Healthcare marketers have long been constrained by siloed approaches to targeting and engaging healthcare provider and direct-to-consumer audiences. In a recent MM+M TrendTalks session, industry experts discussed how new tactics can help reps leverage digital capabilities to enhance their face-to-face interactions, but noted how it isn’t always easy to pivot from an old school approach to detailing. According to Amy Turnquist, principal, life sciences, the most successful change management starts at the top.
“You need leadership alignment at the top level, or it’s not going to work,” Amy Turnquist said.