Enhancing Health Through Creativity, Strategic Communication

Q: How does McCANN Health make an impact on Mexico’s healthcare industry?

A: We have a deep commitment to health that begins with our people and our culture, then with our clients, and finally with the brands we represent. We are fully convinced that the connection between a health brand, the patient, the physician, or any stakeholder within this ecosystem is absolutely essential.

We must create meaningful experiences that are directly linked to timely diagnoses and appropriate treatments, all supported by highly creative communication. However, creativity alone is not enough; what sets us apart in the commercial sphere is our ability to link creativity with strategy and data. Creativity combined with strategy leads to effectiveness, allowing us to reach more patients through timely, accurate, and hyper-segmented strategies. We aim to offer healthcare professionals experiences that are educational, differentiated, and designed around the central idea that the patient is the common ground connecting the brand, the doctor, the insurer, the hospital, the family, and more.

Ultimately, our primary purpose is to increase access to healthcare. This purpose stems from a deeply rooted culture and is supported by ongoing training in science, data, strategy, omnichannel approaches, digital tools, and creative thinking.

Q: What strategies should brands adopt to build credibility and trust with consumers?

A: We strive for true alignment between the brand and the agency. Scientific foundation is our base, creativity is our heart, and strategy is the intellectual framework that allows us to reach the levels of effectiveness and connection required between the brand and the physician.

Physicians are being saturated by an overabundance of messaging from numerous brands. For that reason, scientific information must always come from the pharmaceutical company in an ethical and transparent manner. The industry is highly regulated but it has some gaps, which is why a partner like us plays a critical role. The industry has become more conscious, especially in the wake of the pandemic. Regulatory and federal authorities are also stepping up, working to create balance, harmonize standards, and improve the efficiency of approval processes.

Q: What other challenges do health brands face when connecting with physicians, specifically within the Mexican market?

A: Mexico has two distinct players in the pharmaceutical landscape: multinational and national laboratories. They operate under very different circumstances. Multinationals today are undergoing a transformation. Their commercial operations are becoming more compact. Where we used to see sales forces with over 1,000 representatives, we now see teams of 20 or 30, focused on innovation, R&D, rare diseases, and highly specialized treatments. Their challenge lies in delivering precise, scientific content through effective channels with limited reach. 

On the other hand, national companies often focus more on commercial messaging supported by a much stronger sales force. These two models reflect very different approaches, and pharmaceutical companies must deeply understand their own business models and conditions.

Multinational firms may lack the scale to reach every physician, while national companies often face intense competition on price and product offerings, leading to a type of market cannibalization where physicians struggle to discern clear value.

Q: What role do public figures play in communicating health-related messages?

A: Locally, we take pride in being the first to leverage Digital Opinion Leaders. We recognize that messages directed toward the general public, patients, or even other healthcare professionals are significantly more effective when delivered by a medical voice. These Digital Opinion Leaders are not only scientific thought leaders; they also have a strong command of digital platforms. The combination of scientific credibility with digital fluency results in communication that is highly effective, efficient, accurate, and, most importantly, compliant with regulatory standards. These individuals understand how to tailor messages across formats, platforms, and language styles to effectively reach different audiences within the healthcare ecosystem.

Across the industry, we have also seen health-related campaigns that feature celebrities or lifestyle influencers who may not come from the healthcare world but are highly relevant in promoting wellness-oriented decision making. Their influence has proven particularly useful in encouraging healthy habits, early diagnosis, and preventive care.

Q: How is the growing popularity of wellness products influencing the development of the industry?

A: Wellness is being prioritized by younger generations. For older generations, lifestyle choices are often shaped by economic factors, nutritional awareness, or generational trends, which tend to align more with the concept of "healthy" rather than "wellness." With access to a vast amount of information and the ability to discern accurate and credible sources, younger generations are now making decisions that are much more aligned with the wellness concept.

This shift represents not just a preference but an evolution in equity. Purchasing power ultimately shapes the data and drives consumer trends. Without a doubt, in digital retail environments, the wellness category is the most dominant — driven primarily by these younger, empowered generations.

Conversely, the traditional point of sale remains more aligned with the healthy category, which continues to resonate with older generations. This intersection of consumer behavior underscores the importance of segmentation. Rather than assuming a general preference, we must acknowledge that there is a clear and significant distinction between these market segments.

Q: What consumer health trends are shaping Mexico’s pharmaceutical and wellness markets?

A: Three categories are experiencing extraordinary growth in Mexico. First is products for obesity, which have surpassed those for diabetes in their expansion speed. These products are seeing a significant surge driven not only by aesthetic concerns but also by a growing awareness of the real health implications of obesity. 

Second is dermatology. Digital platforms are saturated with content related to skincare, treatment routines, and preventive care. Many brands are genuinely committed to addressing one of the most serious chronic degenerative diseases: skin cancer. Finally, the third is aesthetics. Treatments such as botulinum toxins, collagen, and hyaluronic acid, which were once considered luxury products, have now become widely accessible. 

We have also seen sustained attention placed in the management of diabetes, hypertension, and respiratory diseases. The pandemic also led to the growth of vaccination. In the area of preventive health, Mexico ranks among the top five countries globally for private-sector vaccine administration. This trend may also reflect perceived shortcomings in the quality or effectiveness of vaccines offered by the federal government, prompting people to seek better protection through private channels. With the ongoing threat of respiratory virus mutations, the demand for reliable immunization continues to rise.

Q: How do you envision the future of marketing and communication in the healthcare industry?

A: We are going to see an important convergence between high-tech and the human element. This ongoing wave of technological advancement is being driven by AI, particularly predictive, productive, and generative AI. However, this shift will also heighten our awareness of the human factor in healthcare. Communication will need to be more sensitive, empathetic, nuanced, and profound. These qualities will shape the overall experience, strengthen emotional connections, and foster a greater sense of social responsibility. At the same time, we must acknowledge that we will remain deeply reliant on technology. 

Technology will play a key role in areas like sustainability, process optimization, and in reinforcing corporate social responsibility — ultimately helping to build credibility, engagement, and a better experience for users.

A critical point to consider is the role regulation and legislation could play in facilitating broader access to communication about chronic-degenerative diseases. We must move toward a landscape where we can openly talk about conditions like multiple sclerosis, cancer, hematological diseases, and HIV. These illnesses and conditions not only cost lives but deeply affect the quality of life for both patients and their families.

McCANN Health Sistemas Integrales provides specialized marketing and strategic solutions for the pharmaceutical industry, focusing on innovation and brand rehabilitation