How Med Communications leverages digital tools for pharmaceuticals

𝗧𝗵𝗲 𝗳𝘂𝘁𝘂𝗿𝗲 𝗼𝗳 𝗽𝗵𝗮𝗿𝗺𝗮 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗶𝘀 𝗻𝗼 𝗹𝗼𝗻𝗴𝗲𝗿 𝗽𝗿𝗼𝗱𝘂𝗰𝘁-𝗳𝗶𝗿𝘀𝘁—𝗶𝘁’𝘀 𝗽𝗮𝘁𝗶𝗲𝗻𝘁-𝗳𝗶𝗿𝘀𝘁. 🌍 Today’s patients are informed, empowered, and active partners in their own care. This shift calls for companies to rethink how they connect, educate, and build trust with patients. From health literacy campaigns and personalized engagement to omnichannel strategies, predictive analytics, and patient involvement in R&D, pharma brands are reshaping the way they deliver value. Discover the 7 key trends driving patient-centric medical marketing and how they’re transforming the industry for better outcomes, stronger trust, and long-term success. 📘 Read the full article: Top Trends in Patient-Centric Medical Marketing https://lnkd.in/dbMdefRi

What does innovation and impact really look like in pharma marketing? Fresh from her win as 'Agency Champion of the Year' at last week's PMi awards, run by the PM Society in London, Rebecca Illsley of Camino shares real-world examples in the latest episode of my NPTV Unscripted Conversations. Here are some key takeaways, as summarised by Chat GPT. I'd love to hear what you think about the conversation, as well, so please do add your comments below. 1. Personal journey into MedComms Rebecca shares her path from biology graduate to client services leader, via early work in health tech startups, Open Health, and now Camino Communications - highlighting the value of transferable skills and curiosity in building a MedComms career. 2. Behind the PMi Awards win She explains the nomination and judging process for the new Agency Champion of the Year award, emphasising its focus on individuals driving innovation and impact in client services, supported by client testimonials and live presentations. 3. Defining innovation vs. impact Rebecca frames innovation as “never settling for the status quo” and tailoring ideas to clients, while impact means measurable outcomes with lasting value. She stresses the importance of starting small, iterating, and proving ROI to ensure innovations are sustainable. 4. Innovation in practice - AI & creative engagement She discusses Camino’s work with EVA, an AI avatar for engaging HCPs at congresses, and the Velocity training programme for J&J, showing how both tech and creative branding can drive meaningful engagement while staying compliant. 5. Evolving client services in a hybrid world The conversation explores how client service roles balance face-to-face relationship-building with the efficiency of virtual tools. Rebecca notes AI’s role in freeing time from admin tasks, so teams can focus on strategy and client value while underlining that genuine impact still requires human connection. Bottom line: This video will interest anyone in pharma marketing or healthcare communications who wants to understand how agencies are turning buzzwords like “innovation” and “impact” into measurable client value, with real-world examples of AI, creative engagement, and evolving client service practices.

Diagnostics Marketing: Creating Patient-Centric Brands 📈 Success in diagnostics marketing today hinges on understanding and serving both healthcare professionals and empowered patients. Leading strategies include building educational content, amplifying real-world evidence, and leveraging digital channels to engage, inform, and inspire trust. Key approaches: - Personalized campaigns with AI-driven insights to boost relevance and outcomes. - Digital transformation through SEO, targeted ads, chatbots, and reputation management, which drive visibility and patient loyalty. - Strong storytelling focused on clinical value, convenience (like at-home collections, personalised trend analysis reports etc), and data-backed outcomes to differentiate in crowded markets. - Holistic branding that positions diagnostics as partners in preventive, personalized healthcare—not just one-time service providers. Diagnostics marketing now blends empathy and tech, aiming for seamless experiences across every patient journey touchpoint. Forward-thinking companies put education, convenience, and trust at the heart of their brand—transforming diagnostics into proactive, consumer-friendly solutions. Agilus Diagnostics exemplifies how modern marketing blends clinical credibility with trust and accessibility—making diagnostics proactive, preventive, and patient-first. #AgilusDiagnostics #DiagnosticsMarketing #HealthcareInnovation #PatientCentricity #SRLLegacy #Diagnostics #MarketingStrategy #PatientEngagement #HealthTech #DigitalHealth #BrandTrust

