--- title: Doceree Owned Cannes 2026 description: Doceree made its mark at Cannes Lions 2026 with the launch of Trigger DOOH, powerful industry conversations, and a bold vision for the future of healthcare marketing. image: https://blog.doceree.com/hubfs/Cannes%20Wrap%20Up%20Blog%20Banner.jpg --- [Now Live Daily Command is live Explore](https://doceree.com/daily-command/launch) [![Doceree](https://doceree.com/images/doceree-logo.svg)](https://doceree.com/) [Agencies](https://doceree.com/agencies) [Publishers](https://doceree.com/publishers) [EHR](https://doceree.com/ehr) [Hospital & health system](https://doceree.com/health-system) [Schedule a demo](https://doceree.com/contact#form) Solutions [Agencies](https://doceree.com/) [Publishers](https://doceree.com/publishers) [EHR](https://doceree.com/ehr) [Hospital & health system](https://doceree.com/health-system) Channels [![ABM](https://doceree.com/images/logos%20for%20cards/abm.svg)](https://doceree.com/channels/abm) [![Programmatic](https://doceree.com/images/runs/channels/programmatic.svg)](https://doceree.com/channels/programmatic) [![POC](https://doceree.com/images/runs/channels/poc.svg)](https://doceree.com/channels/ehr) [![DOOH](https://doceree.com/images/runs/channels/dooh-cis.png)](https://doceree.com/channels/dooh-powered-by-clinical-intent-signals) [![Email](https://doceree.com/images/runs/channels/email.svg)](https://doceree.com/channels/email) [![SMS](https://doceree.com/images/runs/channels/sms.svg)](https://doceree.com/channels/sms) [![RepTwin](https://doceree.com/images/logos%20for%20cards/reptwin.svg)](https://doceree.com/channels/reptwin) Solutions [![Marketplace](https://doceree.com/images/logos%20for%20cards/marketplace.svg)](https://doceree.com/marketplace) [![Co-pay.com](https://doceree.com/images/logos%20for%20cards/copay.com.svg)](https://doceree.com/channels/co-pay) [![NEXT](https://doceree.com/images/logos%20for%20cards/next.svg)](https://doceree.com/channels/next) Insights [Blogs](https://blog.doceree.com/) [Events](https://blog.doceree.com/events) [Media](https://info.doceree.com/media) [White paper](https://info.doceree.com/white-papers) [Case Studies](https://info.doceree.com/case-studies) [Ai Health 25](https://doceree.com/ai-health-25) [Health Decode](https://doceree.com/health-decode) About [Our Story](https://doceree.com/our-story) [Our Technology](https://doceree.com/technology) [Careers](https://doceree.com/careers) [Contact us](https://doceree.com/contact) [Exchange Login](https://exchange.doceree.com/login) [Schedule a demo](https://doceree.com/contact#form) [Available on Daily command](https://doceree.com/daily-command) ![Doceree](https://blog.doceree.com/hubfs/Cannes%20Wrap%20Up%20Blog%20Banner.jpg) [Home](https://blog.doceree.com/) > [Event Updates](https://blog.doceree.com/tag/event-updates) Share [facebook-f icon](http://www.facebook.com/share.php?u=https://blog.doceree.com/doceree-owned-cannes-2026) [linkedin-in icon](http://www.linkedin.com/shareArticle?mini=true&url=https://blog.doceree.com/doceree-owned-cannes-2026) [twitter icon](https://twitter.com/intent/tweet?url=https://blog.doceree.com/doceree-owned-cannes-2026) [pinterest-p icon](http://pinterest.com/pin/create/link/?url=https://blog.doceree.com/doceree-owned-cannes-2026) [envelope icon](mailto:?body=https://blog.doceree.com/doceree-owned-cannes-2026) # Doceree Owned Cannes 2026 June 26, 2026 Author: [Doceree](https://blog.doceree.com/author/doceree) 3 minute read Some years you attend Cannes Lions. Some years you own it. 2026 was ours. From the moment we arrived on the French Riviera, it was clear this year was going to be different. The energy was sharper. The conversations were more urgent. The sense that the healthcare marketing industry was standing at a genuine crossroads, not a metaphorical one, but a real, right-now inflection point was impossible to ignore. This year, Doceree didn't just show up to be part of that story. We came to write a new chapter of it. And that's exactly what we did. ## We Didn't Just Attend Cannes. We Launched at It. On June 23rd, right in the heart of Cannes Lions, Doceree unveiled [Trigger DOOH](https://doceree.com/channels/trigger-dooh) and with it, changed what healthcare out-of-home advertising means forever. The truth about DOOH in healthcare until now: it was powerful but blind. A cardiology waiting room and a shopping mall car park looked identical to a traditional out-of-home buy. The result was inevitable - wasted budgets, diluted impact, and a medium that never quite fulfilled its promise for life science brands. [Trigger DOOH](https://doceree.com/channels/trigger-dooh) fixes that at the root. Built on Doceree's patented Triggers™ technology and Clinical Intent Signals framework, it activates campaigns based on real-world clinical signals - patient