AMM Conversation

S4, E5: Amy Houck and Brad Einarsen dive deep into successful tactics for engaging physicians via social media

TOPIC:  Effective Strategies to Engage Healthcare Professionals (HCPs) Via Social Media LENGTH: 45:41 HOST: Jason E. Carris, Association of Medical Media GUESTS: * Amy Houck is the Digital Media Director at Pascale Communications, where she uses her 13 years of digital marketing experience to create targeted paid media plans for healthcare brands with her team. Amy was recently named one of MM&M’s 40-under-40 for her accomplishments in medical marketing. She is an active poet, speaker, and painter that focuses on positive energy. * Brad Einarsen is the VP Social Media at Klick Health where he leads social practice, which creates branded and unbranded life sciences social campaigns across a wide range therapeutic areas. As author of Klick’s POVs on FDA social media guidance documents, Brad works closely with Klick's in-house regulatory experts to help pharma marketers understand how to push the boundaries of what’s possible in social while remaining FDA-compliant. He also publishes the Klick Wire. Topical timestamps:1:45, Amy explains how during the past 12 months, medical brands had to figure out how to be current 4:23, Clubhouse’s virtual grand rounds filled a key communication gap for HCPs 5:33, Physician influencer content has evolved the past year as HCPs battled medical misinformation and disrupted social networks 7:59, Amy outlines her agencies’ medical influencer program, starting with months of listening and watching potential influencers 12:42, Dermatology was the first to adopt social media, but other specialties (orthopedics, opthamology, cardiology) are jumping into this space with both feet 16:12, Know the social media platform and its best usage for connecting with HCPs 17:02, Amy says Apple’s iOS update will challenge medical marketers and the entire advertising ecosystem 19:48, Prioritize KPIs by the objective vs. looking for new KPIs 23:56, Brad says the biggest challenge the pandemic presented his social team was capturing KOL content in a no-contact world 25:36, Opportunity exists for HCP marketing around virtual congresses and virtual MSLs 28:27, Social media provides Pharma opportunities to get their messages to HCPs in new and exciting ways 29:28, Brad says it is still a “Facebook-first world” 31:03, Influencers carry a lot of weight with HCPs 34:14, Brad discusses successful HCP-targeted social media campaigns 36:58, Brad thinks the rise in telemedicine provides a huge opportunity for HCP marketers 40:04: HCP marketers need an “authentic reason to speak,” with a unique message Resources: Find additional medical media resources via AMM'sKnowledge Exchange Center [https://www.ammonline.org/knowledge-ex-]. Next:  This concludes Season 4 of the podcast. Keep an eye out this summer for Season 5 of the podcast. The easiest way to know when the next episode drops is to subscribeorfollowthe podcast. Contact us: AMM Conversation is the official podcast of theAssociation of Medical Media [https://www.ammonline.org/about-amm]. Send questions and comments about this podcast series tojcarris525@gmail.com [jcarris525@gmail.com].

S4, E4: Doximity's Amit Phull, MD, Reddit's Laura Nardella, and Sermo's Erin Fitzgerald discuss the acceleration of social media usage amongst healthcare professionals

TOPIC:  Effective Strategies to Engage Healthcare Professionals (HCPs) Via Social and Multimedia LENGTH: 43:39 HOST: Jason E. Carris THE PANEL: * Erin Fitzgerald is the Chief Marketing Officer at Sermo. Erin joined Sermo in 2018 to lead the design and delivery of the company’s global marketing strategy; She has more than a decade of marketing and leadership experience from enterprise B2B and B2C companies. * Dr. Amit Phull is Medical Director and Vice President of Strategy & Insights at Doximity - focusing on user group behavioral analytics, as well as strategic partnerships.  Dr. Phull attended the University of Virginia School of Medicine and currently serves part-time as an Emergency Medicine physician at Northwestern University in Chicago, IL. * Laura Nardella leads campaign strategy and execution as a Sales Manager at Reddit with deep experience in the healthcare industry. Prior to Reddit, she was a Senior Director at Spotify and has worked with healthcare brands such as AstraZeneca, Eli Lilly and CVS. * Our moderator today is Ryan Burchinow, Director of Social Media at CMI Media Group. Ryan has experience in Fin-Tech and Pharma, and has built social presences using a crawl-walk-run-fly process in both organic and paid arenas. He is a futurist at heart and keeps a keen eye on new tech for enhanced targeting, messaging and campaign delivery. Topical timestamps: * 2:29,  Laura explains physicians want a sense of community and belonging, especially in the pandemic * 3:42, Dr. Phull notes physicians turned to social platforms for best practices as well as news content * 5:02, Erin says Session length exploded in the past year * 6:22, Social and community-based platforms provided HCPs a place to combat misinformation * 7:03, Erin explains a lot of “unpacking” and interpretation of medical information by physician groups via platform comments * 8:07, Dr Phull says physicians had to spend a lot of time themselves learning and updating guidelines on such topics as intubating Covid-19 patients * 10:32, Erin says social networks no longer are just for medical humor and networking * 11:40, Dr. Phull says community platforms    are “safe spaces” for physicians * 13:25, More than 70,000 physicians across 30 countries participated in Sermo’s Covid barometer studies * 17:55, Dr. Phull explains the different kinds of conversations HCPs are having oncommunity-based platforms * 20:45, Dr. Phull acknowledges physicians typically aren’t early-adopters of new communication technologies, but many HCPs are engaging heavily * 22:30, Erin and Dr. Phull explain why occasional, less-serious social content is appreciated by the HCP community * 26:24 , Laura describes a  campaign that targeted users and outperformed other channels on both cost-per acquisition and conversion rate metrics * 31:58, Laura talks about the importance of “simplicity” and remembering the human factor of HCP marketing * 33:02, Erin says authenticity resonates on social * 33:41, The panel outlines value props for HCP-focused social media Resources: Find additional medical media resources via AMM'sKnowledge Exchange Center [https://www.ammonline.org/knowledge-ex-]. Next week:  Season 4 of the podcast concludes with a deep dive into social / multimedia marketing trends with Amy Houck of Pascale Communications and Brad Einarsen of Klick Health. The easiest way to know when the next episode drops is to subscribeorfollowthe podcast. Contact us: AMM Conversation is the official podcast of theAssociation of Medical Media [https://www.ammonline.org/about-amm]. Send questions and comments about this podcast series tojcarris525@gmail.com [jcarris525@gmail.com].