Our team was proud to represent SOLVE(D) | An IPG Health Company and IPG Health at this year’s Fierce Pharma Week! It was energizing to be part of the conversations shaping the future of pharmaceutical marketing and to connect with so many peers across the industry. Check out the highlights in the video below for a glimpse of the action.   As we reflect on the week, here are three big takeaways we believe will shape what’s next:   1️⃣ 𝗢𝗺𝗻𝗶𝗰𝗵𝗮𝗻𝗻𝗲𝗹 𝗮𝘀 𝘁𝗵𝗲 𝗻𝗲𝘅𝘁 𝗳𝗿𝗼𝗻𝘁𝗶𝗲𝗿 𝗳𝗼𝗿 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗮𝘁𝗶𝗼𝗻 A truly unified approach is essential—one that integrates across disciplines and translates strategy into actionable steps. Omnichannel orchestration is key to delivering unique, personalized experiences that resonate with patients and providers.   2️⃣ 𝗔𝗜 𝘄𝗶𝘁𝗵 𝗮 𝗵𝘂𝗺𝗮𝗻 𝘁𝗼𝘂𝗰𝗵 AI is here to stay, but its power in pharma marketing comes when it’s balanced with humanity. Applied thoughtfully, it can accelerate insights and efficiency while keeping empathy and trust at the center.   3️⃣ 𝗘𝘃𝗼𝗹𝘃𝗶𝗻𝗴 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗮𝘁𝗶𝗼𝗻 𝗶𝗻 𝗺𝗲𝗱𝗶𝗮 Personalization continues to advance in media campaigns, helping us refine how we connect with the right audiences and deliver the most relevant, impactful experiences. We’re excited to bring these learnings back to our work—and to keep pushing what’s possible in healthcare communications.

I cannot count the number of times when our Pharma clients totally underestimated the mental load that comes with creative content planning and execution for customer engagement activities. 🐘 In Pharma, Med Affairs Excellence teams, Commercial Excellence and Product Managers, alongside Omnichannel Managers, consistently fail to acknowledge the elephant in the room, as they support their digital ambassadors, namely Reps and MSLs, in better HCP engagement around events or business milestones. 💡 Effectively engaging with customers or patients is not about filling an editorial calendar. • Every HCP or Patient engagement activity brings a unique set of cognitively challenging efforts • Namely, navigating multiple stakeholders, following regulatory requirements, identifying suitable customer segmentation, and ensuring all content aligns with broader strategic objectives. 💡 Content planning is highly demanding at a cognitive level. • It requires prioritisation, focus, and the ability to hold timelines, audiences, and objectives in mind simultaneously. • Even with strong processes or digital tools, the burden does not disappear. • Only skilled digital content creators can make strategic calls, weave the scientific narrative, and ensure quality and consistency across touchpoints. 💡 Think specifically about these common customer engagement scenarios where quality digital stories are key: • Digital coverage of medical congresses or symposia, where fast yet compliant communication is needed to capture insights and deliver value to healthcare professionals. • Marking business milestones such as a product approval or new indication, where carefully crafted narratives can translate scientific achievement into meaningful customer communication that resonates and leaves them asking for more info. • Providing a steady stream of relevant, evidence-based digital content to reinforce field activities led by medical representatives or MSLs, ensuring that the dialogue with healthcare providers is continuous, credible, and impactful. 💡 These simple steps help lighten the mental load : • Planning the content 6 to 12 months ahead •Selecting experienced creative content professionals who understand the science and can tell the story in a compelling way • Simplifying quality stages by ensuring that a seasoned editor enhances the story • Ensuring that compliance remains about compliance checks, not editorial checks 💡 Pharma managers can only deliver sustained and meaningful engagement when this complexity is acknowledged. So why take the risk of developing creative digital stories that don't resonate when you can have the peace of mind of relying on the SciencePOD digital content storytellers who know exactly what a good story looks like?

