Healthcare Marketing Embraces Agile Omnichannel and AI

At an Adweek House Cannes panel co-hosted with Doceree, healthcare marketing leaders discussed the need to move beyond traditional, linear planning toward more responsive, agile omnichannel frameworks. Panelists — including executives from Doceree, Publicis Health Media, Good Apple, Real Chemistry Media, Digitas Health and Novo Nordisk — argued that annual plans and vanity metrics (clicks, impressions) are insufficient for evolving provider and patient journeys. They emphasized aligning content strategies for prescribers and consumers, granting greater organizational and agency autonomy to speed decision-making, and incorporating AI tools to accelerate creative cycles and better predict future patient and provider behavior. The conversation highlighted rising importance of intent measurement in prescription decisions and the convergence of provider and patient content strategies.