Discover key insights from Vanksen’s whitepaper, “Empowering Patients and Health Professionals through Digital Content,” as shared by Nesem Ertan, Creative Strategist at Vanksen, and co-author of the study. This study explores the pharmaceutical industry, legal constraints, audience engagement, and regional differences in France and North America, offering actionable strategies for tailored healthcare content.
What are the key findings from Vanksen’s latest study on digital content in the pharmaceutical industry?
The study revealed that legal restrictions in France and most European countries are compelling major players to focus on providing useful content to patients and health professionals.
This is best achieved through awareness campaigns, which can help individuals discover new treatment options or even self-diagnose health issues, ultimately encouraging them to seek medical advice. Another approach is creating content platforms.
The latter involves establishing platforms that doctors can share with their patients, offering information on how to prepare for consultations, adopt healthier lifestyles, and receive advice on nutrition or physical activity. However, these platforms don’t include information about treatments.
“The case study discusses key questions that can assist clients in creating platforms that benefit patients and health professionals.”
Nesem Ertan, Creative Strategist at Vanksen
How does the case study in the report practically apply the study’s insights?
The case study aims to put these insights into practice. Vanksen imagined being tasked with developing a platform for parents with asthmatic children. They took a comprehensive approach, studying data, conducting interviews, working on user experience (UX), design, and media.
The case study includes prototypes of the platform, complete with branding elements such as logos, names, and domain names. Each section of the case study discusses key questions that can assist clients in creating platforms that benefit patients and health professionals, expanding their reach.
What insights does the study provide on the differences between French and North American healthcare dynamics?
The study highlights a trend observed in the United States, where niche target audiences are a popular choice. In less regulated markets like the USA, health platforms often specialize in specific areas, offering one-stop solutions. For example, individuals can instantly consult with a dermatologist online, receive tailor-made treatments, and obtain discounts, all through a specialized dermatology website with a unique brand identity and a complete social media presence.
In contrast, French players are advised to continue providing valuable content while integrating best practices for communicating with specific audiences. This approach can boost engagement by leveraging the right digital strategies.
For more in-depth insights and examples, download the full study.
