Connected television and retail media are redefining how health and wellness brands connect with patients and physicians, said Melissa Gordon-Ring, global president at IPG Mediabrands Health.
These platforms give agencies a “deeper level of insight” into patient and physician behavior while maintaining safety and privacy standards, she said in this interview with Beet.TV contributor David Kaplan during Advertising Week New York.
“They allow us to understand the spaces, places, and moments within their journey that could be more impactful,” she said. This insight, she added, helps pharmaceutical advertisers deliver messages that truly matter to their audiences.
Data strengthens collaboration across the healthcare ecosystem
Retail data, Gordon-Ring said, is transforming how agencies, clients, and retailers work together.
“The more information or data that we have that can be actionable or trackable makes our jobs simpler, better, and smarter,” she said. That data also helps teams measure how different channels and tactics combine to drive stronger results.
AI’s influence spans every part of the healthcare journey
Artificial intelligence is now integral to how health brands engage with patients from diagnosis to advertising strategy.
Gordon-Ring cited OpenEvidence, an AI-based tool giving physicians instant access to data from the New England Journal of Medicine and JAMA.
“It allows them to diagnose and treat patients at a speed that is absolutely unprecedented,” she said.
AI’s role extends far beyond the clinic.
“AI is used in everything we do: search strategies, content development audience creation,” she said. The technology’s promise, she added, lies in accelerating how health messages reach those who need them most.
Speed is becoming a healthcare imperative
Historically, healthcare marketing hasn’t been associated with speed. But that’s changing fast, Gordon-Ring said.
“The faster we can move, the faster we can get the right messaging and information in front of patients and physicians,” she said. This agility can help patients feel “in control of something they don’t have control over.”
AI can even support earlier interventions, including clinical trial recruitment, an area Gordon-Ring described as a “first step in drug development” that benefits from timely, data-driven engagement.
Personalization is key to relevance and outcomes
As healthcare marketing evolves, personalization remains essential.
“It’s critical that we speak to patients and physicians in a way that matters to them,” Gordon-Ring said. Consumers expect relevant messages, and when done right, those interactions are more measurable and actionable.
She noted that personalization at scale is especially powerful for rare disease campaigns, where small patient populations mean every interaction can make a meaningful difference.
Simplicity, empowerment and better outcomes
Looking ahead, Gordon-Ring is most excited about tools that let physicians spend more meaningful time with patients. She envisions a future where access, data and AI combine to make healthcare simpler to navigate.
“People are being diagnosed faster, but they’re also inundated with more information,” she said. “The challenge, and the opportunity, is using these tools to help people make positive decisions in a world that can feel overwhelming.”