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.
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