Innovation, digital transformation and experimentation offer differentiation opportunities to healthcare brands competing in a highly-regulated category, according to Stephen Moy, CEO of creative agency Barbarian.

In order to differentiate through innovation experimentation, there are key steps healthcare brands need to take:

1. Live and breathe ‘humancentricity’

In order to break out of the tropes traditionally associated with healthcare marketing, take inspiration from the Hippocratic theory which posits that a doctor should have a holistic view of their patients. Marketers are better positioned to convert consumers when they can create a product and service ecosystem with a full profile of their...