Normative

🔑 Takeaways from the genAI panel at the PharmaFWD Summit Series: The Innovative Marketer Last week, I had the opportunity to moderate a panel at PharmaFWD on the real-world adoption of Generative AI in pharma marketing. In events past, AI was just an exciting idea—now, it’s delivering real impact, as shared by our amazing panelists Vicky Lalumiere (Lundbeck), Jonathan Chiriboga (AstraZeneca), Erik Prieditis, P.Eng, MBA (Galderma), and prep partner Jeff Aikman (Novo Nordisk). Our panelists—leaders who have actually implemented GenAI—shared what’s working, what’s not, and what it really takes to bring AI into content operations. Here are a few of our panel takeaways: 1️⃣ What’s Possible? Depends on Who You Ask. Over the course of the event, we heard a number of companies speak very differently about what’s possible today. 🚀 Reality Check: Just because a team hasn’t done it yet doesn’t mean it’s not possible. As a panel, we agreed—embedding GenAI into production and MLR review is absolutely possible and already driving efficiency in our programs today. 2️⃣ You Won’t Have it All Figured Out—And That’s Okay A lot of teams hesitate because they feel they need a perfect AI strategy before moving forward. You won’t. The field is evolving too quickly to wait. 🗝️ Key Advice: Start small, focus on one high-impact use case, and iterate. AI adoption is about learning while doing—not waiting until everything is mapped out. 3️⃣ Don’t Get Hung Up on Quality—It’s Already Exceeding Expectations One of the biggest concerns with GenAI? “The quality isn’t there.” But we heard firsthand from panelists that AI-generated content is already meeting—and in some cases, exceeding—the standard set for employees and agencies. 📉 Biggest mistake? Using today’s quality concerns as an excuse to delay. AI is improving exponentially—if you wait for perfection, you’ll fall behind. 4️⃣ The Hardest Part? Getting People on Board 👯 GenAI in content operations isn’t just a technology shift—it’s an organizational shift. With so many stakeholders involved in content production, communicating and collaborating is what will make you successful. 💬 Manage that change: Everyone will be coming to the table with different preconceived hopes and fears. Following a change management framework to get your team on board will be a big help as you try to "Dream big, start small, and move quickly". 5️⃣ The #1 Advice from Every Panelist? JUST START. Every leader on stage agreed: The biggest risk isn’t moving too fast—it’s not moving at all. ✅ Experiment. ✅ Pilot real use cases. ✅ Build internal expertise. My teams at Normative and Compose Health Inc. see it every day - genAI isn’t just a “future opportunity” - it’s happening now. 💬 So what’s keeping your team from moving forward? Let’s discuss. 👇 #PharmaFWD #GenAI #PharmaMarketing #PharmaInnovation

🎙️ New Podcast Episode Alert! 🎙️ Neil Follett sat down with the legendary innovation expert, Patrick Glinski, President at Normative. In this episode, Patrick Glinski offers his insights in how innovation, empathy, and patient-centricity can work together to enhance the accessibility and effectiveness of Canadian Patient Support Programmes PSPs. PSPs are increasingly vital for both brands and patients, but too often their true impact is limited by how accessible they are. From discovering a PSP to navigating its resources, the patient journey hinges on thoughtful, intuitive design. Yet, many teams, both in agencies and within the industry, lack a deep understanding of experience design, which is critical for success. Tune in now and learn how your next PSP can be truly patient-first: https://lnkd.in/ep7aucrM This episode is brought to you in part by No Fixed Address Health (NFA Health Inc.), a creative marketing agency committed to improving healthcare experiences. We appreciate their support and encourage you to learn more at, nfahealth.com. Our producer is Darryl Webster with Chess Originals.

New Documentary: The Life I Built Inside a Video Game Now streaming on Netflix this documentary shares the journey of a young man with Duchenne muscular dystrophy who created a meaningful life within a video game as he lost mobility and his voice. It demonstrates how assistive technology—like buttons and switches—empowered him to live fully and leave an impact. A powerful reminder of the potential for innovation to create accessible, inclusive futures. Tune in here: https://lnkd.in/dirEiDKJ #AssistiveTechnology #DigitalAccessibility

Los Angeles' real potential lies in its 45,000 lane kilometres of streets. Potential that was achieved in Culver City; who transformed less than one kilometre—200 metres of a four-lane arterial road—into 5,000 square metres of the most beautiful and welcoming public space in the entire region.

REGISTRATION DEADLINE is NOVEMBER 18. The 8th Annual Patient Support Summit is coming up in just two weeks on Nov. 26 and 27 at the Toronto Congress Centre. Join attendees from close to 100 companies for 2 days of insights, collaboration and networking. We are on track to sell out like 2023 so register as soon as you can. REGISTER: https://lnkd.in/g4JES2qs Questions? Contact us at pssinformation@matrixhealthcare.ca

Cities are meant for living, not driving through. Absolutely love Paris' Climate Plan which aims to plant 170,000 trees in the inner city by 2026. ❌ Less traffic ❌ Less noise pollution ❌ Lower #emissions ✅ Better air quality ✅ Happier, healthier citizens ✅ A stimulated economy Hopefully, #toronto follows suit!