TOPIC: Effective Strategies to Engage Healthcare Professionals (HCPs) Via Social Media

LENGTH: 45:41

HOST: Jason E. Carris, Association of Medical Media

GUESTS:

• Amy Houck is the Digital Media Director at Pascale Communications, where she uses her 13 years of digital marketing experience to create targeted paid media plans for healthcare brands with her team. Amy was recently named one of MM&M’s 40-under-40 for her accomplishments in medical marketing. She is an active poet, speaker, and painter that focuses on positive energy.
• Brad Einarsen is the VP Social Media at Klick Health where he leads social practice, which creates branded and unbranded life sciences social campaigns across a wide range therapeutic areas. As author of Klick’s POVs on FDA social media guidance documents, Brad works closely with Klick's in-house regulatory experts to help pharma marketers understand how to push the boundaries of what’s possible in social while remaining FDA-compliant. He also publishes the Klick Wire.

1:45, Amy explains how during the past 12 months, medical brands had to figure out how to be current

4:23, Clubhouse’s virtual grand rounds filled a key communication gap for HCPs

5:33, Physician influencer content has evolved the past year as HCPs battled medical misinformation and disrupted social networks

7:59, Amy outlines her agencies’ medical influencer program, starting with months of listening and watching potential influencers

12:42, Dermatology was the first to adopt social media, but other specialties (orthopedics, opthamology, cardiology) are jumping into this space with both feet

16:12, Know the social media platform and its best usage for connecting with HCPs

17:02, Amy says Apple’s iOS update will challenge medical marketers and the entire advertising ecosystem

19:48, Prioritize KPIs by the objective vs. looking for new KPIs

23:56, Brad says the biggest challenge the pandemic presented his social team was capturing KOL content in a no-contact world

25:36, Opportunity exists for HCP marketing around virtual congresses and virtual MSLs

28:27, Social media provides Pharma opportunities to get their messages to HCPs in new and exciting ways

29:28, Brad says it is still a “Facebook-first world”

31:03, Influencers carry a lot of weight with HCPs

34:14, Brad discusses successful HCP-targeted social media campaigns

36:58, Brad thinks the rise in telemedicine provides a huge opportunity for HCP marketers

40:04: HCP marketers need an “authentic reason to speak,” with a unique message

Resources: Find additional medical media resources via AMM's Knowledge Exchange Center.

Next: This concludes Season 4 of the podcast. Keep an eye out this summer for Season 5 of the podcast. The easiest way to know when the next episode 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.

TOPIC: Effective Strategies to Engage Healthcare Professionals (HCPs) Via Social and Multimedia

LENGTH: 43:39

HOST: Jason E. Carris

THE PANEL:

• Erin Fitzgerald is the Chief Marketing Officer at Sermo. Erin joined Sermo in 2018 to lead the design and delivery of the company’s global marketing strategy; She has more than a decade of marketing and leadership experience from enterprise B2B and B2C companies.
• Dr. Amit Phull is Medical Director and Vice President of Strategy & Insights at Doximity - focusing on user group behavioral analytics, as well as strategic partnerships. Dr. Phull attended the University of Virginia School of Medicine and currently serves part-time as an Emergency Medicine physician at Northwestern University in Chicago, IL.
• Laura Nardella leads campaign strategy and execution as a Sales Manager at Reddit with deep experience in the healthcare industry. Prior to Reddit, she was a Senior Director at Spotify and has worked with healthcare brands such as AstraZeneca, Eli Lilly and CVS.
• Our moderator today is Ryan Burchinow, Director of Social Media at CMI Media Group. Ryan has experience in Fin-Tech and Pharma, and has built social presences using a crawl-walk-run-fly process in both organic and paid arenas. He is a futurist at heart and keeps a keen eye on new tech for enhanced targeting, messaging and campaign delivery.

• 2:29, Laura explains physicians want a sense of community and belonging, especially in the pandemic
• 3:42, Dr. Phull notes physicians turned to social platforms for best practices as well as news content
• 5:02, Erin says Session length exploded in the past year
• 6:22, Social and community-based platforms provided HCPs a place to combat misinformation
• 7:03, Erin explains a lot of “unpacking” and interpretation of medical information by physician groups via platform comments
• 8:07, Dr Phull says physicians had to spend a lot of time themselves learning and updating guidelines on such topics as intubating Covid-19 patients
• 10:32, Erin says social networks no longer are just for medical humor and networking
• 11:40, Dr. Phull says community platforms are “safe spaces” for physicians
• 13:25, More than 70,000 physicians across 30 countries participated in Sermo’s Covid barometer studies
• 17:55, Dr. Phull explains the different kinds of conversations HCPs are having oncommunity-based platforms
• 20:45, Dr. Phull acknowledges physicians typically aren’t early-adopters of new communication technologies, but many HCPs are engaging heavily
• 22:30, Erin and Dr. Phull explain why occasional, less-serious social content is appreciated by the HCP community
• 26:24 , Laura describes a campaign that targeted users and outperformed other channels on both cost-per acquisition and conversion rate metrics
• 31:58, Laura talks about the importance of “simplicity” and remembering the human factor of HCP marketing
• 33:02, Erin says authenticity resonates on social
• 33:41, The panel outlines value props for HCP-focused social media

Resources: Find additional medical media resources via AMM's Knowledge Exchange Center.

Next week: Season 4 of the podcast concludes with a deep dive into social / multimedia marketing trends with Amy Houck of Pascale Communications and Brad Einarsen of Klick Health. The easiest way to know when the next episode 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.

TOPIC: Effective Strategies to Engage Healthcare Professionals (HCPs) Via Social and Multimedia

LENGTH: 31:36

HOST: Jason E. Carris

GUEST: Dr. Eric Gantwerker, a pediatric otolaryngologist and VP, Medical Director at Level Ex where he leads medical and educational strategy, directs CME and product development, and oversees the physician advisory board. Eric has a Masters in Medical Education from Harvard Medical School and specializes in applying emerging technology to medical education.

• 1:16, Level Ex is advancing the practice of medicine by learning through play
• 2:31, Dr. Gantwerker explains the pandemic accelerated the need for both asynchronous learning, as well as synchronous remote learning
• 6:15, Restricted access during the pandemic took its toll, but technology is stepping up and providing solutions to a lack of in-person meetings and learning
• 8:08, Dr. Gantwerker foresees a hybrid future for medical meetings and Med-Ed
• 10:05, Gaming is a $90 billion business
• 12:51, Med-Ed no longer needs the see one, do one, teach one model
• 14:44, Dr. Gantwerker runs through examples of video games for docs, including a dosing game that produced surprising results
• 16:08, More than 700,000 HCPs are spending 12+ minutes per engagement in the Level Ex platform
• 20:03, The average video “gamer” is 35 years old
• 21:21, Games can be tailored by medical specialty, therapy, experience level, etc.
• 25:27, The pandemic sparked an “unbelievable uptick” in interest in video games for docs
• 27:35, Dr. Gantwerker hopes Med-Ed will find a way to eliminate passive modes of information delivery
• 29:09, Medicine needs to shake off tradition and embrace technology adoption, innovation, and a new creativity

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 episode 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.