September 2024 Newsletter
Featured: The Marketer and GenAI
In a LinkedIn article today, GenAI expert Simon Smith reflects on the results of a pharma marketers survey DHCG conducted this month with Klick Health. Simon pulls insights from both the survey results and his ancedontal experience with marketers throughout 2024. In Simon's words,?"I've spoken with hundreds of pharma and biotech leaders this year about their experiences with generative AI. One thing is clear: while many companies are excited about AI, their adoption strategies vary widely. Some fully embrace it, giving employees widespread access to tools like ChatGPT Enterprise. Others are hesitant, erecting barriers that slow progress. In my conversations, companies that?encourage experimentation and sharing of use cases?tend to be the most successful." Which begs the question, does leadership support adoption of AI? According to the survey data,?37% of responses identified issues like lack of skilled personnel, resistance to change, and inadequate education as the biggest obstacles. When asked about challenges to securing budget or approval for AI, lack of understanding and awareness topped the list, with budget constraints and competing priorities closely behind. ?
Partner Perspectives: HCP Social Media Influencers
Leveraging Generative AI in Brand Planning?EVERSANA INTOUCH The integration of generative AI into brand planning within the life sciences sector is a burgeoning trend. Yet findings from our second annual survey of brand planning executives indicate that less than half are currently leveraging or intending to leverage generative AI for brand planning in 2024. Access our whitepaper for survey insights and get recommendations to harness AI in your brand planning.???Read Now
How gen AI is rewriting the script in pharma marketing?ZS Associates Many pharma marketers have experienced what we call “omnichannel drift,” where the gap between the promise of digital transformation and reality continues to widen. This drift prompted many marketers to hesitate to explore solutions with generative AI. Many CMOs lamented, “Omnichannel showed up everywhere, except in our profits … will gen AI be the same?” ZS surveyed nearly 60 pharma marketers and held roundtables with 15 CMOs and marketing leaders to understand potential, progress and barriers.?Read Now
Invisible Threads: How Intelligent, Adaptive Processes Drive AI Success??N orth Highland Success in today’s Life Sciences landscape isn't just about advanced technology like AI or top talent. Processes are the key to overcoming organizational barriers and driving change. And by integrating AI with adaptable processes, marketing teams can enhance customer relationships, personalize experiences, and drive more effective, data-driven strategies. Learn how this connected approach can lead to continuous evolvement in North Highland’s latest blog.?Read Here
AI integration has capacity to ease clinician workload, improve patient outcomes?H ealio Strategic Solutions A doctor, after seeing 30 patients that day, struggles to find time to write notes in the electronic medical records before going home. At 6 p.m. she sighs and puts her laptop in her bag, thinking she will do it after she gives her kids dinner and helps them with their homework. Her day never seems to end. Could Generative AI help as a ‘scribe’ to lessen her administrative burden???Read Now
Syneos Health Podcast | Decoding Gen AI’s Potential to Drive More Effective Clinical Trials?Syneos Health In this episode of the Syneos Health Podcast, Nick Kenny, Chief Scientific Officer at Syneos Health is joined by ?Nataraj Dasgupta, Vice President of Advanced Analytics at RxDataScience and Greg Christie, Chief Product Officer at StudyKIK to dive deep into the transformative potential of AI in the realm of drug development and clinical trials. The discussion explores the practical applications of AI—from improving patient recruitment and engagement to revolutionizing document generation and protocol design—and touches on the exciting promise of GenAI in streamlining processes, enhancing patient experiences, and democratizing access to clinical trials.??Listen Here
Micro-Neighborhood? Targeting Joins the AI-Powered Dynamic Audience Activation Platform (DAAP)?OptimizeRx OptimizeRx's patented, privacy-safe Micro-Neighborhood Targeting technology has gone dynamic! Now integrated into DAAP's AI engine, it automatically predicts future brand eligibility, then uses those eligibility signals to deliver highly relevant direct-to-consumer marketing during key care windows. The result? Deliberate, cost-effective DTC marketing that reaches more qualified patients and synchronizes with HCP marketing for increased brand conversion. Read the press release to learn more.??Read Now
New Podcast from MM+M with PulsePoint: Using AI to Transform Your Healthcare Marketing?PulsePoint In the rapidly evolving landscape of healthcare marketing, artificial intelligence is not just a trend - it's a transformative force. In a recent MM+M podcast episode, experts Oleg Korenfeld (CTO, CMI Media Group) and Ezra Suveyke (CTO and CPO, PulsePoint) explore how their companies are going from AI-informed to AI-driven.??Listen Now
