If you work in pharmaceutical or MedTech marketing, you know that your audience isn’t just anyone. They are healthcare professionals with limited time, high standards, and real responsibilities. And behind every healthcare decision they make, there’s a patient who matters.
So let’s not waste time.
Marketing should never be about shouting the loudest or listing every possible product detail. And yet… how often do we see that happen? The truth is, healthcare marketing can easily fall into the trap of brand-first thinking. But the most impactful marketing flips the focus from the company to the customer.
It’s not about us, it’s about being useful
Ask yourself: How does this campaign make life easier for the healthcare professional reading it?
Does it answer a real question?
Does it help them help their patient?
Does it save time, clarify something, or spark insight?
Does it engage and inspire?
If not, it’s not service. And if it’s not service, it’s not good marketing.
Clarity in complex topics is kindness
A busy doctor won’t read through five paragraphs of jargon. A nurse won’t download your PDF if the headline doesn’t speak directly to her clinical experience. A pharmacist won’t remember your message if it sounds just like the last five detail aids they saw.
So be clear. Be human. Be of use.
What does this mean in practice?
It means crafting content that speaks your audience’s language and answers their real-life needs.
It means simplifying without dumbing down.
It means designing touchpoints that feel like helpful tools, not tasks.
And most importantly: it means remembering that every communication is part of a care journey that starts with the professional, and ends with the patient.
Good marketing is a form of care
It’s not a “nice to have.” When done right, it’s a vital link in the chain of better healthcare.
So let’s serve. Let’s support. Let’s stop trying to make people listen to us and start helping them do what they do best.
If that sounds like the kind of marketing you want to create, we’d love to help.
Johanna Kestilä
CEO
KarpaloGroup
Contact me in LinkedIn
+358 40 705 4494
