Does healthcare marketing *have* to lag behind the mainstream?
Conventional wisdom is that healthcare marketing is not an area for innovation - that it sometimes lags consumer marketing trends by as much as five years. It is true that there's some wisdom in being cautious in any regulated industry, but that same conventional wisdom was once thought to also apply in other regulated verticals such as finance, whose marketing now sits comfortably at the bleeding edge intersection of mobile, social, and data. With the recent FDA guidance in the US, it's clear that pharma has at least a yellow light for social activity. Let's discuss this, and other areas where the industry may be able to move out of the slipstream of the mainstream.