Post-pandemic, medical systems around the world find themselves in crisis. There’s too much demand and too few resources, and patients increasingly feel forgotten and disconnected.
So, the system is evolving – it has to. Under such tectonic pressures, more of the responsibility for health outcomes is being placed on the patient. Finding themselves with less access, individuals need to become their own advocate (or advocates for their loved ones) in a system that’s just doing its best to keep up.
Canada’s pharma agencies are also responding, by stepping up to fill the gaps. You can see it in the growth that all the agencies on this year’s list have undergone.
And it’s not just about numbers. Now, there’s lots of talk about ways to make a difference in people’s lives – ways to solve real-world problems. Maybe it’s taking advantage of new tools like AI to help Parkinson’s or diabetes patients. Or maybe it’s finding new ways to use existing tools like Spotify to motivate surgical teams. Sometimes it’s just about creating a convenient hub where patients and their families can find the info they need to have informed conversations with their caregivers.
It’s all about empowering people – arming them with information and direction. It’s about giving experts on the front lines of the healthcare crisis the tools and support they need. It’s about being proactive versus responsive.
Of course, it will always be about hitting the numbers. Marketing is marketing after all. But, in a post-pandemic world where trust in medical institutions has started to wane, it’s increasingly about asking what good we can do and what difference we can make.
And when that’s the starting point, the places you’ll go can be surprising.
The 2023 Pharma Report:
McCann Health Canada: From Frustration to renewed confidence
Dentsu Health: The dual benefits of global reach and local touch
