Healthcare Marketers Rethink Infrastructure in Search of Real-Time Results

At an ADWEEK House panel co-hosted with Doceree, industry leaders highlighted why static planning is failing in modern healthcare marketing and how interconnected teams are using AI to pivot in real time. Jose Ferreira, Chief Product Officer at CMI Media Group, emphasized the power of replacing siloed targeting with narrative-based delivery, noting that test-and-control scenarios have yielded a 5-to-1 or greater ROI compared to traditional approaches. Looking ahead, Ferreira cautioned that the agency model must rapidly evolve alongside technology infrastructure: “The legacy model of selling the experts is probably not going to be the business model that gets supported five years from now or even three years from now,” underscoring that agencies must build tech-driven architectures focused squarely on measurable business outcomes. Read more about the session here