Your Media Plan Is Wrong: HCPs and Patients Don’t Behave the Way You Buy

schedule Wednesday, 24 June 2026

For decades, life sciences marketing has been planned and executed as if healthcare professionals and patients occupy separate universes- distinct audiences, different channels, and parallel strategies. One plan and budget for HCPs, another for DTC. That model is no longer reflects how people actually behave and is ushering in friction in how our audiences are engaging with brands.

Behavioral data now shows that both HCPs and patients move fluidly between clinical, consumer, and cultural environments throughout the day. The distinction isn’t identity- it’s mindset. The same person may shift from clinician to caregiver, from patient to researcher, from professional to human, often within minutes.

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Partner

Speakers

Steve Madden Editor at large MM+M

Andrea Palmer CEO Publicis Health Media

Craig Haines Chief Revenue Officer People Inc.

Megan Suttile Associate VP of Global Media & Partnerships Eli Lilly & Company

Eric Lloyd Chief Revenue Officer IQVIA Digital

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