June 2024 Newsletter
DHC Summit Recap - Digital Trends and AI
June 2024
IN THIS ISSUE: FEATURE: DHC SUMMIT RECAP PARTNER PERSPECTIVES | DHC SUMMIT SAVE THE DATE INDUSTRY INSIGHTS | DHC GROUP RESOURCES: HCP DATA INNOVATIONS PARTNER NEWS & ANNOUCEMENTS | DHC SHORT TAKE
FEATURE: DHC Summit Recap - Digital Trends and AI
This week, the latest DHC Summit was held at Amgen’s Chicago offices. Marketers from AbbVie, Lundbeck, Astellas, and other local pharma cos joined the teams from Amgen to look at the impact of digital trends and the evolution of AI on pharma marketing today.
The session recordings will be made available over the coming weeks, but for now, here are some highlights. Amgen’s Enterprise AI Enablement Lead, John Kinney, in his opening address, offered the framework for the Summit’s key takeaways, offering four considerations:
The afternoon's content was comprised of thought leaders from across the industry, providing robust insights and discussions. Just a few of the smart things we heard included:
“FOR EXAMPLE, VOICE BASED DISEASE DETECTION OR AI FOR DISEASE SEVERITY - I AM OPTIMISTIC THAT THE TECH ITSELF IS GOING TO DRIVE SOME OF THE ADOPTION, BUT THAT’S NOT ENOUGH. WE ALL NEED TO COLLECTIVELY FIND WAYS TO MAKE PATIENTS AWARE OF THIS TECHNOLOGY, COST EFFECTIVE WAYS TO PUT IT IN PATIENTS’ HANDS.” - NANDINI NAYAR, GLOBAL DIGITAL HEALTH AND INNOVATION LEAD – PATIENT EXPERIENCE, SANOFI SPECIALTY CARE
“WHATEVER YOU BUILD NOW IS GOING TO BE OUTDATED. AND YOU HAVE TO BE COMFORTABLE THAT THE ONLY THING YOU CAN KNOW IS THAT THESE THINGS ARE GOING TO CONTINUE TO IMPROVE IN WAYS THAT PROBABLY AREN'T FULLY EXPECTED.” - KARL SVENSSON, SENIOR DIRECTOR, DATA SCIENCE & ADVANCED ANALYTICS, AMGEN
“THINK ABOUT HOW YOU ARE GOING TO GET TO PEOPLE TO REACH THEM WITH RESOURCES, INFORMATION, COMMUNITY, CONNECTION. TAKE EVERYTHING YOU HAVE AND BE IN THE PLACES WHERE THEY ARE.” - AMANDA PHRANER, SENIOR DIRECTOR, PRODUCT COMMUNICATIONS, AMGEN
“IT'S A VERY CHALLENGING ENVIRONMENT, BECAUSE THE NUMBER ONE QUESTION IS ‘CAN YOU ACTUALLY FIND THE PATIENTS?’. CAN YOU DO IT WITHIN THE DATA PRIVACY REGULATIONS? DO YOU HAVE ENOUGH INFORMATION? IS IT COMPLIANT?” - JOSE MARIA (CHEMA) GUIDO AVILA, GLOBAL PATIENT EXPERIENCE LEAD, SANOFI SPECIALTY CARE
More DHC SUMMIT Session Summaries
HCP Perspectives on Artificial Intelligence (AI) in Market Research & Advertising Sermo
At the recent Amgen DHC Panel Discussion, Sermo Medical Advisory Board Members Dr. Kyle Lee, and Dr. Patrick Fleming joined Bill Canfield, Director, Business Development to explore "HCP Perspectives on AI in Market Research and Advertising." They covered physicians' professional use of AI, noting significant adoption in EHR systems and telemedicine. The discussion highlighted a strong demand for transparency in AI's role and consent in market research activities. They also examined AI's potential in enhancing personalized advertising, though human interaction remains crucial in certain areas. For a deeper dive into these insights and more, read our latest blog post. Read Now
Physician Social Experience M3 MI
Highlights from M3 MI’s Summit presentation on the foundational view of the Physician social media experience. Providing insights on: how social fits within their overall channel mix, social connections and their influence on prescribing, social network usage, and so much more. Read more
PARTNER PERSPECTIVES ON Digital Trends and AI
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. Download the POV to learn more. Access Here
The 5 Must-Know Ad Tech Trends for Marketers CMI Media Group
As marketers, we are constantly bombarded with new technologies and strategies. This POV by Daniel Winter, VP, Product Strategy will guide marketers on ways to get their brand noticed. Read Here
White Paper - Preparing for the At-Home Diagnostic Testing Revolution ixlayer
At-home diagnostic testing is at the forefront of digital healthcare trends and has expanded exponentially across health issues. So, why should biopharma companies get involved in at-home testing and what are best practices to ensure success? Read Now
The dynamic relationship between the marketer and generative artificial intelligence Deerfield Agency
A journey through history, evolution, and future prospects. Read Now
Align HCP and DTC Marketing to the Patient Journey for Better Outcomes OptimizeRxSiloed HCP and DTC marketing efforts can complicate patient-provider interactions. Our 2024 independent physician survey reveals that 70% of physicians find aligned information streamlines care, yet only 13% experience it. Synchronizing marketing approaches through a patient-centric approach yields faster therapy starts, better brand adherence and increased commercial impact. Explore the full survey results to learn about this untapped opportunity. Learn More Now
From Lagging to Leading: Building Capability to Meet Tomorrow’s Life Sciences Challenges North Highland
Recommended by LinkedIn
