6 Key Takeaways from PulsePoint’s HealthNEXT

solli recently attended PulsePoint’s HealthNEXT event in Manhattan, joining an audience of HCPs, pharma marketers, agency leaders, and technology innovators. The conversations cut to the heart of what’s shaping the pharma media space — from new skills and metrics to the need for collaboration across the industry.

Here’s 6 key takeaways that are shaping the future of Pharma Media:

1. Change Management Is Becoming a Core Capability

Agency leaders from IPG Mediabrands Health, PHM, CMI Media Group, and Dentsu Health were unanimous on one point: the only certainty is change. In this environment, an agency’s ability to manage change — both within its own organisation and in partnership with clients — will be a key differentiator. This is no longer a peripheral service; it is emerging as a core capability that will define which partners can thrive in a market where transformation is the norm — and a key skill for individuals looking to make their mark in this industry.

2. Audience Quality Alone Isn’t Enough

Once considered the gold standard of targeting, audience quality is now only part of the equation. In the increasingly complex regulatory and media environment in the U.S., brands are seeking new ways to plan, engage, and monitor their audiences. One DTC-focused panel challenged the status quo with a simple but pointed question: should access, affordability, and adherence be the key media-linked metrics in the US? This patient-centred approach would ensure the audiences...