check-ins, specialty care activity, live healthcare intent forming in the physical world. For the first time, a screen inside a medical plaza knows what kind of patients are walking through the door — and responds accordingly. Every impression earns its place. All of this within a strict HIPAA-aligned, privacy-forward compliance framework. No protected health information. No personally identifiable data. Just clean, verified, intent-driven targeting - delivered at scale across a national network of premium screens in medical office buildings, hospital campuses, and pharmacies. This was not a quiet product update. This was a fundamental reimagining of what out-of-home can do in healthcare. ## **The Roundtable That Had the Room Rethinking Everything** Riding the energy of the launch, our leadership walked straight into one of the most charged conversations of the week. The MM+M Roundtable at Campaign House brought together **Ken Begasse of Accenture Song Life, Denise Dalton of Dalton Life Sciences, Linda Ruschau of PatientPoint, Victoria O'Brien of Attention Industries, Agatha Szerejko of Good Apple, Jessie Lessin of iHeart Media, and David Paragamian of Health Monitor Network** — a group that has collectively spent decades building the industry's marketing infrastructure. The topic on paper was omnichannel marketing. The conversation went much deeper. The room confronted an uncomfortable truth  that most of what passes for omnichannel in healthcare today is still a checklist. Channels activated in silos, measured in silos, celebrated in silos — with no real connective tissue binding them into something a patient or provider actually experiences as coherent. What the conversation kept returning to is that the missing ingredient is creativity. Not creativity as decoration. Creativity as architecture. The force that weaves PR, brand storytelling, and precision-targeted marketing into a single, consumer-first experience that builds trust and drives action at the same time. Candid, provocative, and long overdue. That's the kind of conversation worth having at Cannes. ![Cannes Wrap Up Blog Banner-03](https://blog.doceree.com/hs-fs/hubfs/Cannes%20Wrap%20Up%20Blog%20Banner-03.jpg?width=5000&height=2917&name=Cannes%20Wrap%20Up%20Blog%20Banner-03.jpg) ## **The Session That Felt Like a Turning Point** If the roundtable challenged the room, the Doceree x Adweek Group Chat moved the entire conversation forward. Co-Founder & President Kamya Elawadhi and Founder & Global CEO Harshit Jain brought together **Elizabeth Beringer of Real Chemistry Media, Andrea Palmer of PHM, Ericka Higgins of Novo Nordisk, Hyun Lee-Miller of Good Apple, Elle McComsey of Digitas Health, and Alison Weissbrot, Executive Editor at ADWEEK** — for a session that felt less like a panel and more like an industry having a long overdue honest conversation with itself. The central provocation: the annual plan is broken. And it's time to admit it. Healthcare marketing has run on fixed cycles for decades — plan in Q4, activate in Q1, measure by Q3, repeat. But provider behaviors shift week to week. Patient journeys are non-linear and deeply personal. Data signals fire constantly across dozens of touchpoints at once. A strategy built six months ago simply cannot keep pace. The session explored the alternative — living systems. Adaptive, data-driven ecosystems that respond to what the market is actually doing in real time. Omnichannel not as a calendar exercise, but as a growth engine that never stops optimizing. The collective conviction in that room — that something better is not just possible but necessary — was impossible to ignore. Doceree was proud to create that room. And prouder still of the conversations it sparked. ## **The Moments Between the Moments** Not everything that matters at Cannes happens on a stage. Between the launch, the roundtable, and the group chat, our team had deep conversations with leaders from CMI, Real Chemistry Media, and beyond — the kind of candid, ideas-first exchanges that turn into real partnerships. At Cannes, proximity to the right minds is everything. This year, we made the most of every minute of it. ## **What We're Carrying Home** Doceree arrived at Cannes 2026 with a product that rewrites the rules of healthcare out-of-home, a perspective that challenges how the industry plans omnichannel, and a team ready to lead — not follow. We leave with all of that validated. Loudly. The leaders who will drive the next era of this industry were in our rooms this week. That doesn't happen by accident. It happens because of years of doing the work, building the trust, and refusing to accept that healthcare marketing has to settle for less than what it's capable of. The future of healthcare marketing is addressable, adaptive, and already being built. This is just the beginning.   [All posts](https://blog.doceree.com/all) ### Leave a Comment ![Doceree](https://doceree.com/images/doceree-logo.svg) Doceree is the connected infrastructure beneath healthcare commercialization, linking every clinical signal, decision, and channel to the outcomes that matter. 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Stay ahead with actionable strategies and industry trends.", "name" : "Doceree Blog", "publisher" : { "@type" : "Organization", "address" : [ { "@type" : "PostalAddress", "addressCountry" : "US", "addressLocality" : "Short Hills", "addressRegion" : "NJ", "postalCode" : "07078", "streetAddress" : "150 John F Kennedy Pkwy, Suite 420" }, { "@type" : "PostalAddress", "addressCountry" : "UK", "addressLocality" : "London", "postalCode" : "W1U 6AG", "streetAddress" : "83 Baker Street, Spaces" }, { "@type" : "PostalAddress", "addressCountry" : "IN", "addressLocality" : "Noida", "addressRegion" : "Uttar Pradesh", "postalCode" : "201304", "streetAddress" : "Max Square, Floor 11, Plot No. C3-C, Jaypee Wishtown, Noida-Greater Noida Expressway, Sector 129" } ], "contactPoint" : [ { "@type" : "ContactPoint", "areaServed" : "US", "availableLanguage" : [ "English" ], "contactType" : "Office Contact", "telephone" : "+1 973-262-5856" }, { "@type" : "ContactPoint", "areaServed" : "UK", "availableLanguage" : [ "English" ], "contactType" : "Office Contact", "telephone" : "+44 7480 917683" }, { "@type" : "ContactPoint", "areaServed" : "India", "availableLanguage" : [ "English", "Hindi" ], "contactType" : "Office Contact", "telephone" : "+91 96850 96363" } ], "founder" : { "@type" : "Person", "name" : "Harshit Jain MD", "sameAs" : [ "https://www.linkedin.com/in/harshitjain/", "https://www.harshitjain.co/", "https://twitter.com/doctorhj", "https://www.facebook.com/drharshitjain" ] }, "foundingDate" : "2020", "logo" : "https://doceree.com/wp-content/uploads/2022/06/doceree-pharmaceutical-marketing-company.svg", "name" : "Doceree", "url" : "https://doceree.com/" }, "sameAs" : [ "https://www.facebook.com/doceree/", "https://linkedin.com/company/doceree", "https://twitter.com/doceree", "https://info.doceree.com/", "https://doceree.com/", "https://en.wikipedia.org/wiki/Doceree", "https://yourstory.com/companies/doceree", "https://www.crunchbase.com/organization/doceree", "https://theorg.com/org/doceree", "https://tracxn.com/d/companies/doceree/__S6DPb1DNqPS5n6DyxOXny8RbvRH1fL7ZK6LvKOmzk_M" ], "url" : "https://blog.doceree.com/" } ``` ```json { "@context" : "https://schema.org", "@type" : "Article", "author" : { "@type" : "Person", "name" : "Sherry George" }, "dateModified" : "2026-05-05", "datePublished" : "2026-05-05", "description" : "Despite high co-pay program activation rates, 80% of spend fails to lead to therapy starts. Discover the key breakpoints causing this $23B issue.", "headline" : "Why 80% of Co-pay Spend Never Becomes a Therapy Start", "image" : { "@type" : "ImageObject", "height" : 512, "url" : "https://blog.doceree.com/why-80-of-co-pay-spend-never-becomes-a-therapy-start/featured_image.png", "width" : 1024 }, "keywords" : "co-pay program activation, patient support program ROI, co-pay card activation rate, specialty drug activation gap, manufacturer co-pay spend conversion", "mainEntityOfPage" : { "@id" : "https://blog.doceree.com/why-80-of-co-pay-spend-never-becomes-a-therapy-start", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://co-pay.com/assets/copay-logo.png" }, "name" : "co-pay.com", "url" : "https://co-pay.com" } } ``` ```json { "@context" : "https://schema.org", "@type" : "BreadcrumbList", "itemListElement" : [ { "@type" : "ListItem", "item" : "https://co-pay.com", "name" : "co-pay.com", "position" : 1 }, { "@type" : "ListItem", "item" : "https://blog.doceree.com", "name" : "Blog", "position" : 2 }, { "@type" : "ListItem", "item" : "https://blog.doceree.com/category/pharma-access", "name" : "Pharma Access", "position" : 3 }, { "@type" : "ListItem", "item" : "https://blog.doceree.com/why-80-of-co-pay-spend-never-becomes-a-therapy-start", "name" : "Why 80% of Co-pay Spend Never Becomes a Therapy Start", "position" : 4 } ] } ``` ```json { "@context" : "https://schema.org", "@type" : "FAQPage", "mainEntity" : [ { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Specialty drugs see lower co-pay activation rates primarily because of increased workflow complexity. Support is often discovered too late, enrollment requires additional documentation, and the prior authorization process introduces long delays. Even after “activation,” many patients face denied coverage or wait times that lead to abandonment. In 2024, 70% of branded fill attempts were initially denied for commercial insurance plans (IQVIA, 2026)." }, "name" : "Why are co-pay program activation rates so low for specialty drugs?