pharma & healthcare

• Article

The Policy Effect: Mapping the Impact on Women's Health

• Past Event Highlights
• Article

A New Audience Perspective

• Article

Pharma Council Future Health Perspective: How FemTech is Revolutionizing the Future of Women’s Health

• Article

Putting Generative AI to the Test One Year Later: ARF David Ogilvy Awards Predictions

• Article

Why Marketers Should Explore their Consumers’ “Rituals”

• Article

Algorithmic Pricing Pros and Cons

• Creative & Branded Content
• Article

Decoding Fusion Metaphors in Healthcare Advertising

Uncover the intricate dynamics of fusion metaphors in health advertising and their paradoxical effects on consumer attitudes. This article reveals how combining elements from diverse domains can alternately attract and mislead, shaping public perception in unforeseen ways.

• Targets & Segments
• Article

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.