In lieu of in-person doctor visits, patients have turned to social media and other digital channels for medical advice, answers to vulnerable questions, and, most of all, empathy – more than ever before. In the past, risk-averse teams have been hesitant to stray from more educational messaging, but establishing an emotional connection is needed now more than ever. In fact, enabling emotional connections can be what sets your content apart to drive interaction, boost digital traffic, and increase demand.

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 content that influences patient behavior, builds trust, and generates meaningful engagement through empathy and understanding.