Greatest Hits: A Look Back on Five of the Best Pharma Launch Secrets Episodes
Sep 28, 2023
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This podcast compilation delves into the world of customer data platforms in pharma launches, personalized experiences through data-driven marketing, customer expectations and the role of media in brand launches, the power of influencer marketing and the complexities of influencer marketing.
Customer data platforms (CDPs) can enhance the customer journey and bridge gaps in the pharmaceutical industry.
Utilizing digital channels and programmatic media buying can optimize marketing efforts and warm up territories before sales reps engage with physicians.
Tailoring content to meet the preferences of healthcare professionals (HCPs) through modular content and chatbot functionality fosters personalized and engaging interactions.
Deep dives
Customer Data Platforms (CDPs) and Addressing Gaps in the Customer Journey
Nirmal Vimanah, Senior Product Manager of Pharma, discusses the importance of customer data platforms (CDPs) in creating a seamless customer journey and addressing gaps. CDPs consolidate customer data to ensure the right information is available on the right channel at the right time. Companies that embrace CDPs can effectively leverage their existing data investments and unlock their value, while those hesitant to adopt this technology may struggle with outdated approaches.
Digital Marketing, Sales Reps, and Territory Warming
Peter Marcusini, Senior Vice President at Indigene, explores the combination of digital marketing and sales reps in the pharmaceutical industry. He emphasizes the importance of utilizing digital channels to warm up territories and deliver consistent messaging before sales reps engage with physicians. By leveraging cost-efficient mediums like programmatic media buying, brands can effectively reach targeted audiences and optimize their marketing efforts.
Tailoring Content and Embracing Two-Way Conversations in Medical Affairs
Karen Batusing, VP of Medical Communication Strategy and Execution at Ant Hill Agency, discusses the evolving landscape of medical affairs in the digital age. She highlights the significance of tailoring content to meet the diverse preferences of healthcare professionals (HCPs). Incorporating modular content and chatbot functionality allows for more personalized and engaging interactions with HCPs, fostering two-way conversations and meeting their specific information needs.
Importance of Customer Experience and Utilizing Data and Analytics
A.J. Triano, EVP of Customer Experience Practice at Cineos, emphasizes the role of data, analytics, and customer experience in successful product launches. Understanding customer expectations and leveraging non-personal promotion tactics, such as media and programmatic media buying, can efficiently prepare the audience for more personalized interactions through sales reps. He highlights the need for brands to move beyond basic market research and embrace a data-driven, omni-channel approach for optimal customer engagement.
Emergence of Digital Opinion Leaders and Influencers in Pharmaceutical Marketing
Experts from Click Health, Brian Kaiser and Thomas Angstrom, shed light on the rise of digital opinion leaders and influencers in pharmaceutical marketing. They discuss the transformation of digital opinion leaders into key opinion leaders and the rigorous process involved in selecting and activating influencers. They emphasize the need for a clear understanding of goals, target audiences, and platform alignment, as well as the importance of compliance and robust execution in influencer marketing campaigns.
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Over the last year, we have been honored to delve into the intriguing world of pharma launches, engaging with some extraordinary guests and gathering valuable insights from their experiences.
In this special compilation episode, we will take you back to revisit some of the most enlightening conversations, innovative strategies, and motivating stories since our beginning with Nirmal Vemanna, Senior Product Manager of Pharma at Tealium; Peter Marchesini, Senior Vice President at Indegene; Karen Batoosingh, VP of Medical Communications Strategy and Execution at Anthill Agency; AJ Triano, EVP of Customer Experience Practice at Syneos; Brian Kaiser, Executive Vice President and Head of Strategy at Klick Health and Thomas Engstrom, Global Group Director of Influencer Marketing at Klick Health.
They cover:
The World of Customer Data Platforms (CDP)
The Digital Realm of Pharmaceutical Sales and Marketing
The Ever-Evolving Landscape of Medical Affairs in the Digital Age
Customer Experience and Product Launch in the Pharmaceutical Industry
All About KOLs and DOLs (Key Opinion Leaders and Digital Opinion Leaders).
“Pharma Launch Secrets” is a podcast by Evermed and hosted by CEO Bozidar Jovicevic. We host direct, actionable conversations with world-leading pharma launch experts, and help you stay up-to-date with the latest trends and strategies to help you launch your product successfully.
