HOW CAN MARKETERS HELP?
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