy was it to schedule your appointment? Did you run into any issues during the process? Facility and environment: How clean and welcoming was the facility? Was the waiting area comfortable? Quality of care: How satisfied were you with the care provided by your doctor or nurse? Did the staff show empathy and address your concerns? Communication: Were your condition and treatment options explained clearly? Did the healthcare team listen and respond to your questions? Overall experience: On a scale from 1 to 10, how likely are you to recommend us? How smooth was the discharge or follow-up process? Why does a patient satisfaction score matter? Patient satisfaction scores aren’t just numbers — they tell a story about how patients feel about their care. By digging into this feedback, healthcare facilities can spot areas for improvement, strengthen the patient experience, and build trust. These scores offer a roadmap for making healthcare more patient-centered, ensuring that every visit leaves a positive impression. It’s about creating an experience where patients feel heard, cared for, and confident in their choice of provider. How to Improve Patient Satisfaction in Healthcare: Top Ways Let’s focus on the key strategies that lead to improved patient retention. Based on Accenture’s comprehensive survey of over 8,000 U.S. healthcare consumers, we have some insights into what these key areas are. The study reveals that access, ease of doing business, digital engagement, and trust are the primary drivers of patient loyalty and engagement. For providers, prioritizing these areas can lead to significant improvements in patient satisfaction and retention. Make it easy for patients to stay When it comes to keeping patients, ease of navigation is everything. In fact, 89% of patients who switched providers said it was because their previous provider was simply too difficult to deal with. This includes everything from confusing online tools to poor experiences with administrative staff. Interestingly, this factor was more than twice as likely to prompt a switch compared to dissatisfaction with clinical care. What does this tell us? Patients value providers who make their lives easier. Streamlining processes, improving digital tools, and creating a smooth overall experience are essential steps to keeping patients from looking elsewhere. Access is everything Access is another big piece of the puzzle. Patients expect healthcare providers to be convenient and flexible. Whether it’s offering appointments after work hours, enabling online booking, or providing telehealth options, these features make it easier for patients to get the care they need. And the easier it is for patients to access care, the more likely they are to stick around. Digital engagement and building trust Today, digital engagement can make or break a patient’s loyalty. Patients who consider themselves “highly digital” are not only more likely to trust their providers but are also more likely to stay with them. These patients appreciate tools like online appointment booking, telehealth options, and proactive communication — and they expect these features to work seamlessly. Trust also plays a huge role in building loyalty. People are more likely to choose and stick with providers recommended by someone they trust, whether that’s a friend, a specialist, or their primary care doctor. Be clear about pricing and focus on reputation Transparency around pricing and clear communication about care can go a long way in building that trust. 33% of people choose providers that are transparent about healthcare costs, can calculate the visit price beforehand, and are listed in patients’ insurance provider directory. Hence, make sure to build and maintain transparent billing processes and help patients understand their financial responsibilities. Providing itemized bills and payment plans can significantly reduce stress and increase patient satisfaction. And don’t underestimate the power of a strong reputation — patients notice when providers are socially responsible, inclusive, or focused on sustainability. Why it pays to put patients first Here’s the bottom line: providers that treat patient engagement as a priority — not just a cost — are seeing results. In fact, Accenture found that leading healthcare organizations focusing on patient-centered service grow their revenue 3.5 times faster than those that don’t. The takeaway? Patients value providers who make access easy, navigate smoothly, offer digital convenience, and prioritize trust. By doubling down on these areas, healthcare providers can build stronger relationships with their patients — and stay ahead in an increasingly competitive landscape. Future of Patient Satisfaction & What to Expect The way we think about patient satisfaction is changing fast. With new technologies, a shift toward personalized care, and a stronger focus on quality over quantity, healthcare is evolving to meet the growing expectations of patients. Making access easier Nobody likes jumping through hoops to see a doctor or manage their health. Patients are looking for simpler, faster ways to connect with healthcare providers. Whether it’s user-friendly apps, better communication tools, or easier ways to book appointments, convenience is key. And as healthcare providers step up to meet these demands, higher patient satisfaction scores are sure to follow. Quality over quantity The healthcare industry is shifting toward value-based care, which puts the spotlight on better outcomes rather than just more services. This approach prioritizes things like preventative care and managing chronic conditions effectively, which improves patient health and also boosts satisfaction. Tech that puts patients first Technology is changing various aspects of healthcare, making it more accessible for patients while simplifying processes for providers. Telehealth is a prime example — once synonymous with video consultations, it now encompasses innovations like remote monitoring. With this technology, patients’ health metrics can be tracked in real time, eliminating the need