Medical Marketing and Media, part of Campaign US, has featured Kelly Smith, chief executive, health, in its Omnichannel's Pulse on AI series.
In the piece, Kelly makes the case for moving away from static personas and towards more individual, data-led engagement in healthcare marketing. She argues that the industry has relied too long on broad audience segments that flatten the complexity of how people actually make health decisions.
Instead, she points to AI and real-time data as the tools that allow marketers to engage with individuals rather than archetypes, creating communications that respond to behaviour rather than assumption.
It is a sharp, practical take on where health marketing needs to go next.
Read the article here
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