Evoke

She brings nearly 2 decades of healthcare experience in strategic development across key markets, including Asian Pacific, Middle Eastern/North African, and European. In her newly established role, Mercer will leverage the agency’s significant global capabilities to attract and bolster client relationships in Europe, as well as other key international markets. Prior to joining Evoke, she held multiple roles at McCann Health, including leading business development across Northern European markets, as well as acting as the first female general manager for the Middle Eastern/North African office headquarters in Dubai. Huntsworth’s principal areas of focus are marketing, medical, and immersive communications services to healthcare clients, which are primarily large and mid-sized pharmaceutical and biotech companies.

While the recent approval of vaccines that are now being rolled out across the EU may signify the beginning of the end to this pandemic, the experiences that people have had during this time have already profoundly changed our daily lives, especially our approach to healthcare. However, as the COVID-19 crisis has significantly reduced face-to-face appointments across Europe, there’s been an increase of more than 50% of telephone or video appointments in their place. For example, last year in Germany, where they had managed to keep infections under control, the decline in office visits and increase in telehealth appointments was much less marked compared to countries like Italy, Spain, and the UK, which had experienced much higher rates of infection. Now, in less than a year, video conferencing, remote monitoring, and other digital communications have grown exponentially during the COVID pandemic, becoming the “new normal” for many patients and physicians.

With ever-tightening regulations on brand promotion and vast competition across drug classes, brands within healthcare, in particular, need to own the narrative to make an impact—one that transcends the features and benefits of the product and shows how the product will influence the patient’s whole treatment experience. In the past, healthcare and pharma advertising introduced elements of storytelling through the use of personalization and patient profiles in sales materials, campaigns, websites, and face-to-face interactions. SOCIAL MEDIA puts you where stories are shared Social media’s rise over the last decade has caused the rate at which people document and share their lives with an almost infinite audience to skyrocket. Studies have shown that social media storytelling directly impacts purchasing behavior, showing a conversion increase of almost 60% and an almost 90% increase in click-throughs for some brands.

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