Episoder
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TOPIC: Effective Strategies to Engage Healthcare Professionals (HCPs) Via Social Media
LENGTH: 45:41
HOST: Jason E. Carris, Association of Medical Media
GUESTS:
Amy Houck is the Digital Media Director at Pascale Communications, where she uses her 13 years of digital marketing experience to create targeted paid media plans for healthcare brands with her team. Amy was recently named one of MM&M’s 40-under-40 for her accomplishments in medical marketing. She is an active poet, speaker, and painter that focuses on positive energy. Brad Einarsen is the VP Social Media at Klick Health where he leads social practice, which creates branded and unbranded life sciences social campaigns across a wide range therapeutic areas. As author of Klick’s POVs on FDA social media guidance documents, Brad works closely with Klick's in-house regulatory experts to help pharma marketers understand how to push the boundaries of what’s possible in social while remaining FDA-compliant. He also publishes the Klick Wire.Topical timestamps:1:45, Amy explains how during the past 12 months, medical brands had to figure out how to be current
4:23, Clubhouse’s virtual grand rounds filled a key communication gap for HCPs
5:33, Physician influencer content has evolved the past year as HCPs battled medical misinformation and disrupted social networks
7:59, Amy outlines her agencies’ medical influencer program, starting with months of listening and watching potential influencers
12:42, Dermatology was the first to adopt social media, but other specialties (orthopedics, opthamology, cardiology) are jumping into this space with both feet
16:12, Know the social media platform and its best usage for connecting with HCPs
17:02, Amy says Apple’s iOS update will challenge medical marketers and the entire advertising ecosystem
19:48, Prioritize KPIs by the objective vs. looking for new KPIs
23:56, Brad says the biggest challenge the pandemic presented his social team was capturing KOL content in a no-contact world
25:36, Opportunity exists for HCP marketing around virtual congresses and virtual MSLs
28:27, Social media provides Pharma opportunities to get their messages to HCPs in new and exciting ways
29:28, Brad says it is still a “Facebook-first world”
31:03, Influencers carry a lot of weight with HCPs
34:14, Brad discusses successful HCP-targeted social media campaigns
36:58, Brad thinks the rise in telemedicine provides a huge opportunity for HCP marketers
40:04: HCP marketers need an “authentic reason to speak,” with a unique message
Resources: Find additional medical media resources via AMM's Knowledge Exchange Center.
Next: This concludes Season 4 of the podcast. Keep an eye out this summer for Season 5 of the podcast. The easiest way to know when the next episode drops is to subscribe or follow the podcast.
Contact us: AMM Conversation is the official podcast of the Association of Medical Media. Send questions and comments about this podcast series to [email protected].
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TOPIC: Effective Strategies to Engage Healthcare Professionals (HCPs) Via Social and Multimedia
LENGTH: 43:39
HOST: Jason E. Carris
THE PANEL:
Erin Fitzgerald is the Chief Marketing Officer at Sermo. Erin joined Sermo in 2018 to lead the design and delivery of the company’s global marketing strategy; She has more than a decade of marketing and leadership experience from enterprise B2B and B2C companies.Dr. Amit Phull is Medical Director and Vice President of Strategy & Insights at Doximity - focusing on user group behavioral analytics, as well as strategic partnerships. Dr. Phull attended the University of Virginia School of Medicineand currently serves part-time as an Emergency Medicine physician at Northwestern University in Chicago, IL.Laura Nardella leads campaign strategy and execution as a Sales Manager at Reddit with deep experience in the healthcare industry. Prior to Reddit, she was a Senior Director at Spotify and has worked with healthcare brands such as AstraZeneca, Eli Lilly and CVS.Our moderator today is Ryan Burchinow, Director of Social Media at CMI Media Group. Ryan has experience in Fin-Tech and Pharma, and has built social presences using a crawl-walk-run-fly process in both organic and paid arenas. He is a futurist at heart and keeps a keen eye on new tech for enhanced targeting, messaging and campaign delivery.Topical timestamps:2:29, Laura explains physicians want a sense of community and belonging, especially in the pandemic3:42, Dr. Phull notes physicians turned to social platforms for best practices as well as news content5:02, Erin says Session length exploded in the past year6:22, Social and community-based platforms provided HCPs a place to combat misinformation 7:03, Erin explains a lot of “unpacking” and interpretation of medical information by physician groups via platform comments 8:07, Dr Phull says physicians had to spend a lot of time themselves learning and updating guidelines on such topics as intubating Covid-19 patients10:32, Erin says social networks no longer are just for medical humor and networking11:40, Dr. Phull says community platforms are “safe spaces” for physicians13:25, More than 70,000 physicians across 30 countries participated in Sermo’s Covid barometer studies 17:55, Dr. Phull explains the different kinds of conversations HCPs are having oncommunity-based platforms 20:45, Dr. Phull acknowledges physicians typically aren’t early-adopters of new communication technologies, but many HCPs are engaging heavily 22:30, Erin and Dr. Phull explain why occasional, less-serious social content is appreciated by the HCP community26:24 , Laura describes a campaign that targeted users and outperformed other channels on both cost-per acquisition and conversion rate metrics31:58, Laura talks about the importance of “simplicity” and remembering the human factor of HCP marketing 33:02, Erin says authenticity resonates on social33:41, The panel outlines value props for HCP-focused social mediaResources: Find additional medical media resources via AMM's Knowledge Exchange Center.