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Industry estimates put the total spent on co-pay and patient support at $23B+ annually, but roughly 80% of this investment does not convert to an activated, usable saving—let alone a confirmed therapy start (Asembia, 2025). The three major breakpoints in the conversion funnel are support discovery, enrollment friction, and prior authorization delays." }, "name" : "How much manufacturer co-pay spend never converts to a confirmed fill?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "The failure typically occurs at three breakpoints: (1) patients or prescribers do not discover the savings in time, (2) enrollment friction in forms or portals causes drop-off, and (3) a PA is still pending when the patient reaches the pharmacy, leading to abandonment. Most brand teams lack end-to-end workflow connection and patient-level attribution (MGMA, 2026; Surescripts, 2025)." }, "name" : "What are the main reasons co-pay program activation fails to lead to therapy starts?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Accurate ROI requires tracking from first intervention through to confirmed fill at the patient level. This means connecting data from co-pay discovery, enrollment, ePA status, activation confirmation, and pharmacy fill in one workflow. Measurement that relies on aggregate program metrics will always overstate ROI and underestimate drop-off (Asembia, 2025)." }, "name" : "How can brand teams measure patient support program ROI more accurately?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Electronic PA, when embedded inside the prescribing workflow, can materially reduce approval times. Surescripts reported an 18-second median approval for in-scope meds (Surescripts, 2025). But for most brands, implementation remains limited. Many clinics still manually navigate numerous payer portals each week, spending more than 35 minutes per request on average (MGMA, 2025; MGMA, 2026)." }, "name" : "Does electronic prior authorization solve the activation-to-fill gap?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Nearly 60% of patients who begin the enrollment process for a support program do not complete it, often due to form burden, portal friction, or PA-based delays. The final fill rate for a typical specialty support program remains under 40% (Asembia, 2025)." }, "name" : "What is the typical drop-off rate between patient support program enrollment and a confirmed fill?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Accumulator and maximizer programs operated by PBMs reduce the value of manufacturer support by preventing co-pay dollars from counting toward a patient’s deductible. This results in a higher out-of-pocket expense for the patient and further erodes the conversion of co-pay spend to actual therapy starts (IQVIA, 2026)." }, "name" : "How do accumulator and maximizer programs affect co-pay ROI?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "A truly connected workflow includes: (1) co-pay discovery, (2) RTBC at prescribing, (3) ePA before pharmacy, (4) AI-guided enrollment, (5) activation confirmation, and (6) patient-level analytics. Bringing these together inside the EHR allows for closed-loop attribution and measurable ROI at the therapy-start level." }, "name" : "What capabilities define a connected workflow for therapy access?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Yes. Most modern platforms in this category are designed to run alongside existing hub contracts, not replace them. This enables brand teams to pilot closed-loop attribution and activation workflows in parallel, minimizing risk and operational lift (Asembia, 2025). --- This argument doesn’t close with a tidy fix, because the industry’s workflow isn’t built to deliver one. The right answer is structural, not just tactical. The measurement gap and activation gap are two symptoms of the same design: a system built for enrollments and activations, not for therapy starts. That’s what needs changing." }, "name" : "Can brand teams pilot a connected workflow without replacing their existing hub services?" } ] } ``` ```json { "@context" : "http://schema.org", "@type" : "Article", "author" : { "@type" : "Person", "name" : [ "Doceree" ] }, "datePublished" : "2026-06-26T12:30:49+0000", "description" : "Doceree made its mark at Cannes Lions 2026 with the launch of Trigger DOOH, powerful industry conversations, and a bold vision for the future of healthcare marketing.", "headline" : "Doceree Owned Cannes 2026", "image" : "https://24898002.fs1.hubspotusercontent-eu1.net/hubfs/24898002/Cannes%20Wrap%20Up%20Blog%20Banner.jpg", "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://f.hubspotusercontent-eu1.net/hubfs/24898002/doceree_logo-1.png" }, "name" : "Doceree US" }, "url" : "https://blog.doceree.com/doceree-owned-cannes-2026" } ```