In lieu of in-person doctor visits, patients have turned to social media and other digital channels for medical discussions, answers to their questions, and, most of all, empathy – more than ever before. In the past, risk-averse companies have been hesitant to stray from more educational messaging, but establishing an emotional connection is not only needed now more than ever but can also be a key part of your marketing success. Demonstrating and encouraging an emotional connection can drive the conversations that have key business value, set your content apart, drive interaction, boost digital traffic, and ultimately increase HCP conversations about your products.

Building trust with content that invites interaction is key to effective patient marketing. In light of COVID, consumers have more questions than ever about symptoms, doctors, and treatments, and they’re looking for brands that address those concerning topics and meet them where they are in their patient journey. Engagement needs to be measured by more than click-through rate or likes on a post. Engagement needs to be measured in patients’ participation and interaction with a brand via tools that create a positive emotional experience like quizzes, chatbots, and polls—tools that allow marketers to balance the mix of facts and feelings in their content and nurture trust.

Join us as we discuss how to create compliant engagement-focused content that influences patient behavior, builds trust, and generates meaningful engagement through empathy and understanding.