Next week: Season 4 of the podcast concludes with a deep dive into social / multimedia marketing trends with Amy Houck of Pascale Communications and Brad Einarsen of Klick Health. The easiest way to know when the next episode drops is to subscribe or follow the podcast.
Contact us: AMM Conversation is the official podcast of the Association of Medical Media. Send questions and comments about this podcast series to [email protected].
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Manglende episoder?
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TOPIC: Effective Strategies to Engage Healthcare Professionals (HCPs) Via Social and Multimedia
LENGTH: 31:36
HOST: Jason E. Carris
GUEST: Dr. Eric Gantwerker, a pediatric otolaryngologist and VP, Medical Director at Level Ex where he leads medical and educational strategy, directs CME and product development, and oversees the physician advisory board. Eric has a Masters in Medical Education from Harvard Medical School and specializes in applying emerging technology to medical education.
Topical timestamps:1:16, Level Ex is advancing the practice of medicine by learning through play2:31, Dr. Gantwerker explains the pandemic accelerated the need for both asynchronous learning, as well as synchronous remote learning6:15, Restricted access during the pandemic took its toll, but technology is stepping up and providing solutions to a lack of in-person meetings and learning8:08, Dr. Gantwerker foresees a hybrid future for medical meetings and Med-Ed10:05, Gaming is a $90 billion business12:51, Med-Ed no longer needs the see one, do one, teach one model14:44, Dr. Gantwerker runs through examples of video games for docs, including a dosing game that produced surprising results16:08, More than 700,000 HCPs are spending 12+ minutes per engagement in the Level Ex platform20:03, The average video “gamer” is 35 years old21:21, Games can be tailored by medical specialty, therapy, experience level, etc. 25:27, The pandemic sparked an “unbelievable uptick” in interest in video games for docs27:35, Dr. Gantwerker hopes Med-Ed will find a way to eliminate passive modes of information delivery29:09, Medicine needs to shake off tradition and embrace technology adoption, innovation, and a new creativityResources: Find additional medical media resources via AMM's Knowledge Exchange Center.
Next week: CMI Media Group's Ryan Burchinow hosts a roundtable of industry insiders from Reddit, Doximity, and Sermo in a captivating discussion of how medical media can best engage HCPs via social and multimedia. The easiest way to know when the next episode drops is to subscribe or follow the podcast.
Contact us: AMM Conversation is the official podcast of the Association of Medical Media. Send questions and comments about this podcast series to [email protected].
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TOPIC: Effective Strategies to Engage Healthcare Professionals (HCPs) Via Social and Multimedia
LENGTH: 41:49
HOST: Jason E. Carris
Season 4 of the podcast is exploring “Effective Strategies for Engaging Healthcare Professionals Via Social and Multimedia.” Today we have a star-studded group of Pharmaceutical marketers knee deep in social and multimedia. Let’s meet today’s panel:
Ryan Billings (top right) is Head of US Oncology Digital Marketing and Customer Experience at GlaxoSmith Kline. Angela Horstmann is the US Brand Launch Lead for a Lupus candidate within Immunology Biologics at AstraZeneca. Paul Murasko is Head of Digital Customer Interaction for North America at Ipsen.Jump to popular topics discussed by the panel:
2:16, Paul and Ryan believe the vaccine efforts are improving Pharma’s reputation
4:58, Angela says Pharma finally realizes HCPs are people too, noting 80% of physicians are on FB monthly
7:22, Angela says telemedicine usage skyrocketed in the pandemic, but Paul notes that it is not a one-size-fits all
9:50, Ryan details how physicians turned to Facebook groups to communicate with patients and the general public
10:46, Ryan notes an unprecented shift in HCP usage via social, including significant increases in Twitter, Instagram Live and TikTok usage
13:13, Angela describes a 70% complete completion rate using a chat bot
19:40, Ryan highlights two consumer marketing trends finding there way into the HCP marketing arena
22:47, Angela notes HCP peer-to-peer marketing basically mirrors social media influencer tactics
24:40, Paul explains that 20% of Pharma searches in 2020 were using Voice search
27:16, Based on specialty, Paul thinks gamification is a new media to watch, as are virtual reality technologies
30:06, Paul says physician feedback on EHR marketing is focused on providing educational content vs. pure advertising
33:10, Angela speaks on the cultural challenges Pharma is facing with the digital transormations processes
37:58, Ryan loves “snackable content” for 2021 and beyond and provides unique research on social media engagement
42:08, The panel discusses the biggest challenges they have working with medical media
43:42, Angela says medical media needs to stop showing website impressions without context
44:50, Ryan wants medical marketers to stop “assuming” and designing solutions in a vacuum and “partner” on innovations
46:29, Ryan says the world of personal and professional on social blending together, especially as more high-adopters enter the workforce
47:17, Paul thinks Clubhouse could be the next EHR, from the standpoint of innovation and HCP engagement
Resources: Find additional medical media resources via AMM's Knowledge Exchange Center.