S4, E3: Dr. Eric Gantwerker discusses the broad impact "video games for doctors" is having on medical education

TOPIC:  Effective Strategies to Engage Healthcare Professionals (HCPs) Via Social and Multimedia LENGTH: 31:36 HOST: Jason E. Carris GUEST:  Dr. Eric Gantwerker, a pediatric otolaryngologist and VP, Medical Director at Level Ex [https://www.levelex.com/] where he leads medical and educational strategy, directs CME and product development, and oversees the physician advisory board. Eric has a Masters in Medical Education from Harvard Medical School and specializes in applying emerging technology to medical education. Topical timestamps: * 1:16, Level Ex [https://www.levelex.com/] is advancing the practice of medicine by learning through play * 2:31, Dr. Gantwerker explains the pandemic accelerated the need for both asynchronous learning, as well as synchronous remote learning * 6:15, Restricted access during the pandemic took its toll, but technology is stepping up and providing solutions to a lack of in-person meetings and learning * 8:08, Dr. Gantwerker foresees a hybrid future for medical meetings and Med-Ed * 10:05, Gaming is a $90 billion business * 12:51, Med-Ed no longer needs the see one, do one, teach one model * 14:44, Dr. Gantwerker runs through examples of video games for docs, including a dosing game that produced surprising results * 16:08, More than 700,000 HCPs are spending 12+ minutes per engagement in the Level Ex platform * 20:03, The average video “gamer” is 35 years old * 21:21, Games can be tailored by medical specialty, therapy, experience level, etc. * 25:27, The pandemic sparked an “unbelievable uptick” in interest in video games for docs * 27:35, Dr. Gantwerker hopes Med-Ed will find a way to eliminate passive modes of information delivery * 29:09, Medicine needs to shake off tradition and embrace technology adoption, innovation, and a new creativity Resources: Find additional medical media resources via AMM'sKnowledge Exchange Center [https://www.ammonline.org/knowledge-ex-]. Next week:  CMI Media Group's Ryan Burchinow hosts a roundtable of industry insiders from Reddit, Doximity, and Sermo in a captivating discussion of how medical media can best engage HCPs via social and multimedia. The easiest way to know when the next episode drops is to subscribeorfollowthe podcast. Contact us: AMM Conversation is the official podcast of theAssociation of Medical Media [https://www.ammonline.org/about-amm]. Send questions and comments about this podcast series tojcarris525@gmail.com [jcarris525@gmail.com].

S4, E2: GSK's Ryan Billings, AstraZeneca's Angela Horstmann, and Ipsen's Paul Murasko discuss HCP engagement with social and multimedia