for frequent clinic visits. Complementing this are AI-powered tools such as chatbots that streamline administrative tasks, from scheduling appointments to providing instant answers to common queries, delivering a seamless and efficient healthcare experience. On the provider side, AI-enabled customer relationship management systems are transforming how healthcare staff interact with patients. These systems automate routine tasks such as sending reminders, follow-ups, and personalized messages, ensuring continuous engagement. Beyond communication, healthcare CRMs simplify billing and claims management, freeing time for staff to focus on patient care. They also centralize patient data, ensure compliance with regulations, and uncover valuable insights into patient behavior. This allows providers to make well-informed decisions, enhancing both operational efficiency and patient outcomes. Making healthcare personal The future of healthcare is all about personalization. With tools like AI and data analytics, providers can get a better understanding of each patient’s unique history, preferences, and habits. This means care plans that are thoughtfully tailored, not just one-size-fits-all solutions. It’s a big step forward in making patients feel seen and cared for, ultimately raising the bar for satisfaction. Boost Patient Satisfaction with Viseven Throughout this article, you’ve probably noted a few ideas on how you can get more satisfied patients at your organization. Viseven can help you implement the tech side of your plans, be it a user-friendly mobile application for your patients, advanced CRM software, a web portal, or an eLearning solution. We’ve been working with life sciences organizations for almost two decades, successfully bringing all sorts of ideas and strategies to life. The adoption of digital instruments and engagement tactics is on the rise, so make sure your brand stays strong among the competition. Write us a line and let’s discuss your solution.
Change Control in Pharma: Requirements and Process Posted on January 24, 2025February 4, 2025 by Vladyslav Kitsela Poor change control can pose serious risks for life sciences companies, including legal and financial jeopardy and, most importantly, threats to patient safety. For example, altering drug formulations without adequate testing could lead to dosage errors that put human lives at risk. Such incidents often result in reputation damage that companies then struggle to recover from. To prevent this, let’s explore the essentials of change control –– its requirements, process, and best practices. But first, let’s define what change control means in the pharmaceutical industry. What Is Change Control in Pharma? The change control process involves a set of practices designed to maintain product safety, compliance, and efficacy. This procedure lets companies ensure that all modifications are handled in a structured and efficient manner. Once reviewed, relevant stakeholders and the quality assurance team approve these changes. Even after implementation, there is still a long road ahead. The company must continuously monitor the change to ensure it does not compromise the product. Here are a few examples of changes in the pharma industry that require control: Why Do Pharma Companies Rely on Change Control? As mentioned, the change control procedures help maintain product quality and safety. But aside from that, why do pharma companies follow this process? Let’s explore the key reasons: Compliance: The change control process helps them meet local and international regulations, avoiding costly legal and financial issues. Efficiency: With proper change control in pharma, companies can reduce downtime and minimize disruptions during any updates or adjustments. Risk Assessment: It enables thorough planning for changes to address risks early without consuming too many resources. Transparency: With comprehensive records, pharma companies can easily justify every change when an inspection comes knocking. Key Change Types The change control process can be both proactive and reactive. Let’s examine them in more detail: Proactive A proactive change involves planning after a thorough assessment and approval process. These changes can be seen as opportunities for innovation and continuous improvement, whether it is enhancing existing products, technology, or processes. For example, it could be adopting a new manufacturing method or the latest software update. A planned change is all about a well-defined strategy. You might need to develop a business case, conduct a feasibility study, create a change management plan, and outline a project plan to bring it to life. It is crucial to view any change within the broader context of the company’s goals, values, and mission. Before implementation, key stakeholders should evaluate its impact on the organization as a whole, not just on product quality. Reactive A reactive change control process is an adjustment prompted by unexpected shifts in the external or internal environment. This often relates to changes in customer needs, market conditions, or regulatory updates. To stay afloat, companies must address factors beyond their control. Evolving expectations, adherence to new standards, and the integration challenges of acquisitions –– all of these require reactive change control for pharma companies. Change control management demands a flexible and agile approach. This may involve conducting a gap analysis, developing a change strategy, and evaluating its impact. Effective leadership and strong communication are key to navigating these adjustments and ensuring the process runs as smoothly as possible. What Are the Change Control Requirements? Change control process requirements vary between companies and regions, but here is a list of the most common ones to give you a general idea: EU 1252/2014 This is a guideline for companies operating in the European Union and dealing with active substances. It requires companies to evaluate how changes in the production process can impact the active substances. ICH Q10 This guideline states that