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:
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's Knowledge Exchange Center.
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 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 jcarris525@gmail.com.
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