{"id":19101,"date":"2026-08-26T16:33:56","date_gmt":"2026-08-26T20:33:56","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=19101"},"modified":"2026-08-26T16:33:57","modified_gmt":"2026-08-26T20:33:57","slug":"healthcare-marketing-needs-to-get-more-human","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/healthcare-marketing-needs-to-get-more-human\/19101\/","title":{"rendered":"Healthcare Marketing Needs to Get More Human"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Becky Johnson, Advertising Week Writer &amp; Podcast Host<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Healthcare has become increasingly digital. We research symptoms online. We make appointments online. We manage prescriptions through apps. We meet with providers through screens. In some cases, we can access prescription medications without ever sitting in a doctor&#8217;s office.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There are plenty of benefits to that convenience. But there&#8217;s also a point where another screen, another portal and another piece of content stops making healthcare feel easier and starts adding to the noise.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That creates an interesting problem for healthcare marketers. Because this is an industry that already has a lot to explain.&nbsp;The science, the regulations, and products and the customers are complicated. And the audiences aren&#8217;t exactly walking around wishing someone would give them <em>more<\/em> information to consume.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So maybe the answer isn&#8217;t more information.&nbsp;Maybe it&#8217;s a better experience.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I recently spoke with <a href=\"https:\/\/www.linkedin.com\/in\/ericaspoor\/\">Erica Spoor, SVP Business Growth &amp; Strategy at Sparks<\/a>, an experiential brand agency that has worked in healthcare for more than 40 years. Our conversation kept coming back to something fairly basic: people need a way into the story before we can expect them to absorb all of the details.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And in healthcare, where understanding and trust matter enormously, that distinction becomes especially important.<\/p>\n\n\n\n<h3 id=\"h-start-with-the-thing-people-will-remember\" class=\"wp-block-heading\">Start with the thing people will remember.<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Erica shared an example of an experience Sparks created around the launch of a COPD drug. One of the important benefits was an eight-minute dosing window.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So they built the experience around a clock.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That single idea ran throughout the space, giving healthcare providers an immediate way to understand why the product mattered before deciding how deeply they wanted to explore the science behind it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What changes for the person using this product?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Eight minutes isn&#8217;t simply a dosing statistic. It&#8217;s time. It&#8217;s convenience. It&#8217;s a change in someone&#8217;s day and potentially their quality of life.&nbsp;Once someone understands why something matters, they&#8217;re much more likely to want to understand how it works.<\/p>\n\n\n\n<h3 id=\"h-digital-healthcare-has-made-real-life-interaction-more-valuable-not-less\" class=\"wp-block-heading\">Digital healthcare has made real-life interaction more valuable, not less.<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The rise of digital healthcare has changed the relationship between patients, providers and brands.&nbsp;Patients have access to more healthcare information than ever before. Direct-to-consumer healthcare companies have made it possible to seek treatment and access some prescriptions through online platforms. Providers are being hit with digital marketing and information from seemingly every direction.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">More access doesn&#8217;t automatically mean more trust.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That&#8217;s where Erica sees an important role for experiential marketing. An in-person experience gives healthcare professionals the opportunity to ask questions, talk with someone who understands the product and, when appropriate, actually interact with a device or technology.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s the difference between being told something and experiencing enough of it to form your own understanding. For healthcare brands, that&#8217;s significant. You can scroll past an ad. You can close an email. You can ignore another piece of content. It&#8217;s harder to replicate a good conversation with a knowledgeable person who can answer the question you actually have.<\/p>\n\n\n\n<h3 id=\"h-please-don-t-invite-people-to-an-experience-and-give-them-another-screen\" class=\"wp-block-heading\">Please don&#8217;t invite people to an experience and give them another screen.<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">One of the things I found most interesting in our conversation was how deliberately Sparks is moving away from screens in some live environments.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Because why bring someone all the way to an event just to show them something they could have watched at their desk?<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For GoodRx, Sparks created an open exhibit with discrete meeting spaces where representatives and providers could actually sit down and talk. Rather than making screens the centerpiece, the space facilitated conversations.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With Alcon, the experience could become even more hands-on. Providers could interact with equipment and diagnostic tools and better understand how the technology worked.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That&#8217;s where experiential has an obvious advantage over other marketing channels and particularly with healthcare professionals, who spend their days making decisions based on enormous amounts of information, that distinction matters.<\/p>\n\n\n\n<h3 id=\"h-the-event-isn-t-the-campaign\" class=\"wp-block-heading\">The event isn&#8217;t the campaign.<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Of course, even the greatest activation in the world eventually gets packed into crates. So what happens next?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Erica talked about approaching experiential across the entire life of the program: before, during and after the event. That means thinking about how the story introduced at an activation carries into digital content, follow-up communication and even physical environments such as the doctor&#8217;s office or pharmacy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">GoodRx is an easy example of how those worlds can connect. A provider might encounter the company at an industry event. Later, that same provider is talking with a patient about an expensive prescription and recommends GoodRx. The patient walks into a pharmacy and sees GoodRx materials at the counter.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Marketers love talking about channels, but customers don&#8217;t experience brands in channels. They simply keep encountering them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The best experiential strategy understands that the event is one part of that larger relationship, not an isolated spectacle competing for attention for a few days.<\/p>\n\n\n\n<h3 id=\"h-healthcare-marketing-can-be-accurate-without-being-boring\" class=\"wp-block-heading\">Healthcare marketing can be accurate without being boring.<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Healthcare marketers have legitimate boundaries that marketers in other categories don&#8217;t. That doesn&#8217;t mean creativity has to stop at the door.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Erica talked about brands being willing to take some risks in how they bring complicated ideas to life. Sparks has created three-dimensional environments that allow people to physically move through a representation of what&#8217;s happening inside the body. For another Medtronic activation, the initial invitation wasn&#8217;t a complicated piece of medical technology.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It was coffee.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Come over&#8211;&gt;Get a cup&#8211;&gt;Have a conversation&#8211;&gt;Get curious&#8211;&gt;Then get into the science.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There is something wonderfully human about that sequence.\u00a0Healthcare marketing doesn&#8217;t need to fight that behavior. It may be an experience that finally gives all that information a reason to stick.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The best experiential strategy understands that the event is one part of that larger relationship, not an isolated spectacle competing for attention for a few days.<\/p>\n","protected":false},"author":26,"featured_media":19102,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[19],"topics":[2],"class_list":["post-19101","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-health","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Healthcare Marketing Needs to Get More Human | AW360<\/title>\n<meta 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