The COVID-19 pandemic altered the trajectory of healthcare, but what about healthcare marketing? As part of its Next series, IPG Health brought together experts from across the network and the industry to talk about the emerging trends and technologies that are accelerating innovation in health. FCB Health Chief Product Officer Graham Johnson discusses a few key trends that marketers should pay attention to in looking toward the future.

As global corporations reach deeper into every part of our lives, marketing is evolving into something unrecognizable. According to Michael Farmer, in the Mad Men Era of the 1960s and 70s, your average creative agency was responsible for roughly 350 deliverables a year—whether they were print copy, radio scripts, or billboard headlines. Today? The average number of deliverables per creative per year is over 10,000.

By 2023, marketers will no longer have access to third-party cookies on Google Chrome. The move aligns with the policy of Apple Safari and Mozilla Firefox, which have already blocked third-party cookies and left Chrome representing 92 percent of the remaining cookies on the internet. Many pharmaceutical brands have not invested solely in a cookie-based approach over the years, so those marketers were able to pursue additional marketing tactics on endemic and Point of Care channels to engage physicians during campaigns.

Med Ad News had a chat with Bill McEllen, partner at Fingerpaint, who has been named lead of all advertising offices for the agency.

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.

As pharmaceutical marketing benefits from soaring advances in data availability and data analyses techniques, brand marketers are called upon to select data and analytics partners. Linda von Rosenvinge, Cross-Disciplined Strategist for Greater Than One (GTO), recommends strategy centers on two towering criteria for these decisions: imagination and agility.

As voice assistants and voice search have entered the mainstream, marketers need think about how and where their brands live within the voice landscape. From voice skills and actions to voice search and advertising, marketers have a few options to increase prominence in voice.

Pharmaceutical companies are no strangers to digital technology, either in the science that creates their products or in the business of bringing them to the people who prescribe them. As the use of digital-first experiences intensifies and the pharmaceutical industry is forced to evolve, companies will need to lean on their data and technologies in their engagement efforts to deliver elevated human experiences.

Concentric Health Experience has created the first podcast in a regular series known as “No Citations” that is is focused on the shifting healthcare marketing space.

According to a study released by Infogroup, a provider of data and data-driven intelligence solutions, four in five consumers say they are more concerned about privacy than they used to be – a tendency marketers ought to keep in mind.