ABSTRACT
A digital communication strategy offers brands and healthcare organizations new and unique ways of engaging with their customers and audiences to a greater degree than has been previously possible, although many long-standing marketing and communication principles still apply. Consumers and physicians are spending more and more time accessing digital media via desktop and mobile devices and less and less time reading newspapers and magazines, listening to the radio, or watching broadcast TV. Direct marketing is a channel-agnostic form of advertising by which a healthcare organization can communicate directly with the customer, whether they are consumers, patients, or HCPs. According to the 2014 US Mobile App Report by Comscore, total US digital media time spent has jumped 24 percent in the past year, driven by a surge in mobile app usage, which increased 52 percent. The future of SEM is to develop and integrate digital assets such as video and maybe even blogs and other social media into the marketing mix.
