Amidst a post-pandemic landscape marked by dis- and misinformation, new technologies, and platform shifts, health communications will need to be rightly balanced between convenience, quality, and trust to cut through the digital noise online. Navigating the dynamic social media terrain will require adherence to regulatory standards, while the adoption of new trends like artificial intelligence offers new approaches for content creation and audience insights. Medical communicators will need to harness the power of new technologies, employ content strategies tailored to audiences and platforms, and continue to measure social media metrics to stay ahead of the times and deliver effective and impactful campaigns.
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Nicole Bezuidenhout (2024) studied this question.
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