IPG Health leaders share perspectives on healthcare marketing trends via Med Ad News' 2024 Roundtable

"Building an environment of diversity, equity, inclusion and belonging"

Our Chief Strategy Officer Julie Pilon and Chief Talent Officer Lisa DuJat discuss how we integrate equity, diversity and inclusion into every part of our business, highlighting our strategic framework EDI+You, our proprietary inQ (“Inclusion Intelligence Quotient") tool, employee-led initiatives, talent development programs and more. 

"Inclusion is no longer just a goal — it’s a necessity for brands," Julie said. "By integrating inclusive practices across all marketing strategies, we help our clients build trust, drive engagement and create meaningful relationships with the diverse communities they serve." 

"From TikTok to digital opinion leaders, social media’s integral role in strategy and engagement"

Casey Ross, Group Director, Social Media Strategy, FCB Health New York, notes that "rapid shifts in the social media landscape are significantly impacting our platform strategies." He also weighs in on the growth of TikTok and other platforms like LinkedIn, Pinterest and Reddit for healthcare marketing.  

"As these platforms continue to innovate and adapt, the opportunities for healthcare brands to engage in meaningful and authentic ways will only grow," Casey said. "It’s an exciting time for pharma marketing and staying agile and exploring these new avenues will be key to success." 

"Moving into 2025"

Ross Quinn, Managing Director, Client Solutions, IPG Health, explores how AI will "help brands produce more relevant and unforgettable patient stories and experiences" in the coming year. Lauren Cohen, Managing Director/Creative Lead, Humancare, and Matt Hall, Executive Creative Director, Studio Rx, note that they’re eager to see AI-powered tools increasingly integrated into everyday workflows.  

Laura Florence, Chief Creative Officer, Rise & Run, expressed excitement for advancements in health tech and neuroscience and Joerg Hempelmann, President, EMEA & APAC, IPG Health, calls out the need for “comprehensive platforms like IPG Health’s End-to-End Platform for Insights, Creativity and Content (EPICC), which offers creative insights and flexible, scalable and efficient asset creation.” 

"Technologies fuel better connectivity with HCPs, patients and caregivers"

Desiree Barreras, Media Strategy Director, SOLVE(D), highlights how emerging technologies like AI, machine learning, predictive analytics and augmented reality offer new opportunities to reach customers and better understand who they are and what influences them. Tiffany Mo, Director, Global Content Solutions, IPG Health, discusses how "AI is reshaping how pharma companies engage healthcare professionals (HCPs) and patients, accelerating every stage of the content supply chain." 

Daniela Carrasco, Director, Experience Design Strategy, YuzuYello, discusses tools we're using to improve the patient experience. 

“In general, I believe the industry is moving into an era that offers more immersive, tailored patient support while automating the transactional components that were once heavily reliant on manual processes,” Daniela said. 

"The future of agencies: Commitment to flexibility, partnership and human connection fosters stronger outcomes"

FCB Health New York's Chief Creative Officer Kathleen Nanda and Executive Director Damion Townsend weigh in on how agency-client relationships are evolving, from increased collaboration, transparency and more. 

Jack Vance, Managing Director, Data and Activation, IPG Health and SOLVE(D), and Ali Farhat, Strategic Planning Supervisor, Strategy, McCann Health Managed Markets, explore some of the challenges agencies may encounter in today's complex domestic and global environment, specifically noting an increasingly challenging regulatory landscape. Sommer Bazuro, PhD, Chief Medical Officer, IPG Health also calls out the challenge of “ensuring that AI-generated insights are not only medically accurate but also scientifically rigorous.” 

Additionally, Michael Le Brocq, Managing Director, SOLVE(D) EMEA & APAC, notes that “multiple geopolitical issues are impacting the global economy including the costs of borrowing, energy and employment.” 

"The 2024 election – Bracing for change"

Anna Loyeva, Managing Director, Mosaic Group, explores how the 2024 election may impact healthcare. She notes the IRA and provisions allowing Medicare to negotiate drug prices as a key area of impact.  

"Our role is to stay on top of emerging regulations and landscape changes and ensure that – regardless of the outcome of the election – we continue to help patients gain access to the treatments they need to live healthier lives," Anna said.