if you are unsure that changes will result in the expected outcomes, there may be a problem that could compromise the product’s integrity. Quality risk management is crucial for evaluating the error likelihood. EudraLex Volume 4 GMP This is a key requirement for all European drug manufacturers. It establishes written procedures for managing any changes during production. For example, if you decide to upgrade to more innovative equipment, you will need to justify that the change keeps the quality top-notch. The requirement also emphasizes the use of quality risk management. This empowers brands to carefully plan these changes and account for all potential impacts on the product. FDA 21 CFR Part 211 This regulation governs the practices of U.S. life sciences companies. Below are the key aspects of its Good Manufacturing Practice (GMP) guidelines: 21 CFR 211.22: Any proposed change must receive final approval from the quality control unit. This unit must be equipped with all the necessary resources to conduct an effective evaluation. 21 CFR 211.100: Written procedures for production and process control are mandatory and must be approved by the quality control unit. Employees should fully understand how to manage changes. Any deviations from standard processes require clear justification and thorough documentation. 21 CFR 211.160: Comprehensive documentation is indispensable, especially in laboratory settings. What Is the Process for Change Control? The change control process flow heavily depends on the nature of the change and the type of your organization. In this section, we will discuss the basic steps you will need to take to manage adjustments to the product, system, or operations. Make a change request To start, submit a change request by completing the form and documenting the proposed adjustment. Clearly specify whether the change is planned or unplanned and categorize it as minor or major. Be sure to include the specific reasons for requesting the change. Review and assess Regulatory affairs, quality assurance, and manufacturing must ensure that your proposed change does not compromise product quality or safety and complies with current regulations. To do this, they assess the change’s impact to identify potential issues before implementation. Conduct risk assessment At this stage, the goal is to spot potential risks associated with the suggested change. It is essential to foresee any external and internal factors that might impact the product and organization. Review and approve The assigned employees review all data related to the change request, and then either approve or reject the proposal. Some changes may need approval from multiple stakeholders and require cross-functional team cooperation. Document the change Documentation allows companies to create a transparent workflow, maintain consistency in implementation, and ensure traceability, which is crucial for audits. It covers the details of the change, the rationale behind it, and the decisions made during review and approval. Conduct validation activities Depending on the nature of the change, you may need to perform validation activities. This presupposes studies and tests to ensure the change does not negatively affect product quality, quality, or safety. Notify regulatory bodies Some changes may require notifying regulatory authorities, such as the Food and Drug Administration (FDA) or the European Medicines Agency (EMA). This includes changes significant enough to affect regulatory filings and marketing authorizations for a product. Implement the change Implement your change according to the documentation created earlier. Organize tasks, assign team members, and establish clear deadlines for effective implementation. Sticking to a clear procedure will help you avoid a guess-and-check approach. Ensure that employees have the necessary resources to carry it out without major hiccups. Conduct employee training Once all approvals are in place, consider providing training if needed. The fear of change can be paralyzing for many employees, so make sure they have enough support to handle the stress. Monitor employees’ progress for greater effectiveness and accountability. Track performance This step ensures you are on the right track. Identify any deviations from the plan, document them, analyze potential reasons, and develop solutions to get back on course. Keep team members in the loop and encourage prompt assessments to maintain progress. Ensure closure Once the change is implemented, close the change control process. Make sure all approvals and documentation are complete and up to date. Best Practices for Smooth Change Control Follow these best practices to ensure a smooth change control processes without hitting rough patches: Leave room for dialogue Active listening and transparent communication are crucial for effective change control. Ongoing interaction with employees helps reduce their feelings of uncertainty, fear, and resistance while building trust and cooperation. Encourage your staff to share their concerns, contribute suggestions, and ask questions. Explain the why behind the change People change only when they choose to. Ensure those involved in implementing the change have the necessary context and understand the decision-making process. Explain how the change aligns with organizational goals and impacts their roles. Use a variety of communication methods, such as in-person meetings, emails, and more, to resonate with your team. Assign change control ambassadors Change control procedure champions are employees who orchestrate staff efforts and drive the change forward. They assign responsibilities, set deadlines, monitor progress, and evaluate effectiveness. Their involvement helps facilitate the process and fosters company-wide alignment in embracing the change. Request feedback across all levels Let employees’ voices ring. Encourage feedback from team members at all levels to uncover potential blockers and silent resistors. Assign a team member with strong emotional intelligence to collect feedback and share insights with key