We're all retailers, now. A healthcare industry once driven almost wholly by b2b marketing in in the midst of a tectonic shift towards b2c. From pharma to hospital networks, health insurance to senior care, the digitally-empowered patient journey to wellness is making all segments think consumer first.
Marketing: Healthcare puts these changes under the MediaPost microscope, exploring their impact and promise for media planning, data-driven marketing tactics, the emergence of new brands and creative branding approaches, and the promise (or perils) of using social channels to enrich the customer experience. Legacy brands in every category are combining and reorganizing, as are their agencies and new digital supply chains of data and advertising.
We will interrogate these shifts to see where brands, their agencies, the martech stack and media all need to position themselves in coming years.