Patient Trends: The Disconnect Between Belief, Marketing, and Execution

The disconnect is real. Brands have a vision for how to reach and educate patients. The reality of execution — fragmented measurement, siloed channels, and budget constraints — tells a different story.

In this roundtable, five industry leaders explore the gaps shaping pharma marketing today: why broadcast-first thinking still dominates, how AI is reshaping patient education and physician engagement, what point of care really needs to deliver, and why orchestration — not just omnichannel — is the new imperative.

Featuring perspectives from media, point of care, clinical practice, and measurement, this is one of the most candid conversations we’ve had yet.