HELVET Health

Myth or Reality? Doctors Avoid Social Media for Professional Use. ? Myth: A study published in Europace found that 64% of healthcare professionals use social media for both professional and private purposes, with 18.5% using it exclusively for professional activities. ?? Implication : Healthcare brands should participate in professional social networks such as LinkedIn, X and Youtube, to educate, influence, and connect with HCPs. The challenge is no longer whether HCPs are online, but how to deliver meaningful, compliant, and engaging content that fits into their digital behaviors. ?? Looking to refine your HCP engagement strategy? Let’s connect !

?? Strengthening Our Global Reach to Support Healthcare Innovation The best part of working in healthcare? Constant evolution. Innovation isn’t just a buzzword—it’s the driving force behind better patient outcomes across the U.S. and Europe. At Helvet Health, we know that global healthcare brands thrive when they deeply understand local markets. That’s why we’ve expanded and strengthened our U.S. and European teams, ensuring our experts can align with your market dynamics, business culture, and strategic needs. Whether it’s MedTech, pharma, or biotech, we help brands navigate complex markets with precision. Looking for a partner that understands both global scale and local nuance? Let’s connect. #Healthcare #MedTech #GlobalStrategy #Innovation #PharmaMarketing

How to keep HCPs engaged in a content-overloaded world? A recent Indegene worldwide study highlights a growing disconnect between what pharma brands provide and what HCPs actually want. Key insights on HCP digital preferences: ? 77% of HCPs use digital channels primarily for personal learning and development. ? 68% of HCPs prefer webinars & webcasts, emphasizing the need for on-demand, self-paced engagement. ? 50% of HCPs prefer promotional content on mobile, while 62% prefer clinical content on computers, proving that device-specific optimization matters. The big gaps: ? 70% of HCPs say pharma reps don’t fully understand their needs. ? 62% of HCPs feel overwhelmed by promotional content. ? Only 47% of HCPs prefer marketing emails, yet email remains one of the most-used channels by pharma. Helvet Health’s take: ?62% of HCPs say they want pharma reps to tailor content based on their specific needs, meaning brands must refine segmentation strategies and invest in personalization at scale. ?HCPs are time-constrained, which is why webinars & webcasts rank as their most preferred content type, meaning pharma companies must create digital experiences that fit into an HCP’s schedule. ?With only 47% of HCPs preferring email communication, brands need to rethink their channel mix. Are you engaging HCPs where they actually spend time ? ?? What’s your biggest challenge in keeping HCPs engaged ? Let’s talk!

?? How Helvet Health helped craft a stronger brand narrative ?? The challenge: Evolving the XEOMIN? story for greater impact? ?? Initially launched in 2005 in Germany, XEOMIN? expanded to 31 EU/EEA markets with approvals across neurological indications, from spasticity to blepharospasm.? ?? By 2021, market research showed that the “purity message” was limiting broader efficacy perceptions, creating a commercial hurdle in some key markets.? ?? XEOMIN? needed a refreshed positioning that aligned with market needs while reinforcing the brand’s clinical strengths. To stay competitive, the XEOMIN?global team partnered with Helvet Health to redefine its positioning and storytelling—ensuring that the brand remained compelling to HCPs worldwide. ?? Helvet Health’s Approach: A collaborative repositioning strategy ?? Bringing together the right minds → We established a global XEOMIN? taskforce, engaging 16 global & local, marketing & medical colleagues from key markets to shape the new positioning. ?? A structured, strategic process → We designed a step-by-step repositioning framework through three high-impact virtual workshops:? ? Workshop 1: Defined 3 potential positioning territories using insights from recent qualitative research.? ? Workshop 2: Developed draft positioning statements for each territory using the Premise, Promise, Proof framework.? ? Workshop 3: Refined the 3 positioning concepts and built a core story for each. ?? Data-Driven Validation → Once the 3 concepts were developed, they underwent two rounds of rigorous market testing:? ? Qualitative research to refine messaging nuances.? ? Quantitative research to select the strongest, most resonant concept. ?? The Results: A winning brand narrative for XEOMIN?? ? A refined, market-tested brand positioning that reinforced both efficacy & differentiation.? ? A compelling core story that aligns HCP expectations with real-world clinical benefits.? ? A stronger commercial foundation for sustained success across key global markets. ?? Is your brand’s positioning still driving growth, or is it time for a refresh? Let’s discuss how Helvet Health can help you refine your narrative.?

??The Rise of Offline Experiences In a world where screen time dominates our daily lives, a growing movement is proving that disconnecting can be just as powerful as staying connected. Studies show that UK adults aged 25-34 spend over 4 hours per day on their phones. The result? A rise in digital fatigue, increased feelings of isolation, and a renewed desire for real, human connection. Enter The Offline Club—a fast-growing event series where attendees lock away their phones and engage in screen-free social experiences. First launched in Amsterdam, these events have now spread to London, Paris, Barcelona, and Dubai, offering activities like board games, painting, and silent reading sessions—all designed to help people reconnect without digital distractions. ??Helvet Health’s Take ? The digital detox demand is real → Some consumers are actively seeking "tech-free" experiences that prioritize well-being, mindfulness, and genuine interaction. ? Experiences matter more than ever → With digital overload at its peak, creating immersive, real-world experiences can help brands create deeper emotional connections with their audiences. ? While digital is powerful, sometimes less is more. → Strategies that blend digital and real-world engagement—focusing on human connection, storytelling, and immersive experiences—can be far more effective than relying solely on online engagement. ?? How can brands, especially in healthcare, create more meaningful, less overwhelming engagement ? Let’s discuss in the comments!

