The Health Consumer Has Spoken. Are You Listening (or Selling Like Yesterday)

Healthcare is rapidly shifting from an HCP-centric to a consumer-driven marketplace. The long-standing paradigm, where the doctor was the sole gatekeeper and marketing's model revolved entirely around HCPs, is no longer. Today, empowered patients, leveraging digital tools, communities, and direct-to-patient pathways, are making health decisions much like they choose a lifestyle brand.

At this year's Cannes Lions International Festival of Creativity, we hosted a panel featuring Raakhi Sippy, VP and Global Commercialization Leader at GSK; Sophie Bailley Maitre, SVP of Marketing, Europe at Colgate; Justin Thomas-Copeland, CEO at 4As; Melissa Brotz, CMO of Abbott; Deborah Donaldson, Marketing and Business Development Leader, US of LillyDirect and moderated by Mario Muredda, Global CEO of Ogilvy Health, exploring how healthcare - traditionally focused on efficacy and clinical data - can become 'consumer-first' by drawing lessons from the emotional connection, community-building, and aspirational marketing that defines iconic consumer brands.

Watch the full session above.