19August 2019By Lyn Falconio, CMO, Publicis HealthContent creators and engagement strategists for health are accelerating on all fronts towards relationship-driven content -- specifically, creating invitational, collaborative, dynamic, two-way content that puts people and their needs first. Creating one message for one brand is swiftly being replaced with content strategies enabled by data and technologies, built for one-to-one, personal, real-time behavioral insights. Always on. Everywhere.Content marketing bridges the gap between advertising and relationship management through dynamic creativity that responds to what's wanted and what's working...continuously. In its most powerful manifestation, it builds on the true behavior of people and what it takes to engage them: the stories they want to hear in the places they are, in the moments that matter most to their decision-making. Adopting this approach opens a world of opportunity and agility that fundamentally reframes how we look at creative, strategy, and media planning. Today, we have a galaxy of communications touch points that are reimagining health experiences and engagement in ways far more valuable to brands, and far more useful to every consumer and healthcare professional they reach.For health and wellness marketers, this means more than merely acknowledging that almost 30% of all online adults are blocking ads. As weguide our clients to shift their marketing dollars away from traditional online advertising and into other content engagement investments, we also approach today's communications environment with heightened awareness that healthcare marketing, simply put, is healthcare. The conversations we ignite, the influencers we reach, the data and content we cast across the consumer health journey, all set the stage for the most personal outcome there can be, your health and well-being. When it comes to content, we know healthy conversations lead to healthy behaviors and ultimately to healthier outcomes.Your health your wayThere are several forces changing how we activate health and wellness content today. One significant shift is the pivot from asking "what disease does this person have?" to "what person does this disease have?" This subtle nuance changes everything. We now understand that who a person is, what they believe, where they live, how In Health, the Power of Content is the Power to Transform LivesLyn FalconioCMO INSIGHTS
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