In the second installment of this two-part series, Tableau’s Nate Nichols explores how agentic AI can enhance—not replace—clinicians by providing vital services for care teams, such as real-time transcription, EHR-integrated summaries, and smarter triage, that can free clinicians to focus on patients. The conversation covers patient-side benefits, barriers to adoption, practical first steps for pharma and health systems, and marketing in an agent-first world.

In the first segment of this two-part series, Nate Nichols, Head of Generative AI at Tableau, speaks about the rise of agentic AI—systems that can reason, plan, and take action using digital tools. Nichols explains how agentic AI differs from traditional chatbots, shares real-world examples, and explores how these capabilities could transform healthcare by enabling proactive, concierge-like support for patients. The discussion also touches on opportunities in pharma, from regulatory complianc...

The gender gap in health care seems to be getting more attention lately. President Joe Biden and First Lady Jill Biden recently hosted the first White House Conference On Women’s Health Research to address the disparities. The event also emphasized the health of American women impacts the prosperity of the country. In this episode of FutureHealth, we’re looking at the state of women’s healthcare today and looking forward in the next three to five years. Guest: Wendy Lund, Chief Client O...

The future of health care in the US is partly a story of different generations of Americans and their health status, consumption of healthcare products and services, and relationships with medical providers. On this episode, we look at Gen Z and health management, including their particular medical maintenance challenges, issues connecting with them, and their pathways to care. Guest:Miriam Browning Nance, VP at Horizon Media’s WHY Group

According to a United Nations report, the aging of the world’s population is accelerating. In 2019, there were 703 million people aged 65 years or older in the world. That’s projected to grow to 1.5 billion by 2050. In the U.S., the 2020 census showed one in six Americans, 55.8 million people, are 65 plus. That’s projected to reach 82 million by 2050, amounting to a quarter of the population, compared to 17% today. It’s a challenge given that older people are often defined by chronic co...

Stigma in healthcare can have negative effects on individuals and the medical symptom. People who feel stigmatized by their condition could seek to hide symptoms or illness, avoid getting medical help, or resort to more risky resolutions. We look at the issues surrounding stigma in healthcare and what can be done to resolve the problem. A Conversation with Dr. Maura Scott, Persis E. Rockwood Professor of Marketing, Florida State University College of Business and Dr. Martin Mende, Jim Mo...

The last episode of FutureHealth focused on how Gen Z is changing the future patient journey through crowdsourcing their health care decisions. We continue that discussion with an in-depth look at healthcare influencers. These are individuals, often, but not always, medical professionals or patients, who share their expertise, opinions and/or experiences over social media platforms. We look at how they’re building a following and what this means for marketers and health care organizatio...

Earlier this year, consulting firm Oliver Wyman issued a report on Gen Z, calling it “the generation changing everything.” Gen Z is also making its mark on the healthcare industry according to a recent top trends report from Horizon Media’s Why Group. One particularly strong Gen Z is labeled crowdsourced RX. We discuss what this mean for the patient journey and healthcare marketing. Guest: Maxine Gurevich, Senior Vice President of Cultural Intelligence, Horizon Media.

Labor shortages among healthcare professionals have become a growing concern. The pandemic exacerbated the problem as physicians, nurses and other healthcare workers suffered from increased levels of burnout. Last year showed a decrease in enrollment in medical schools and nursing programs. We discuss what these trends in the HCP employment market mean for the healthcare industry and what they could lead to in the future. A conversation with Lisa Courtade, Executive Director Of Commerci...

Ever since its release, there’s been a lot of talk lately about ChatGPT. In order to learn about its capabilities and limitations in pharma and market research, the Pharma Council decided to do its own test of ChatGPT and Microsoft’s AI powered search engine Bing. The Council fed the tools both factual and future-forward questions about health care. Hear ChatGPT’s and Bing’s answers – and Council members’ observations about those answers.A conversation with Marjorie Reedy, Pharma ...

