Modular content: How can Medical Affairs use it to produce a lot of content efficiently?
Why are Chief Digital Officers sometimes less focused on Medical Affairs?
Proactive vs reactive communication in Medical Affairs: What are the rules when it comes to digital channels?
Digital Competence and Medical Affairs: What’s the current status?
The difference between omnichannel and multichannel
How can Medical Affairs leverage omnichannel
To answer these questions, Bozidar is joined by Karen Batoosingh, VP of Medical Communications Strategy and Execution at Anthill Agency.
They cover:
[ 01:28 ] - Multichannel pushes out the same content on different channels, while omnichannel drives out content that initiates a dialogue with physicians and gathers insights along the way. Omnichannel content is not the same, and you create several touchpoints along a journey using various channels.
[ 03:15 ] - Using omnichannel strategies provides a seamless and extensive approach to engagement, facilitating multiple touchpoints for doctors to access information. By leveraging omnichannel tactics, medical affairs can expand their outreach, enhance the physician's experience, and gain valuable insights into clinician behavior, obstacles, and motivators.
[ 12:01 ] - Medical affairs should be digitally literate to understand how data analytics work, what data they can collect, the limitations and strengths of that data, and ensure that the company applies it.
[ 13:37 ] - Your omnichannel strategy should focus on creating a relevant and timely customized customer journey for the physician. So content remains the king, and its presentation should be mindful of the physician's context, including the timing and source of information. Additionally, it should cater to their interests to some extent.
[ 17:24 ] - Modular content allows you to construct what physicians need to see to answer their questions. That content can be created in advance, mixed, and matched to build a more customized conversation. You can also use chatbot functionality here.
If you want to learn more about leading a successful pharma marketing campaign in the US, tune in to this episode of Pharma Launch Secrets, a Podcast by Evermed.
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Episode Resources:
Bozidar Jovicevic: https://www.linkedin.com/in/bjovicevic/Evermed: https://evermedtv.comGuest’s LinkedIn: https://www.linkedin.com/in/karen-batoosingh-76284b10b Guest’s Website: https://www.anthillagency.com
About The Show:
“Pharma Launch Secrets” is a podcast by Evermed and hosted by CEO Bozidar Jovicevic. We host direct, actionable conversations with world-leading pharma launch experts and help you stay up-to-date with the latest trends and strategies to help you launch your product successfully.
Previous guests include: Trevor Landry of Syneos Health, Indraneel Mukherjee of ZS Associates, Meg Heim of Heim Global Consulting, Scott Snyder of EVERSANA, Andrew Willmer of Symbiotix, Bharti Rai of CVS, Brendan Gallagher of Publicis Health and Matthew Goodman of LUCENT Biopharma.
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