stakeholders. How Does Software Simplify Change Control Management? Change is the only constant in life and vital to any company’s growth. However, teams need support to embrace new working methods without feeling overwhelmed or anxious. Software solutions can simplify this transition and enhance team effectiveness. Here are a few possible ways technology can make a difference: It allows teams to plan change requests Most solutions let users document changes, covering impact assessments, risks, and budgets. Employees can see all tasks, responsibilities, and deadlines. Once a change request is approved, the software automatically notifies employees to remind them of their tasks. This enhances teamwork and fosters greater transparency and accountability. It analyzes the impact Before committing to a change process, it is essential to understand what’s needed to make it happen. Artificial intelligence (AI)-driven analytics enable stakeholders to visualize the impacts on timelines, budgets, business operations, and resources. This eliminates guesswork and helps make decisions grounded in real-world evidence. It foresees risks You should be prepared for worst-case scenarios to safeguard organizational health and product safety. Modern tools help users accurately anticipate these risks and create Plan B, Plan C, and so on. It regulates approvals Change control software guarantees that only the right stakeholders review and sign off on changes before implementation. Automated notifications keep everyone updated about their responsibilities, while detailed documentation of approvals strengthens accountability and builds transparency. Mastering Change Control with Ease In pharma, change control is a multi-step, regulated process that calls for strong cross-functional cooperation and dealing with bureaucratic tape. To maximize efforts and automate routine tasks, a robust software solution is essential. Viseven, a future-inspired tech company with over 15 years of experience in pharma technology, understands the industry’s unique challenges. We build solutions that address pharma stakeholders’ biggest pain points and needs. The numbers speak for themselves: 80% of our clients come from referrals. Need a robust change control solution? Drop us a line, and we’ll get back to you as quickly as possible.
10+ Healthcare Marketing Trends You Need to Know Posted on January 10, 2025February 4, 2025 by Vladyslav Kitsela Not too long ago, healthcare marketing was a straightforward game. Brochures in clinics, billboards by highways, and maybe the occasional TV spot. Fast-forward to today, and everything has changed. Patients are scrolling through health tips on social media, comparing treatments online, and expecting brands to understand their unique needs — before they even ask. The world of healthcare has gone digital, and with it, the way we communicate has completely transformed. But this shift hasn’t been without its challenges. Healthcare marketers find themselves asking: How do we stand out when everyone is vying for attention? How do we build trust in an age where misinformation spreads faster than facts? And how can we keep up with the constant evolution of technology and patient expectations? This article isn’t just a list of healthcare marketing trends though — it’s a guide to navigating the challenges you’re already facing. From fresh approaches to patient engagement to tools that can simplify the chaos, we’ll explore the ideas shaping the future of healthcare marketing. Let’s dive in! Opportunities for Growth in 2025 Growth opportunities in healthcare marketing have never been more abundant and challenging to navigate. Let’s explore the top healthcare marketing trends, or better say, strategies that you and your business leadership can use to address challenges head-on and open new ways to engage with customers, build trust, and drive meaningful results. Personalization and patient-centric marketing At this point, personalization and patient-centric marketing are essential aspects of a marketing strategy for many healthcare organizations rather than trends. These strategies go beyond buzzwords, offering actionable ways for healthcare marketers to meet patients where they are, understand their unique needs, and create tailored experiences that build trust and loyalty. The proof is in the pudding: 93% of patients are ready to share their data to get personalized information, almost 80% of people across all ages conduct online research before treatment, and nearly 50% of patients in Asia Pacific expect to use digital health tools in the next 5 years. The success of platforms like Ping An Good Doctor, Halodoc, and MyDoc emphasizes the power of patient-centric approaches. From a 900% spike in new users to significant increases in engagement, these examples demonstrate how personalization and accessibility revolutionize healthcare marketing efforts. Content marketing and education Health literacy statistics reveal a significant challenge across various populations, indicating that many individuals struggle to understand and use health-related information effectively. Only 12% of adults in the United States demonstrate proficient health literacy, while 36% have basic or below basic skills. In Europe, nearly 50% of adults reported inadequate health literacy for managing their own health issues. Creating informative digital content should remain a key strategy for healthcare marketers. Educational resources help build trust and authority while addressing common health concerns. Focusing marketing resources on health literacy ensures that more patients understand their options and can make informed decisions about their healthcare journey. Search engine optimization (SEO) The increasing reliance on digital platforms for healthcare information and services has made SEO a critical component of healthcare marketing strategy. As we’ve seen, the vast majority of patients begin their healthcare journey with online searches, making a well-optimized online presence essential for attracting prospective patients. High search engine rankings not only