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Experts caution about information gap in health and pharma industry as one of the prime concerns
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Shardul Nautiyal, Mumbai
June 25 , 2021
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Experts have cautioned about the information gap in the health and pharma industry as one of the prime concerns amidst the raging pandemic coupled with the shortage of resources.
The singular purpose of health communications during a crisis situation is to provide accurate and succinct information to the public. All of these issues arise when there are no centralized information systems and absence of strong healthcare communication strategists orchestrating the distribution and understanding of this information.
Explains Akshaara Lalwani, founder and CEO of Communicate India, “Data helps to bridge the communication gap between health systems that are often fragmented and in chaos during high pressure situations. Other major concerns in the health communications space are the spreading of erroneous information, information overload, and scattered information across multiple platforms. The most dangerous of them all is the lack of information or information falling through the cracks.”
She further added that a well-oiled digital communication and information machinery with professionals that can help manage communications for healthcare and pharma brands and stakeholders will definitely lead to lesser information mishaps and fill existing gaps. Real-time actionable insights can be made available owing to the power of social media and mobile apps, and this in turn can save lives during health emergencies. Stakeholders in this business must therefore constantly work towards innovating relevant tech solutions so that people can have access to the correct information and protect themselves.
Speaking on the kinds of digital communication tools the industry and brands adopt , Lalwani said, “Databases are one of the strongest tools in the communications arsenal because they provide open-access information that is verified and researched. Databases form the bedrock of scientific information during a public health crisis and their easily accessible nature can truly help people get access to useful information during an emergency. Tracking tools are another way in which data can be collected and categorized, and eventually be used to gain meaningful insights.”
Virtual one-on-one sessions are also extremely useful to facilitate effective communication and gain consumer trust during a crisis-like situation wherein people are unable to interact in person. Overall, there is a need for a flexible communication system that can incorporate multiple channels and work in a holistic manner to provide transparent information. Each of these digital communication tools can be adapted across brands and businesses in the space to create a highly relevant ecosystem which functions on trust and efficacy.
Health and pharma brands leave no stone unturned when it comes to leverage the latest tech for creating ace products and services. Communications of these brands in the digital space needs to move beyond promotional tactics.
Building trust is a key challenge most communication experts face in the health and pharma space. To meet this challenge, a strategist needs to focus on building the brand in the role of a reliable partner helping stakeholders navigate challenging times. Communications which are proactive, agile and solutions based instead of focusing on problems also are a key differentiator for successful strategy partners.
“There is a need for pharma and health businesses to fully adopt digital when it comes to communicating with its various stakeholders and not only selling or marketing to them. Personal relationships, education on trends and topics and numerous value-based offerings can be built via digital communication channels, which is only possible when the approach is holistic and not confined to sales,” Lalwani concludes.
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