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Every year when late spring arrives, marketers and media buyers have no shortage of upfronts at their disposal — whether from broadcast TV networks, cable companies or streaming platforms.

However, when it comes to advertising upfronts with a medical marketing focus, Publicis Health Media appears to have cornered the market. 

In its fifth year, the PHM HealthFront continues to serve as a major industry draw due to its compelling programming and keynotes from celebrities with a relevant healthcare hook.

This year’s conference was held at the Glasshouse on 12th Avenue to accommodate the growing crowd — an estimated 650 attendees — which speaks to the momentum it has accrued over the years.

While the event serves an overall purpose to elevate PHM’s brand and its new product offerings, it also platforms medical marketing in a meaningful way. 

The overarching theme centered on audience, engagement and experience — which speakers throughout the two-day event emphasized time and time again during their presentations.

Attendees were repeatedly reminded that there are no crystal balls for navigating the day-to-day machinations of the Trump administration’s health policy changes, the downstream impact of widespread AI use or the emergence of the latest TikTok trend.

Still, speakers were candid enough to detail current trendlines, unpack pain points and offer best practices where appropriate.

Lessons from across Publicis

When it comes to putting together over a dozen panels dissecting every current vulnerability and potential obstacle in medical marketing, it helps to have external voices provide a third-party perspective.

For Publicis, that means having client leaders from outside the pharma sector offering their two cents on improving the patient experience or leveraging emerging technology in a better way.

It’s not only that the holding company can bring these voices in the room but rather that these executives can speak to healthcare-focused leaders on the level and make a business case.

Whether it’s Coca Cola’s AI head detailing how the evolving innovative tech can be institutionalized in a meaningful way by pharma brands or Publicis Groupe’s commerce chief reiterating how the dangers of complacency doomed once-invincible retail giants, there are lessons to be learned from other sectors.

“The core value prop of big chain pharmacies has been convenience,” said Jason Goldberg, chief commerce strategy officer at Publicis Groupe. “But when you think of convenience, are the modern pharmacies — with everything locked up in product jail — the first thing that comes to mind? No.”

Ultimately, they turned out to be among the most insightful presentations of the conference because they forced industry leaders to consider options they wouldn’t normally opt for. 

Celebs lean into patient advocacy

Plenty of health conferences bring in A-list talent to draw in attendees and sponsors, but it can be a mixed bag since some may only have a tangential relationship with healthcare thanks to campaign work.

Thanks to an extensive vetting process, HealthFront routinely invites celebrities who can touch on their own lived experiences as patients and inform marketers about how brands can communicate with them in a more effective way.

Both Selma Blair and Chelsea Handler offered candid, funny remarks about their respective patient journeys and underscored the importance of being an advocate for yourself as a patient.

They also both advised medical marketers to work with their clients to center patients and their concerns in their work.

At a time when medical misinformation runs rampant and the nation’s healthcare infrastructure is being dismantled piece-by-piece, it is imperative for pharma brands to solidify their standing with patients and rebuild any misgivings they might have about them.

“The only way to build trust is to tell the truth,” Handler noted.

Enough research has been released indicating that patients and HCPs want more authentic, human-centric and relatable storytelling in pharma advertising.

What drives the message home is when you have well-known public figures on stage emphasizing that candor and an upfront approach to messaging pays dividends when engaging with patients. 

Why don’t other agencies do this?

Going through my notes from the event, two things stuck out: health media deserves its shine and medical marketing has come a long way compared to the broader advertising space.

Yet it’s still fair to ask why more isn’t being done to elevate the medium and bring it further into the mainstream.

PHM HealthFront is an exciting concept executed in a productive way, but there is the feeling that it serves as more of an outlier than the industry norm.

Looking around the medical marketing space, simply not enough other organizations are bringing together hundreds of people for important conversations, product launches and networking opportunities.

In a few weeks, PatientPoint will be hosting its annual upfront at its New York headquarters, but where are the other holding company giants?

CMI Media Group hosts its Agility event in September to coincide with Digital Pharma East in Philadelphia, but where are the other WPP agencies hosting their own respective healthfronts in New York in the spring? 

Omnicom and IPG are understandably busy with megamerger responsibilities, but why wasn’t this an offering in recent years? What about Havas?

If medical marketing wants to continue to grow as a space and be taken more seriously by the industry as a whole, these kinds of events should be in consideration.

Obviously not every agency can put on a healthfront — few can invest as many resources as PHM does — but for the sake of an industry facing a variety of challenging headwinds, it may not hurt to try.