make healthcare providers easier to find but also enhance their perceived credibility, as patients often associate top-ranking providers with higher-quality care. Additionally, local SEO is especially vital in healthcare, where patients frequently search for services nearby. By optimizing for local search terms and ensuring accurate Google Business Profiles, providers can effectively connect with patients in their communities and strengthen their local presence. Here are some key SEO trends pertinent for healthcare marketers: Staying agile and focused on quality is essential, starting with adapting to frequent algorithm updates to ensure strategies align with changing guidelines and content remains relevant. The rise of voice search demands optimization for natural, conversational queries and the use of long-tail keywords that reflect how patients ask health-related questions. Integrating schema markup can improve how search engines interpret content, increasing the likelihood of appearing in rich snippets and boosting visibility. Compliance and data privacy The growing emphasis on protecting patient information and adhering to regulations like HIPAA is shaping how healthcare organizations approach their marketing strategy. Grand View Research reports that the global healthcare cybersecurity market was valued at $17.3 billion in 2023 which is almost $1 billion more than in 2022. This growth is driven by the increasing number of cyber-attacks and rising privacy concerns within the healthcare industry. From 2018 to 2022, the number of large breaches reported to the OCR rose by 93%, jumping from 369 to 712. Even more alarming, large breaches involving ransomware surged by 278% during the same period. This explains a growing trend toward educating staff about compliance requirements related to marketing tactics. Training programs focused on HIPAA compliance and data privacy help ensure that all employees understand their role in safeguarding patient information. Healthcare marketers ought to integrate compliance considerations from the planning stage of their campaigns — evaluating communication channels, messaging, marketing materials, and data collection methods to ensure they align with legal requirements. Influencer partnerships One of the strongest healthcare marketing trends is influencer partnerships. You’ve probably seen a TikTok or an Instagram video where doctors are sharing medical advice, personal stories, as well as address common misconceptions. These videos gather a ton of views and engagement because they are usually short, informative, and simplify complex topics. Healthcare influencers are often medical professionals or experts in their respective fields, such as specialists involved in research. However, healthcare influencers can also include health and wellness experts, like fitness coaches and nutritionists, as well as celebrities and mainstream bloggers. Influencers who are patients themselves often share their health journeys, advocating for early diagnosis or treatment options. Their stories resonate with others facing similar challenges, creating a supportive community around specific health issues. Healthcare-related content shared by influencers sees a 45% higher engagement rate compared to content from healthcare organizations themselves. This significant difference underscores the effectiveness of influencer-generated content in capturing audience attention and fostering interaction. Video content marketing Speaking of TikTok videos and Instagram reels: did you know that short-form videos dominate how audiences consume content today? With 75% of viewers watching videos on mobile devices and video content being shared 52% more than any other format, it’s no surprise that healthcare marketers are harnessing this trend to engage patients and healthcare providers. What’s even more exciting is that high production values aren’t always necessary to capture attention. Audiences increasingly favor low-budget, authentic videos — like talking head clips recorded on a webcam — proving that accessibility and relatability win over extravagance. In the healthcare space, the true power of video lies in its ability to simplify complex medical concepts and provide valuable education. Animated explainers can demystify intricate procedures like knee replacements, while patient testimonials offer real stories that build trust and emotional connection. Healthcare brands are also diversifying their own content marketing strategy with multiple video formats, including bite-sized educational clips, long-form interviews, live-streamed events, and even personalized videos tailored to patient needs. This strategic use of video content thrives within an omnichannel approach, ensuring healthcare messages resonate across platforms like social media, websites, and dedicated video channels such as YouTube. With 3.3 billion digital video viewers worldwide and 89% of consumers wanting more videos from brands, video marketing in healthcare is a necessity for enhancing engagement and standing out in a crowded digital space. Patient reviews and testimonials In 2025, patient reviews and testimonials should have a place in your marketing strategy — and for good reason. When 74% of people say online reviews are critical in choosing a provider, it’s clear that patient feedback has real power. Think about it: most of us wouldn’t pick a restaurant with bad reviews, so why would patients take chances with their health? In fact, 84% of consumers admit they won’t even consider a provider with less than four stars. For healthcare organizations, this means positive reviews and patient satisfaction are essential. But it’s not just about making a good impression. Positive reviews can boost a provider’s visibility online, helping new patients find them more easily. That’s why many organizations are making review management a priority, asking for feedback after appointments and using it to improve services. It’s a win-win — patients feel heard, and providers get insights to enhance care. In a world where trust is everything, genuine patient