Pharma marketers are increasingly moving away from broad, one-size-fits-all approaches and embracing patient-led strategies, says Kate Calabrese, senior vice president of emerging digital media at PatientPoint. In a recent conversation with Fierce’s Chris Hayden, Calabrese emphasized that brands must prioritize connecting with patients on a personal level by tailoring messages to their stage in the care journey. At the point of care, she said, personalization backed by clinical validation can empower patients to make more confident decisions about their health.
Looking ahead, Calabrese predicted that artificial intelligence will be central to personalization in pharma marketing, from informing content to guiding targeting and measurement. But she underscored that empathy and simplicity remain critical to making health information meaningful and accessible. “Patients are people,” she said, adding that content must break down complex topics and prompt more productive patient-provider conversations. Watch the full interview to hear more of her insights on personalization, trusted education, and the role of AI in patient engagement.
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