The term “Healthcare” covers both the medical and the life sciences industries, and marketers in these fields enjoy all kinds of opportunities. Professionals are navigating the dynamics of an increasingly engaged and empowered end-user patient base, while also juggling a complex and diverse channel strategy—all within a highly regulated environment. While this may stunt the speed of change in other industries, there’s no such slowdown here. Our guest, Jean-Francois (JF) Denault, shares with us what’s going on in Healthcare marketing, from AI-driven chat and social media, to the move from cost-based to value-based messaging. JF has worked in Healthcare and life sciences marketing for over 20 years, and has his own consultancy working with big names in pharma and medical devices. JF has written two books on the subject and is located in Montreal, Canada. Join us for a lively, informative conversation.
Ruth Stevens: I hear a lot about healthcare marketing, life sciences marketing, pharma marketing and medical device marketing. What's a good way to categorize this?
Jean-Francois Denault: We can split these into two broad categories. When we talk about healthcare marketing, we're mostly talking about providers — hospitals, clinics, nursing homes, physiotherapist, dentist. They're the people that are providing care directly to a patient. When we look at life sciences, it's a little broader category. It'll vary from one person to another. From my perspective, life sciences include all companies that are developing these technologies, being drugs or medical devices for the care of the patients. It will include the pharmaceutical companies, the biotech, the Med Tech, digital therapeutics, digital health.