Pharma Launch Secrets

A Conversation With The Havas Team: How to Use Omnichannel and CX to Succeed With Launches in 2023 and Beyond

Jun 7, 2023

Guests Richard Shaffer, Pat Thistlethwaite, and Tara Stewart from Havas discuss the changes in pharma go-to-market models post-COVID, using content to drive behavior change for HCPs, the right measurement framework for engagement data, and the collection and use of first-party data by pharma companies.

39:48

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Episode guests

Pat Thistlethwaite

Richard Shaffer

Tara Stewart

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Pharmaceutical companies are shifting to a digital-first approach to engage healthcare professionals in the post-COVID world and combat digital fatigue.

Pharma companies are recognizing the importance of content strategy and science to drive behavior change and personalize their marketing efforts.

Deep dives

Shift in Expectations from Patients and HCPs

Patients and healthcare professionals now expect pharmaceutical companies to provide experiences on par with Netflix, Disney Plus, and Amazon, which has led to a shift in the industry and the incorporation of expertise from outside the pharmaceutical sector.

Introduction

2min

Shifts in Expectations and Challenges of Pharmaceutical Company Communications

2min

The Evolution of Content Creation in the Pharmaceutical Industry

17min

The Importance of Content Science

12min

Favorite Industry Buzzword of 2023 and Smell as a Trigger for Behavior Change

2min

Behavior Change, Impactful Books, and Music

2min

Discovering and Embracing Country Music

3min

Pharma/AOR Executives: Make sure you grab a complimentary copy of our 3-Step Guide To Using the Netflix-Like Content Hubs to Engage HCPs in 30-90 Days 👉 3-Step Free Guide

In this episode, Bozidar is joined by Richard Shaffer, Associate Managing Director at Havas, Pat Thistlethwaite, Chief Experience Officer at Havas, and Tara Stewart, Managing Director at Havas Health & You.

They discuss:

How pharma companies have changed their go-to-market models to meet the needs of their HCPs in the post-COVID world and combat digital fatigue
How to use content to drive behavior change on an individual HCP level
What the right measurement framework to use for HCP engagement data, media, content, and AB testing is
How pharma companies can collect and use first-party data, and why that matters

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And connect with the host and guests here:

Bozidar Jovicevic: https://www.linkedin.com/in/bjovicevic
Evermed: https://evermedtv.com
Richard Shaffer: https://www.linkedin.com/in/richardshaffer/
Pat Thistlethwaite: https://www.linkedin.com/in/thistlethwaite/
Tara Stewart: https://www.linkedin.com/in/tararodmanstewart/
Havas: https://havascreative.com/
Havas Health & You Website: https://havashealthandyou.com/

About The Show:

“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.

Check out our three most downloaded episodes:

If you are interested in joining Pharma Launch Secrets as a guest, please visit this link: start.evermedtv.com/podcast-apply/

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Pharma Launch Secrets

A Conversation With The Havas Team: How to Use Omnichannel and CX to Succeed With Launches in 2023 and Beyond

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

Shift in Expectations from Patients and HCPs

Challenges of Digital Communication

Content Strategy and Customer Experience

Building Data Capability and Creating Value Exchange

Remember Everything You Learn from Podcasts