CMI Media Group

We gathered together clients from across the industry with our executives for a roundtable in London where we discussed important issues. The result of a partnership between CMI Media Group and global publication solli, in this series we address topics important to the global pharma marketing landscape. We cover media measurement, planning, partnerships and more. https://lnkd.in/e6xu5Cgg Dr. Susan Dorfman; Justin Freid; Matthew Durham; Jose Ferreira

Recap: AI, HCP Influencers & the Future of Healthcare Marketing at #SXSW SXSW continues to push the boundaries of innovation, and this year was no exception. One of the biggest themes? AI as a tool, not a replacement, for efficiency and creativity. Across industries, AI is being embraced for its ability to streamline workflows, enhance content creation, and free up time for deeper strategic thinking. Rather than replacing human ability, AI amplifies it, reshaping how we work, create, and innovate. But beyond technology, SXSW also highlighted real-world issues that demand change. On International Women’s Day, I attended an incredible panel on the “Pink Tax” in healthcare hosted by CCO at GoodRx Dorothy Gemmell, shining a light on the systemic disparities women face in medical costs, care, and research. The conversation was powerful, urgent, and a reminder of how much work still needs to be done (Shoutout to Kavin Shah MD, MPH for a great discussion starter question at the end as well). On the industry side, I had the opportunity to speak on the Advanced Healthcare Influencer panel, sponsored by OpenEvidence, where we tackled the shifting role of HCP influencers in pharma marketing. A key takeaway? Pharma companies are started to consider an “always-on” influencer strategy, recognizing that sustained engagement, not just one-off campaigns, is what builds trust and drives impact. As Brian Kraemer pointed out, “The line is blurring between influencer and creator.” HCP influencers are no longer just amplifiers of a message, they are shaping content and campaigns, bringing real-world expertise to the creative process. It was great to hear from Nicole Benedetto on her internal experience developing repeatable successful processes for Influencer work and of course Josh Simon bringing great perspective from years of experience working with influencer programs and now leading the Centered team. Diving into the application of AI in healthcare Daniel Nadler and Dr. Susan Dorfman from CMI Media Group held great discussion on how AI currently fits and will continue to integrate/optimize within workflows we currently leverage (both in healthcare and creative worlds). By the way, if you are a clinician and have not yet tried OpenEvidence, you're missing out. Too many other incredible panels to fit all in this one post but the 1 line highlights: Prioritizing access to care (shoutout to Dr. Bayo C. on her multiple discussions at SxSW) and innovative ideas around personalizing data/experience with Ozgun (Oz) Demir and Melissa Giordano! SXSW was a powerful reminder that innovation isn’t just about what’s next, it’s about how we apply it to create lasting impacts in healthcare marketing. What shifts are you seeing in AI, content creation, and HCP engagement? #SXSW #HealthcareMarketing #HCPInfluencers #MedFluencers #FutureOfHealth #healthcareinfluencer #DigitalOpinionLeader MedFluencers

#SxSW is truly such a unique?and wonderful?conference.?One of the most exhilarating things is that #WomensHealth has become such a?hotbed of focus?and?I?love being part of it. These pics show some of the highlight moments for me, always love a chance to wear my cowboy boots!??? The main take-aways for me come down to these 3 words.? ? 1?? Innovation We've got to continue to open the?minds of business leaders to the?significant?R&D?and investment?opportunities in?women's health.?Women are 51% of the population and we deserve new treatments and technologies for undertreated and underdiagnosed conditions and diseases. It?just makes good?business?sense! ? 2?? Information? A major theme of the events were focused on misinformation. Let's?overpower?the?health?misinformation?with accurate information. How? Through creativity, use of technology, our voices and information sharing. ? 3?? Imperative Change won't happen unless we actively drive it, and we can't afford to wait. We've got to stand up and speak out for?women and our health needs.?Let’s do this. We all want to do something! ? ?? Kudos to all?Burson,?CMI Media Group and?Ogilvy Health who?imagined?and?produced all the remarkable?experiences for the health community at SxSW. Until next year! ? #HealthAtWPP

SXSW never disappoints, and neither does the CMI Media Group team! Huge thanks to Dr. Susan Dorfman , Melissa Giordano , Eugene Lee , Mark Pappas , Josh Simon , Carly Kuper , Amanda Preto, & Melanie Lysaght for the opportunity to immerse myself in the bold ideas, emerging trends, and the incredible energy that make SXSW so special. It was a privilege to be part of the experience, and I hope everyone enjoyed their time in Austin - queso, boots, & all!

A huge benefit of being at SXSW is making great connections with our partners existing and new that showcase the innovation we can bring to our clients— and it’s clear that this is going to be another exciting year. Keep your eyes on The Scoop and our #SXSW hub for more insights. WPP https://lnkd.in/eU7ekkpX

We wrapped up an incredible session at #SXSW with Genentech, CMI Media Group and Firstleaf moderated by IQVIA Digital's Nicola Partridge MSc. The conversation flowed through how the wine industry uses data, and what healthcare marketers can learn from them. Curious what those lessons are? #1 Both winemaking and healthcare marketing rely on diverse data sources beyond customer insights. Dr Marinda Kruger PhD shared how the wine industry uses data to understand if new wines will resonate with existing customers based on personal preferences. Similarly, healthcare marketers should integrate and interpret datasets to inform strategies based on patient or HCP preferences. #2 AI plays a crucial role in understanding broad data sets and generating content to reach more individuals. But as Ozgun (Oz) Demir noted, "humans are still better at understanding emotions, which means you still need a human to digest data and fully understand what is resonating with clients." #3 Despite healthcare being a highly regulated industry, it can still learn from other industries' approaches to understanding consumers through vast data sources. Melissa Giordano shared, "healthcare is deeply personal. We are all patients and we all have different journeys." Join us for our final session of the day too: https://lnkd.in/gPmff6pq

Doing things differently in healthcare was the common thread of today as our panel sessions focused on the balance of AI and humanity as well as the importance and potential of influencer marketing in health. Keep your eyes on The Scoop and our #SXSW hub for more insights. WPP OpenEvidence Dr. Susan Dorfman Josh Simon Gozde Dinc Brian Kraemer Marcel Minassian Daniel Nadler Nadia Khatri, MBA, PMP Nicole Benedetto Adam Goodcoff, D.O. Carly Kuper https://lnkd.in/eU7ekkpX

Doing things differently in healthcare was the common thread of today as our panel sessions focused on the balance of AI and humanity as well as the importance and potential of influencer marketing in health. Keep your eyes on The Scoop and our #SXSW hub for more insights. WPP OpenEvidence Dr. Susan Dorfman Josh Simon Gozde Dinc Brian Kraemer Marcel Minassian Daniel Nadler Nadia Khatri, MBA, PMP Nicole Benedetto Adam Goodcoff, D.O. Carly Kuper https://lnkd.in/eU7ekkpX

Today’s inspiration comes from an unlikely source: the wine industry. In our panel session focusing on learnings from one of the world’s oldest industries, we were reminded of the deep importance of humanity even as we continue to innovate in AI and other digital technologies. Plus, in our CEO’s panel session focusing on caregivers, we saw the thread of that poignant lesson. Keep your eyes on The Scoop and our #SXSW hub for more insights. WPP Ozgun (Oz) Demir Dr. Susan Dorfman Melissa Giordano SHE Media IQVIA https://lnkd.in/eU7ekkpX

In partnership with (HER)story, Happy International Women’s Day! Today, we celebrate the power, strength, and achievements of women worldwide. (HER)story is an Employee Community Group at CMI Media Group and Compas that proudly supports and celebrates women, today and everyday.