It’s the 2019 Trends Edition! What. a. year. 2018 saw notable digital challenges. Many brands struggled and failed to implement company-wide digital transformations. There seemed to be a race for the most security breaches possible in a 12-month period, and we learned more about Facebook’s complete disregard for user privacy. But there were wins too. Single-minded initiatives like acting on survey results to fine tune UX on a critical platform or investing in niche audiences ended up paying off, increasing brand affinity and driving trackable dividends.
In 2019, it’s all about FOCUS
CDMP’s digital practice will stay dogged in its approach to provide necessary and intuitive digital experiences that resonate with our brands’ audiences. Below you’ll find three digital trends to keep top of mind.
Leveraging digital to make the invisible, visible
Patient advocacy groups are becoming more savvy in their attempts to raise awareness. Now that it’s clear it’ll take a lot more than a hashtag to create a movement, organizations are partnering with tech companies to design stunts that help spread the word in memorable and contextually relevant ways. “Toxic Toby” for example is a stuffed animal that coughs and tweets alerts when the pollution levels in the UK become dangerously high. [
We know which channels to leverage to bring messages to the masses, but what does a visceral illustration of that message look like? One great example comes from the Melanoma Know More group. They partnered with PopSugar.com to “hack” all of the periods (.) in health and wellness related articles late last year. Users incidentally mouse-ing over periods at the end of sentences were surprised to find content about how to detect skin cancer. Melanoma Know More used overlooked punctuation to illustrate the dots we may be overlooking on our own bodies. That’s pretty powerful.
“Paging Dr. Google!” Voice adoption has more implications than just skill development
Gartner predicts that by 2020, 30% of our browsing sessions will be voice activated. Late last year, Amazon claimed that supporting a voice experience with visuals improves search accuracy and results in higher user engagements. [Source]
Amazon is leading the way in voice + visual search innovation with the announcement of its design language, Alexa Presentation Language (APL), for building Alexa skills for devices with screens like the Echo Show. But, creating skills is only one part of enhancing voice search. Given the fast adoption rate of voice search it is imperative that we optimize our brand’s sites for voice search rankings through our firm commitment to designing mobile-first, simplifying navigation and creating differentiated content. It is also important to keep in mind that voice is still very much a US tactic. Outside of the US, Alexa has only been made available in the UK and Germany.
Have it your way
In 2019, competitive retail brands are committed to creating customized experiences for the masses. Instead of employing tried and true competitive tactics like lowering prices, they are busy designing individual experiences. You may already see this happening with your favorite retail brands. Here are two examples of innovative advancements in personalization: In Japan, Nestlé is using DNA to create personalized diets and FOREO released the world’s smallest AI-powered facial cleansing device.
What does breaking the mold to provide a personalized experience look like? When a patient has provided us with their zip code at email opt-in, can we automatically point them to prescribing HCPs in their area and provide them with a region-specific discussion guide?
by Nicky Battle
Vice President, Digital Strategist