Inclusivity is shaping up to be a mega-trend in healthcare. In the last episode of FutureHealth we discussed why it’s taking center stage in our industry. This time we’re focusing specifically on inclusion in pharma market research and marketing. The ARF Pharma Council recently hosted an event on this subject featuring four research and advertising experts. Each gave a brief description of their work in this area, and then engaged in a discussion. This is an edited version of that...

Discriminatory behaviors and practices in the healthcare space is an unfortunate reality. As healthcare becomes more personalized, going beyond transactional touchpoints and focusing more on individual experiences, the demand for addressing inequities, adopting more inclusive practices, and creating more accessible services is increasing. We discuss how this has made inclusivity a top mega-trend shaping the current health space. A conversation with Kyle Brown, Foresight Strategist at FS...

A patient centric approach is one that integrates the patient’s preferences, needs, wants and experiences into their care. This includes health information hubs, patient advocacy groups, and more access to clinical trials, among other things. We look at how this will change the patient journey in the coming years. A conversation with, Deepak Patil, Senior Director of Medical Strategy at Aktana and Alexis Anderson, Principal at Ipsos Healthcare Advisory

Digital therapeutics is a rapidly growing segment of the healthcare field that didn’t exist before 2012. Digital therapeutics products had an estimated global revenue of two to four billion dollars in 2022 and that’s expected to go to nine billion in 2025, though estimates vary. We’ll discuss what defines DTX, why the field is expanding quickly and where it’s going. A conversation with, Ben Gibbons, Founder of Bryter

There are around 1,068,000 practicing primary care and specialist physicians in the U.S. today, according to the nonprofit Kaiser Family Foundation, in addition to over 3 million nurses. While this is a sizable market for the pharma and health care industries, these medical professionals have different specialties, serve different communities, and practice in different ways. We take a look at how healthcare provider segmentation can help pharma marketers to best tailor their approach to reach...

Vaccine hesitancy has always been an issue, but it seems to have grown since the pandemic and covid vaccines. While there was a high compliance rate when the vaccine was first available, the numbers have dropped for boosters. Around 19.4 million have received the updated bivalent booster, which provides the best protection against the variants, which continue to circulate. And of course, there are other diseases beyond covid, both now and in the future, for which vaccines provide effective pr...

It’s the first anniversary of FutureHealth. To celebrate we invited members of ARF’s Pharma Council to look back on our past episodes and reflect on what we learned and what surprised us. Bill Salokar, Vice President of Client Solutions at Skim moderates the discussion. A conversation with, Tony Cregler, SVP and Strategy Director At Leo Burnett , Moffat Frazier, Senior Vice President and Managing Director at Data Insights & Solutions , Lori Holmes, a Partner at HawkPartners , Seth D...

Patient segmentation is a process of dividing people into groups based on similar diagnosis, behavior and needs. This can produce positive outcomes for physicians, patients and even insurance companies. Guest host Anna Bradfield, ARF Pharma Council member and SVP Brand Strategy at Wunderman Thompson Health, leads our discussion of the benefits of patient segmentation and how it's evolving. A conversation with, Kelly Peters,Vice President of the Marketing Center of Excellence within...

Some trends in health care grow out of Americans’ attitudes towards health and wellness. Ipsos, one of the world’s largest and most esteemed market research companies, has been monitoring these trends and attitudes. Those trends reveal occasional tensions between attitudes and our current health and wellness environment and between various sectors of the us population. Four of these tensions are outlined in an article in the latest issue of What the Future. A conversation with, Mat...

THE EMPOWERED PATIENT JOURNEY (pt 1) Over the last couple of years, the pandemic has evoked massive disruption to all part of our lives, including our healthcare system, and this has drastically changed today's patient journey. In the first of our two-part series, the Empowered Patient Journey, guest host Kelly Lundquist, Senior Vice President and Head Of Health Strategy North America at Havas Media, and CEO/Co-Founder of Know Rare Nina Wachsman discuss how the confluence of these behavi...