Next week: Level Ex VP of Medical, Dr. Eric Gantwerker, engages the podcast in a conversation about video games for doctors, and how the medical education industry is quickly adopting HCP gamification as a go-to channel.
Be our pod friend: The easiest way to know when the next season drops is to subscribe or follow the podcast.
Contact us: AMM Conversation is the official podcast of the Association of Medical Media. Send questions and comments about this podcast series to [email protected].
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TOPIC: Effective Strategies to Engage Healthcare Professionals (HCPs) Via Social and Multimedia
LENGTH: 41:49
GUESTS: Kevin Bolum, Todd Ware, Thomas McCabe of the American College of Physicians
HOST: Jason E. Carris
Panelist bios:
Kevin Bolum, Director of Advertising Sales at American College of Physicians. Kevin has more than 35 years of experience in the sales, development and management of innovative, multi-platform print and digital media solutions. Currently, he manages a salesforce and handles the sales and marketing of all of the ACP’s publications and websites.Thomas McCabe, Associate Publisher at American College of Physicians. Tom has more than 30 years of experience in the development of innovative advanced media programs and marketing solutions. He focuses on electronic publishing, media production, and new product development.Todd Ware, Director of Production and Electronic Publishing. Todd manages ACP’s production and manufacturing for the college’s three publications; Annals of Internal Medicine, ACP Internist and ACP Hospitalist. He has been working in the production of mixed media publications for over 30 years.Topical timestamps:3:29, Tom explains why non-personal meeting events are difficult for everyone, especially time-starved physicians
6:01, Todd explains how in a matter of weeks, ACP production teams pivoted to full remote operations and the challenges that ensued
6:53, Tom highlights the fact that the era of long-form editors is over, and how everybody on the editorial teams needs to be familiar with all media types
8:39, Kevin says remaining relevant is the biggest challenge
10:15, Tom details the massive growth of digital channels as physicians and the general public relied on ACP to provide pandemic-related information
11:54, Todd celebrates the successful inter-department collaborations that allowed for high-profile multimedia events with Drs. Fauci, Levine, and Kessler
15:06, Kevin says the access with clients has been great during the pandemic
19:34, Kevin and Todd explain how the ACP and its membership are perfect landing spots for Pharma marketing pilot programs
24:44, Tom highlights the difficulty tracking podcast engagement and industries' hesitancy to advertise via podcast
28:01, Adapting to virtual events, including 8,000 participants at the ACP 2021 annual meeting
31:00, Todd explains how he has tried to avoid failures by attending as many virtual events as he can, learning from them, improving on them
38:04, Tom describes the difficulties with discoverability for multimedia content, and the success of ACP's email marketing
Resources: Find additional medical media resources via AMM's Knowledge Exchange Center.
Next week: CMI Media Group's Ryan Burchinow hosts a roundtable of industry insiders from Reddit, Doximity, and Sermo in a captivating discussion of how medical media can best engage HCPs via social and multimedia. The easiest way to know when the next season drops is to subscribe or follow the podcast.
Contact us: AMM Conversation is the official podcast of the Association of Medical Media. Send questions and comments about this podcast series to [email protected].
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Season Four of AMM Conversation, the official podcast from the Association of Medical Media, explores “Strategies to Engage Healthcare Professionals via Social and Multimedia.”
This season will feature a variety of drill-down roundtables, featuring industry and platform experts, including Sermo’s Erin Fitzgerald, Reddit’s Laura Nardella, and Doximity’s Amit Phull, MD.
We will discuss gamification with Level Ex Media, new standards for content creation with the American College of Physicians, and emerging trends with Pharma marketers.
Coming Soon to Apple Podcasts, Google Podcasts, Spotify, Stitcher, or wherever you get your podcasts.
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TOPIC: Pharma Forecast 2021
LENGTH: 30:24
GUESTS: Mike Guire, Tracey Sears, Devin Gregorie
HOST: Jason E. Carris
Today’s episode of AMM Conversation, the official podcast of the Association of Medical Media, concludes Season Three's exploration of the emerging trends in medical media as we race into 2021 and beyond.
