The 2023 Healthcare Landscape: Delivering Value and Building Patient Relationships Using Branded Content

Healthcare is at once personal and universal. The individual patient experience is shaped by identity, needs and stage of life. But in our uniquely structured healthcare system, certain pain points transcend demographics. With WebMD on their browser and physician influencers in their feeds, who do patients turn to for information they trust?

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‍Watch these clips that detail best practices for healthcare content

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Provider Advice Still Reigns Supreme

Making an appointment with their doctor was the most common step taken when patients were asked about overall action (40.5%).

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Types of Content Patients Find Most Valuable

Around the point of diagnosis, patients most wanted guidance on how to discuss their symptoms with their healthcare providers and to hear from others experiencing similar symptoms. 

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Patient Pain Points, Costs & Anxiety

The lower income tiers were likeliest to say that cost was a pain point but a third of folks making $200K+ per year also said it was an issue.

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Patients Want Content That’s Easy to Follow

The top answers were FAQs and visual content, with video and short-form articles coming third and fourth.

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Telemedicine Has Plenty of Room for Growth

The pandemic opened up the way we thought about and used telehealth. But there’s still a huge amount of opportunity to grow.

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Watch "The 2023 Healthcare Landscape: Delivering Value and Building Patient Relationships Using Branded Content", A Nativo Webinar, on-demand now to learn:

• The attitudes, pain points & priorities of the 2023 healthcare patient
• Why branded content is the bridge for building patient relationships & trust
• What types of branded content patients find most impactful
• How to maximize the impact of your branded content campaigns

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