The upcoming generation of digital developments will help people manage their health through tailoring information as well as facilitate monitoring via interconnecting objects.
Digital channels are playing an increasingly large part in everyday life. Everyone is connected and able to search, select, rank, generate and exchange content with ease and it should be no surprise that the web is used for health issues, both to find information about them and communicate, not only by consumers, but by all healthcare stakeholders, including physicians.
The web and digital communications in general are evolving rapidly and some of the key trends are relevant to new approaches in healthcare.
New information and communication technologies have facilitated the emergence of rapid, dynamic interactions, driven by the active participation of users who generate content and, more recently, services.
Semantic web and Internet of Things are two of many examples of how digital is co-driving some of the key transformations in health and medicine.
Semantic web, encompassing technologies to allow machines to understand the meaning of information online, along with personalised search, openness, communities, intelligent tools, content and data integration are some of the pillars set to support these new requirements.
Internet of Things (IoT), also known as Internet of Objects, refers to the idea of creating a network of everyday objects. IoT is seen by many as the next big evolution in the digital environment.
Download the full article, written by Alain Sarraf, President Europe - Publicis Healthcare Communications Group, and Roberto Ascione, President of Publicis Healthware International.
Pharmaceutical Marketing Europe - January/February 2011