Transparency is becoming the new frontier for U.S. pharma marketing. I don’t often comment on U.S. pharma regulation, but the recent Presidential Memorandum (Sept 9, 2025) on direct-to-consumer (DTC) drug advertising really caught my eye. It has the potential to reshape how pharma brands engage patients. 🚨 What’s Changing Closing the “adequate provision” loophole (from 1997), which let advertisers send patients elsewhere (websites, inserts, phone lines) for full risk info. More rigorous disclosure requirements: ads must give consumers clearer and more complete safety/risk details within the ad itself. Digital & social media oversight: influencer content and online campaigns will face stricter FDA/HHS enforcement. 📊 The Strategic Implications 🔍 Ads could get longer and more compliance-heavy, making creative engagement harder. 💼 Budget priorities may shift toward regulatory review, patient education, and HCP engagement. 🧠 Messaging must evolve: trust and transparency must be built without overwhelming consumers. ✅ 4 Actions for Pharma Marketers 1️⃣ Audit current campaigns → spot compliance gaps before they become enforcement issues. 2️⃣ Build content ecosystems → hubs, microsites, patient communities, interactive tools. 3️⃣ Bring legal & regulatory teams in early → save costly rework later. 4️⃣ Track engagement & compliance → adapt quickly as the rules evolve. 🌍 The Bigger Picture This shift is more than just compliance. It’s about credibility. Patients are more empowered and more skeptical than ever. Those who treat transparency as a competitive advantage will lead the next chapter. Those who cling to old models? They risk being left behind. 💬 Curious to hear from peers: How do you see pharma marketers adapting to this new era of transparency?

💡 Pharma can finally deliver real-time, actionable insight straight to reps and marketers at the individual HCP level I’ve always believed solving pharma’s HCP engagement challenge starts with strategy, not capability. But no strategy works without insight. After all, Digital marketing is as much about listening as it is about communicating. - Third-party data gives us context on HCP challenges. - First-party data shows us how they actually engage with our content. The problem is that, until now, building a custom ecosystem to combine these insights in a way that pharma marketers can actually use has been near-impossible, and is costing us millions. As a result, many in our industry have even questioned whether “omnichannel” is worth the effort anymore. That’s why I’m so excited about the new wave of plug-and-play platforms; tools that fully integrate with what we already use and deliver real-time, actionable insight straight to reps and marketers at the individual HCP level. This kind of intelligence means we can: - Build content strategies that speak to the real needs of HCPs - React quickly and effectively - Use interactions to segment and measure tangible impact - Make pharma more relevant and more valuable to its customers 📽️ Watch the video to hear more about the platform Julia Azfar and her team have been developing.   👉 Want to see how it actually works? Share your details here and we’ll send you examples: https://lnkd.in/eMdJ3HwS What type of customer insight do you think would help pharma marketers connect more authentically with HCPs?

Dan Buckland is right — pharma can finally deliver real-time activity data. As founder of Omnizia, I’ve learned since 1999 that impact comes from listening instead of shouting, and from contextual personalization instead of generic messages. That’s exactly what Omnizia enables: real-time, relevant, and scalable pharma engagement. #Pharma #DigitalHealth #Omnizia #RealTimeData #Personalization

