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 conditions. On this episode, we discuss what this senior boom means for the work force, healthcare and businesses.

Guest:

Michael Hodin, CEO, Global Coalition On Aging, Managing Partner, High Lantern Group

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 Moran Professor of Business Administration, Florida State University College of Business

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 organizations.

A conversation with Danielle Ernest, Senior Vice President of Digital, MSL Global and John Ponsoll, Managing Director, Havas Voice and Chief Development Officer, Symbiotix

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 Commercial Insights & Analytics, Organon; Don Abraham, Senior Partner, Consulting Division, Kantar and Michael Botta, Co-Founder and President, Sesame Care

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 Council Co-Chair and Director of Vaccines Market Research at Merck , Anna Bradfield, ARF Pharma Council member and SVP Brand Strategy at Wunderman Thompson , Subhashish Dasgupta, ARF Pharma Council member and North America Industry Executive in Health and Technology at Kantar

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 event, which was moderated by Marjorie Reedy, Pharma Council Co-Chair and Director of Vaccines Market Research at Merck.

A conversation with Jillian Rice, Vice President, Ipsos Creative Excellence, Denene Rodney, CEO and Founder, Zebra Strategies , Kristin Tolbert, Vice President, Cultural Marketing, Klick and Allyson Wuensch, Vice President, Client Management , Kantar Millward Brown

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 FSI Strategy Ireena Haque, Foresight Strategist at FSI Strategy