About Mark Durney

Mark is the Vice President of Digital and Content Strategy at Ketchum. He leads the digital and content strategies across Ketchum’s healthcare clients. He is an accomplished strategist with ten years’ experience in global and domestic branding, marketing, and communications with a focus on traditional advertising, digital and content strategy, and public relations. Before moving to Ketchum, Mark was at Havas Health, where he led a variety of social, digital, and content programs for health and wellness clients. Prior to Havas Health he managed the digital and social media marketing and communications team for Capgemini – a global consulting, outsourcing, and IT company – as well as served as a director for a non-profit.

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“What’s your favorite pharmaceutical company on Snapchat?” said no one ever.

It’s only a matter of time before a pharmaceutical company breaks through with audiences through an award-winning Instagram story or an ephemeral Snap.

Despite being makers, innovators and even at times magicians (e.g. enabling patients to use the immune system – the “Force” within – in order to conquer an ailment or illness), beyond a few exceptions, pharmaceutical companies have largely been laggards when it comes to adopting social and digital communications. Certainly, there’s a robust pipeline of reasons for why pharmaceutical companies have been slow to evolve: from hurdles in digital transformation (e.g. cultural issues, archaic IT systems, limited digital skills, or a lack of clear leadership vision) to the perceived risks associated with breaking from traditional tactics in favor of digital-first approaches. That said, a survey from earlier this year found that 18 percent of healthcare companies planned on increasing their traditional consumer advertising spend, whereas 50% reported planning to increase their digital spend.

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