Campaign UK - - PROMOTION -

A panel of ex­perts, chaired by Cam­paign’s global ed­i­torin-chief Claire Beale, took to the stage to dis­cuss how the com­mu­ni­ca­tions sec­tor can help doc­tors nav­i­gate the stresses they face – a fa­mil­iar pic­ture of eco­nomic pres­sures, the rise of data, and a shift of con­trol from doc­tor to pa­tient.

Brands that want to con­nect with physi­cians dur­ing this piv­otal time need to cre­ate value-based mar­ket­ing, and con­nect with doc­tors as hu­man be­ings. “The lan­guage we use has to be fac­tual, but it doesn’t need to be flat and with­out feel­ing,” ad­mit­ted Kai Gait, se­nior global digital di­rec­tor at GSK. San­dra Gul­bicki, se­nior vice pres­i­dent at Mccann Health EMEA, was clear: “Un­der­stand­ing doc­tors as hu­mans is cen­tral to our com­mu­ni­ca­tions.”

(left to right) Cooper, Gul­bicki, Gait, Bansal and Beale

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