I was delighted to be asked recently to contribute to a article at Austin Marketing on what to expect in healthcare marketing in 2017.
My prediction is that demand for live video will grow in 2017 as consumers want a more immediate and real connection to healthcare brands. Marketing will be less about pre-produced, scripted videos, and more about delivering an authentic experience that people can connect with and feel part of.
In 2016 we saw the rise of mobile video consumption on platforms such as Snapchat and Periscope. In addition, the main social media platforms all rolled out new features and products around live streaming.
With the launch of Facebook Live, Facebook, in particular, is putting greater attention on live video in its algorithm – a move marketers cannot afford to ignore. The ability to reach and engage consumers will increasingly be driven by video, and this, in turn, will expand to include better marketing and advertising options for healthcare brands in 2017.
What do you predict will happen in the coming year?