01
Digital & audience intelligence
Connecting competitor activity, patient behaviour, social listening, search and cultural signals to reveal what is really shaping a market.
Evidence → understandingDigital strategy · Healthcare · AI
Making sense of digital change and turning it into meaningful action.
I’m Jaquie Pantoja, Head of Digital Strategy and Innovation at Curious Health. I help healthcare brands understand what is changing, what matters and what to do next.
01 / About
I sit where strategy, technology and human behaviour meet.
My background spans FMCG, B2B and healthcare, across the UK and Mexico. Today, I focus on how AI and emerging technologies are changing the way people discover, interpret and trust health information.
I’m interested in innovation that survives contact with real work: questioning how things are done, finding a better way and developing solutions that are useful, responsible and commercially viable.
02 / What I do
From signals to strategy.
I help teams move from “something is changing” to a clear, evidence-led response.
02
AI visibility & LLM strategy
Exploring how brands appear in AI-generated responses, which sources influence the narrative and where credible visibility can be strengthened.
Visibility → influence03
Innovation & proposition design
Turning emerging opportunities into repeatable frameworks, client propositions and practical ways of working that can scale.
Possibility → product04
Capability & responsible adoption
Helping teams use AI with confidence, combining smarter workflows with the judgement, governance and humanity healthcare demands.
Tools → capabilitySelected work
Proprietary
framework
Curious COMPASS™
Finding the meaning
behind the digital footprint.
I’m closely involved in developing Curious COMPASS™, a proprietary strategic intelligence framework from Curious Health ↗. It helps healthcare brands understand their digital presence and impact compared with competitors, including how they show up across AI environments.
It brings structured evidence and AI-assisted analysis together with consultant judgement, commercial context and storytelling, giving clients a clearer view of what is happening, why it matters and where the opportunity lies.
Evidence→Patterns→Meaning→Action
A little of what I’ve been building
Designed a repeatable intelligence system
Created the Curious COMPASS™ Analysis Playbook, data architecture, scoring approach, confidence indicators and structured reporting model for AI-assisted competitor intelligence.
Turned AI visibility into a strategic proposition
Developed structured LLM audits that look beyond brand mentions to understand visibility, narrative, source influence and decision points across the patient journey.
Connected research to client opportunity
Led cross-market healthcare research spanning customer journeys, competitor analysis, audience personas and ecommerce, identifying meaningful gaps and practical opportunities for direct-to-consumer growth.
Built responsible AI capability
Developed Curious Health’s AI policy and trained the team on responsible AI use, supporting confident adoption in day-to-day work. I also created DACIA, an AI-powered compliance analyst that reviews digital advertising across Meta, TikTok, YouTube, LinkedIn and Google. I designed it around the ASA CAP Code and MHRA Blue Guide to make reviews faster and more consistent, reduce time spent on manual checks and lower the risk of inaccurate regulatory interpretation.
Joined the PMI Awards judging panel
In 2026, I became a judge for the PMI Awards, bringing my digital and innovation perspective to the evaluation of work from across the healthcare communications industry.
03 / Thinking
Ideas I’m exploring.
I write about healthcare marketing, AI, search and the changing foundations of trust.
Healthcare marketing
More from my notebookExplore all my writing at Curious Health↗
Healthcare communications and marketing trends for 2026
Read on Econsultancy ↗
Search & discoveryHow search, SEO and discovery are evolving in 2026
Read on Econsultancy ↗
Pharma marketingThe challenges and opportunities shaping pharma marketing
Read on Econsultancy ↗
Digital trendsThe digital forces changing pharmaceutical marketing
Read on Econsultancy ↗
04 / Journey
A career shaped between
Mexico and the UK.
My route into strategic leadership has crossed disciplines, sectors and two countries. Each chapter has changed the way I look at a problem and the questions I ask.
Head of Digital Strategy & Innovation
Curious Health Communications · Leading strategy, innovation, proposition development and AI capability.
Digital Account Director
Curious Health Communications · Digital strategy and integrated delivery for healthcare and pharmaceutical brands.
Digital Account Manager & Social Media Strategist
Bluestone360 · Strategy, paid media, content, insight and client leadership across diverse sectors.
Digital Marketing Project Coordinator
Asombro! Marketing, Mexico · Integrated campaigns for tourism, education and hospitality brands.
What I believe
Technology should make our thinking sharper, not do the thinking for us.
Healthcare communications have a responsibility to make good information easier to find and harder to ignore.
Data is most powerful when it helps us understand what people actually do, need and care about.
The strongest strategy lives at the intersection of commercial ambition and human understanding.
AI makes human judgement more valuable.
The best opportunities come from asking one more question, connecting signals across different places and being willing to challenge the obvious answer.
Let’s exchange ideas
Curious about what comes next?
If you’re thinking about digital strategy, healthcare innovation, AI visibility or the future of discovery, I’d love to connect.
Connect on LinkedIn ↗