Our guests today are:
Mike Guire, Vice President of Sales, Frontline Medical Communications. Mike has more than 25 years of experience in the publishing industry. Prior to joining FMC in 2016, he enjoyed sales leadership roles at Elsevier, Wolters Kluwer and Skyscape. He is a former President of the AMM.Tracey Sears is Publisher of Clinical Endocrinology Newsand Clinical Psychiatry News. She has more than 25 years of experience in HCP promotion, including advertising sales at the American Medical Association and media planning/buying at Ogilvy, KPR and Klemptner Advertising.Devin Gregorie is the National Sales Manager for MDedge Hematology Oncology, and Director of Sponsorships for MedscapeLive with a focus on Oncology and Hematology. Devin has 15 years experience in both Medical Marketing Media and Live Medical Conferences.Topical timestamps:
2:07, Mike says that while the pandemic posed challenges to medical publishers, HCPs are seeking out "trusted partners" in record numbers
3:12, Tracy explains why Frontline didn't miss a beat during this difficult period
5:02, Devin discusses why his agencies want more "immersive" HCP experiences
8:50, The important thing for medical marketers is to figure out the "mesh points" for HCPs and pharmaceutical marketing
12:15, Mike explains how brands pulling back during the pandemic have been offset by brands reinvesting funds toward reaching HCPs in a non-personal way
13:56, Merging with MedScape has helped Frontline fine tune the delivery of messages
15:58, Tracey says some clients expect campaign analytics on a weekly basis, and Devin says real-time is not far away
19:28, Devin is cautiously optimistic large medical meetings will return in the Fall 2021
21:23, It's much easier to Zoom with a media team these days vs. pre-pandemic
23:18, Frontline's podcast portfolio is gaining a foothold, and Pharma is showing interest in advertising more in 2021
23:59, Tracey is looking forward business returning to normal in 2021
24:31, Devin is going stir crazy working in the home office, and is looking forward to the social aspects of the medical media industry
25:53, Mike hopes 2021 affords his sales team the opportunity to get together, have a team meeting, and share experiences.
Resources: Find additional medical media resources via AMM's Knowledge Exchange Center.
Coming soon: Season 4 of AMM Conversation will explore “Effective Strategies for Engaging HCPs via Social and Multimedia.” Keep an out for Season 4 this spring. The easiest way to know when the next season drops is to subscribe or follow the podcast.
Contact us: AMM Conversation is the official podcast of the Association of Medical Media. Send questions and comments about this podcast series to [email protected]
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TOPIC: Pharma Forecast 2021
LENGTH: 35:48
GUEST: James Brady
HOST: Jason E. Carris
Today’s episode of AMM Conversation, the official podcast of the Association of Medical Media, continues our exploration of the emerging trends in medical media as we race into 2021 and beyond. Our guest today is James Brady, a Vietnam veteran with more than 50 years in the pharmaceutical and medical media industries. Jim began his career as a detailer and has spent the past four decades in pharmaceutical advertising. He is found and president of James T. Brady Inc., a publishing rep firm established in 1984. He is former chairman of of the Pharmaceutical Advertising Council Speakers Bureau. Jim currently is publisher for Allergy and Asthma Proceedings and Clinical Highlights for the Rheumatologist.
Topical timestamps:3:17, Jim thinks print media remains the most efficient medical marketing tactic
5:09, Years ago, pharmaceutical detailers who sampled the most got the most business
5:40, Medical media -- and most of the U.S. economy -- should return to normalcy by July 2021
8:25, The pandemic has made some old-school marketing tactics "new again"
11:30, Agencies are asking for home delivery counts for print publications, as delivery to home is optimal during the pandemic
13:08, Jim thinks the amount of money spent on TV advertising, including increases in 2020, will revert back to pre-pandemic levels and Pharma budgets will reallocate to medical journals
15:30, Young product managers are feeling the pressure to produce instant ROI
17:26, Jim discusses the evolution – good and bad – of medical media RFPs
20:01, Through attrition in the past decade or so, print media seems to have right-sized and the pandemic will purge a few more “on the bubble”
22:30, Jim harkens back to an old McGraw industry adage, “Media Concentration, Rather than Scatteration”
24:29. Jim says the secret sauce for medical marketing is to find the right combination of tactics for your audience
25:18, Advertisers leaving print publications anytime soon, and he thinks the FDA will open up some new opportunities in 2021 and beyond
26:43, Jim describes some of his pre-HIPPA market research practices from his previous life as a detailer
30:14, Real-time data sharing is a good thing, and Jim thinks 10 years from now 2020 practices will be looked at as “archaic”
33:22, Jim thinks young media professionals should be excited about the future, and proud of the work they do on a daily basis
Resources: Find additional medical media resources via AMM's Knowledge Exchange Center.
Next week: The final episode of Season 3 features Frontline Medical Communications’ Mike Guire, Tracey Sears, and Devin Gregorie looking forward to emerging medical media trends. The easiest way to know when the next season drops is to subscribe or follow the podcast.
Contact us: AMM Conversation is the official podcast of the Association of Medical Media. Send questions and comments about this podcast series to [email protected]
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TOPIC: Pharma Forecast 2021
LENGTH: 25:43
PANELISTS: Paul Kudlow
HOST: Jason E. Carris
Today’s episode of AMM Conversation, the official podcast of the Association of Medical Media, continues our exploration of the emerging trends in medical media.
Our guest today:
Paul Kudlow leads strategic vision at TrendMD. Paul is completing his residency in psychiatry at the University of Toronto. He earned his PhD for research that has advanced the fields of bibliometrics, knowledge dissemination, and scholarly communication.
