Doceree Dialogue - Episode 17 | Governing Innovation: Digital, Data & AI in Healthcare Marketing
As healthcare marketing races ahead with AI, automation, and new engagement models, one question continues to surface: How do we innovate responsibly—without slowing progress or increasing risk?
In the latest episode of Doceree Dialogue, we sat down with Zoë Dunn, President & CEO, Hale Advisors, to unpack the evolving intersection of innovation, governance, and real-world execution in life sciences marketing.
With over 30 years in the industry and 15 years leading Hale Advisors, Zoë brings a rare perspective—one that balances bold digital ambition with the realities of regulatory, compliance, and promotional review.
Innovation Hasn’t Slowed—But the Stakes Have Changed
Zoë reflects on how dramatically the landscape has shifted in just the last five years. From modular content and omnichannel strategies to AI-driven engagement, innovation has accelerated—but so has uncertainty.
Regulatory shifts, evolving FDA structures, and growing scrutiny around DTC communications have created what Zoe describes as “a lot of chaos out there.” Yet, despite the turbulence, progress hasn’t stopped.
“People keep getting sick. We keep making medicines to help them get better. And there’s so much incredible innovation happening in medicine right now.”
Omnichannel Isn’t a Buzzword—It’s a Capability Gap
While the industry now has more channels, platforms, and tools than ever before, Zoë points out that many pharma brands still rely on a familiar handful.
Why? Budget compression. Risk aversion. And agencies often recommending what’s already proven to work.
“Do more with less has become the norm. That actually creates an opportunity for companies that know how to leverage technology well.”
The result? Innovation happens—but cautiously. Often as pilots, not at scale.
AI Changes the Rules—Especially for Governance
One of the most critical parts of the conversation centers on AI’s growing role in healthcare marketing—and the governance challenges that come with it.
Zoë draws a powerful parallel between today’s AI moment and the early days of social media regulation.
“AI summaries are like Cliff Notes for scientific information—and that should strike fear into everyone’s hearts.”
As AI increasingly synthesizes medical content for HCPs and patients alike, the industry must ask new questions:
- What is pharma’s responsibility when AI presents incomplete or oversimplified information?
- How do medical, legal, and regulatory teams evaluate systems that learn and evolve?
“Intent is half the battle. The goal isn’t to cherry-pick information—it’s to get critical information to physicians when they need it, in the most useful way possible.”
HCP Engagement in a No-Access World
With 60% of hospitals now enforcing ‘do not call’ policies, the traditional rep-led model continues to erode. Zoë is clear: education still matters—but access has fundamentally changed.
“Physicians are consumers too. They want the least amount of information needed to make a decision—and then move on.”
This reality places greater importance on:
- Trusted digital environments
- On-demand access to accurate, MLR-approved information
- Platforms that meet HCPs at the moment they need answers
Agentic AI, Content, and the Path Forward
The discussion closes on what’s next: modular content, personalization, and AI-powered engagement—grounded in governance.
Zoë emphasizes that platforms alone aren’t enough.
“If you don’t have the content, the platform doesn’t matter. Content is still key—marketing 101.”
The opportunity ahead isn’t about choosing between innovation and compliance—it’s about designing systems that support both.
Watch the Full Episode
This episode of Doceree Dialogue offers a candid, experience-driven look at how healthcare marketing leaders can embrace AI, personalization, and new engagement models—without losing sight of responsibility, trust, and intent.
Watch the full conversation with Zoe Dunn now and explore what it truly means to govern innovation in an AI-first world.