pharma & healthcare

How Patients React to AI-Assisted Communications

  • MSI

Generative AI is all the rage, and consumers are interested in interacting with such programs to receive personalized services and products. What is their outlook when it comes to doing so in the healthcare field? Here, the view is not as sunny. In fact, a new working paper put out by the Marketing Science Institute (MSI), at the ARF, found that physicians who use AI to communicate with patients were perceived as less warm and even less competent.

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Health, Charity and Green Messaging Highlighted in JAR Prosocial-Themed Issue


A JAR 2022 call for papers on prosocial advertising generated a deluge of submissions aimed at helping advertisers use more effective means of communicating in ways that benefit society. The result is the newly published March issue focused on messaging strategies that help consumers make informed decisions on health, the environment and charity.

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Drug Injury Advertising Can Lead to Adverse Outcomes for Patients

  • MSI

Although direct to consumer (DTC) pharmaceutical ads are highly regulated to avoid over-prescribing and misleading claims, legal commercials about consumers rights soliciting drug injury lawsuits face far fewer regulations. The researcher who wrote this Marketing Science Institute (MSI) working paper also found that exposure to drug injury lawsuit ads can result in patients filling fewer prescriptions and experiencing more adverse health outcomes.

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2023 Attribution & Analytics Accelerator

The Attribution & Analytics Accelerator returned for its eighth year as the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. The boldest and brightest minds took the stage to share their latest innovations and case studies. Modelers, marketers, researchers and data scientists gathered in NYC to quicken the pace of innovation, fortify the science and galvanize the industry toward best practices and improved solutions. Content is available to event attendees and ARF members.

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Consumer Behavioral Shifts: Why Your Marketing Measurement Must Adapt in 2022 and Beyond

Consumer behaviors have changed dramatically creating new challenges for brands and their marketing measurement. During this Insights Studio, we explored the measurement challenges brands have faced in the wake of significant consumer changes. We also discussed best practices brands should be using to ensure their marketing measurement is set up for future success as consumers continue to react to major societal change. Executives from OptiMine, an agile marketing analytics provider, Kepler, a global digital agency, and Beachbody, an innovative health and fitness company, shared their observations on how changes in consumer shopping and media consumption behaviors have been reflected in marketing measurement.

FUTUREHEALTH: One-Year Anniversary


It’s the first anniversary of FutureHealth. To celebrate, we invited members of ARF’s Pharma Council to look back on our past episodes and reflect on what we learned and what surprised us. Bill Salokar, Vice President of Client Solutions at Skim, moderates the discussion.

A conversation with Tony Cregler, SVP and Strategy Director at Leo Burnett, Moffat Frazier, Senior Vice President and Managing Director at Data Insights & Solutions, Lori Holmes, a Partner at HawkPartners, Seth Duncan, Chief Data Officer at Real Chemistry, Kelly Lundquist, Senior Vice President and Head Of Health Strategy North America at Havas Media and Anshu Gupta Associate VP, Global Market Research at Eli Lilly And Company.

Pharma Council FutureHealth Podcast/Webcast Series: Trends in the Patient Journey: What to Expect in the Next 3-5 Years

November 25, 2021 – Episode 3:  The Omni Patient Journey: The Role of Self-Service in Healthcare Access, a conversation with Claire Kane, EVP and Director of Strategic Planning at Wunderman Thompson Health, moderated by Seth Duncan of Real Chemistry and Marjorie Reedy of Merck (Co-Chairs of the Pharma Council).

One of the most prominent issues of the 21st century is how to make healthcare more accessible, and the pandemic is arguably the tipping point. While it exposed the consequences of continued fragmentation, inequities and the rising costs of healthcare, it also demonstrated how it’s possible to make healthcare accessible to everyone, everywhere. In this episode, we look at how to expand this accessibility going forward by rethinking the patient journey and the role of health technology.

Pharma Council FutureHealth Podcast/Webcast Series: Trends in the Patient Journey: What to Expect in the Next 3-5 Years

January 27, 2021 — Episode 4: Looking into the Crystal Ball: The Future of Pharma Advertising Through Data-Driven Targeting, a conversation with Jen Werther, Chief Strategy Officer of DeepIntent, moderated by Moffat Frazier of Horizon Media and Seth Duncan of Real Chemistry (Co-Chair, Pharma Council).

Pharmaceutical and healthcare companies have increased digital advertising over the years, spending an estimated $11 billion on online marketing in 2021. They’re second only to retail when it comes to investing in these platforms. Data on individuals and healthcare providers are changing how the industry promotes products and care. An executive at one of the companies in the forefront of this change discusses how these data will have an impact on pharma marketing to both patients and providers in the future.

Pharma Council FutureHealth Podcast/Webcast Series: Trends in the Patient Journey: What to Expect in the Next 3-5 Years

February 27, 2022 — Episode 5: Visions for the Future of Patient Experiences in the Technoverse, a conversation with Dr. Maura Scott, the Persis E. Rockwood Professor of Marketing and Dr. Martin Mende, Jim Moran Professor of Business Administration. Both are from Florida State University’s College of Business.

COVID has impacted our lives in many ways, including increasing our reliance on technology. We now do virtually what we couldn’t do in person. In healthcare, virtual care for non-urgent visits not only increased but, according to a study by the Cleveland Clinic, most patients were happy with the results. This episode looks at how advances in technology can go beyond telehealth and explores visions for the future of the patient experience in the “technoverse” with two professors who have devoted years of study to its development,