ARTICLES

We’ve seen the rise and fall of many trends in healthcare innovation—but AI in rare disease care could be a turning point. AI has been part of medicine since the 1970s, but only now does it have the power to truly transform care—especially for rare diseases, where...

ASCO 2025 marked a pivotal moment in oncology, emphasizing a powerful shift to patient-centered, equitable, and behaviorally-informed care. Underscoring the human side of cancer treatment, it reflected a community committed to truly transforming patient outcomes....

Today, the use of Artificial Intelligence (AI) has become habitual to almost the entire workforce and population. It has become an incredibly potent asset to the healthcare industry, aiding greater efficacy in data analysis of clinical trials, diagnostic testing and...

THE CHALLENGE Operating in an established, highly competitive space is a challenge for any brand – how do you make your brand stand out and drive the behaviour change you desire? Our client faced this exact challenge with two core customer segments, one of which...

MedTech companies are building better products than ever. The designs are more intuitive. The workflows are better integrated. The features are deeply aligned to what users say they want. And yet – adoption still stalls. Differentiation still blurs. And commercial...

We have all seen the rise and fall of many a trend (and fad) in communications testing in the hunt for the perfect campaign – and witnessed the success and misfire of many of those campaigns. But what lessons have been learned along the way? Comms testing is all about...

This article explores the impact of cultural influences and stigma on healthcare in the Asia-Pacific region. It examines how cultural stigma affects disease management and offers best practices to reduce stigma, promoting a more inclusive and supportive healthcare...

15 seconds  That’s all you have, everyday as a marketer.  15 seconds is the maximum amount of time a cognitively overloaded HCP will spend considering prescribing your brand in a live situation. That makes those 15 seconds everything to pharma marketing teams – and to...

Mental health is increasingly coming to the forefront of public discourse around the world, yet in many parts of Asia, it remains a largely invisible struggle. Deeply rooted cultural beliefs, societal stigma and traditional approaches continue to shape how mental...

Brand planning season is upon us, and for many teams, it can feel like an overwhelming process filled with complex templates, endless revisions, and cross-functional challenges.   However, brand planning doesn’t have to be painful. By focusing on ambition,...