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The ever-evolving information landscape is changing the way healthcare providers (HCPs) and patients interact and the way brands can reach audiences when they are most receptive. Technology enables the healthcare industry to reframe, rethink and innovate how to effectively and efficiently strengthen those connections.

At PulsePoint’s HealthNext Summit, leaders in healthcare marketing came together for panel discussions and breakout sessions to shape the future of health media and technology with and for clients.

At the fourth annual event, exclusive to PulsePoint employees and clients, more than 250 in-person attendees explored the challenges that healthcare marketing is facing and ways to innovate using technology to solve them.

This year’s summit was a dynamic and inspiring day featuring unfiltered perspectives from healthcare leaders and offering actionable insights into how marketers can better support patients and providers. A major highlight was an exclusive first look at PulsePoint’s latest product innovations, designed to revolutionize audience connection — especially in direct-to-consumer (DTC) — and drive measurable outcomes.

Understanding the HCP experience

“The day started with a clinician panel because it brings to life the realities that they are confronted with day in and day out, and how they are trying to make sense of an ever-changing, evolving information landscape; and do that as effectively and as efficiently as possible to dedicate more time to patient care,” said Konrad Gerszke, CEO, PulsePoint.

“Brand Marketing Through the Doctor’s Eyes” delved into the importance of trusted sources for clinical information ranging from expert guidelines, medical conferences and organizations to clinical trials and patient advocacy groups. Across all specialties, physicians today face a time famine and need concise, targeted information to enhance patient understanding and trust.

“I have 15 minutes to talk about the rest of their breast cancer journey, and I have to be fast but transparent and thorough,” said Dr. Jessica Treviño Jones, breast oncology, cancer genetics and high-risk screening, Mays Cancer Center.

Digitally presented information could help time-pressed doctors educate patients better. “It could give my patients a clear understanding of what it is that they need to know to overcome that inertia so they can start this medication that is going to improve their longevity, health and symptomatic status,” explained Dr. Michael Zile, division of cardiology, Medical University of South Carolina.

Through education, brands can help “increase our probability of generating trust in [patient-doctor] interactions,” said Dr. Chris DeRienzo, chief physician executive at American Hospital Association. “The first time some patients are hearing about different therapies is in the world that you’re communicating with them.”

Enhancing patient-doctor relationships

A key theme of HealthNext was the rapidity of change and constant influx of information. “Day in and day out, we come together to think about the market challenges we’re trying to solve, and then we innovate using technology to solve them,” noted PulsePoint’s CCO, Andrew Stark.

Top pharma and agency leaders in the session on “In the Hot Seat: Health Agency Chiefs” highlighted the ongoing transformation underway in healthcare marketing, fueled by AI, cross-generational communication and evolving client needs.

“Change is the only constant that we have right now,” said Melissa Gordon-Ring, global president, IPG Mediabrands Health. “Being able to manage that [change] and teach coping mechanisms and skills is the only way we’re going to keep our teams engaged, excited and motivated in the future.”

As clients adapt to the changes, agencies need to address operational issues to deliver innovative integrated solutions. “Making all those connections, making all of our systems work well and more efficiently with one another are going to make the operational effectiveness, the efficiency happen, and the nimbleness and the agility that we have to have under the pressure that the clients are feeling,” explained Eugene Lee, COO, CMI Media Group.

For clients and agencies alike, “it’s a constant state of learning, listening, refining,” said Greg Reilly, global president, Dentsu Health.

Navigating communication across four generations of patients and providers requires nuanced strategies that reflect how people seek information today. “Understand the nuances as it pertains to different groups. Focus on how we can use data to inform better decisions, rather than limiting the way that we’re doing things by looking for that least common denominator approach,” advised Andrea Palmer, CEO, Publicis Health Media.

Pharma’s vision is to be a dynamic, responsive industry based on people. “AI makes that [transformation] not only simple and possible, but fast and fairly automatic,” added Palmer.

In today’s fragmented media landscape, brands risk waste and missed opportunity when messages don’t align with real-time audience intent. The session on “Redefining Health Media” explored how brands are shifting to dynamic, moment-based activation to unlock more value from every dollar spent.

In tailoring content, personalization, agility and precision targeting are essential. It’s important to ask if this “is the right time and the right space to speak to our ideal patient or HCP,” said Glenniss Richards, senior director, digital media, activation, Bayer.

In-house technological expertise is fundamental to success. “Make sure to pressure test everything but also encourage internal upskilling within the organization,” said Milet Koo, associate director, omnichannel capabilities, Neurocrine Biosciences.

Another key factor is centralization. At Bayer, a singular in-house team oversees planning, strategy, research and analytics. “There’s one transparency, there’s also trust, but there’s also a centralized arm that is managing that digital ecosystem,” Richards explained.

Powering innovative solutions

HCPs have limited time to absorb information, making receptivity — having the right information at their disposal to make better decisions — critical. In “HCP Engagement: What’s NEXT,” Ezra Suvyeke, CPO/CTO, PulsePoint, emphasized how PulsePoint’s approach begins with a rock-solid HCP data foundation, enabling accurate match rates and strong realized reach. By identifying educational gaps and building a dynamic knowledge graph, campaigns target doctors when they are most open to engagement.

Through Adaptive Optimization, powered by proprietary HCP signals and machine learning, PulsePoint pinpoints key moments in each physician’s day, ensuring clinical information is delivered when it’s most relevant, ultimately driving better brand outcomes, he noted.

To eliminate waste in DTC healthcare marketing, PulsePoint unveiled a capability specifically centered on data, optimization and measurement. In “NEXT Starts Now,” Suvyeke detailed how DTC Adaptive Optimization allows brands to access intent and action data that was previously unavailable – in a privacy-safe way – to optimize media against those patients who are more likely to benefit from it, improve ROI and eliminate the waste long built into DTC.

The result is greater confidence: knowing budgets are going to the right places, reaching receptive audiences and maximizing every dollar’s impact while upholding strict privacy standards. This launch is a game changer for the industry, cutting waste and boosting impact.

Additional innovations include the customizable DTC Clinical Insights Dashboard that links near real-time ad exposure to prescription outcomes by using AQ and prescription-level data, curated markets that enable precision targeting, the Studio: DTC Audience Explorer that enhances customization, and upcoming partnerships with Crossix AQ and IQVIA that will bring measurement data into the dashboard.

Interactive breakout sessions offered participants an in-depth look at how brands can drive results with PulsePoint’s platforms, build precise and dynamic HCP audiences for activation and research, and utilize DTC technologies to harness patient-focused advertising for positive health outcomes.

This year’s HealthNext Summit delivered not only inspiration, but concrete opportunities for collaboration, learning and progress, reaffirming the industry’s shared commitment to transforming healthcare through smarter, more connected solutions.

“The more questions you’re asking, the more holes you’re trying to put into our solutions, the better our teams can try to address those,” concluded Gerzske. “Our clients, their agencies, their technology partners, continue to push us to get better and better every day.“