As healthcare marketing grows more complex, data remains essential, but not as a one-size-fits-all solution. In this interview, Michael Deichmiller, senior vice president of client engagement at Butler/Till, discusses why marketers must examine data at a granular level to better understand both consumers and healthcare professionals. Rather than focusing solely on omnichannel approaches, he emphasizes the importance of creating more meaningful connections between personal and non-personal engagement strategies.
The conversation also explores how healthcare organizations should define impact. For Butler/Till, success extends beyond impressions and media performance metrics. Deichmiller explains that meaningful impact comes from helping clients achieve business outcomes that ultimately support patient wellness and benefit.
Looking ahead, Deichmiller challenges brands to rethink growth. Instead of viewing growth as a function of budget size or campaign scale, he argues that competitive advantage will come from precision. Brands that can effectively reach the right patient or healthcare professional, and use campaign data to optimize quickly, will be best positioned for success. He shares his perspective on the future of healthcare marketing.
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