Data and AI scientists must strive to eliminate bias from anything that touches patient care.

Clinical trial recruitment is notoriously difficult. Finding, vetting, qualifying, and managing trial participants is time-consuming and expensive, with numerous obstacles hindering every step of the arduous process. From precise patient identification to compelling behavioral motivation, traditional approaches often fall short and cost pharma companies millions of dollars and months if not years of delays in drug development. 

The World Health Organization defines health technology as “the application of organized knowledge and skills in the form of devices, medicines, vaccines, procedures, and systems developed to solve a health problem and improve quality of lives.” While that’s true, it’s a pretty broad statement. In an era when we’re seeing rapid technological shifts in the way people measure, monitor, and think about their health, it’s worth focusing any discussion of health technology to a few key areas that best highlight some of the more exciting – and challenging – aspects of health technology development at this point in 2021.

As the grip of the pandemic eases, managed market executives on the pharma and agency side will have to modify their tactics with payers due to changed habits; at the same time, payers’ expectations of value remain strong.

Children growing up watching The Wizard of Oz remember the first time they saw little Toto pull the curtain back, exposing the Great and Powerful Oz as just a man. And even though he exhorted, “Pay no attention to that man behind the curtain!”—from that day forward, the gig was up. Today, if Toto were to expose how healthcare is paid for in the United States, we would realize that it’s the employer who is “that man behind the curtain.” And although pharmaceutical manufacturers still need to focus their attention on the intermediary companies—like UnitedHealth and Aetna, for example—it is becoming extremely important that they understand the pressure that employers are placing on these companies.

It’s hard to address something that you cannot define. Rare disease management is a high priority for payers. In a recent rare disease trend report, 90% of surveyed payer respondents ranked rare disease management as a high or moderate priority. This is due primarily to the significant budget impact of therapies that may be in the hundreds of thousands of dollars

One important step in developing online customer experiences is making sure that all customers – including those with disabilities – can experience them.

Apple, Microsoft, Amazon, and Google/Alphabet are the first companies to reach market capitalization of over a trillion dollars, with no end in sight for continued exponential growth across the technology sector. At the core of their jaw-dropping success is a revolution in the customer experience, triggered by digital and empowered through data-driven personalization.

Visually stunning consumer campaigns aren’t any harder to get through legal and regulatory … and placing a focus on artistic craft can transform the fate of an agency. 

Area 23 chief creative officer Tim Hawkey explains the origins of three of the agency’s recent award-winning consumer campaigns.