Topical Timestamps:
1:31 Paul says the pandemic has accelerated the underlying trend of HCP marketing moving more and more to digital programs
3:35 Paul says to think of Pharma marketing as a “decade behind” consumer marketing
9:19 Paul explains why swapping HCP lists weekly is potentially damaging to marketing plans
11:23 The number of interactions needed for a physician to take action or change behavior is exponentially larger than the number of interactions needed for consumers
14:04 Measuring prescription lift with digital marketing is an ongoing challenge
17:05 Paul says a number of scholarly publishers continue to struggle with the shift to digital
23:57 Paul expects Pharma will continue shifting its marketing spend to digital formats in the months and years to come
Resources: Find additional medical media resources via AMM's Knowledge Exchange Center.
Next: Jim Brady looks back on the most significant changes in Pharmaceutical marketing the past decade — and looks ahead to media trends for 2021. The easiest way to know when the next episode drops is to subscribe or follow the podcast.
Contact us: AMM Conversation is the official podcast of the Association of Medical Media. Send questions and comments about this podcast series to [email protected]
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TOPIC: Pharma Forecast 2021
LENGTH: 29:46
PANELISTS: R.J. Lewis and Amy Turnquist
HOST: Jason E. Carris
Today’s episode of AMM Conversation, the official podcast of the Association of Medical Media, continues our exploration of the emerging trends in medical media.
Our guests today:
R.J. Lewis is founder and CEO of eHealthcare Solutions. EHS exclusively represents 85 high-quality healthcare publishers. EHS has been named a PM360 Trailblazer Company of the Year, and RJ previously was named to the PharmaVOICE 100 list.Amy Turnquist is Executive Vice President of Digital at eHealthcare Solutions. Amy is a recognized thought leader and frequent speaker at industry events, including eyeforpharma, Digital Phama East, and the Digital Health Coalition. She serves on AMM’s Board of Directors.Topical Timestamps:
1:25 RJ thinks that, during the Covid-19 pandemic, Pharma as an industry has regained
much of the credibility it lost in years past
5:55 Amy explains innovation has been forced upon marketers and publishers, and the pandemic has forced Pharma to loosen its grip on new and innovative ideas
9:35 Campaign measurement is table stakes, and not just impressions or clicks or engagements, but they want to know exact physicians
10:12 Amy says Pharma is starting to understand innovations in 2020 are now standard in 2021, including strong budgets for native advertising and video advertising
12:25 RJ expects clients to require real-time campaign data in the not-too-distant future
14:04 Amy explains that if your campaign can’t be measured, you will be phased out
18:41 Amy says HCP marketing is quickly moving to an e-commerce model, with ROI and cost-per-acquisition the new KPIs
20:10 RJ says the cookie-less future is a “wonderful opportunity” for HCP publishers
24:49 Amy outlines use cases for native advertising, and what she calls the “Moment of Next”
26:37 RJ says native advertising is performing 3X better than other digital tactics
Resources: Find additional medical media resources via AMM's Knowledge Exchange Center.
Next: TrendMD's Paul Kudlow discusses emerging trends in digital marketing. The easiest way to know when the next season drops is to subscribe or follow the podcast.
Contact us: AMM Conversation is the official podcast of the Association of Medical Media. Send questions and comments about this podcast series to [email protected].
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TOPIC: Pharma Forecast 2021
LENGTH: 42:12
PANELISTS: Jim DeLash and Lori Holland-Hancock
HOST: Jason E. Carris
Season Three of AMM Conversation, the official podcast of the Association of Medical Media, kicks off with highlights of the AMM Virtual Roundtable that explored what 2021 will hold for Pharma and the emerging trends in medical media.
Our panelists today:
Jim DeLash is the US Marketing Director of Customer Experience for
Vaccines @ GlaxoSmithKline.
Lori Holland-Hancock is Director of the Multi-Channel Integration Team for Oncology @ Merck.
1:17 Lori discusses more industry partnering, being more nimble, and the pharma being part of the solution — with regard to advancing the science and a vaccine — during the pandemic age4:11 Jim says the pandemic has accelerated HCP media messaging, more so than the mix of media, especially for preventative therapies.9:32 Jim says he is starting to see creative agency and media agency are working more closely than they ever have.15:15 Lori says the rate of data that is being consumed and ingested has changed, Pharma is smarter in the marketplace, and the "Gold Rush" of data allows the industry to increase its impact15:55 Jim discusses Pharma’s increased usage of specialists in predictive modeling and data science17:46 Lori explains how data analysis informs investment choices, and encourages marketers to leverage the data, “don’t just collect it”19:04 Jim explains data only looks backward, so analysis and decisions-making around the data should be part "art" and part "science”21:20 Teams committed to sifting through data are imperative during what Lori describes as a data and analytics "Gold Rush"28:11 Jim says his team is monitoring Search impressions for key AdWord groups, as well as MVAs (most-valued actions) and HQEs (high-quality engagements) on website31:06 Lori discusses how social media and other new media shifted pre-pandemic and if your customer base is there, it could be an opportunity35:40 Lori describes her fondness for marketing personalization, either through automation or deeper layers of customer personasResources: Find additional medical media resources via AMM's Knowledge Exchange Center.
