Healthcare is the midst of a radical change maybe the understatement of all time. Whether healthcare marketers are prepared for and embrace the changes is another story but there are a wealth of opportunities if they are willing to lead instead of waiting to see what happens. Here are some key trends in healthcare marketing that we all need to be aware of…
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It’s hard to have a meeting to discuss new DTC marketing initiatives without the dreaded ROI discussion. I understand that the current business environment in biopharma is about creating customers, but the problem is that consumers today don’t want to be sold. If you really want to closer to your customers, find ways to help them make better healthcare decisions and get good credible health...
Authenticity in business beats product utility and innovation, across all 12 markets surveyed: Authentic characteristics such as communicating honestly about products and services (91%) and environmental impact and sustainability measures (87%) are more important to global consumers than product utility (61%), brand appeal (60%) and popularity (39%).