EXPERT on Call – BRAND NOURISHMENT – MARKETING AND INNOVATION / 4 Tips for Pharma Brands in 2025

The Future of Healthcare Marketing: AI, Creativity, and Unforgettable Experiences.

We’re at an interesting moment in healthcare marketing where the race isn’t just to keep up, but to leap ahead. In an industry that lagged for so long and went through an abrupt coming of age during the pandemic, we now have some companies (not just the blue chips) doing phenomenal, modern marketing.

Throughout the industry, the focus is on thinking strategically, prioritizing creativity, and adopting cutting-edge tools to connect with patients and healthcare providers (HCPs) like never before. From establishing robust AI practices to reimagining patient journeys and creating space for unforgettable “wow” moments, these strategies are designed to help your brand succeed.

Here’s how you can make it happen:

1. ESTABLISH AN AI PRACTICE NOW
AI is no longer a luxury; it’s a necessity. Building an AI practice means moving beyond tools and toward strategy—integrating AI to enhance everything from creative brainstorming to campaign analytics. Whether it’s generating actionable patient insights, getting starter creative options or optimizing your marketing mix, having an AI practice empowers your team to work smarter and faster.

2. MAKE BASICS MORE EFFICIENT TO MAKE OPPORTUNITY FOR “WOW” MOMENTS
Efficient execution is the backbone of extraordinary campaigns because it enables you to allocate your budget and resources more strategically, empowering your team to dream big. With more time and resources, you can invest in the “wow” moments: a standout activation, an innovative digital experience, or a fresh way to engage. Maybe there’s an opportunity for an impressive in-person experience that can be amortized for digital use. The key? Build a strong foundation so your brand has the freedom to shine where it matters most.

“Ensuring you’ve considered partners across the entire ecosystem can dramatically amplify your brand’s impact. The right partnerships create a ripple effect, elevating every aspect of your marketing strategy.”

3. AUDIENCE AND JOURNEY OBSESSION
Success in healthcare marketing lies in truly understanding your audience. Being obsessed with every touchpoint of their journey means eliminating friction, predicting needs, and delivering solutions that surprise and delight. Too often, strategic imperatives (Sis) overlook tremendous opportunities, so it’s important to do an experience audit periodically to find and address those gaps. Whether it’s finding creative ways to reach a critical audience or providing seamless, motivating retention, this obsession drives meaningful connections.

Have you thought through your generative search strategy? Have you explicitly combed through the path your audiences will take? If not, now is the time.

4. CONSIDER THE FULL PARTNER ECOSYSTEM
Your partner (vendor) ecosystem is more than just a collection of service providers, it’s a strategic asset. There are so many interesting partners that exist but aren’t properly tapped.

Ensuring you’ve considered partners across the entire ecosystem can dramatically amplify your brand’s impact. The right partnerships create a ripple effect, elevating every aspect of your marketing strategy.

At Calcium+Company, we’ve created a partner ecosystem comparison tool and can work on a project  basis to access it.

THE PATH FORWARD
The next evolution of healthcare marketing requires blending the human and the technological. It requires being journey obsessed. It requires ensuring there are “wow” experiences at meaningful moments. We’re doing great work now, and the possibilities are endless. Our task as marketers isn’t just to keep pace with change, it’s to shape it.

By staying curious, embracing innovation, and putting the patient at the center of everything we do, we can create work that not only resonates but also makes a meaningful difference in people’s lives.

  • Corina Kellam
    Corina Kellam

    Chief Marketing and Innovation Officer - Calcium+Company

    Corina Kellam, Chief Marketing and Innovation Officer, at Calcium, is a strategic marketer specializing in pharma and healthcare. With expertise in AI integration, patient-centric campaigns, and innovative storytelling, she drives impactful connections between brands, HCPs, and patients, fostering creativity and measurable success in every initiative. Corina can be reached at Corina.Kellam@calciumco.com.

Ads

You May Also Like

New Research Shows Nature Zoom Backgrounds Boost Creativity

Past research studies have shown that exposure to nature (e.g., trees, vegetation, beaches, plants, ...

The Changing Healthcare Environment Demands More Innovation

There is an acute need for innovation in pharmaceutical marketing driven by rapidly evolving ...

Orphan Drugs Catch Fire in Big Pharma

The year 2014 marked the best year ever for drugs approved for rare diseases. ...