communication can make all the difference, building connections and loyalty in ways traditional marketing just can’t match. Omnichannel marketing Omnichannel marketing in healthcare is all about creating a seamless, personalized experience for customers across every touchpoint — whether it’s a website, an email, a social media ad, or even an in-person visit. Imagine this: a patient books a doctor’s appointment online, receives a reminder via SMS, and after the visit, gets a follow-up email with care instructions and links to educational resources tailored to their diagnosis. This kind of integrated communication not only makes life easier for patients but also fosters trust and loyalty. The magic of omnichannel lies in its ability to meet people wherever they are in their patient journey. For example, healthcare marketers might use targeted social media campaigns to reach potential patients who haven’t heard of their services, while simultaneously sending personalized newsletters to re-engage former patients. Advanced technologies, like AI-powered chatbots, take this a step further by providing 24/7 support and instant answers to patient queries, making healthcare feel responsive. In the end, you’ll foster deeper connection with patients, get higher engagement rates, and an impressive 90% boost in retention when you adopt this strategy. However, omnichannel marketing relies on the ability to consistently identify customers across the various channels they use. Which is becoming harder to do with consumer data privacy laws like HIPAA, HITECH, and CCPA, combined with the decline of third-party cookies. As a result, healthcare marketers have shifted their focus to medical professionals, utilizing robust first-party NPI-level data to create effective omnichannel engagement tailored to their needs. AI and automation Artificial intelligence and automation are changing marketing efforts in healthcare as we go. With AI, healthcare marketers can analyze vast amounts of data to uncover patterns in their audiences’ behavior, allowing them to create highly targeted and personalized campaigns. For instance, predictive analytics can identify patients at risk for certain conditions or in need of specific treatments, enabling proactive outreach that feels more like a helpful nudge than a marketing pitch. With the healthcare AI market projected to grow from $14.92 billion in 2024 to $164.16 billion by 2030 at a staggering CAGR of 49.1%, it’s clear that these tools are becoming essential for the industry. One of the most significant advantages of AI is its ability to automate the personalization of digital marketing communications. Tools powered by AI can send tailored messages, reminders, or wellness tips based on a patient’s health profile. Chatbots are also gaining traction, assisting patients with scheduling, answering questions, and providing follow-up care instructions — all while reducing administrative workloads. On top of that, AI helps optimize campaigns in real time, adjusting strategies to improve outcomes and reduce wasted resources. By automating repetitive tasks like audience segmentation and campaign management, healthcare marketers can focus their efforts on more strategic goals. No wonder that as the adoption of artificial intelligence continues to rise in healthcare, the Centre of Economic Policy Research predicts that it could result in annual savings from $200 to $360 billion over the next five years. The examples of how AI is already helping businesses in healthcare are aplenty, even if we just take Viseven’s case as an example. From the MLR acceleration engine within eWizard that helps pharma companies detect non-compliant digital marketing content to AI-powered auto-tagging that allowed our client to reduce manual work by 60%, we see how this technology is already taking its rightful place in healthcare marketing strategy. Telehealth and digital health services Telehealth has emerged as one of the most transformative trends in healthcare, with its roots firmly planted in the accelerated adoption sparked by the COVID-19 pandemic. The global telehealth market, valued at $102 billion in 2023, is on track to grow at a CAGR of 17% through 2031. But what makes telehealth such a powerful force, and why should marketers pay attention? At the heart of telehealth’s popularity lies one undeniable factor: convenience. Consumers today want access to care on their terms, whether it’s for chronic conditions, mobility challenges, or routine consultations. Telehealth bridges the gap, offering personalized care without the logistical hurdles of in-person visits. And it’s not just physical health taking the spotlight — telehealth therapy has carved out a unique niche in the healthcare landscape. With the global online therapy market expected to surge from $9.68 billion in 2024 to $24.80 billion by 2031, there’s a clear cultural shift toward valuing mental health care. The numbers speak volumes. A study on telehealth substance use disorder programs found that 82% of participants felt their virtual visits met their needs “equally well” or “better” than in-person care, and over 86% reported satisfaction with the quality of their care. These insights highlight telehealth’s potential not just to meet demand but to exceed expectations. Despite the clear demand, telehealth isn’t without its challenges. While adoption soared post-pandemic, some studies suggest usage has plateaued in recent years. The takeaway? Healthcare organizations must invest in and build software that delivers seamless, personalized experiences to meet consumer expectations. Simply offering telehealth isn’t enough — it must be exceptional, intuitive, and patient-centric. Social media engagement Social media is changing the game in healthcare marketing, making it easier for providers to connect with patients, share valuable information, and build trust. Whether it’s answering questions in real time, creating supportive health communities, or sharing engaging videos, social media puts healthcare where people already are — online. In fact, 71% of Gen Z and 66% of