How can pharma marketers build patient trust and use AI to
target smarter? Novartis’ Angelica L. Aguirre, Director of Integrated Experience Planning - Leqvio & Pelacarsen (ASCVD/Cardiovascular), shares her take and the ad campaign she says
truly moved culture.
- Many patients find themselves at a crossroads when evaluating different types of treatments with their HCPs
and are also going online to read about other patient experiences. How can pharma marketers ensure they are building a trusting relationship with that patient and HCP?
Pharma marketers can foster trust by providing evidence-based, transparent, and patient-friendly content across all channels. Focus on empowering both patients and healthcare
professionals with balanced information that acknowledges diverse experiences while centering guidance from medical experts. Collaborative communication and support tools can help bridge the gap
between online anecdotes and professional care.
Has AI impacted your channel and targeting
strategy?
AI has revolutionized channel and targeting strategies by enabling highly personalized campaigns, predictive analytics, and real-time
engagement. By analyzing data at scale, marketers can ensure their messaging reaches the right audiences, resonate more deeply, and support patient needs effectively while maintaining compliance and
ethical standards.
If you weren’t a marketer, doing what you’re doing, what would your
Plan B be?
If I weren’t a marketer, I might pursue advocacy for end-of-life care, supporting patients and families during one of life’s most
challenging moments. Whether by promoting access to compassionate hospice care or increasing awareness about the importance of dignity and choice in dying, I’d find meaning in helping others
navigate this deeply human experience.
What is a cause that is close to your heart?
Healthcare equity deeply resonates with me—ensuring that every individual, regardless of background or circumstances, has access to quality care and the
resources needed to make informed medical decisions. This is foundational to improving public health outcomes globally.
Which past ad campaign did you wish you worked on that you admire?
The "Got Milk?" campaign stands out as one of the
most iconic and culturally impactful. Its simplicity, universal message, and clever execution resonate even today, demonstrating the power of understanding the human experience and crafting memorable
storytelling.
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