Omni Know-How
January 24, 2025
Let me be direct—I’ve spent years navigating pharmaceutical marketing, and every January, I brace myself for the whirlwind of buzzwords, and predictions that claim to be "game-changers." But 2025 feels different. This year, the convergence of technology, data, and consumer behavior is creating forces of change in how we engage patients, providers, and organized customers. Here are my thoughts, based on my experience, some observations, and more than a few cups of strong coffee.
1. Outperforming with Unseen Data
Having industry-standard data that’s well-organized, available, and actionable is essential, but it’s not enough. If you use commodity data, you’ll get commodity results. To truly outperform in activation, you need to use unseen data.
Unseen data might mean uncovering regional disparities that are hidden by national averages or leveraging algorithms and machine learning to identify underserved and overlooked populations. It could also mean acting on hyper-relevant signals quickly before the contextual moment perishes. And let’s not forget the power of aggregate historical engagement data to predict future responses.
We’ve seen how tapping into these unseen insights delivers not just "aha’s” but real results. This isn’t just about data; it’s about Applied Intelligence and what you do with it that counts.
2. Driving Behavior Change Through Immersive Experiences
Much is spoken about reach and upper funnel engagements. There is and will continue to be a focus on optimizing there for all the reasons we know. But this year I see HCP tactics pivoting to focus on behavior change. That doesn’t come from death by PowerPoint or the other low-performing deep engagement tactics. In our opinion, it should come from immersive experiences inspired by video games. When that job is changing behavior—improving the way an HCP diagnoses disease, manages patients, or adopts guidelines—those tools need to go beyond messaging.
Video games are the most effective and measurable tool for HCP behavior change. Medical video games deliver engagements that are an order of magnitude longer—minutes instead of seconds. These engagements are substantially more effective at improving clinical behavior. Fun doesn’t just yield drastically improved NPS scores—the neuroscience of video games offers the most effective way to drive skill development and knowledge retention.
The leading medical video games studios continue to set the pace for how and where we can support HCPs in delivering better outcomes—through P2P events, NPP programs, field force enablement, and even developing games to support patient onboarding and adherence. The bottom line? Video games for HCPs aren’t just a buzzword; it’s a proven strategy that’s on the rise.
3. Precision and Context in the EHR and Point-of-Care (POC) Systems
The EHR and POC systems represent data-rich environments that allow brands to deliver precise messages to HCPs exactly when they need them—often during pivotal decision-making moments with patients. These systems, when leveraged properly, become powerful tools for aligning brand messaging with clinical workflows and improving patient outcomes.
Mining for clinical triggers requires a mix of medical expertise, data engineering, and technical know-how. But when done right, it supports HCP decision-making and contributes to the health outcomes of the patient sitting right in front of the doctor. Without this expertise, brands risk reverting to the one-size-fits-all mass messaging of yesteryear, sacrificing efficacy for low-cost reach.
EHR and POC systems need to be more than just cheap, identity-resolved media platforms. They should serve as opportunities for brands to:
- Deliver precise prompts, reminders, and support to HCPs within their workflow.
- Act as listening devices that trigger relevant communications based on the needs of both HCPs and their patients.
- Bridge the gap from treatment decision to patient onboarding and adherence.
When combined with clinical signal targeting and triggered campaigns, the potential impact is significant. Context and precision ensure that every interaction is meaningful, timely, and supportive of the decisions HCPs make daily. By integrating these tools thoughtfully, we can meet providers where they are and provide the right insights when they matter most.
4. Omnichannel Activation for Organized Customers
In the broad spectrum of pharma and healthcare marketing, payers and health system decision-makers are perhaps the most deeply immersed in the nuances of personalized data. They live and breathe precision and relevancy. Their focus is on their patient populations, the burden of disease impacting their members, the social determinants of health (SDoH) in their geography, their organization’s quality scores—and they expect marketing communications to reflect that understanding.
Yet, despite this deep appreciation for data, payers and health system leaders are often not proactive on the adoption curve for omnichannel marketing. That needs to change.
The traditional cornerstones will remain: a strong value proposition, addressing unmet needs, and aligning with the quintuple aim are not going anywhere. But moving forward, we must also integrate precision targeting, modularized content, and personalized engagement that is seamless and well-orchestrated. This isn’tjust about keeping up with the times—it’s about delivering the kind of marketing that truly resonates with these stakeholders and meets their complex needs.
Closing Thoughts
Here’s the bottom line: pharmaceutical marketing in 2025 is a blend of science, art, and a bit of guts. It’s about looking at what we know, questioning what we assume, and staying just curious enough to uncover the next big thing. From our point of view, it should be your mission to stay ahead of the curve, and ensure every engagement is relevant.
So, grab a coffee (or something stronger) and dive in. Because the future of marketing is already here it is just not evenly distributed. (And yes, for those that know, I 100% quote William Gibson...).