Empowered Patient Podcast Evolving Landscape of Healthcare and Pharma Marketing with Shelly Hoffman Marbury Creative Group
Shelly Hoffman, Partner and Executive VP at Marbury Creative Group emphasizes that branding and messaging in the healthcare industry increasingly focus on problem-solving and emotional messaging. She highlights the value of leveraging written content, audio, video, and podcasts to disseminate information to target audiences. COVID-19 has also changed healthcare and pharma messaging to physicians and patients with a shift to safety, population health, and social determinants of health.
Shelly elaborates, "We're a brand-building marketing agency on a mission to simplify things for our clients. So whether that's from a messaging and positioning standpoint, trying to make things that can be complicated simple, or from a media and campaign standpoint, trying to make sure our clients understand results and everything from an ROI standpoint. So we do work across a lot of different services, including branding, strategy and insights, digital, social, experiential, video, and photography."
"Often, on the healthcare side and pharma side specifically, we're very focused on both a B2B and B2C standpoint. So often, it's physicians, or it might be an OR manager that's making purchase decisions. So targeting is very important, and understanding the personas of those who make decisions from a behavior standpoint. So, we try to focus a little bit more on psychographics versus even demographics because people are at different points when making that purchasing decision. But on the pharma side, we're getting pretty detailed in terms of the targeting around NPI numbers to get in front of those exact types of physicians."
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