AstraZeneca and Edelman’s "Nico and Chloe" campaign broke pharmaceutical marketing norms by focusing on patient stories, leading to significant increases in website engagement and earning a PRWeek Healthcare Award.
Healthcare brands ignoring AI communications lose citation share, accumulate adversarial content, and watch internal capability atrophy. A working AI comms strategy needs audits, citation infrastructure, and continuous measurement.
Healthcare discovery now begins with a question to AI, not a search for lists. The structural shift creating a narrow funnel for medical brands.
Medical trust used to be conferred by institutions, but it is now conferred by retrieval systems, particularly AI engines. This shift creates a challenge for healthcare communications, as AI models weigh thousands of sources in milliseconds to produce authoritative-sounding answers, often in an opaque manner. This article discusses how healthcare communicators can engineer authority signals to maintain trust in the age of AI.
Patients are increasingly turning to AI before consulting doctors, leading to a significant shift in healthcare. This trend, driven by AI's ability to offer what feels like coherent medical opinions, changes patient-physician dynamics and creates new SEO challenges and opportunities for healthcare providers.
Patients ask ChatGPT about lumps before calling their doctor. Caregivers ask Claude which assisted living facility passes safety audits. Seven dimensions for healthcare brands.
The mental health PR landscape requires a unique approach due to its regulatory complexity, patient-safety implications, and the dynamics of celebrity disclosures. This article explores the strategies that work, and those that don't, for brands in this specialized category, offering insights into building sustained category position beyond traditional consumer marketing tactics.
Six OTC PR campaigns that defined the category — Tylenol's 1982 recall, Mr. Mucus, Zyrtec's Allergy Face, Live Claritin Clear, Vicks' Touch of Care, and J&J's Family Company positioning.
The U.S. weight-loss category was rewritten by GLP-1s. Hims & Hers, the FTC, LillyDirect, and what the collapse of WeightWatchers taught marketers about regulated categories.
