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 age
- 4:11 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 impact
- 15:55 Jim discusses Pharma’s increased usage of specialists in predictive modeling and data science
- 17:46 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 website
- 31:06 Lori discusses how social media and other new media shifted pre-pandemic and if your customer base is there, it could be an opportunity
- 35:40 Lori describes her fondness for marketing personalization, either through automation or deeper layers of customer personas
Resources: 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 jcarris525@gmail.com.
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