Back in 535 BC, Greek philosopher, Heraclitus, famously said, “There is nothing more constant than change.” Centuries later, Darwin echoed those words. In 2018, it doesn’t take a philosopher or a scientist to point out the constancy of change—especially in healthcare. Pharma is in full pivot mode once again, seeking to engage more intimately with the patients and HCPs who can benefit from their products. The emphasis is no longer—and can’t be—on quantity sold, but on quality that improves lives.
From point of care, to websites, to expanded opportunities in social media, no one message, and no one messaging method, can stand alone. As noted in our Circle of Excellence Roundtable, the marketing environment must become a “holistic ecosystem”—one in which collaboration between clients, marketers, tech, and vendors, will become key to continued success.
That is especially true when you specifically focus on social media, which we do in this issue. No longer can marketers just rely on the big four: Facebook, Twitter, YouTube, and Instagram. Instead they must learn to embrace the number of ephemeral platforms, messaging apps, chatbots, and more—as well as the changes occurring on the more established platforms. Facebook, for one, now offers new opportunities (see our Think Tank) that will help marketers to engage patients and HCPs in more personal ways. And in the end, it won’t matter how many “Likes” you get, but the quality of connections you make.
All this hard work requires focused creativity—found both inside and outside the office. You’ll see this at-home artistic genius on display next month when our annual special supplement, The Greatest Creators, will feature the original artwork of the winner of our annual, one-of-a-kind, competition, on the cover. You’ll want to keep an eye out for that.
And watch for our special ELITE Awards issue in May, which honors the industry’s top Entrepreneurs, Leaders, Innovators, and Transformers. Get ready to meet the individuals who, through talent and persistence, move healthcare forward. These giants are the change makers. A special celebration is in the works for July that will give all of our readers the opportunity to network with these extraordinary leaders. Stay tuned for the details!
