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 jcarris525@gmail.com.
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