solli – Healthcare’s Consumer Revolution

In a new solli byline by Jacob Harrison, VP, Point of Purchase, the healthcare industry is experiencing a profound consumer revolution, transforming patients into active, discerning shoppers who research, compare, and choose treatments much like retail consumers. This shift, fueled by the pandemic and digital advancements, means reduced brand loyalty and a demand for greater value. For healthcare marketers, success now hinges on embracing strategic partnerships for first-party data, expanding media inventory beyond traditional ads to include in-store and co-branded content, prioritizing fulfillment and convenience, and leveraging AI to personalize patient journeys. Adapting to these empowered consumer behaviors and evolving media landscapes is essential for impactful engagement and future growth. Read the full byline here.