Next: RJ Lewis and Amy Turnquist of eHealthcare Solutions discuss the growth of native advertising, the opportunities publishers will have in a cookie-less future, and other emerging media trends for 2021. The easiest way to know when the next season drops is to subscribe or follow the podcast.
Contact us: AMM Conversation is the official podcast of the Association of Medical Media. Send questions and comments about this podcast series to [email protected].
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With disruption comes opportunity, especially for those who can move quickly to innovate and adapt. As the pharmaceutical industry pivots marketing strategies in response to reduced access, a moratorium on in-person conferences and events, and new digital/virtual platforms, how will this impact medical media strategies in 2021 and beyond?
Season Three of AMM Conversation dives deep into format and function, everything from programmatic usage and native growth, to traditional best-sellers and the role of multimedia. Join us as we explore how industry leaders are responding to current circumstances and rewriting the rules for HCP engagement and ROI.
AMM Conversation, official podcast of the Association of Medical Media.
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TOPIC: The "New Normal" in Medical Media
LENGTH: 44:10
PANELISTS: Eugene Lee and Jim Woodland, CMI/Compas; and Sima Sherman, Sherman Medical Marketing Group
HOST: Jason E. Carris
Season Two of the AMM Conversation, the official podcast of the Association of Medical Media, concludes with a final discussion of the "new normal" in medical media. In this episode, we are joined by a trio of medical media experts discussing how the industry is coping, adapting, and excelling during the Covid-19 pandemic.
Our panelists today:
Eugene Lee, Chief Operating Officer at CMI/Compas, where he is responsible for the global operations of media business leadership, media planning and media strategy disciplines across all clients. Eugene has been with CMI/Compas for over 25 years and is an AMM board member. Jim Woodland is CMI/Compas' Chief Strategy and Financial Officer. Jim has been the brains behind some of CMI/Compas’ most successful commercial and pricing models in the company’s 30-year history. He has been named to the PharmaVOICE 100 and is a 2020 Philadelphia Business Journal CFO of the year award honoree.Sima Sherman is founder and president of Sherman Medical Marketing Group. A full-service marketing and sales rep firm, Sima works with leading medical publishers and professional societies. She previously was VP of Sales and Marketing with American Medical Communications, and held similar roles with Triple Threat Media.Resources: Find additional medical media resources via AMM's Knowledge Exchange Center.
Next: Be on the lookout for Season Three of the podcast this fall. The easiest way to know when the next season drops is to subscribe or follow the podcast.
Contact us: AMM Conversation is the official podcast of the Association of Medical Media. Send questions and comments about this podcast series to [email protected].
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TOPIC: The New Normal in Medical Media
LENGTH: 35:18
GUEST: Dora Shankman, President & CEO, DPS Strategic Media Enterprises, LLC.
HOST: Jason E. Carris
Season Two of the AMM Conversation, the official podcast of the Association of Medical Media, explores the "new normal" in medical media.
In this episode, we are joined by Dora Shankman, a well-known name in healthcare marketing and advertising. Dora discusses how she and her clients are coping, adapting, and excelling during the Covid-19 pandemic.
Resources: Find additional medical media resources via AMM's Knowledge Exchange Center.
Next: Ep. 5 will be the final episode of Season Two, and will feature further conversation about the new normal in medical media with Sima Sherman of Sherman Medical Marketing Group, as well as insights from Eugene Lee and Jim Woodland of CMI/Compas.
Contact us: AMM Conversation is the official podcast of the Association of Medical Media. Send questions and comments about this podcast series to [email protected].
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TOPIC: The New Normal in Medical Media
LENGTH: 35:38
PANELISTS: Benji Kayne, MedscapeLive!
HOST: Jason E. Carris
Season Two of the AMM Conversation, the official podcast of the Association of Medical Media, explores the "new normal" in medical media.
In this episode, we are discussing how the industry is coping, adapting, and excelling during the Covid-19 pandemic.
Our guest is Benji Kayne, Vice President of Experiential and Learning Events at MedscapeLive!. Benji joined MedscapeLive! in February, having previously produced events for Google. With the rapid onset of the pandemic, the MedscapeLive! team deftly pivoted more than 150 in-person experiences to an all-virtual events platform in a matter of weeks.
Listen in as Benji discusses the challenges and successes of producing medical events in the virtual space.
Resources: Find additional medical media resources via AMM's Knowledge Exchange Center.
Next: Ep. 4 features further conversation about the new normal in medical media with industry veteran Dora Shankman, President and CEO of Shankman Marketing and Media Resources.
Contact us: AMM Conversation is the official podcast of the Association of Medical Media. Send questions and comments about this podcast series to [email protected].
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TOPIC: The New Normal in Medical Media
LENGTH: 41:26
PANELISTS: Denis Conlon, Alejandro Alvarez, and Sumner Mering of Elsevier's Global Commercial Sales and Marketing Group
HOST: Jason E. Carris
Season Two of the AMM Conversation, the official podcast of the Association of Medical Media, explores the "new normal" in medical media.
