S3, E2 R.J. Lewis and Amy Turnquist discuss medical media trends, how data is table stakes, and opportunity in a "cookie-less" future from AMM Conversation

AMM Conversation

Association of Medical Media

S3, E2 R.J. Lewis and Amy Turnquist discuss medical media trends, how data is table stakes, and opportunity in a "cookie-less" future

30 minutes Posted Jan 5, 2021 at 11:06 am.

RJ thinks that, during the Covid-19 pandemic, Pharma as an industry has regained

Amy explains innovation has been forced upon marketers and publishers, and the pandemic has forced Pharma to loosen its grip on new and innovative ideas

Campaign measurement is table stakes, and not just impressions or clicks or engagements, but they want to know exact physicians

Amy says Pharma is starting to understand innovations in 2020 are now standard in 2021, including strong budgets for native advertising and video advertising

RJ expects clients to require real-time campaign data in the not-too-distant future

Amy explains that if your campaign can’t be measured, you will be phased out

Amy says HCP marketing is quickly moving to an e-commerce model, with ROI and cost-per-acquisition the new KPIs

RJ says the cookie-less future is a “wonderful opportunity” for HCP publishers

Amy outlines use cases for native advertising, and what she calls the “Moment of Next”

RJ says native advertising is performing 3X better than other digital tactics

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Show notes

TOPIC: Pharma Forecast 2021

LENGTH:

PANELISTS: R.J. Lewis and Amy Turnquist

HOST: Jason E. Carris

Today’s episode of AMM Conversation, the official podcast of the Association of Medical Media, continues our exploration of the emerging trends in medical media.

Our guests today:

R.J. Lewis is founder and CEO of eHealthcare Solutions. EHS exclusively represents 85 high-quality healthcare publishers. EHS has been named a PM360 Trailblazer Company of the Year, and RJ previously was named to the PharmaVOICE 100 list.

Amy Turnquist is Executive Vice President of Digital at eHealthcare Solutions. Amy is a recognized thought leader and frequent speaker at industry events, including eyeforpharma, Digital Phama East, and the Digital Health Coalition. She serves on AMM’s Board of Directors.

Topical Timestamps:

much of the credibility it lost in years past

Resources: Find additional medical media resources via AMM's Knowledge Exchange Center.

Next: TrendMD's Paul Kudlow discusses emerging trends in digital marketing. 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 the Association of Medical Media. Send questions and comments about this podcast series to [email protected].

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