The Shifting Healthcare Marketing Landscape

From The Hospital To The App Store: A Shifting Healthcare Marketing Landscape

The Canadian healthcare system faces ongoing pressure from a cost and access perspective, driven by global trends such as an aging population and increased availability of new diagnostic and therapeutic procedures. One core strategy in addressing this pressure will be a shift in focus away from reactive and acute care towards more preventive, community- and consumer-focused care.

From a marketer’s perspective, there has been and will continue to be a corresponding shift to new products and services within the healthcare sphere, for both public and private entities. Examples include digital monitoring devices, at-home DNA or other diagnostic tests, wellness apps, and public health initiatives and education efforts. A key trait of this shift is an increased focus on the patient as a key decision-maker, in partnership with traditional health care providers. Critically, as a top tier tech player, the Canadian ecosystem is well-positioned for this shift.

This informal seminar will explore these trends, with an emphasis on audience participation and discussion.


Alexander Marsolais is a recent addition to YouGov and heads up the Canadian Custom Research team. Alex comes into the organization with 5 years of experience in medical and pharmaceutical market research and competitive intelligence work across a broad range of therapeutic areas, including cardiology, orthopedics, and in-vitro diagnostics. Alex has experience across a breadth of B2B consulting focused on the healthcare sector, including both quantitative and qualitative research methods.

Previous to joining YouGov, Alexander founded a consulting practice within GlobalData’s healthcare group. In addition, he led a team commercializing proprietary datasets focused on brand and product tracking within the US hospital market.

Alexander holds a Ph.D. in Biochemistry from the University of Toronto.


McCann Canada
200 Wellington Street West
Suite 1300
Toronto, ON M5V 0N6

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Date And Time

Thursday, December 12, 2019
9:00 AM – 11:00 AM EST


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