?? Human vs. AI: Who Crafts Better Ad Copy? A recent study by Hop Skip Media compared human-written ad copy to AI-generated content using Copy AI. The findings revealed that human-crafted ads significantly outperformed their AI counterparts. ? Clicks: Human ads received 65 clicks versus 26 for AI ? Impressions: 1,306 for human ads compared to 713 for AI ? Click-Through Rate (CTR): 4.98% for human ads, surpassing AI's 3.65% ? Average Cost Per Click (CPC): $4.85 for human ads, lower than AI's $6.05. These results highlight the continued importance of human creativity in crafting compelling ad copy. While AI tools offer efficiency, they may lack the nuanced understanding and emotional connection that resonate with audiences. ??At Helvet Health, we recognize the value of integrating AI into marketing strategies but emphasize that human insight remains crucial. A balanced approach, leveraging AI for data-driven insights while relying on human creativity for messaging, can lead to more effective advertising campaigns. ??How do you see the role of AI in crafting persuasive ad copy? Share your thoughts below !

Myth or Reality? HCPs Prefer In-Person Meetings Over Virtual Ones. ? Myth: A survey reported by PMLiVE revealed that 76% of HCPs prefer meetings with a virtual component, such as hybrid, real-time web, or asynchronous meetings. Less than 25% favor exclusively in-person meetings. ?? Implication : We must adapt to HCPs’ demand for flexibility, integrating hybrid and digital-first engagement strategies into the marketing mix. Virtual events, webinars, and asynchronous content formats (on-demand videos, interactive modules) are a necessity for effective HCP engagement. The key is giving HCPs control over how and when they engage with content. ?? How is your team adapting to HCPs' shift toward digital-first engagement? Share your thoughts in the comments!?

?? How We Helped Orchard Therapeutics Influence Policy for Newborn Screening Expansion in the UK Newborn screening (NBS) plays a critical role in diagnosing and treating rare diseases, yet in the early 2020s, the UK screened for only nine conditions, significantly fewer than many European countries. As scientific advancements accelerated, so did the opportunity for early detection and life-saving interventions. ?? The Challenge: Orchard Therapeutics sought to lobby the UK government to expand its NBS programme to include metachromatic leukodystrophy (MLD) — a rare, life-threatening genetic disorder. To drive this initiative, they required a strategic government affairs toolkit that combined scientific credibility, expert consensus, and compelling advocacy materials to influence policymakers effectively. ?? Helvet Health’s Approach: ? Desktop Research – Developed a scoring system and methodology to identify potential conditions for NBS expansion. ? NBS Expert Forum – Brought together key experts to review and refine a new approach for evaluating conditions for inclusion in NBS programmes. ? Peer-Reviewed Publication – Consolidated expert opinions into a novel methodology to objectively assess conditions for NBS inclusion. ?? The Impact: ? Two scientific papers published in the International Journal of Neonatal Screening, validating the research and methodology: ? A New Approach to Objectively Evaluate Inherited Metabolic Diseases for Inclusion on NBS Programmes ? Application of a Novel Algorithm for Expanding NBS for Inherited Metabolic Disorders across Europe ? Creation of the MLD Newborn Screening Alliance – A pan-European summit with 44 experts from 9 countries, forming a community of thought leaders to advance newborn screening for MLD. ? Parliamentary Brochure – Developed a compelling policy document tailored for UK lawmakers, providing the scientific and policy rationale to support legislative change. ?? Helvet Health’s Take: Government affairs in healthcare requires a powerful blend of science, strategy, and storytelling. By combining data-driven insights, expert collaboration, and persuasive advocacy, pharma and biotech companies can successfully influence health policy and drive meaningful change for patient outcomes. ?? At Helvet Health, we combine strategy, creativity, and science to help healthcare brands make an impact. If you’re looking for a partner to drive meaningful engagement, let’s talk ??

?? SearchGPT: A Game Changer for Pharma & Healthcare The launch of SearchGPT is reshaping how pharma professionals, HCPs, and patients access information. Unlike traditional search engines, AI-driven tools like SearchGPT provide direct, contextualized answers, eliminating the need to sift through countless sources. ?? How AI-Driven Search Will Transform Pharma For HCPs: ? Instant access to summarized clinical data & treatment guidelines from trusted sources. ? Faster, AI-powered medical education, reducing reliance on multiple platforms. For Patients: ? AI-driven tools could replace traditional health searches, offering personalized, conversational responses. ? Pharma brands must rethink their content strategies to ensure accurate, compliant, and engaging patient education. ?? Helvet Health’s Take: SearchGPT isn’t just changing search—it’s changing how healthcare companies engage with their stakeholders and their owned content. Pharma marketers must ensure their scientific data and messaging are accurately interpreted by AI models to maintain credibility. ?? Compliance & Misinformation Risks ? AI-generated responses may **misinterpret clinical guidelines** or **retrieve non-compliant content. ? Pharma brands must **proactively monitor their AI search footprint** to **avoid regulatory risks. ?? Helvet Health’s Take: Companies can’t afford to be passive observers. Future-proofing digital strategy means ensuring AI-driven search represents your brand accurately, ethically, and compliantly. ?? **What’s your take on AI-powered search in pharma? Let’s discuss in the comments ! ??

Do you want an agency partner that delivers a differentiating strategy, on-point medical and creative like you've never seen before? Give her a shout. Kate Tourtchaninoff #medicaladvertising #creativeagency