Navigating the future: AI and tech top our health and wellness trends to watch this year

Artificial intelligence (of course)

“I would be remiss if I didn’t mention AI at the top,” says Cowling. “AI, and generative AI in particular, is growing at incredible rates and is quickly becoming an essential element in what we do – from how we manage and run advertising campaigns, to how we carry out everyday analyses and processes.”  

“It’s such a sweeping shift that it’s time to talk less about AI itself and more about the opportunities it presents.” 

The way we search and discover content is changing

“With the rise of AI search functions such as Google’s Bard or Microsoft’s Copilot, users can digest information without having to go through a search engine – or even visit a website. The same goes for platforms like TikTok, which amplifies a wide range of new voices in discussions around health. According to Forbes, in 2022, 33% of Gen Z-ers trusted TikTok more than doctors, suggesting that this emerging trend is likely to be even stronger with younger generations.”  

“These new modes of search behaviour enable patients to get answers quickly and learn from first-hand experiences. These are rewarding and impactful touchpoints for patients who are on their journey to diagnosis – but they come with risks. It’s all too easy for patients to take in inaccurate information. “ 

Patient journeys are more fragmented than ever

“So many new and emerging ways for patients to interact with content means more ways to lose sight of your audience. Single channel and siloed approaches are no longer reasonable strategies for driving action among patients or healthcare professionals (HCPs).“  

“These new fragmented, hard-to-track user journeys call for more integration. Brands need to do more than simply have a presence on all available touchpoints. The current landscape requires a joined-up strategy that uses the strengths of each platform and every interaction to talk to users in the right way.” 

“The expanded channel mix can also help you learn more about your audience – and use that insight to drive value, especially for patients, by reducing gaps in visibility and providing a clear voice of guidance.” 

The need for expert voices has never been greater

“The increased availability of health-related content makes it more important than ever for patients and HCPs to be able to connect with reliable sources of information from industry experts.”  

“This needs to be a major focus for healthcare brands. Content needs to be scrupulously fact-checked while matching the speed of emerging platforms and providing first-hand patient experiences from rising industry voices. Users also need to be educated on how to safely use AI. Responses generated by AI need to be fact-checked, especially when they relate to health.” 

Compliance is still king

“It may not be the most attractive part of healthcare marketing, but it is one of the most important – and with the changes outlined above, it’s only becoming more vital.”  

“With the complexities of these new channels, new voices, and a more fragmented user journey, processes around compliance will continue to get more intricate – and ultimately longer.” 

“The good news is that AI and machine learning can help reduce some of these complexities. We’re actively implementing these technologies in our agency compliance tools – and speeding things up ten-fold as a result.”   

“As the technology advances, we must continue to look at how the combination of powerful computing alongside human expertise can unlock better and more efficient compliance processes.”