Thinking like a consumer marketer allows you to discover patients’ mindsets, how they operate daily, and how they move through their lives. This approach can bring a higher level of empathy and authenticity that attracts patients rather than having to chase them. Following these suggestions can help create a patient-centric media strategy that will appeal to your target audience, so they can make better decisions to improve their care and quality of life.

In an expression of solidarity with other agencies across the world, Dudnyk released a three-part video campaign demonstrating the difficulties family members have in accurately describing what goes on at an agency.

In these days of the COVID-19 epidemic, many in the pharma industry are facing the challenge of accessing their customers and engaging in communication. The good news is that there are virtual solutions and approaches that are proven to deliver when in-person selling is limited or no longer an option.

Fingerpaint’s Ed Mitzen wrote a book about factoring empathy into ad agency culture. The new publication is titled “More Than a Number: The Power of Empathy and Philanthropy in Driving Ad Agency Performance.” Med Ad News chatted with him about the reasons for writing the book and what he hopes clients, as well as managers in other industries, can learn from how things are done at the agency.

There has been a void in the healthcare industry and there is a need for agencies to become more efficient and cost-effective to reflect these new challenges.

Patients are becoming increasingly knowledgeable about their personal health and about the healthcare options available to them – and that is a good thing.

Understanding the behaviors of our customers is central to the effectiveness of any ad campaign, and pharma is no different.

In 2018, digital healthcare is not only a key topic, it’s being talked about and promoted as a lynchpin for effective communication, engagement and outcomes.

In today’s world of healthcare advertising and marketing, should agencies do less telling and more listening? The answer is yes, according to new data on how well healthcare marketers think their agencies listen.