The Marketer’s New Frontier: Gen AI and Patient Engagement?DrFirst At Timely, we understand the importance of personalized touchpoints throughout the patient’s journey, delivered when the patient needs them most. Our platform integrates with AI tools to help pharmaceutical brands and healthcare providers enhance patient engagement and help patients follow their prescribed treatment plans.?Read Now
ADDITIONAL INDUSTRY INSIGHTS
领英推荐
The Power of Subculture Marketing?C MI Media Group CMI Media Group’s new POV focuses on subcultures and how understanding them can help you better market to HCPs. By understanding and addressing the unique values, beliefs, and behaviors of specific physician and patient subcultures, brands can craft more impactful campaigns, maintain stronger relationships, and drive better health outcomes. This approach moves beyond generic messaging and embraces the power of authentic connection, recognizing that a one-size-fits-all approach no longer resonates in today's increasingly segmented healthcare market.???Access Here
Mastering Healthcare Identity Eook?Throtle "When communicating with healthcare audiences, the need for precision, personalization and meaningful engagement has never been more critical. At the forefront of the data revolution is identity resolution. This powerful approach promises to redefine how marketers understand, engage with and build relationships with healthcare providers and health consumers. This e-book serves as a comprehensive guide to identity resolution for healthcare — offering insights, strategies and best practices for leveraging this effective process. This resource is for you, whether you are a seasoned marketer looking to refine your strategies or a newcomer eager to explore possibilities. You’ll gain knowledge and discover the tools needed to succeed in today’s healthcare marketing world."?Read Now
The top 4 health trends shaping consumer behavior in 2024?H ealthline Media "Discover how to resonate with engaged health consumers, support their goals, and build trust in our latest Ad Age article. Read on to learn how you can connect with consumers more authentically and empower them in their health journeys. Read Now
Genentech: Using Data to Reach Patients More Efficiently?Veeva Improve new patient starts and adherence by using the right marketing data. Learn how Andres Diaz, head of experience services and digital innovation, and his team at Genentech partner with Veeva Crossix to optimize campaigns better, improve audience quality, and connect sales and marketing to deliver impactful messaging to the right HCPs and patients.? Read Now
Announcement / News?
ixlayer Launches ‘ixEngage’ a Direct-to-Patient Platform for Biopharma?ixlayer ixlayer, a healthcare technology platform serving biopharma, has unveiled ‘ixEngage’ – ?a direct-to-patient solution. The technology provides compliant infrastructure to connect biopharma clients to the full healthcare ecosystem–labs, patients, payments, providers and prescriptions–to deploy personalized, patient customer experience (Cx) programs that meet the highest industry safety standards.?Learn More
DHC GROUP RESOURCES: NEW SHORT TAKE INTERVIEWS
Mark Bard spoke with Andrew Burns, DrFirst, about the challenges with medication adherence and the potential of technology to connect disparate parts of the system to ease the friction and pain points for patients. The discussion also touched on how to facilitate collaboration throughout the system to drive and optimize compliance and adherence overall.
They closed out the discussion reviewing how brand managers should view adherence within the overall brand plan.
Dr. Shivang Joshi joins Mark Bard of DHC at Sermo, a social network platform for physicians that allows members to connect with other physicians, earn money for their insights, solve challenging patient cases, and contribute to the world's largest database of drug ratings. In this conversation, Mark and Dr. Joshi discuss the challenges and potential solutions for pharmaceutical companies working with physician influencers.?Dr. Joshi emphasizes the importance of authenticity and credibility in these relationships. They suggest focusing on general discussions about the disease state and products, rather than directly pitching specific products.
In today’s increasingly digital landscape, social strategy has shifted to reflect an undeniable truth: everyone uses social media—even healthcare providers. And healthcare providers are not just consuming content—some are even creating it.
As a result, healthcare provider (HCP) social influencer programs have become essential to HCP social media marketing strategies. These influencer programs can drive significant engagement, enhance brand visibility, and foster stronger, more authentic connections with audiences, helping marketers break into untapped markets. They offer access to communities your brand might not otherwise reach, extending your visibility beyond the traditional.
This DHC Group project examines the progression from sourcing HCP influencers to integrating the influencers and content with the overall brand strategy and measuring success over time. ?Drawing on HCP research conducted by Sermo and LiveWorld, as well as a series of thought leader interviews, this industry POV is the authoritative resource for marketers looking to incorporate HCP Social Influencer efforts into a larger plan.?
Read Now ?