Pharma Launch Secrets
US Launches: How to Use Media Channels, Ads, GPT, Endemic, and Non-Endemic Channels to Be Relevant From Day 1 and Drive a Successful Launch
Aug 16, 2023
In this episode, Kelly Millett, SVP and Head of Health Strategy at Havas Media Network, shares her extensive expertise in healthcare marketing. She discusses the evolution of media strategies, advocating for a trust-based adoption funnel over traditional methods. Kelly highlights the importance of deep audience targeting for both healthcare professionals and patients. The conversation explores the shift toward digital channels, the role of medical societies in fostering trust, and the complex interplay of AI in advertising, emphasizing the need for meaningful engagement.
37:43
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Quick takeaways
- Building trust through emotionally resonant educational content is crucial for influencing healthcare decisions and improving treatment adherence.
- Utilizing data-driven strategies to effectively target both healthcare professionals and patients enhances engagement and ensures relevant content delivery.
Deep dives
Strategizing for Successful Product Launches
Effective media planning is crucial when launching a product in the U.S. healthcare market, particularly given the high failure rate of new launches. The approach has evolved to focus on comprehensive goal-setting that encompasses a brand’s health objectives while also analyzing the competitive landscape and audience stakeholders. This requires a shift from merely driving awareness to fostering deeper relationships and engagement that lead to informed decisions among healthcare professionals and patients. The emphasis is now on leveraging media strategies that build trust and understanding, setting the stage for successful conversions later in the purchasing journey.
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