Looking Ahead to 2022
Written by: The RFH Executive Leadership Team
As 2021 comes to a close, we’re more excited than ever about where our industry is headed. Our commitment to science, strategy, and storytelling will be as strong as ever in 2022. At Razorfish Health (RFH), our focus is on the trends and disruptors that will shape how medicine is practiced today, creating a healthier tomorrow.
Hear below from our executive leadership team on what they think will be drivers in the year to come—not only for health care professionals, but also for the communicators who are working to provide better connections between providers and patients.
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“2022 will be the year of information on demand. HCPs, like all of us, have shifted to working on their terms. They seek information and real-world data in a way that fits their new work reality: self-guided IVAs, real-time connections to MSLs/reps/peers, and benefit/coverage information that can be emailed directly to patients during a live or telehealth visit. Pharmaceutical companies and agencies like RFH that use technology to meet HCPs on demand will be in demand in 2022. ” — KARA DUGAN // PRESIDENT
“We expect to see a continued shift in patients taking ownership of their own health data—not only with wearable technology, but also with increased access to test results and medical information through patient portals. This change will shift the conversation and balance of power in the doctor-patient relationship.” — JILL KAUFFMAN // STRATEGY
“The mindset of an agile marketer is less about a top-down management construct to help drive the business and is more about how marketers work daily to shift rapidly or meet customer needs in real-time. What it means for many Client Services professionals is that we must remain close enough to our clients and their internal activities (outside of typical AOR responsibilities) to be their right-hand consultants and business strategists. The Client Services professional must be the architect and steward for an iterative and nimble framework that provides transparency to the process that we use and the solutions we deliver.” — AYANNA TELFORT // CLIENT SERVICES
“It will be tempting to view the increase in virtual care options and concierge-style health centers as a net positive for consumers. But financial and technological inequities could mean an even greater divide between the health-haves and the health-have-nots.” — TJ CIMFEL // CREATIVE
“I believe we will continue to see the evolution of the virtual landscape. From remote workforces to hybrid in-office and remote working models, companies will have to adapt to fit the needs of a post-lockdown workforce that allows talent to connect, grow, and innovate. Talent will be looking for companies that offer the flexibility and empathy to work in a way that makes the most sense for them.” — JEN FRACASSA // HUMAN RESOURCES
“Patient empowerment about health care options will require strong physician encouragement. This relationship must be built on trust, communication, and a common understanding. Finding the right method of communication is at the forefront of RFH’s strategy in 2022.” — CAROL BENDIG // FINANCE
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At Razorfish Health, we know what it takes to navigate the modern health care landscape. If you want to fuel your knowledge, please reach out to Delia.Pavlichko@razorfishhealth.com. We’re interested in hearing your perspective as well as your thoughts on the upcoming communication challenges and opportunities.