In this Talks With Teads conversation, Jorge Herrera, Head of Enterprise Experience Management at Pfizer, shares how the pharmaceutical industry is moving beyond simple insights delivery to become a true partner in performance and prioritization. The shift, he notes, benefits not only brands but also physicians, patients, and the broader healthcare ecosystem.
Key Insights
From Insights to Impact
Jorge highlights the need for partners who don’t just surface data but help brands act on it. Turning analytics into prioritization and action elevates outcomes across the healthcare landscape and strengthens the connection between marketing efforts and patient experience.
Attention Is Not Just Top-Funnel
While awareness remains critical, attention shouldn’t be confined to upper-funnel metrics. “You need attention at every single level of the funnel,” Jorge explains. Measuring and acting on attention from first touch to conversion provides a more complete view of what drives results.
Measurement as a Competitive Edge
Refining how attention is tracked and linked to performance is becoming a key differentiator. Testing new ways to capture attention and connect it to lower-funnel outcomes reveals where campaigns truly resonate.
These lessons extend well beyond pharma. Any marketer aiming to bridge brand storytelling with measurable performance can learn from this focus on attention as a full-funnel metric.
For more insights from industry leaders, explore the full Talks With Teads series.