𝗔𝗱𝗮𝗽𝘁𝗶𝘃𝗲 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴: 𝗧𝗵𝗲 𝗖𝘂𝗿𝗿𝗲𝗻𝗰𝘆 𝗼𝗳 𝗛𝗲𝗮𝗹𝘁𝗵𝗰𝗮𝗿𝗲 𝗚𝗿𝗼𝘄𝘁𝗵 In healthcare, science saves lives. However, without adaptive marketing, science cannot scale 𝗢𝘃𝗲𝗿 𝟮𝟱 𝘆𝗲𝗮𝗿𝘀 𝗮𝗰𝗿𝗼𝘀𝘀 𝗽𝗵𝗮𝗿𝗺𝗮 𝗯𝗿𝗮𝗻𝗱𝘀 𝗶𝗻 𝗜𝗻𝗱𝗶𝗮 𝗮𝗻𝗱 𝗵𝗼𝘀𝗽𝗶𝘁𝗮𝗹𝘀 𝗶𝗻 𝘁𝗵𝗲 𝗚𝘂𝗹𝗳, 𝗜’𝘃𝗲 𝘀𝗲𝗲𝗻 𝗼𝗻𝗲 𝘁𝗿𝘂𝘁𝗵: 𝘄𝗶𝗻𝗻𝗲𝗿𝘀 𝗮𝗿𝗲𝗻’𝘁 𝘁𝗵𝗲 𝗯𝗶𝗴𝗴𝗲𝘀𝘁 𝘁𝗵𝗲𝘆’𝗿𝗲 𝘁𝗵𝗲 𝗺𝗼𝘀𝘁 𝗮𝗱𝗮𝗽𝘁𝗶𝘃𝗲 What makes marketing adaptive? Three rules: 𝗖𝗼𝗻𝘁𝗲𝘅𝘁 𝗯𝗲𝗮𝘁𝘀 𝗮𝘀𝘀𝘂𝗺𝗽𝘁𝗶𝗼𝗻𝘀 → Markets shift every quarter with new evidence, competitors, and patient expectations. Winners track the now, not clichés 𝗦𝗶𝗴𝗻𝗮𝗹𝘀 𝗯𝗲𝗮𝘁 𝘀𝘂𝗿𝘃𝗲𝘆𝘀 → Doctors don’t explain why they switch prescriptions. Patients rarely say why they leave a hospital. But data does — in prescriptions, referrals, and search behaviour. Adaptive marketers read actions, not just answers 𝗠𝗼𝗺𝗲𝗻𝘁𝘂𝗺 𝗯𝗲𝗮𝘁𝘀 𝗽𝗲𝗿𝗳𝗲𝗰𝘁𝗶𝗼𝗻 → Too many campaigns die waiting for the “perfect deck.” Adaptive marketing means launching bold ideas, measuring fast, and pivoting faster. Speed wins. Hesitation loses 𝗧𝗮𝗸𝗲𝗮𝘄𝗮𝘆: 𝗔𝗱𝗮𝗽𝘁𝗶𝘃𝗲 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗶𝘀𝗻’𝘁 𝗮𝗯𝗼𝘂𝘁 𝗰𝗵𝗮𝘀𝗶𝗻𝗴 𝗽𝗮𝗶𝗻 𝗽𝗼𝗶𝗻𝘁𝘀. 𝗜𝘁’𝘀 𝗮𝗯𝗼𝘂𝘁: 𝗿𝗲𝗮𝗱𝗶𝗻𝗴 𝘀𝗶𝗴𝗻𝗮𝗹𝘀 → 𝗮𝗰𝘁𝗶𝗻𝗴 𝘄𝗶𝘁𝗵 𝘀𝗽𝗲𝗲𝗱 → 𝘀𝘁𝗮𝘆𝗶𝗻𝗴 𝗿𝗲𝗹𝗲𝘃𝗮𝗻𝘁. 𝗜𝗳 𝘆𝗼𝘂’𝗿𝗲 𝗹𝗲𝗮𝗱𝗶𝗻𝗴 𝗮 𝗽𝗵𝗮𝗿𝗺𝗮 𝗯𝗿𝗮𝗻𝗱 𝗶𝗻 𝗜𝗻𝗱𝗶𝗮 𝗼𝗿 𝗿𝘂𝗻𝗻𝗶𝗻𝗴 𝗮 𝗵𝗼𝘀𝗽𝗶𝘁𝗮𝗹 𝗶𝗻 𝘁𝗵𝗲 𝗨𝗔𝗘, 𝗮𝗻𝗱 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗼𝘂𝘁𝗽𝗮𝗰𝗲 𝘁𝗵𝗲 𝗺𝗮𝗿𝗸𝗲𝘁, 𝗹𝗲𝘁’𝘀 𝘁𝗮𝗹𝗸 #Healthcare #Marketing #UAE #Branding #Leadership

Just completed a thought-provoking session with Pharma State Academy on “How Pharmacy Marketing Can Achieve Breakthrough Results Using Tech and Services.” This session highlighted how digital transformation, data analytics, AI-driven tools, and patient-centric services are reshaping the marketing landscape in the pharmaceutical industry. Key Takeaways: 🔹 Leveraging tech to improve customer engagement and brand trust. 🔹 Integrating data-driven strategies for better decision-making. 🔹 Enhancing outreach through automation and omnichannel marketing. 🔹 Building sustainable, service-oriented marketing models. Excited to apply these insights to create smarter, ethical, and impactful pharmacy marketing strategies! 💼✨ #PharmaMarketing #DigitalPharma #PharmaStateAcademy #PharmaceuticalInnovation #HealthcareMarketing #AIinPharma #MarketingExcellence #PharmacyProfessionnal