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.

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.

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.

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 jcarris525@gmail.com.

Season Four of AMM Conversation, the official podcast from the Association of Medical Media, explores “Strategies to Engage Healthcare Professionals via Social and Multimedia.”

This season will feature a variety of drill-down roundtables, featuring industry and platform experts, including Sermo’s Erin Fitzgerald, Reddit’s Laura Nardella, and Doximity’s Amit Phull, MD.

We will discuss gamification with Level Ex Media, new standards for content creation with the American College of Physicians, and emerging trends with Pharma marketers.

Coming Soon to Apple Podcasts, Google Podcasts, Spotify, Stitcher, or wherever you get your podcasts.

TOPIC: Pharma Forecast 2021

LENGTH: 30:24

GUESTS: Mike Guire, Tracey Sears, Devin Gregorie

HOST: Jason E. Carris

Today’s episode of AMM Conversation, the official podcast of the Association of Medical Media, concludes Season Three's exploration of the emerging trends in medical media as we race into 2021 and beyond.

Our guests today are:

• Mike Guire, Vice President of Sales, Frontline Medical Communications. Mike has more than 25 years of experience in the publishing industry. Prior to joining FMC in 2016, he enjoyed sales leadership roles at Elsevier, Wolters Kluwer and Skyscape. He is a former President of the AMM.

• Tracey Sears is Publisher of Clinical Endocrinology Newsand Clinical Psychiatry News. She has more than 25 years of experience in HCP promotion, including advertising sales at the American Medical Association and media planning/buying at Ogilvy, KPR and Klemptner Advertising.

• Devin Gregorie is the National Sales Manager for MDedge Hematology Oncology, and Director of Sponsorships for MedscapeLive with a focus on Oncology and Hematology. Devin has 15 years experience in both Medical Marketing Media and Live Medical Conferences.

Topical timestamps:

2:07, Mike says that while the pandemic posed challenges to medical publishers, HCPs are seeking out "trusted partners" in record numbers

3:12, Tracy explains why Frontline didn't miss a beat during this difficult period

5:02, Devin discusses why his agencies want more "immersive" HCP experiences

8:50, The important thing for medical marketers is to figure out the "mesh points" for HCPs and pharmaceutical marketing

12:15, Mike explains how brands pulling back during the pandemic have been offset by brands reinvesting funds toward reaching HCPs in a non-personal way

13:56, Merging with MedScape has helped Frontline fine tune the delivery of messages

15:58, Tracey says some clients expect campaign analytics on a weekly basis, and Devin says real-time is not far away

19:28, Devin is cautiously optimistic large medical meetings will return in the Fall 2021

21:23, It's much easier to Zoom with a media team these days vs. pre-pandemic

23:18, Frontline's podcast portfolio is gaining a foothold, and Pharma is showing interest in advertising more in 2021

23:59, Tracey is looking forward business returning to normal in 2021

24:31, Devin is going stir crazy working in the home office, and is looking forward to the social aspects of the medical media industry

25:53, Mike hopes 2021 affords his sales team the opportunity to get together, have a team meeting, and share experiences.

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

Coming soon: Season 4 of AMM Conversation will explore “Effective Strategies for Engaging HCPs via Social and Multimedia.” Keep an out for Season 4 this spring. 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

TOPIC: Pharma Forecast 2021

LENGTH: 35:48

GUEST: James Brady

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 as we race into 2021 and beyond. Our guest today is James Brady, a Vietnam veteran with more than 50 years in the pharmaceutical and medical media industries. Jim began his career as a detailer and has spent the past four decades in pharmaceutical advertising. He is found and president of James T. Brady Inc., a publishing rep firm established in 1984. He is former chairman of of the Pharmaceutical Advertising Council Speakers Bureau. Jim currently is publisher for Allergy and Asthma Proceedings and Clinical Highlights for the Rheumatologist.

3:17, Jim thinks print media remains the most efficient medical marketing tactic

5:09, Years ago, pharmaceutical detailers who sampled the most got the most business

5:40, Medical media -- and most of the U.S. economy -- should return to normalcy by July 2021

8:25, The pandemic has made some old-school marketing tactics "new again"

11:30, Agencies are asking for home delivery counts for print publications, as delivery to home is optimal during the pandemic

13:08, Jim thinks the amount of money spent on TV advertising, including increases in 2020, will revert back to pre-pandemic levels and Pharma budgets will reallocate to medical journals

15:30, Young product managers are feeling the pressure to produce instant ROI

17:26, Jim discusses the evolution – good and bad – of medical media RFPs

20:01, Through attrition in the past decade or so, print media seems to have right-sized and the pandemic will purge a few more “on the bubble”

22:30, Jim harkens back to an old McGraw industry adage, “Media Concentration, Rather than Scatteration”

24:29. Jim says the secret sauce for medical marketing is to find the right combination of tactics for your audience

25:18, Advertisers leaving print publications anytime soon, and he thinks the FDA will open up some new opportunities in 2021 and beyond

26:43, Jim describes some of his pre-HIPPA market research practices from his previous life as a detailer

30:14, Real-time data sharing is a good thing, and Jim thinks 10 years from now 2020 practices will be looked at as “archaic”

33:22, Jim thinks young media professionals should be excited about the future, and proud of the work they do on a daily basis

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

Next week: The final episode of Season 3 features Frontline Medical Communications’ Mike Guire, Tracey Sears, and Devin Gregorie looking forward to emerging medical media trends. 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