TOPIC: Effective Strategies to Engage Healthcare Professionals (HCPs) Via Social and Multimedia LENGTH: 41:49 HOST: Jason E. Carris Season 4 of the podcast is exploring “Effective Strategies for Engaging Healthcare Professionals Via Social and Multimedia.” Today we have a star-studded group of Pharmaceutical marketers knee deep in social and multimedia. Let’s meet today’s panel: * Ryan Billings (top right) is Head of US Oncology Digital Marketing and Customer Experience at Glaxo Smith Kline. * Angela Horstmann is the US Brand Launch Lead for a Lupus candidate within Immunology Biologics at AstraZeneca. * Paul Murasko is Head of Digital Customer Interaction for North America at Ipsen. Jump to popular topics discussed by the panel: 2:16, Paul and Ryan believe the vaccine efforts are improving Pharma’s reputation 4:58, Angela says Pharma finally realizes HCPs are people too, noting 80% of physicians are on FB monthly 7:22, Angela says telemedicine usage skyrocketed in the pandemic, but Paul notes that it is not a one-size-fits all 9:50, Ryan details how physicians turned to Facebook groups to communicate with patients and the general public 10:46, Ryan notes an unprecented shift in HCP usage via social, including significant increases in Twitter, Instagram Live and TikTok usage 13:13, Angela describes a 70% complete completion rate using a chat bot 19:40, Ryan highlights two consumer marketing trends finding there way into the HCP marketing arena 22:47, Angela notes HCP peer-to-peer marketing basically mirrors social media influencer tactics 24:40, Paul explains that 20% of Pharma searches in 2020 were using Voice search 27:16, Based on specialty, Paul thinks gamification is a new media to watch, as are virtual reality technologies 30:06, Paul says physician feedback on EHR marketing is focused on providing educational content vs. pure advertising 33:10, Angela speaks on the cultural challenges Pharma is facing with the digital transormations processes 37:58, Ryan loves “snackable content” for 2021 and beyond and provides unique research on social media engagement 42:08, The panel discusses the biggest challenges they have working with medical media 43:42, Angela says medical media needs to stop showing website impressions without context 44:50, Ryan wants medical marketers to stop “assuming” and designing solutions in a vacuum and “partner” on innovations 46:29, Ryan says the world of personal and professional on social blending together, especially as more high-adopters enter the workforce 47:17, Paul thinks Clubhouse could be the next EHR, from the standpoint of innovation and HCP engagement Resources: Find additional medical media resources via AMM'sKnowledge Exchange Center [https://www.ammonline.org/knowledge-ex-]. Next week:  Level Ex VP of Medical, Dr. Eric Gantwerker, engages the podcast in a conversation about video games for doctors, and how the medical education industry is quickly adopting HCP gamification as a go-to channel. Be our pod friend: The easiest way to know when the next season drops is to subscribe or follow the podcast. Contact us: AMM Conversation is the official podcast of theAssociation of Medical Media [https://www.ammonline.org/about-amm]. Send questions and comments about this podcast series tojcarris525@gmail.com [jcarris525@gmail.com].

S4, E1: Kevin Bolum, Todd Ware, and Tom McCabe discuss the American College of Physicians' biggest wins with HCP-focused multimedia

TOPIC:  Effective Strategies to Engage Healthcare Professionals (HCPs) Via Social and Multimedia LENGTH: 41:49 GUESTS: Kevin Bolum, Todd Ware, Thomas McCabe of the American College of Physicians HOST: Jason E. Carris Panelist bios: * Kevin Bolum, Director of Advertising Sales at American College of Physicians. Kevin has more than 35 years of experience in the sales, development and management of innovative, multi-platform print and digital media solutions. Currently, he manages a salesforce and handles the sales and marketing of all of the ACP’s publications and websites. * Thomas McCabe, Associate Publisher at American College of Physicians. Tom has more than 30 years of experience in the development of innovative advanced media programs and marketing solutions. He focuses on electronic publishing, media production, and new product development. * Todd Ware, Director of Production and Electronic Publishing. Todd manages ACP’s production and manufacturing for the college’s three publications; Annals of Internal Medicine, ACP Internist and ACP Hospitalist. He has been working in the production of mixed media publications for over 30 years. Topical timestamps:3:29, Tom explains why non-personal meeting events are difficult for everyone, especially time-starved physicians 6:01, Todd explains how in a matter of weeks, ACP production teams pivoted to full remote operations and the challenges that ensued 6:53, Tom highlights the fact that the era of long-form editors is over, and how everybody on the editorial teams needs to be familiar with all media types 8:39, Kevin says remaining relevant is the biggest challenge 10:15, Tom details the massive growth of digital channels as physicians and the general public relied on ACP to provide pandemic-related information 11:54, Todd celebrates the successful inter-department collaborations that allowed for high-profile multimedia events with Drs. Fauci, Levine, and Kessler 15:06, Kevin says the access with clients has been great during the pandemic 19:34, Kevin and Todd explain how the ACP and its membership are perfect landing spots for Pharma marketing pilot programs 24:44, Tom highlights the difficulty tracking podcast engagement and industries' hesitancy to advertise via podcast 28:01, Adapting to virtual events, including 8,000 participants at the ACP 2021 annual meeting 31:00, Todd explains how he has tried to avoid failures by attending as many virtual events as he can, learning from them, improving on them 38:04, Tom describes the difficulties with discoverability for multimedia content, and the success of ACP's email marketing Resources: Find additional medical media resources via AMM'sKnowledge Exchange Center [https://www.ammonline.org/knowledge-ex-]. Next week:  CMI Media Group's Ryan Burchinow hosts a roundtable of industry insiders from Reddit, Doximity, and Sermo in a captivating discussion of how medical media can best engage HCPs via social and multimedia. The easiest way to know when the next season drops is to subscribe or follow the podcast. Contact us: AMM Conversation is the official podcast of theAssociation of Medical Media [https://www.ammonline.org/about-amm]. Send questions and comments about this podcast series tojcarris525@gmail.com [jcarris525@gmail.com].