With healthcare evolving from a fee-for-service system toward one that bases payment on outcomes, marketers must speak to customers in value-oriented messages.
The best marketers possess a mix of scientific know-how, digital dexterity, and unflappability. To keep them, agencies need to revise their thinking and tactics.
In apportioning their media budgets, pharma companies continue to straddle the line between new and traditional strategies.
Amidst the massive technological and social changes upending the societal status quo, the culture of doctors around the globe is also in flux. Technology must be humanized to advance care. McCann Health’s “Truth About Doctors” study uncovers what this means for pharma marketers and how the industry can help doctors future-proof their profession.
As tech behemoths like Google are attempting to poach the best and brightest, executives from pharma companies and agencies share new retention tactics.