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 Glaxo Smith 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 jcarris525@gmail.com.
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Las Culturistas with Matt Rogers and Bowen Yang
Ding dong! Join your culture consultants, Matt Rogers and Bowen Yang, on an unforgettable journey into the beating heart of CULTURE. Alongside sizzling special guests, they GET INTO the hottest pop-culture moments of the day and the formative cultural experiences that turned them into Culturistas. Produced by the Big Money Players Network and iHeartRadio.
Crime Junkie
Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you won’t hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, you’ve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by audiochuck Media Company.