January 2023 Newsletter
CUSTOMER EXPERIENCE AND THE PATIENT JOURNEY
The recently-released DHCG POV on Customer Experience and the Patient Journey explores how individual stakeholders within pharma companies can impact the patient experience. Included are insights derived from the 2022 DHC Summit, hosted by Genentech and the DHC Group, as well as additional consumer-level data points provided by Healthline Media that provide important context of audience behavior and attitudes. Additionally, the POV concludes with an editorial by our industry’s leading expert on customer experience, Medallia’s Richard Schwartz.
GENENTECH'S CMO, ERICA TAYLOR, ON CUSTOMER EXPERIENCE
Join Mark Bard, with DHC Group, and Erica Taylor, CMO Genentech, for a discussion on measuring effectiveness of marketing, authentic communication and exchanges with customers, and building successful teams within the organization. Additional topics of discussion include how we can (or should) think about compassion for customers when creating marketing and brands, the difference between engagement and experience, as well as how pharma company leaders can realistically and practically promote change with regard to access to care within underserved patient populations. A brilliant marketing leader and passionate about positive change, Erica sheds light on topics all marketers must understand today.?
Off-label Use of Ozempic Impacts Drug Supply and Availability for Diabetes Patients
Social media can cause health trends to go viral—and sometimes, that may not be the best?thing. Physicians are now prescribing Ozempic for weight loss, impacting its availability for patients with type 2 diabetes. How concerned should we be?
Making the Change: Getting Ready for Google Analytics 4
On July 1, 2023, standard Universal Analytics properties will cease processing data and all websites must be transferred to Google Analytics 4. Are you prepped? If not, our team of industry experts can help you make the mandatory transition. Seamlessly. Find out how.?
Marketing Data Will Surpass Health Data as a Leading Signal for Pharma Advertisers in 2023
Patient engagement data is changing how quickly pharma advertisers connect HCPs and patients with essential and timely education. Are you reaching the right targets early in their healthcare journey? Get started by identifying which HCPs are discussing your brand with their patients using?Veeva Crossix HCP Trigger Data . Also, find out why?marketing trigger data ?is predicted to surpass health data as a leading signal for pharma marketers in 2023.
Targeting the Ideal Moment in the Patient Journey
领英推荐
As healthcare provider (HCP) targeting options and channels continue to multiply, how can you be sure your digital approach reaches key audiences and delivers a positive customer experience? Discover how a layered, omnichannel approach engages and supports HCPs throughout the care journey. Download OptimizeRx’s new,?free channel and targeting guide, ?to learn more about four powerful HCP targeting methodologies and build the ideal mix to deliver the right content at the exact right time in the patient’s journey.?
UPCOMING EVENTS
Pharma Predictions and Preferences Survey Results - A Private DHCXN Webinar
Join us on Thursday, February 16 at 1:00pm ET as DHC Group's Mark Bard and Christine Franklin will share results of this month's DHCXN pharma survey focusing on predicted macro trends for the 2023 year, as well as evaluating what it “in office” looks like right now. After the survey results, Mark will be joined by industry members John Fish (AstraZeneca), Alison Reichert (Takeda), and Ryan Billings (Organon) who will discuss the results and share personal opinions (not those of employers).
Social is Serious – Two Key Perspectives on HCP Social
Join us on Tuesday, March 7 at 1:00pm ET to discuss how social has become a serious landscape for HCP’s professional and clinical engagement as well as a principal medium for communicating with patients and caregivers. Getting targeting, engagement and reporting right is critical for brands. LiveWorld and Sermo will co-host this webinar, giving you an expanded look at newly released research of pharma marketers and HCPs, exploring who, how, when, and why HCPs use social media for professional and clinical purposes.
ADDITIONAL DHC CONTENT
The Role of Data and Targeting in HCP Activation
In this?Insights with Innovators, Mark Bard talks with Angelo Campano (SVP of Market Engagement at OptimizeRX) about the role of data and targeting in HCP activation. When thinking of innovation in the space of HCP engagement, we often think of modular content, MLR review innovation (to drive modular content), and enhanced segmentation models. Angelo sits at the intersection of workflow (at the point of care), content, and targeting, allowing him to offer a unique set of insights.
PHARMA MARKETERS: TELL US WHAT YOU THINK
Please take a moment to share your opinion on which topics are of interest so that the DHC can continue our mission of supporting pharmaceutical marketers in digital marketing innovation. This 5-minute survey will ask you about current in-office trends, important themes, and topics you focus on for 2023.