A Look Inside PM360’s “Combating Digital Fatigue”

PM360’s Think Tank – Combating Digital Fatigue explores how healthcare marketers can continue to reach HCPs and patients in an increasingly crowded digital landscape. Rather than suggesting brands pull back from digital altogether, the article focuses on being more intentional about how and when they engage. Across the discussion, the experts emphasize that messages are more likely to resonate when they are relevant, well-timed, and connected to what an audience needs. 

Jackie Thanos, VP, Director of Engagement Strategy at Digitas Health, highlights segmentation as an important part of making an omnichannel strategy work. Rather than treating each channel as a separate interaction, she emphasizes the importance of understanding where a patient is within their journey; from diagnosis and prescription to the pharmacy, treatment, and long-term adherence. When communication is shaped around that context, it can feel more helpful and less like another message competing for attention. 

Thanos also points to the importance of creating a connected experience across touchpoints. Whether a patient interacts with a brand through email, a nurse line, or at the pharmacy, each interaction should feel like part of the same larger journey. Segmentation helps make that possible by allowing brands to deliver information that is relevant to a person’s specific needs and stage, rather than simply communicating across every available channel. 

Ultimately, Combating Digital Fatigue reinforces that the answer is not necessarily to do less, but to be more thoughtful about how brands show up. For healthcare marketers, every interaction is an opportunity to provide something useful rather than add to the noise. Understanding what audiences need, when they need it, and how they prefer to receive it can help make those moments feel more meaningful. 

To read the full article on PM360 Online, click here.