In this episode, we are joined by a trio of medical media experts discussing how the industry is coping, adapting, and excelling during the Covid-19 pandemic.
Our panelists today are from Elsevier:
Denis Conlon is VP of Marketing for Elsevier's Global Commercial Sales and Marketing Group; Alejandro Alvarez is Director of Business Development and Strategic PartnershipsSumner Mering is a veteran in medical media and one of the group's Directors of Commercial SalesResources:
Find additional medical media resources via AMM's Knowledge Exchange Center.
Next: Ep. 3 features further conversation about the new normal in medical media with MedScapeLive!'s VP of Experiential and Learning Events Benji Kayne.
Contact us: AMM Conversation is the official podcast of the Association of Medical Media. Send questions and comments about this podcast series to [email protected].
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TOPIC: The New Normal in Medical Media
LENGTH: 28:12
PANELISTS: Matthew Holland, John C. Carter, Joan-Marie Stiglich
HOST: Jason E. Carris
Season Two of the AMM Conversation, the official podcast of the Association of Medical Media, explores the "new normal" in medical media. In this episode, we are joined by a trio of medical publishing experts discussing how the industry is coping, adapting, and excelling during the Covid-19 pandemic.
Our panelists today are from Healio and its parent company, The Wyanoke Group:
John C. Carter is Chief Operating Officer of The Wyanoke Group. Healio, Healio Strategic Solutions, Healio Live and SLACK Incorporated are wholly owned subsidiaries of The Wyanoke Group. John has been with the company since 1982.Joan-Marie Stiglich is Chief Content Officer at Healio and a 25-year veteran of medical publishing. She has spent the duration of her career at the company.Matthew Holland is Chief Commercial Officer of Healio Strategic Solutions, where he is responsible for all print, digital and custom sales operations.Resources:
Find additional medical media resources via AMM's Knowledge Exchange Center.
Next: Ep. 2 features further conversation about the new normal in medical media with Denis Conlon, Sumner Mering, and Alejandro Alvarez from Elsevier's Global Commercial Sales and Marketing Group.
Contact us: AMM Conversation is the official podcast of the Association of Medical Media. Send questions and comments about this podcast series to [email protected].
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Welcome to AMM Conversation, the official podcast of the Association of Medical Media (ammonline.org). Season Two explores the "new normal" in medical media, as the industry copes, adapts, and excels in the face of the global health crisis. Guests this season include Healio's Matt Holland and JoanMarie Stiglich, Elsevier's Denis Conlon and Alejandro Alvarez, and Kantar's David Emery. Listen weekly via Apple Podcasts, Spotify, Google Podcasts, Stitcher, or wherever you enjoy podcasts.
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Length: 26:42Topic: Data Privacy and Medical MediaGuest: Augustine Fou, PhD, Digital Ad Fraud Investigator, Marketing.Science Consulting GroupHost: Jason E. Carris
Dr. Fou, formerly the Chief Digital Office at Omnicom and a recognized ad fraud expert, joins the AMM Conversation as we wrap up our exploration of data privacy and medical media. Dr. Fou is an MIT-trained scientist who has more than two decades of experience working with healthcare clients. He’s taught digital strategy at NYU and Rutgers. His clients run the gamut of marketers, publishers, and ad tech firms.
Dr. Fou said he considers 2020 a transition year for data privacy, with regulators taking notice that privacy issues should be taken more seriously. As consumers better understand the ways their data is being used and abused, he says government will move to, at least, “put guard rails around data privacy.”
Like others interviewed in this podcast, Dr. Fou is concerned about the lack of federal regulation. “Here in the U.S. we have yet to even start enforcement,” he said, adding there are a lot of ways companies can “game the system and not comply with regulations when they are passed.”
Bad actors in digital media/marketing “never follow rules anyway,” he explained, “so I don’t see any new regulations causing a decrease in fraud.”
Interestingly, the Facebook-Cambridge Analytica scandal and the consumer backlash to the invasion in privacy was “not a lesson that (Facebook) is going to learn from because it is at odds with their business model,” he said. “If privacy legislation is at odds with business models, big tech companies likely are going to continue with their business until they get caught and get fined. … It’s going to be very hard to enforce any new regulations.”
He said the Covid-19 pandemic might provide opportunities for data companies to exploit the rules. Apple and Google teaming on a contact tracing app is “right at the cutting edge,” Dr. Fou said, “but consumers will have to decide on their own. The question remains if we trust these big companies. … Apple has a long track record of having sensitivity to consumer privacy.”
Medical media has always had a higher level of respect to physician and patient privacy, he said, but the advent of ad tech platforms brought about a number of unexpected outcomes and unintended consequences. He described a time during his digital marketing days when NPI numbers were exposed in the URL of the web page, a problem that was quickly fixed once identified.
Dr. Fou also described in detail his definitions of “good publishers” and “bad actors” in digital media, with respect to protecting the advertisers. “Good publishers go above and beyond and take proactive steps, such as not serving ads when they know a bot is on the website, or filtering for known bots coming from data centers. They protect the advertisers,” he said.
