S 02 | Ep 10 Rewriting the Rules : Innovation and Brand Performance in Healthcare and Beyond Haider Alleg has spent two decades helping regulated industries do something they are notoriously reluctant to do , which is communicate with the same care and creativity that consumers now expect from every brand they encounter . As the founder of Kainjoo , a marketing and strategy consultancy for regulated sectors , and a GP at Allegory Capital , he brings a practitioner ' s eye to one of the most overlooked gaps in modern business . In this episode , Haider makes the case that the bar for experience in industries like pharma , financial services , and healthcare has not actually changed . He walks through what a genuine content strategy looks like for these industries , including his concept of the content vortex , where a single foundational asset like an annual report or scientific symposium gets systematically broken down into white papers , blog posts , short - form clips , and social content . The model creates coherence across channels without demanding endless original production . He also addresses the emerging challenge of AI search , arguing that pharma and healthcare brands need to start thinking now about how to influence what large language models surface in response to clinical and consumer questions , before the algorithm makes those choices without them .