millennials turn to social platforms for health-related information. With 5G in the mix, these connections are about to get even smoother. Faster speeds mean high-quality videos, live chats, and interactive campaigns can happen without a hitch, helping healthcare organizations create meaningful, human-centered experiences. Conclusion In an increasingly digital and patient-centric industry, healthcare marketing is no longer about isolated campaigns but a holistic strategy rooted in personalization, technology, and trust. By utilizing advanced tools like AI and automation, creating impactful content through video and education, and engaging patients through omnichannel experiences, healthcare organizations can meet audiences where they are while fostering long-term relationships. As consumer expectations evolve, the focus must remain on delivering seamless, patient-centric experiences that simplify complex healthcare journeys. Whether through influencer-led storytelling, dynamic telehealth services, or data-driven personalization, the goal is clear: empower your audience with the right information, at the right time, through the right channels.
Medical Congresses in the Digital Age: How Pharma Can Maximize Engagement Posted on January 7, 2025January 7, 2025 by Vladyslav Kitsela Before the global pandemic, most medical congresses were held in person, letting attendees meet and network during lectures and at booths. During the COVID-19 crisis, the industry pivoted to a virtual format. Participants adapted by digitizing their content, creating remote presenter briefings, and exploring new ways to ensure high engagement. Like any challenge, this shift also brought exciting opportunities. Virtual meetings expanded reach and introduced innovative strategies to track audience engagement. As we approach 2025, are virtual congresses becoming a thing of the past? What is the best way to host a medical congress, and how can you enhance its impact? This article will answer these questions. But first, let’s define a medical congress and look at its role in engagement. What Is a Medical Congress? A medical congress is a professional event where healthcare providers (HCPs) come together to share and expand their knowledge and advance their professional development. Dating back to 1867, these congresses have evolved to focus on scientific exchange among medical associations, institutions, and practitioners. Participants share the latest discoveries and breakthroughs in medical technologies to enhance their practice and improve patient care. Networking is also an essential aspect, as attendees connect, forge new relationships, and explore opportunities for collaboration each year. Why Are Medical Congresses So Valuable for Engagement? Why do pharma brands have to treat medical conferences as one of their vital channels? Here are the key reasons: Showcasing your product Medical congresses provide an ideal platform to demonstrate your innovative approach, ground-breaking medical technology, and the latest research or clinical trials. This approach allows you to market your solutions in an organic, impactful way. Brands often show real-life examples of how their offerings address individual HCPs’ pain points and tackle broader industry challenges. Building credibility A medical congress is where HCPs can engage directly with your brand through meaningful conversations. Whether face-to-face or virtual, these interactions allow you to educate professionals about your products and position yourself as an industry expert. You foster trust, credibility, and authentic, human connections by showing the real people behind your brand and addressing their questions. Getting to know the audience Communication with HCPs provides valuable insights into their challenges in patient care. These insights can help you enhance your brand’s relevance to its target audience –– not just through product improvements but also by tailoring your engagement strategies. For example, if cardiologists mention their demanding schedules and limited time for meetings with MedReps, you could shift your approach to self-detailing tools instead of relying on remote or in-person visits. How Digital Transformation Is Changing Medical Congresses The COVID pandemic catalyzed digital transformation, reshaping the organization of medical congresses. Attendees embraced virtual events to connect and continue learning. A major advantage was the ability to join sessions previously missed due to scheduling conflicts or travel limitations. This format worked for a while, but eventually, virtual communication fatigue set in. Attendees began to miss the real-life connections that in-person events offered. Beyond networking, presenters struggled without the ability to see their audience’s reactions and body language. This made it harder to foster two-way communication or create engaging, shared stories with the audience. Questions submitted in the chat during the live stream could not fully replace the dynamic discussions of an in-person meeting. Moreover, there were logistical challenges. Organizing virtual congresses across multiple time zones took a lot of work. Often, HCPs had full workdays, or the meetings took place late in the evenings. Both in-person and virtual formats have pros and cons, as well as fans and critics. One study reveals that over half of HCPs are open to attending in-person medical conferences. At the same time, another highlights that an impressive 87% of providers prefer virtual or hybrid events –– a mix of online and in-person participation. Today, hybrid models are becoming the new norm for medical conferences, catering to the audience’s diverse needs. This setup lets pharma companies enjoy the best of both worlds while focusing on an improved experience for HCPs. Key Steps for a Smooth Hybrid Congress When preparing your presentation for a hybrid congress, you will likely encounter a common challenge: bridging the gap between the immersive interactions of in-person attendees and the engagement of your virtual audience participating via Q&A chats. Virtual attendees