In this Talks With Teads conversation, Keith McGee, Senior Director of Channel Management, US Wholesale Trade & Channel Management at Sanofi, shares how digital advertising and media solutions are creating measurable impact in healthcare marketing. He explains how technology empowers patients to find information and affordability options while ensuring alignment among providers, prescribers, patients, and payers.
Key Insights
Patients as Decision Makers
Keith highlights a major shift toward consumerism in healthcare. Patients now self-serve for information, affordability solutions, and even where and how they receive their medication. This transformation places patients at the center of the decision-making process, making them active participants rather than passive recipients.
Digital Delivers Measurable Impact
According to Keith, digital channels and technology have created the most measurable impact by connecting directly with patients. From educational content to tools that simplify access and affordability, digital engagement enables patients to find answers and solutions on their own terms.
Alignment Is Essential
Successful therapy depends on more than patient engagement. Keith underscores the need for alignment among providers, prescribers, patients, and payers. Without coordination across all these stakeholders, even the most innovative digital efforts can fall short of improving outcomes.
The Future of Healthcare Marketing
As digital media continues to evolve, healthcare advertisers must design campaigns that support this empowered patient journey while ensuring all parties—patients, providers, and payers—are part of the conversation.
For more insights from industry leaders, explore our Talks With Teads series.