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Improving client-agency relationships in healthcare

Opinion • Kim Walker, June 2021

Marketers and agencies in the healthcare sector score each other lower than those working in other categories. How can client–agency relationships be improved?

Safeguarding information quality is key to building trust in the healthcare sector

Article • Carolyn Paul, WARC Exclusive, June 2021

In Spring 2020, Edelman’s Trust Barometer revealed trust in the healthcare sector had reached an all-time high.

Fashion and electronics see largest online shopping growth

Data • Rob Clapp, WARC Data Points, June 2021

An overview of consumers shopping more or exclusively online or in store across different categories.

Beyond the COVID-19 curve, health will remain at the center of consumer decision-making

Article • Susan Manber, WARC Exclusive, Spotlight US, May 2021

Examines the current global healthcare landscape and explores the COVID-19 pandemic’s impact on consumers, based on Publicis Health’s “Life Under the Curve” research throughout the health crisis.

A modern strategy in healthcare is positioned with systems thinking

Article • John Singer, WARC Exclusive, Spotlight US, May 2021

Examines the current US healthcare system through the lens not of “cost” or “price,” but the “production of health” as the organizing idea.

Here’s how pharma should manage its opportunity to keep building trust

Article • Stacy Vaughn, WARC Exclusive, Spotlight US, May 2021

Explains why pharma, which has seen an uptick in trust during the pandemic, needs to build on that trust for the long-term benefit of the entire healthcare ecosystem.

GSK’s Jim DeLash on B2B marketing of vaccines, and reaching the other 90%

Opinion • Cathy Taylor, May 2021

2021 is the year of the vaccine – and the year of vaccine branding. Never before has there been such high consumer awareness of vaccine brands.

For pharma marketing strategists, raising up the product benefits is only the beginning

Article • John Kenny, WARC Exclusive, Spotlight US, May 2021

Studies the differences between marketing strategy in pharma versus marketing strategy in other categories.

Why pharmaceutical advertising doesn’t connect emotionally with its target

Article • Mike Cassell, WARC Exclusive, Spotlight US, May 2021

Looks at the reasons why much pharma advertising doesn’t make an emotional connection and what to do about it.

How behavioural science can help the medicine go down

Article • Crawford Hollingworth, Liz Barker, WARC Exclusive, Spotlight US, May 2021

Explores how behavioural science can improve health outcomes, in this article, focusing on defaults.

Pharma’s forever home: The move toward purpose-driven branded houses

Article • Carl Turner and Kameron Block, WARC Exclusive, Spotlight US, May 2021

Examines the rise of pharmaceutical and biotechnology companies as purpose-driven corporate brands.

From audiences to individuals: Adopting a data-driven strategy to advance healthcare marketing from unknown to known patients

Article • Brennan Mason, WARC Exclusive, Spotlight US, May 2021

Examines why healthcare marketers need to shift from large-scale marketing efforts to more focused, data-driven marketing.

Life, liberty and the pursuit of healthiness: How the American belief in competition underpins the US healthcare marketplace

Article • Brad Davidson PhD, WARC Exclusive, Spotlight US, May 2021

Provides insight into the US healthcare system and why a belief in the necessity of competition explains much of what the rest of the world finds baffling about US healthcare.

BIPOC healthcare disparities show why the category CANNOT go back to ‘normal’

Opinion • Amy Gómez, May 2021

For healthcare marketers in the US, the biggest events of 2020 – the pandemic and the nationwide reckoning with systemic racism – have intertwined in ways that put the onus on them to work towards solving the health disparities that particularly affect BIPOC communities. As Amy Gómez, SVP/ Diversity Strategy at healthcare agency Klick Health writes, the stakes for not doing so are simply too high.

From telehealth to expanding equity: How the pandemic has changed US healthcare marketing

Opinion • Cathy Taylor, May 2021

Cathy Taylor, WARC’s US Commissioning Editor, introduces the latest installment in WARC’s Spotlight US series, which examines the impact of the COVID-19 pandemic on US healthcare marketing.

Consumer perceptions of the COVID-19 vaccine, vaccine hesitancy, and the implications for marketers

Article • Michael Hurwitz, WARC Exclusive, Spotlight US, May 2021

Looks at the issue of COVID vaccine hesitancy in the US and how to convince hesitant people to get vaccinated.

CTV impressions up 81%, driven by telecom, auto and CPG

Data • Rob Clapp, WARC Data Points, April 2021

An overview of digital video impressions on mobile and connected TV devices by advertiser category.

Structural factors have greatest influence on ROI

Data • Rob Clapp, WARC Data Points, March 2021

An overview of the significance of long-term and short-term factors in driving return on investment across 11 categories.

Fitbit: Future of Fit

Case Study • SABRE Awards, IN2, North America, Best in Online/Virtual Events, 2021

Fitbit, a consumer electronics company, launched a campaign five months into the COVID-19 pandemic to show the media, and consumers, how Fitbit could help everyone's overall health, particularly in such difficult times.

Wellness redefined: Fostering wellbeing through digitalisation and technology

Article • Euromonitor Strategy Briefings, February 2021

Examines the intrinsic link between digitalisation and technology and the evolution of wellness.

Reach and ad quality are key short-term drivers of ROI

Data • Rob Clapp, WARC Data Points, February 2021

An overview of the significance of different short-term factors in driving return on investment across 11 categories.

Spot volume down by a tenth as coronavirus hit

Data • Rob Clapp, WARC Data Points, February 2021

An overview of TV advertising spot volumes by category in Australia between September 2019 and December 2020.

How healthcare brands can stand out

News • 10 February 2021

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.

Is poor communication undermining the chances of success for COVID-19 vaccines?

Opinion • Kirstie Turner, February 2021

Vaccines against the coronavirus have been widely welcomed, but there are still plenty of doubters out there. Kirstie Turner, of health communications agency Page & Page and Partners, ponders how to address a wave of misinformation and falsehoods.

The now and the next: Advice for pharma marketers in the new normal

Opinion • John Kenny, February 2021

Processes, communication, the standard system of providing healthcare, and especially relationships … it’s all been disrupted by the COVID-19 pandemic. We continue to live and work in a state of evolution and uncertainty. What hasn’t changed, though, is the importance of connections, relationships, and the flow of information between the pharmaceutical industry, healthcare professionals (HCPs), and patients.

Using technology to drive behavioural change in healthcare

Article • D'Arcy King, WARC Best Practice, February 2018

Looks at how new technologies are affecting the healthcare profession and suggests ways that health data can be used to change consumer behaviour.
COVID-19: Consumer spending and media habits in the UK

Data • Marte Aune, Rob Clapp, WARC Data, May 2020

This report analyses consumer spending and media habits in the UK during the novel coronavirus (COVID-19) outbreak, with insights segmented by age, gender and income.
Digital strategy in healthcare marketing: Admap summary deck

Article • Admap Magazine, January 2020

A summary of new thinking and best practice on digital strategy in healthcare marketing from Admap.
Wellness redefined: Fostering wellbeing through digitalisation and technology

Article • Euromonitor Strategy Briefings, February 2021

Examines the intrinsic link between digitalisation and technology and the evolution of wellness.
Go digital or go home: Adapting interaction and engagement models with healthcare professionals for post-COVID times

Article • Sameer Desai and Ashish Mahajan, WARC Best Practice, May 2020

With lockdown measures, social distancing and strain on existing healthcare systems thanks to COVID-19, life sciences companies need a whole new model for reaching key stakeholders.
Where consumers shop for consumer health

Article • Euromonitor Strategy Briefings, January 2021

An industry snapshot of consumer health, including the impact of Coronavirus, channel shifts and future development.