The robust Life Sciences market challenges pharmaceutical companies to utilize digital tools to foster efficient operations. North Highland worked with biopharmaceutical company UCB to pursue Digital Business Transformation and build their enterprise capability with a focus on data management and analytics, marketing, Agile ways of working, and change management. Read more about North Highland’s value delivered and the importance of managing technology transformation here: Learn More Now
4 Questions to Ask Partners Amid the Rapidly Evolving Privacy Landscape Phreesia
As new regulations go into effect and the FTC continues strong enforcement within healthcare and technology sectors, it’s crucial to ensure that your partners and vendors prioritize privacy and consent. Read this blog post for key questions to consider when evaluating vendor consumer tactics. Read Now
DHC EVENTS
ADDITIONAL INDUSTRY INSIGHTS
Accuracy vs. Scale in Healthcare Data Marketing: Why Accuracy Matters Most Throtle
In the fast-paced world of healthcare data marketing, is bigger always better? Dive into our latest blog post to uncover why accuracy should be the cornerstone of your marketing strategy over mere scale. Discover actionable insights and expert opinions on how to leverage precise data to enhance patient engagement, improve outcomes, and drive growth. Read here
Privacy and Personalization: The Power of Direct Consumer Relationships Healthline Media
In health, trust is everything. Do your consumers trust you to deliver personalized experiences — while protecting their data? In Healthline Media's latest piece, their relationship marketing expert explains how health marketers can make the most of direct audience relationships. Read here
As Access Declines, Connected Engagement Creates an Edge Veeva
Biopharmas are finding new ways to maximize their time with HCPs by prioritizing relevance and timeliness over reach and frequency. The latest Veeva Pulse Field Trends Report reveals a 15% decline in HCP access. Despite this decline, connected engagement models — where sales, marketing, and medical work seamlessly together — enable biopharmas to extend the conversation with customers, increase the response time to meet HCPs' needs, and improve treatment adoption. Read the report. Learn More
Prescription Abandonment Hurts Timely by DrFirst
Our latest infographic uncovers the startling impacts of prescription abandonment and offers practical solutions to ensure patients stay on track with their medications. Read here
Up Close and Personalized: Humanizing the Healthcare Customer Journey IQVIA Digital Enablement
Recently, HCPs have reported being dissatisfied with brand content available to them, with some feeling overwhelmed by the sheer volume of information, impacting their practice. Join IQVIA's experts on Tuesday, July 23rd, for a live webinar to learn how to leverage behavioral insights to tailor relevant messaging, enhance customer interactions, and engage HCPs strategically during the customer journey. Read here
DHC GROUP RESOURCES: HCP DATA INNOVATIONS
Recently, The DHC Group gathered experts to study the current challenges and opportunities in HCP Data Innovation. We convened a private roundtable discussion bringing together industry leaders from CMI, Medscape, Pulsepoint, PurpleLab, OptimizeRx, eHealthcare Solutions, and executives from various pharmaceutical and biotech companies. You can read a summary here, synthesizing the key insights and strategies shared during the discussion, highlighting common agreements, necessary actions, and future predictions. The key takeaways underscored the industry’s resilience and readiness to embrace change, ensuring continued innovation and effectiveness in the use of HCP data.
PARTNER NEWS & ANNOUNCEMENTS
PatientPoint Receives Global Recognition at 45th Annual Telly Awards PatientPoint
PatientPoint’s health education video content honored includes animated and live-action styles across multiple healthcare specialties. Read Now
Precision Healthcare Marketing: Inside Healio and DeepIntent’s New Partnership
The Healio-DeepIntent collaboration enables brands and agencies to programmatically access cookieless audiences, targeting, and optimization across a major endemic partner, all within the same platform they trust to drive campaign performance for their entire media plan. Learn more about the partnership. Read Now
DHC SHORT TAKE
Mark Bard, Co-Founder, The DHC Group Bill Veltre, EVP, Head of Media, Deerfield - Agency of Brand
Mark Bard and Bill Veltre discussed the evolving landscape of digital trends and data-driven strategies within the pharmaceutical industry. Veltre emphasized the importance of unlocking the potential of data and utilizing it to drive brand success through attribution and collaboration across various touchpoints. They also explored the transition from traditional to digital mindsets in marketing and the significance of partnerships between agencies and pharmaceutical companies in delivering purposeful and meaningful interactions with healthcare professionals. Looking ahead, they highlighted the necessity for agility, innovation, and a deep understanding of evolving customer expectations to drive business impact in the rapidly changing healthcare landscape.Watch Full Interview Here