At Greater Than One, we pride ourselves on being industry thought leaders at the forefront of healthcare marketing. Our team of experts consistently delivers innovative strategies and actionable insights to help our clients navigate the ever-evolving landscape. This past quarter, our thought leadership contributions have been featured across top industry publications, showcasing our expertise in areas such as AI-driven analytics, social media’s transformative role in pharmaceutical marketing, and the integration of advanced technologies to optimize non-personal promotion. These articles highlight our deep commitment to advancing healthcare marketing through flexibility, strategic partnerships, and cutting-edge solutions.
Using AI and Advanced Analytics Tools to Optimize Marketing Strategies
PharmaExec.com | October 16, 2024 | By Miranda Schmalfuhs
In a recent interview, Amanda Powers-Han, Chief Media and Marketing Officer at Greater Than One, emphasized the transformative role of artificial intelligence (AI) and advanced analytics in pharmaceutical marketing. She highlighted how AI enhances precision targeting and streamlines workflows, leading to more efficient and personalized marketing strategies. Powers-Han also discussed the integration of AI capabilities into existing tools, underscoring the importance of a collaborative approach where human expertise guides AI-driven content development. Watch the video and read the full article
Pharmaceutical Marketing Challenges & Trends to Expect on 2025: According to KOLs
PharmaExec.com | December 13, 2024 | By Miranda Schmalfuhs
In a recent interview, Amanda Powers-Han, Chief Media and Marketing Officer at Greater Than One, emphasized the growing importance of social media in pharmaceutical marketing strategies. She noted that, unlike a few years ago, social media is now an integral component of every marketing plan. Powers-Han advises choosing platforms wisely, as some are more trustworthy than others, and stresses the need for privacy-compliant targeting techniques, such as leveraging first-party data and trusted third-party providers. She also highlights the necessity of creating authentic, purposeful content that connects with customers by solving problems or providing value, thereby building trust and loyalty. Read the full article
Healthcare Agency Roundtable 2024
PharmaLive.com | December 9, 2024 | By Maria Fontanazza
Greater Than One’s thought leaders are shaping the future of healthcare marketing by emphasizing flexibility, strategic partnerships, and human connection. Each expert brings a unique perspective to addressing client challenges in an ever-evolving industry:
- Elizabeth Izard-Apelles, President, CEO: Apelles highlights the importance of fostering a culture of innovation and collaboration, ensuring that Greater Than One remains at the forefront of healthcare marketing. Her leadership drives the agency’s commitment to delivering impactful, client-focused solutions.
- Jason Valdez, Chief Operating Officer: Valdez underscores the agency’s agility and responsiveness through tailored operational models, ensuring clients receive scalable and customized solutions in a rapidly changing healthcare landscape.
- Andrew Bast, Chief Strategy Officer: Bast introduces the concept of “living ideas,” dynamic strategies that grow and adapt in real-world contexts, helping clients connect with their audiences in meaningful and actionable ways.
- Amanda Powers-Han, Chief Media and Marketing Officer: Powers-Han illustrates how blending creative storytelling with strategic insights produces campaigns that resonate emotionally while adhering to strict healthcare regulations.
- Brian Peterson, Chief Digital Officer: Peterson delves into how advanced technologies like AI and centralized data platforms drive real-time analytics, improving connectivity and outcomes for healthcare professionals, patients, and caregivers.
- Michelle Lentz, SVP, Account Director: Lentz emphasizes the shift from traditional marketing metrics to focusing on tangible business impact. She highlights the importance of agencies serving as strategic partners to align with clients’ long-term objectives.
- Italia Marr, Media Strategy Director: Marr explores the importance of leveraging platforms like TikTok for patient engagement, advocating for influencer-driven, story-based content to meet digital-first audiences where they are.
- Elizabeth Dignam, Director of Search and Social: Dignam highlights the power of healthcare influencers in building trust and engagement across platforms like LinkedIn, X, TikTok, and Instagram, where short-form video and thought leadership are driving impactful connections with both patients and healthcare professionals.
These insights reflect Greater Than One’s dedication to innovation, adaptability, and results-driven strategies that redefine healthcare marketing.
To delve deeper into these expert perspectives, read the full articles:
Moving into 2025
Our industry is synonymous with patient-centered innovation and I expect that will continue in the clinical, technological, and human behavior domains.
The future of agencies: Commitment to flexibility, partnership, and human connection fosters stronger outcomes
The agency-client relationship in the healthcare marketing space is in a state of evolution, with a growing emphasis on business impact that goes beyond traditional marketing metrics.
Technologies fuel better connectivity with HCPs, patients, and caregivers
2024 saw a significant increase in the use of technology to better target all audience types, including HCP’s, patients, caregivers and family members.
Building an Environment of Diversity, Equity, Inclusion, and Belonging
Greater than One is a diverse company; we are both WBE and LGBTQ certified, so diversity, equity, inclusion, and belonging are fundamental to how we act, and we believe this makes us stronger.
From TikTok to digital opinion leaders, social media’s integral role in strategy and engagement
Staying informed and nimble in our strategy has never been more important than it is today.
Connecting the dots has never been more necessary than now: Media, CRM, Technology, and NPP (non-personal promotion)
PharmaLive.com | December 17, 2024 | By Andrew Bast, Greater Than One
In the rapidly evolving healthcare marketing landscape, integrating media, CRM, technology, and non-personal promotion (NPP) is more crucial than ever. Andrew Bast, Chief Strategy Officer at Greater Than One, emphasizes that creating meaningful connections between customers and brands requires a deep understanding of customer preferences and real-time data to deliver seamless experiences across channels. By leveraging physician-level data, marketers can craft personalized, omnichannel strategies that enhance engagement and drive business impact. Bast also highlights the importance of internal infrastructure and a phased approach to building connected ecosystems, ensuring that digital communications are orchestrated effectively across channels and brands. Read the full article
