How voice is impacting and enriching health marketing


Marketers tend to follow technological trends to understand how they can help influence and engage new consumer groups. According to eMarketer last year, 35.6m Americans used voice-activated assistants, a number that has doubtlessly grown in the past year since with Amazon Echo possessing 70% of voice device users. It is also doubtlessly the future of search, although perhaps not as integral as Comscore’s prediction that 50% of all searches will be voice searches by 2020.

Healthcare, arguably more than any other sector, is affected by tech trends and with the growth in voice tech, it seems marketers have a new range of devices to work with.

“Voice technology will fundamentally change the experience of healthcare, perhaps more than it will any other industry,” confirms Brendan Gallagher, executive vice president of experience strategy and innovation at Digitas Health.

“It will impact every major player across the entire health spectrum — from patients to healthcare professionals (HCPs) to payers and integrated delivery networks (IDNs). Voice will offer brands the opportunity to meaningfully engage customers throughout their healthcare journey, but only if they respect the medium. For patients, brands will have new touchpoints in the home, like Northwell Health’s Emergency Room wait time Alexa skill. We’re also seeing voice being used in clinical settings, like Sonde Health, which recently went public with a patent that uses speech to measure vocal biomarkers for physical or psychological conditions. Or Pillo Health, a voice-enabled digital health platform that enables remote clinical trials and care plan delivery in post-market settings. Pillo recently won the Novartis Digital Health Companion Challenge at the VivaTech conference in Paris.”

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