The bar should be raised in medical media. “Everyone is conscious of it and is trying to do the right thing,” he said. “But what other steps can you take? Instead of having 30 or 40 third-party trackers on your website, you might want to only have five.
He encouraged medical media to “keep evolving with your data privacy. Be proactive, and do not wait for legislation.”
Connect with Dr. Fou: LinkedIn or Twitter @acfou
References:
Check out Dr. Fou’s research slides and presentations.Read AMM’s Principles of Online Privacy statement (PDF).Up Next: This concludes Season One of the AMM Conversation podcast. Season Two of the podcast will explore the new paradigm of medical media, in light of restrictions placed on U.S. businesses due to the Covid-19 pandemic. Expected guests include: Matt Holland (Healio Strategic Solutions), Kristin Carty and Denis Conlon (Elsevier), and Dave Emery (Kantar).
Contact us: Send questions and comments about this podcast series to [email protected].
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Length: 29:24
Guest: Jon Bigelow, Executive Director, Coalition for Healthcare Communications
Host: Jason E. Carris
Jon Bigelow is executive director of the Coalition for Healthcare Communication. The coalition membership includes medical publishers, advertising agencies, marketing firms, scientific communications firms, point of care content providers, and digital platforms.
As big data and data security have grown in the past decade, the federal government has been “reluctant to get involved,” says Bigelow, past president and current board member of the Association of Medical Media. He says many of the companies involved in data are monopolies, yet the government has “not taken the same anti-trust stance as it did previously with Standard Oil, the railroads, or Bell breakups.”
Companies that harvest and monetize data “have been allowed to self-regulate” as the government has, for the most part, played a “passive, hands-off role. But the anger has been building the past few years.”
He notes concerns with security breaches and digital platforms, like Facebook, that have allowed the use of personal data for purposes the consumer never intended. “The Cambridge Analytica event was a big deal.”
Data privacy policy was largely driven by the European Union and its GDPR, which “essentially added more specifics to the definition of what is personal data, instituted a very rigorous opt-in mechanism, and provided, at least initially, severe penalties,” he says.
In 2019, California passed the first sweeping legislation (CCPA) in the U.S. aimed at protecting consumers’ data. “It was very quickly designed legislation,” Bigelow says. “To this day, it is still being clarified by their Attorney General. ... It is enforceable as of July 1, 2020.”
CCPA improved mechanisms for consent, but has “more of an opting-out emphasis,” he says, “so that a consumer has the right to know what data is being collected, where it was collected from, what is being done with that data, by whom, and the ability to opt-out.”
The big problem is the potential for every state to create its own privacy law(s), which is almost “untenable” from an industry perspective. “The second big issue is the burden on the consumer/user,” Bigelow says. “You don’t really know what you are agreeing to… to think simply clicking ‘I Agree’ is consent is laughable.”
Bigelow does see light at the end of the tunnel, in terms of much-needed federal regulations vs. a patchwork of state laws. Despite the dysfunction in Washington, D.C., there appears to be bipartisan agreement that “one, something needs to be done to protect the privacy and security of individuals data; and second, it needs to be done at a federal level. This is one of the few areas where there is consensus.”
Medical media should take note of work from Privacy for America, an industry group attempting to establish broad principles for a privacy law, of which many of the principles are being used in the dozens of bills circulating the Beltway. The principles would act as federal guard rails, the same as safety standards for automobiles, Bigelow explains. Key pillars of the effort:
Create a Data Protection Agency, staffed with experts and focused on data privacy.Define acceptable areas of use and ways of collecting data.Define approaches to data use that are unreasonable.When asked about the privacy questions the coalition’s membership is asking: “For medical publishers and media placement firms, the big issue was with the Colorado legislation. … Advertising agency concerns were on the cyber security side, in terms of who is liable when data is breached. … Scientific communications firms are concerned with the use of algorithms to try to discern patterns in the data that might not be visible. Example: identify patients with a rare disease and being able to target communications to them or include them in a clinical trial. … The publication planning world is very much under pressure to get all clinical trial results into the literature very quickly, including negative results, and include full data sets. There is a lot of concern whether, in fact, they can put the full data sets in the public purview.”
Bigelow says he thinks the government’s view of data as a “public good” is changing for the positive, even though it might narrow an individual’s right to privacy. Whether it is Google and Apple tracking individuals’ movement during Covid-19 or clinical trials for rare disease research, or new safe harbor laws for rare disease research, he says data as a public good “is an issue that is going to be re-evaluated.”
Resources:
Check out the Coalition for Healthcare Communication website for news, resources, and events related to healthcare marketing.Stay on top of key data privacy legislation: CCPA, GDPR, Colorado.Learn more about the Privacy for America.Read AMM’s Principles of Online Privacy statement (PDF).Subscribe: Add the AMM Conversation to your playlist on Apple Podcasts, Google Podcasts, Spotify, Stitcher or wherever you enjoy podcasts.
Next: Ep. 4 will conclude the data privacy discussions.
Contact us: AMM Conversation is the official podcast of the Association of Medical Media. Send questions and comments about this podcast series to [email protected].
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