S4, E1: Kevin Bolum, Todd Ware, and Tom McCabe discuss the American College of Physicians' biggest wins with HCP-focused multimedia

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 [e-mail].