Pharma marketing is moving beyond simple multichannel campaigns, according to Danielle Fox, director of integrated planning at Butler/Till. In a recent conversation with Fierce Pharma publisher Rebecca Willumson, Fox explained that true omnichannel engagement means reaching the right person with the right message at the right time—a strategy more achievable with health care providers than with patients, given the challenges around patient data sharing. She emphasized the importance of building trust through value exchange to unlock patient insights that can bring these journeys to life.
Fox also highlighted Butler/Till’s unique positioning as a mid-sized, employee-owned agency. By blending agility with robust resources, the firm aims to serve as an extension of client teams while leveraging tools like its SIM simulator to translate marketing mix data into actionable strategies. Looking ahead, Fox predicted patients will play an increasingly central role in their own care, aided by technology and AI. Watch the full interview to hear how Butler/Till is rethinking pharma marketing for the future.
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