The Filipinos’ growing interest for healthcare has notably spurred the local pharmaceutical industry to expand slowly but sustainably.

According to the sixth edition of the Philippine Pharmaceutical Factbook, “the healthcare and pharmaceutical industry continues to expand. Private and government facilities are steadily being added and new establishments and products are continually being introduced to the public.”

Latest data from the National Statistical Coordination Board showed that the total health expenditure in 2005 rose by 9.4 percent to P180.8 billion from the previous year’s P165.3 billion. Per capita health spending likewise went up by P142—a 7.2-percent increase—to P2,120 in 2005 from the previous year’s P1,978.

The rising number of Filipinos becoming interested in healthcare has paved the way for significant changes in the industry, like the development of new and niche pharmaceutical and wellness products, variation of existing ones and changes in consumption patterns.

Consequently, these changes have prompted companies to consider novel approaches in reaching existing consumers and tapping potential customers for their new product offerings, said Philip Katipunan, managing director of McCann Healthcare—the healthcare communications unit of McCann Worldgroup.

For one, the dizzying clutter of ads nowadays had made it more difficult to catch the attention of the highly segmented and demanding consumer markets, Katipunan noted.

As such, it may be useful to explore new forms of communicating to the audience such as the Internet, which could enable companies to better target their specific, intended consumers.

“New media, particularly the Internet and mobile media, may prove crucial in bridging the gaps not readily addressed by traditional forms of media. New creative executions are also being explored as a means to rise above the clutter in media,” he explained.

For instance, the Internet has revolutionized the way people live and work, he said.

“From being a one-way source of information, it has completely evolved into a unique community brimming with activity, and also potential for marketing communications,” Katipunan noted.

He stressed that one important trend to take note of is the fact that consumers now create and consume media and would want to be involved in the discussion.

In the healthcare industry, Katipunan noted that the balance of power had shifted from doctors and hospitals alone to a shared responsibility among all stakeholders including the patients.

Katipunan pointed out that in the past, “it was a simple dialogue between pharmaceutical companies and the doctors who prescribe medicines to patients. Patients nearly did not have any say on the kind and prices of medicine.”

“With all the technological changes—particularly the advent of the Internet—patients now have access to all sorts of information. Patients go to clinics with a brand or medicine in mind already and the role of the doctor is to validate or correct what the consumers already know about a condition or a medicine,” Katipunan explained.

He likewise pointed out the power of blogs to create gravity around certain issues cannot be overestimated.

Blogs have relatively high credibility among Internet users as these are not paid advertisements but actual endorsements or opinions, he added.

“The fact is surfers often use these sites as references for research or other legitimate activities. And for marketers, the potential of these sites to shape public opinion, or simply create awareness around certain issues cannot be denied,” Katipunan explained.

For one, pharmaceutical companies can use this new platform to further create awareness on a certain disease—of which they have the medicines for—as a form of public service.

This mode— disease awareness campaign — is being done by some firms through traditional media forms, Katipunan said.

As for the use of mobile-phone media, Katipunan noted that while SMS-based promotions and advertisements are starting to become commonplace, “we have yet to see the same thing happen to mobile audio and video broadcasting.”

“Brand marketers will be scrambling to be first in using that platform as soon as some degree of critical mass is attained,” he added.

Meanwhile, out-of-home advertising is another emerging trend, owing hugely to its ability to tap consumers in areas where they will be more receptive to messages.

“Have you noticed that brands with health-related propositions are sprouting in gyms, spas and even hospitals? For the establishment owners, this may just seem as a new source of revenue. But for advertisers, it’s an opportunity to align your communication idea more strongly with your medium, thus creating a more amplified delivery of the message,” he explained.

And while the traditional platforms of TV, radio and print may still prove to be effective, Katipunan pointed out that it has become increasingly critical to find ways that will allow your ads to rise above the clutter, for products to make a mark on your target market.

“Go right ahead and dive in. Get your feet wet. Explore new ways of reaching your target audience. Try new media channels and creative approaches,” he urged.

“Venturing into unknown territory will always be uncomfortable. But you can always check your moves against what your customers are thinking, feeling and doing. In the end, our security will come from the fact that we are evolving with them. And we know we will never be left behind,” Katipunan said.