{"id":70264,"date":"2026-06-24T12:09:17","date_gmt":"2026-06-24T16:09:17","guid":{"rendered":"https:\/\/spainuscc.org\/?post_type=news&p=70264"},"modified":"2026-06-24T12:09:17","modified_gmt":"2026-06-24T16:09:17","slug":"imascono-explores-marketing-tools-and-experiential-events-as-the-new-language-of-the-healthcare-industry","status":"publish","type":"news","link":"https:\/\/spainuscc.org\/es\/news\/imascono-explores-marketing-tools-and-experiential-events-as-the-new-language-of-the-healthcare-industry\/","title":{"rendered":"Imascono Explores Marketing Tools and Experiential Events as the New Language of the Healthcare Industry"},"content":{"rendered":"

The healthcare sector is entering 2026 in the middle of a profound transformation. Developing a new drug now costs more than\u00a0<\/span>$2\u00a0billion<\/span><\/b>,\u00a0regulatory pressure continues to mount, and healthcare professionals are receiving more information than ever \u2014 with less time to process it. The question has shifted from\u00a0<\/span>what<\/span><\/i>\u00a0to communicate to\u00a0<\/span>how<\/span><\/i>\u00a0to ensure the message gets through, is understood, and is remembered.<\/span>\u00a0<\/span><\/p>\n

The bigger picture explains why this matters. According to Deloitte, by 2040\u00a0<\/span>50% of global healthcare spending will be directed toward health promotion, recovery, and disease prevention \u2014 compared with just 17% in 2019<\/span><\/b>. In other words, the sector is moving from treating illness to engaging, educating, and supporting healthy populations. And that shift places communication, training, and patient experience at the very center of the business.<\/span>\u00a0<\/span><\/p>\n

At\u00a0<\/span>Imascono Health<\/span><\/a>\u00a0\u2014 the specialized health division of the tech company\u00a0Imascono\u00a0\u2014 we have spent more than ten years working alongside pharmaceutical companies, hospitals, laboratories, and healthcare professionals across the U.S., Europe, and Latin America. And if there are two areas where we see most clearly how technology is redefining healthcare communication, they are\u00a0<\/span>interactive marketing tools<\/span><\/b>\u00a0and\u00a0<\/span>experiential events<\/span><\/b>.<\/span>\u00a0<\/span><\/p>\n

Interactive marketing: making the complex understandable<\/span><\/b>\u00a0<\/span><\/p>\n

Healthcare communication faces a structural challenge: the products are inherently complex \u2014 mechanisms of action, clinical evidence, protocols \u2014 and the audience is highly specialized. Healthcare professionals\u00a0don’t\u00a0need simplification; they need clarity.<\/span>\u00a0<\/span><\/p>\n

That is where interactive marketing tools are making\u00a0the\u00a0real difference. We are no longer talking about flashier digital brochures. We are talking about AI-powered virtual assistants, augmented reality experiences, interactive infographics, dynamic 3D content, and scientifically rigorous visual resources that allow sales and medical teams to explain complex products in ways that are clear, engaging, and memorable. The trend is more than anecdotal:\u00a0<\/span>51% of healthcare organizations have already deployed AI to automate patient care<\/span><\/b>, and virtual and home-based medical care is projected to grow by a factor of\u00a0<\/span>1.82 over the next decade<\/span><\/b>.<\/span>\u00a0<\/span><\/p>\n

A clear example is\u00a0<\/span>Sania<\/span><\/b>, the\u00a0<\/span>AI-powered conversational assistant<\/span><\/a>\u00a0we developed with\u00a0<\/span>Sanitas<\/span><\/b>\u00a0to improve patient support and orientation inside the hospital setting \u2014 helping patients find answers and complete basic tasks more quickly, accessibly, and humanely. Another is the\u00a0<\/span>Certest\u00a0Virtual Twin<\/span><\/b>, an\u00a0<\/span>interactive digital replica<\/span><\/a>\u00a0of\u00a0Certest’s\u00a0industrial environment, designed to make a highly specialized biotech operation accessible from anywhere in the world. The goal was not to \u00abshow off a building\u00bb but to build trust and clarity by helping people understand complex processes transparently. Companies such as\u00a0<\/span>Bayer<\/span><\/b>\u00a0and\u00a0<\/span>Santen<\/span><\/b>\u00a0are investing in similar initiatives \u2014 digital experiences that allow professionals to explore products in a more visual and useful way, both at conferences and on their own platforms.<\/span>\u00a0<\/span><\/p>\n

Experiential events: from presence to participation<\/span><\/b>\u00a0<\/span><\/p>\n

Events\u00a0remain\u00a0one of the most powerful channels in healthcare marketing, but their role has changed completely. Being present is no longer enough \u2014 brands need to create experiences. Attendees have limited time, are overloaded with messages, and what stands out today are spaces that invite interaction, learning, and participation.<\/span>\u00a0<\/span><\/p>\n

The data confirms the shift. According to Eventify,\u00a0<\/span>80% of event planners believe hybrid formats generate stronger engagement than any other event format<\/span><\/b>. The conclusion is straightforward: experience has become the language of the new healthcare event.<\/span>\u00a0<\/span><\/p>\n

The experiential events we design at\u00a0Imascono\u00a0Health combine physical design with a digital layer \u2014 phygital formats that integrate augmented reality, virtual reality, gamification, 360\u00b0 booths, and virtual congresses to turn attendees into protagonists rather than spectators. The approach covers the entire cycle: visual storytelling, technical content strategy, interactive experiences, engagement and activation, and on-site support during the event itself.<\/span>\u00a0<\/span><\/p>\n

