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As the year draws to a close, healthcare executives and advertising leaders consider what happened and what’s to come.
The COVID-19 pandemic continues to evolve, forcing businesses to adapt to an ever-changing landscape full of fluid consumer expectations. Meanwhile, several other major healthcare-related trends surfaced during that period.
Below are some observations for 2022 and predictions about the direction of the industry in 2023.
“Frankly, we are entering a period of a little uncertainty. We were resilient,” said Mike Gallup, CEO of Norstella. “But we keep saying the recession is going on for them, too, but how will that affect payers? How will it affect jobs? How will it affect payments and redemptions? There will be a lot of focus on this.”
“Life sciences companies have realized they need to do more with less to cope with ongoing financial pressure. medical devices and pharmaceuticals personnel still struggle to get the same in-person access as medical professionals Remote and hybrid-first workplaces are the new normal, hospitals and healthcare We know that we don’t need to keep meeting these people face-to-face to stay up to date with new skills, products, or treatments,” said Florian Geier. PhD, Vice President, Head of Strategy and Pharmaceutical Sales at Level Ex. “With this shift, medical device and pharmaceutical companies are urgently looking to enhance their omnichannel sales and marketing capabilities with engaging content that can be used on a variety of complementary platforms, such as conferences, as well as virtual visits. A need has arisen to reach healthcare professionals in today’s hybrid world with websites and hybrid peer-to-peer/training events.”
“We continue to see new brands in women’s health, mental health, and online products and services. “As consumers place more value on transparent conversations about their health, health and wellness brands, both legacy and , we hope to hone our relationship and community building with our audience in the way we speak to them.”
“In 2022, data impacted every aspect of pharmaceutical marketing. Time and place keep changing, but for OCE to be successfully implemented, the industry needs to embrace OCE as a philosophy rather than seeing it as an execution or distribution model,” said EVP and Managing Director of PRECISIONeffect. said Lauren Westberg, “Segments, strategies, marketing technology stacks, staffing, and more all need to be considered and evaluated. As the adoption of OCE deepens, the role of pharma marketers will also evolve: transforming audience interactions and resulting engagement data into well-defined and packaged sales leads in 2023 and may take on more operational responsibilities.”
Dr. Harshit Jain, CEO of Doceree, 2021 MM+M 40 Under 40 winner, said: “How can we be more targeted? Marketing budgets are being cut, so funds are limited. How can I get it to work?”
Larry DeAngelo, Managing Director and Head of Global Business Services Group at Houlihan Lokey, said: “These businesses continue to be ‘non-cyclical’ and are seen as a safe haven during periods of broader market turmoil. We continue to see very positive interest based on our positive growth trend.”
Veeva Crossix CEO Asaf Evenhaim said: “By capturing engagement data at key moments in a patient’s health care journey, Trigger Data connects a patient with her HCP, improving speed, relevance and timeliness.”
RxWare CEO Yishai Knobel said: “Continuity of the patient’s journey will be a key theme, and vendor interoperability will be a key component of all his RFPs.”
Amit Phull, M.D., Ph.D., Medical Director and Senior Vice President of Strategy, Doximity. “Inequalities and inequalities persist, burnout is a significant threat to healthcare workers, and potentially life-saving hospital space is not always readily available. More and more hospitals and pharmaceutical companies will leverage technology to expand access to healthcare and innovative treatments.From mobile medicine to remote clinical trials, healthcare innovators and care teams across the United States are working to improve health equity. It will place a greater emphasis on sexuality and shift more care to the convenience and comfort of the patient’s home.”
“Patient enrollment in manufacturer programs will be an area of focus for life sciences brands in 2023 because patients are up to 50% likely not to receive their medication from a pharmacy,” said access and adherence officer at OptimizeRx. Karina Castagna, Senior Vice President, said. “With 1 in 5 patients perceiving support services, and less than 50% of HCPs, digitizing patient enrollment into manufacturer programs at the point of care.” will be a priority for raising awareness.”
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