Pharma Council - FutureHealth Advertising Research Foundation

Ever since its release, there’s been a lot of talk lately about ChatGPT.  In order to learn about its capabilities and limitations in pharma and market research, the Pharma Council decided to do its own test of ChatGPT and Microsoft’s AI powered search engine Bing. The Council fed the tools both factual and future-forward questions about health care.  Hear ChatGPT’s and Bing’s answers – and Council members’ observations about those answers.

A conversation with Marjorie Reedy, Pharma Council Co-Chair and Director of Vaccines Market Research at Merck , Anna Bradfield, ARF Pharma Council member and SVP Brand Strategy at Wunderman Thompson , Subhashish Dasgupta, ARF Pharma Council member and North America Industry Executive in Health and Technology at Kantar 

Inclusivity is shaping up to be a mega-trend in healthcare.  In the last episode of FutureHealth we discussed why it’s taking center stage in our industry.  This time we’re focusing specifically on inclusion in pharma market research and marketing. The ARF Pharma Council recently hosted an event on this subject featuring four research and advertising experts. Each gave a brief description of their work in this area, and then engaged in a discussion. This is an edited version of that event, which was moderated by Marjorie Reedy, Pharma Council Co-Chair and Director of Vaccines Market Research at Merck.

A conversation with  Jillian Rice, Vice President, Ipsos Creative Excellence, Denene Rodney, CEO and Founder, Zebra Strategies , Kristin Tolbert, Vice President, Cultural Marketing, Klick  and Allyson Wuensch, Vice President, Client Management , Kantar Millward Brown 

Discriminatory behaviors and practices in the healthcare space is an unfortunate reality. As healthcare becomes more personalized, going beyond transactional touchpoints and focusing more on individual experiences, the demand for addressing inequities, adopting more inclusive practices, and creating more accessible services is increasing. We discuss how this has made inclusivity a top mega-trend shaping the current health space.  

A conversation with Kyle Brown, Foresight Strategist at FSI Strategy Ireena Haque, Foresight Strategist at FSI Strategy 

A patient centric approach is one that integrates the patient’s preferences, needs, wants and experiences into their care. This includes health information hubs, patient advocacy groups, and more access to clinical trials, among other things.  We look at how this will change the patient journey in the coming years.

A conversation with, Deepak Patil, Senior Director of Medical Strategy at Aktana and Alexis Anderson, Principal at Ipsos Healthcare Advisory 

Digital therapeutics is a rapidly growing segment of the healthcare field that didn’t exist before 2012. Digital therapeutics products had an estimated global revenue of two to four billion dollars in 2022 and that’s expected to go to nine billion in 2025, though estimates vary. We’ll discuss what defines DTX, why the field is expanding quickly and where it’s going.  

A conversation with, Ben Gibbons, Founder of Bryter 

There are around 1,068,000 practicing primary care and specialist physicians in the U.S. today, according to the nonprofit Kaiser Family Foundation, in addition to over 3 million nurses. While this is a sizable market for the pharma and health care industries, these medical professionals have different specialties, serve different communities, and practice in different ways. We take a look at how healthcare provider segmentation can help pharma marketers to best tailor their approach to reach their target. 

A Conversation with, Susan Manber, Chief Patient Officer at Publicis Health