A clear example is\u00a0<\/span>Event IDEA (Interactive Derma Academy)<\/span><\/b>, the\u00a0<\/span>hybrid dermatology event<\/span><\/a>\u00a0we have produced for\u00a0<\/span>Viatris<\/span><\/b>\u00a0across four consecutive editions \u2014 a 360\u00b0 service spanning strategy, creative direction, audiovisual production, live streaming, attendee management, and live interactions, with more than\u00a0<\/span>40 hours\u00a0of dermatological content and 14 PhD and MD speakers per edition<\/span><\/b>.<\/span>\u00a0<\/span><\/p>\n

When\u00a0<\/span>Santen<\/span><\/b>\u00a0wanted to mark a decade of innovation in glaucoma, they partnered with\u00a0<\/span>VML Health<\/span><\/b>\u00a0and\u00a0Imascono\u00a0Health on\u00a0<\/span>Shin<\/span><\/b>, a\u00a0<\/span>human-like AI avatar<\/span><\/a>\u00a0that moderated the entire event, welcomed attendees individually, dynamized the agenda, and answered medical questions in real time backed by validated scientific literature.\u00a0<\/span>One in four attendees interacted directly with Shin<\/span><\/b>\u00a0\u2014 a clear signal of how AI is reshaping the role of moderation and engagement in scientific events.<\/span>\u00a0<\/span><\/p>\n

Bayer Kimchi<\/span><\/b>, an augmented reality photocall designed for\u00a0<\/span>Bayer<\/span><\/b>‘s booth at a veterinary fair, was not built to \u00ablook impressive\u00bb but to spark real conversations and\u00a0<\/span>generate qualified leads through gamification<\/span><\/a>. Visitors had to catch viruses to protect virtual animals, leaving their contact information to play. The result:\u00a0<\/span>over 1,000 registered participants<\/span><\/b>, 30 hours of active gameplay, and the most visited stand of the fair.<\/span>\u00a0<\/span><\/p>\n

And the\u00a0<\/span>Royal Canin Event<\/span><\/b>, co-organized with\u00a0<\/span>MSD Animal Health<\/span><\/b>\u00a0and Grupo Asis, took the format one step further: the f<\/span>irst joint virtual veterinary congress<\/span><\/a>\u00a0between both companies, hosted entirely in a 3D virtual space, with branded virtual stands,\u00a0<\/span>20 hours of live talks, and more than 15,000 visits across three days<\/span><\/b>. The hybrid logic enabled wider reach, more speakers, and richer real-time engagement metrics than a physical-only format would have allowed.<\/span>\u00a0<\/span><\/p>\n

Marketing and events: two sides of the same strategy<\/span><\/b>\u00a0<\/span><\/p>\n

Interactive marketing and experiential events are not two separate disciplines \u2014 they are two expressions of the same shift. Digital assets developed for a medical consultation, a 3D anatomical model, an interactive infographic, or an AI assistant, can later be repurposed for a trade show booth, a virtual conference, or a 360\u00b0 showroom. And the opposite is equally true: an experience designed for an event can become a sales tool the commercial team uses throughout the year.<\/span>\u00a0<\/span><\/p>\n

That continuity is what multiplies the return on investment. Instead of producing \u00absingle-use\u00bb content, the brands performing best in 2026 are thinking in terms of\u00a0<\/span>reusable content ecosystems<\/span><\/b>\u00a0\u2014 one asset, adapted to different formats and to different moments in the journey of a healthcare professional or patient.<\/span>\u00a0<\/span><\/p>\n

\u00abWhen professionals understand things faster, conversations improve, doubts decrease, and communication becomes truly effective,\u00bb<\/span><\/i>\u00a0explains\u00a0<\/span>Leticia Arroyo<\/span><\/b>, Health Division Manager at\u00a0Imascono\u00a0Health.\u00a0<\/span>\u00abIt’s not about adding more technology \u2014 it’s about choosing the right tool to solve a real problem, explain things better, connect better, and leave a lasting impression.\u00bb<\/span><\/i>\u00a0<\/span><\/p>\n

Closing thoughts by\u00a0Imascono\u00a0Health<\/span><\/b>\u00a0<\/span><\/p>\n

The organizations shaping healthcare communication in 2026 are not the ones investing in the most technology, but the ones building connected ecosystems where every asset \u2014 whether designed for a sales rep, a congress, or a digital platform \u2014 works harder, lasts longer, and earns more attention.<\/span>\u00a0<\/span><\/p>\n

If your organization is exploring interactive marketing tools, experiential events, or both,\u00a0<\/span>Imascono Health<\/span><\/b><\/a>\u00a0would love to share practical examples and lessons from real projects.\u00a0<\/span>If this resonates,\u00a0let’s\u00a0connect.<\/span><\/b>\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

The healthcare sector is entering 2026 in the middle of a profound transformation. Developing a new drug now costs more than\u00a0$2\u00a0billion,\u00a0regulatory pressure continues to mount, and healthcare professionals are receiving more information than ever \u2014 with less time to process it. The question has shifted from\u00a0what\u00a0to communicate to\u00a0how\u00a0to ensure the message gets through, is understood, […]<\/p>\n","protected":false},"featured_media":70266,"template":"","categories":[169],"acf":[],"yoast_head":"\nImascono Explores Marketing Tools and Experiential Events as the New Language of the Healthcare Industry - Spain-U.S. Chamber of Commerce<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/spainuscc.org\/news\/imascono-explores-marketing-tools-and-experiential-events-as-the-new-language-of-the-healthcare-industry\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Imascono Explores Marketing Tools and Experiential Events as the New Language of the Healthcare Industry - Spain-U.S. Chamber of Commerce\" \/>\n<meta property=\"og:description\" content=\"The healthcare sector is entering 2026 in the middle of a profound transformation. 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