In Episode 11 of Doceree Dialogue, Julius Ramirez, EVP & GM, Data & Partnerships, Doceree, sat down with Olivier Chateau, Founder & CEO, Health Union, to unpack one of the most critical shifts underway in healthcare marketing today: how data, technology, and human connection are coming together to create more meaningful, consentdriven engagement across both patients and healthcare professionals.
Post COVID, healthcare marketing has entered a period of accelerated change. According to Olivier, it’s not just about new tools—it’s about renewed intent.
“People want to get together more than ever. And at the same time, we’ve seen more innovation and disruption in the last two years than in a long time.”
What’s driving this momentum? A convergence of factors: rapid advances in technology, better data connectivity, and a growing belief that value can finally be measured more holistically—across patients, HCPs, and channels.
Historically, pharma engagement followed separate lanes: reps, digital, amplification, CRM. Today, those lanes are merging.
Rather than thinking in silos, Olivier emphasizes orchestration—how channels, data, and touchpoints work together to deliver real value.
“It’s not about integration as a buzzword. It’s about how these elements work together to deliver the highest value—especially in a fullloop model.”
This shift is happening on both sides of the ecosystem:
A key differentiator Olivier highlights is Health Union’s commitment to fully consented, first-party data—on both the patient and HCP sides.
“We’ve asked people for the right to collect their information. If they change their mind, they’re removed. We believe in a future where people have the right to choose—and if they say no, that’s okay.”
This philosophy extends to physicians as well, creating an opportunity to responsibly connect two first-party data sets—patients and doctors—to unlock new value while maintaining trust and transparency.
From an HCP engagement standpoint, Olivier explains how Health Union’s data complements workflow-based platforms like Doceree.
While EHRs remain foundational, there’s significant opportunity beyond them—when clinicians step outside core systems but are still open to relevant, contextual engagement.
“We’re here to complement access to the HCP at the right moments—depending on where they are in their workflow.”
The goal isn’t replacement. It’s enrichment.
For marketers navigating an overwhelming data landscape, Olivier offers a pragmatic lens: focus on incrementality.
“It’s not going to be all of your target list. The question is which cohort will drive incremental value.”
In areas like oncology, ophthalmology, neurology, and dermatology, identifying the right behavioral cohorts can deliver meaningful lift—sometimes 10–15%, and in certain cases, even 30–40%.
When asked what advice he’d give marketers evaluating data partners, Olivier outlined three clear principles:
“The platforms that do well are the ones with no gray areas—they interact with the right people at the right moment.”
If Olivier could choose one superpower to transform HCP engagement overnight, it would be seamless integration between digital and rep-led engagement.
Imagine a world where:
“That digital companion should be a true partner to the rep—not a separate campaign happening around them.”
It’s not a question of if this will happen—but when.
Olivier leaves listeners with a mindset that feels especially relevant in today’s environment:
“Do your due diligence. Test. Try new things. If it works, accelerate. If it doesn’t, move on—but always ask the right questions.”
As data, AI, and activation continue to evolve, the future of healthcare engagement will belong to those who can connect systems, respect consent, and design experiences that truly matter—to doctors, patients, and the ecosystem as a whole.