For years, healthcare marketing has been built around a fundamental assumption: healthcare professionals and patients are separate audiences that require separate strategies. But today’s reality tells a different story. As people move seamlessly between professional, personal and cultural environments, the lines between these audiences continue to blur.
In a recent Cannes Lions discussion hosted by IQVIA Digital, PHM CEO Andrea Palmer joined other industry leaders to explore why health marketers must rethink traditional planning models and design for a continuous human journey rather than disconnected audience segments. The conversation highlights how mindset, not identity, should guide modern marketing strategies and why understanding the human behind the role is critical to creating more relevant, effective experiences.
Check out the full discussion in MM+M.
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