may feel less connected to the medical congresses, often battling distractions from their clinics or homes. Consider using the following strategies to address this challenge and ensure HCP engagement: Offer content in diverse formats Make sure you deliver content in different formats to meet the needs of a diverse audience. Some attendees prefer to dive into details like in-depth data charts, while others want concise, bite-sized information they can skim through. Remember that your content should be mobile-friendly so that HCPs can access the medical congresses on smaller screens. Also, providing short-form, condensed updates after the event can help reinforce key takeaways, while detailed resources, like whitepapers, can help you maintain engagement. Make sure both physical and virtual attendees have access to the same types of content. Leverage virtual reality While there will always be some gap between virtual and in-person attendees, your primary goal is to minimize it as much as possible. One effective solution is to equip on-site participants with virtual reality (VR) headsets to facilitate interaction and networking with the virtual audience. This innovative technology can also enhance product demonstrations or bring clinical trials to life, creating immersive and memorable branded experiences. This way, you can boost brand recognition and foster deeper engagement with your audience. Use visual storytelling A single video can convey more than a thousand words during your presentation. While a well-rehearsed script is essential, the visuals grab attendees’ attention and make your message more impactful and digestible. Animated videos are a powerful tool you should leverage at your booth and share with your online audience. Keep in mind that these videos need to be more than just visually appealing. They must also be highly informative and tailored to meet your audience’s expectations, delivering the content they value most. Additionally, slide decks and interactive infographics can help providers better understand complex medical information, synthesize findings, and showcase your brand’s creativity and personalization. Consider sharing printed visual materials that HCPs can take home or providing them as follow-ups via email for virtual attendees. When crafted well, these materials can sustain engagement long after the event ends. Monitor virtual audience activity Tracking your results is essential for optimizing your future medical conferences and identifying the best next actions for engaging HCPs. With modern technologies, you can easily monitor various metrics to evaluate your impact, especially among virtual attendees. First, you should focus on reach metrics like open, click-through, and conversion rates. Then, to analyze engagement, consider factors such as claps, viewing time, and attendance. Be aware of brand advocacy. You need to know how your audience feels about your brand. Is it emotionally connected to your business? How likely are your customers to recommend you to their friends? Metrics like net promoter scores, post-event surveys, and customer experience assessments can provide valuable insights. Capture the results in your customer relationship management (CRM) system. This single source of truth will help medical representatives (MedReps) plan their face-to-face visits better. Measure physical attendee interaction You might be asking: ‘How do you track your interactions with physical attendees when the data is not as readily available as it is for online audiences?’ Sure, evaluating your reach and engagement will take more work, but it is essential for delivering a compelling customer journey. You will want to track attendance, conduct surveys, and distribute feedback forms to evaluate whether the congress was successful for your brand. Keep track of how many contacts you have made with HCPs and how many printed materials you have handed out. Emotional intelligence is pivotal in face-to-face interactions. While technology is expected to do much of the heavy lifting, there are moments when the human touch is irreplaceable. Listen to your audience’s reactions during panel discussions or at your booth. Are they asking questions and maintaining eye contact? Do they stay to talk after your presentation, or are they quick to leave? Are they laughing at your jokes and applauding enthusiastically? After the hybrid event, using social listening is a smart move. While HCPs are often cautious about sharing negative feedback on social media, it is worth checking if they praise your brand. Finally, focus on engagement rates with your follow-up materials, and remember to share post-event surveys to understand what resonated with the audience. Engage Audiences Like Netflix Does The great thing about Netflix is its on-demand content. Pharma brands can adopt this approach to make medical content delivery more convenient for HCPs. With physicians seeing an average of 20 patients daily, finding time for medical congress content during work hours can be tricky. Adopt a Netflix-style approach to content delivery to accommodate their busy schedules. Provide access to your materials for up to a year after the hybrid event so HCPs can learn at their own pace. Final Words A medical congress is a significant event that brings together hundreds, if not thousands, of industry professionals. Your goal should be to make the most of this opportunity now rather than wait until next year. To succeed, tailor your content formats to match your audience’s expectations. Since there is a gap between virtual and on-site participants, consider using the latest advancements like VR for networking. Incorporating visuals into your storytelling is also a good idea to make medical data more engaging and easier to understand. Track interactions with both virtual and in-person audiences to refine future campaigns and identify the next best actions. And do not forget to provide on-demand content access for HCPs’ convenience. Reach out to the Viseven team for expert assistance in content production and analysis for medical congresses.
