A period of significant change in pharma and healthcare marketing lies ahead as the industry embraces data and omnichannel strategies – and marketers should view this as an opportunity, not as a threat. Context

Despite pharma companies’ rapid upscaling of digital communications during the pandemic, the full adoption of data-driven marketing has lagged behind, writes SOLVE(D)’s Michael Le Brocq in an exclusive article for WARC. 

Why it matters

Healthcare professionals (HCPs) are overwhelmed by healthcare marketing content. Many pharma brands – with their focus on communicating product details, such as efficacy and safety information using traditional methods – have trailed...