Picture a patient across from their doctor, list of questions in hand. That conversation is where care actually begins, but most healthcare marketing stops well before the exam room door. At Cannes Lions 2026, we asked leaders from DeepIntent, IQVIA Digital, Klick Health, PulsePoint: what does it take to move someone from awareness to care, not just to the next click, but to the doctor’s office? Their answers, in four minutes, below.
Watch the conversation
How to close the gap between awareness and care in healthcare marketing
Featured partners
- DeepIntent – Ian Colley, Chief Marketing Officer
- IQVIA Digital – Jerrad Rickard, Senior Director of Product and Strategy
- Klick Health – Kristy Quagliariello, Vice President of Programmatic Media
- PulsePoint – Jonathan Zile, Chief Data Officer
From onboarding to outcomes
Pharma marketing teams need identity workflows that can support accurate audience creation, governed activation, and partner-enabled measurement without combining DTC and HCP identity paths.
Download our pharma marketing playbook to help your team:
- Plan DTC and HCP identity strategies with clearer separation
- Prepare audiences for activation across approved channels and partners
- Evaluate audience quality, usable reach, and governance
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This is one of several conversations from Cannes Lions 2026 on what it takes to reach patients and providers with information they can use. Subscribe to our newsletter to receive our next Cannes conversation straight to your inbox, access all of our marketing insights, and hear from more industry leaders on connecting healthcare data to real outcomes.
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Every brand wants to be part of the culture. Few know how to show up without crashing the party. The brands that get it right stay true to who they are, and the moments they create tend to stick long after the attention moves on. At Cannes Lions 2026, leaders from Alaska Airlines, Fetch, FreeWheel, Goodway Group, Grupo Bimbo, OAAA, PMG, Quan Media Group, Significant, The Weather Company, and Wpromote talked through what real cultural relevance looks like, from finding the right moments to keeping them alive long after the attention fades. Watch the conversation below to hear what it takes for brands to earn their place in culture. Watch the conversation How brands earn their way into cultural moments Build the strategy behind the creative A clear rationale helps bold ideas earn internal support and achieve the intended outcome. Make cultural relevance feel genuine A cultural connection lands when it reflects something people already care about, not when a brand forces it. Move quickly and stay true to the brand Teams create strong brand moments when they act on an opportunity without compromising the brand’s identity. Plan the second act Once attention drops, give people new ways to relive the experience and remain part of it. Read the early audience response Comments, shares, and other reactions can show whether an idea connects before campaign data offers a more complete view. Add value to the experience Brands earn attention when they give people something worthwhile, not when they simply place a logo in the moment. Featured partners Alaska Airlines – Eric Edge, Chief Marketing Officer Fetch – Emily Starer-Wallace, General Manager of Data Partnerships FreeWheel – Larry Allen, Vice President of Global Strategy, Data, Measurement and Addressable Goodway Group – Mike Wolk, Senior Vice President of Partnerships Grupo Bimbo – Catherine Berger, Vice President of Marketing Transformation and Services OAAA – Anna Bager, President and Chief Executive Officer PMG – Chad Stoller, Global Head of Media Quan Media Group – Brian Rappaport, Chief Executive Officer Significant – Jesse Unger, Co-Founder The Weather Company – AnneMette Bontaites, Vice President of Sales Wpromote – Deanna Cullen, Vice President of Media Investment Want more conversations like this one? Connect with us to learn more about how streaming media helps brands reach real people across every screen. This is one of several conversations from Cannes Lions 2026 on how brands can show up in culture with relevance that feels real. Subscribe to our newsletter to receive our next Cannes conversation, fresh takes on cultural relevance, and honest advice from industry leaders on how brands earn a real place in culture. Subscribe to our newsletter For more from Cannes Lions 2026, continue with another conversation in the series What it takes to move patients from awareness to care What commerce media can see beyond a single retailer What streaming media reveals about cross-screen viewing What creators earn that reach can’t buy Contact us Latest posts
Watch leaders from Adobe DSP, FreeWheel, Madhive, Minerva, OpenX, and Pinterest at Cannes Lions 2026 discuss how streaming media connects viewers across screens.
Pharma marketing now runs across mixed-identity conditions. Learn how to keep DTC and HCP data separate while connecting signals across activation and measurement.