This month, we explore Meta’s new AI-powered video translation tool, discuss the critical role of local SEO in healthcare, and reveal how proactively managing negative comments on social media can strengthen trust within your community.
KEY PLATFORM UPDATES
AI-Powered Translation for Reels:
Meta’s new translation feature for Instagram and Facebook Reels provides automated dubbing and lip-syncing, allowing brands to reach audiences across different languages. This feature will initially be limited to English and Spanish, with plans to expand support to more languages in the future. This feature represents a step forward in leveraging social media platforms to break down language barriers and promote widespread access to crucial health information.
Google Boosts Trust with Verified Content Creator Labels:
Google have updated their search results to now identify content creators by labelling them with industry specific titles, for example “Content Creator (Medicine)” and “Content Creator (Science)”. This update aims to highlight the importance of verified experts, especially in fields like clinical research where trust and credibility are essential. By associating professionals’ credentials directly with their published medical or scientific content, Google aims to boost user confidence and deliver more reliable, field-specific information.
TikTok Launches Automated Ads Feature:
TikTok has introduced an automated ad option to help advertisers optimise their campaigns ahead of the holiday season. The main feature, called Smart+, fully automates ad creation, targeting, and bidding. Advertisers just provide their assets, budget, and targeting goals, and Smart+ handles the rest, selecting the best creative for each audience.
INDUSTRY TRENDS
Local SEO for Hyper-Targeted Marketing:
By focusing on local SEO and hyper-targeted marketing, healthcare organisations can enhance their visibility to people actively seeking clinical trials in their area and local stakeholders. This approach is especially powerful when considering that 78% of location-based mobile searches result in an offline purchase within a day¹. In the context of clinical trials, this translates to potential participants finding relevant trial sites nearby and acting quickly to enquire. For CROs, ensuring that trial locations, contact information, and eligibility details are readily accessible and well-optimised for local search can significantly increase participant recruitment and engagement.
DIGITAL NEWS
Towergate Launches ‘Menopause+’ Program:
A recent survey from Towergate Employee Benefits reveals that 20% of UK employers anticipate greater demand for menopause support in the workplace. This is especially relevant given that approximately 6 million employees in the UK are affected by menopause-related symptoms, which can impact their well-being and job performance. Towergate has responded by launching “Menopause+,” a program offering educational resources, training for managers, and personalised coaching to foster a supportive work environment and help retain experienced talent.
Dementia Trials Receives New Funding:
The UK government is investing £20 million in the Dementia Trials Accelerator, which aims to boost participation in dementia clinical trials from 61 to tens of thousands². This initiative, led by the UK Dementia Research Institute and Health Data Research UK, focuses on improving the infrastructure for clinical trials to make new treatments for neurodegenerative conditions more accessible. By using advanced technology and health data, the program will quickly identify people at risk of early-stage dementia, encouraging more individuals to participate in clinical trials.
New Tech Initiatives Include Overdose Alert System:
The UK government is investing £12 million in technology projects to reduce drug deaths³. Key initiatives include PneumoWave ALERT, a chest sensor that alerts emergency services during overdoses, and a virtual reality program to help users cope with cocaine cravings. Researchers are also looking into naloxone wafers to make overdose treatment more accessible. These efforts, funded by the Addiction Healthcare Goals program, target regions with high drug death rates, particularly in Scotland.
Sources
16+ Powerful Near Me Searches Statistics & Data [Updated] [Internet]. RedLocalSEO. 2024 [cited 2024 Nov 5]. Available from: https://www.redlocalseo.com/near-me-searches-statistics/
New £20m Dementia Trials Accelerator to increase participation in dementia clinical trials by “tens of thousands” [Internet]. HDR UK. 2024 [cited 2024 Nov 5]. Available from: https://www.hdruk.ac.uk/news/new-20m-dementia-trials-accelerator-to-increase-participation-in-dementia-clinical-trials-by-tens-of-thousands/
Health. Virtual reality and wearable technology pilot to cut drug deaths [Internet]. GOV.UK. 2024. Available from: https://www.gov.uk/government/news/virtual-reality-and-wearable-technology-pilot-to-cut-drug-deaths
