Kristie Stanton

Day One Digital Pharma Series 2024: Insights, Innovation… and Puppies? Greetings from Philly! Day one of #DigitalPharmaEast has been nothing short of eventful. Between everyone glued to the debate, a visit to the Liberty Bell, and yes — even puppies - great idea from GoodRx!! — the day was packed with action and insights. BUT...the focus is clear—innovation in pharma marketing is no longer a luxury, it’s a necessity. The discussions revolved around how data, AI, and digital transformation are driving unprecedented change in how we connect with HCPs and patients. A few key takeaways: Data-Driven Personalization: There was a strong emphasis on using real-time data to create hyper-personalized campaigns that deliver the right message at the right moment, without losing sight of compliance. A continued balance. AI’s Growing Role: From content generation to predictive analytics, AI was a big focus, especially in how it’s reshaping everything from drug launches to patient engagement. Pharma is starting to see the transformative potential of machine learning to drive both efficiency and impact. OmniEVERYTHING: Breaking down silos across digital, social, and traditional media was a recurring theme. The conversation has shifted from being present in multiple channels to creating truly connected experiences that drive outcomes. Compliance and Innovation Must Coexist: A critical theme was that while pharma marketing is innovating rapidly, keeping a sharp focus on regulatory compliance is more important than ever. The challenge is balancing bold ideas with tight regulations. It’s clear that the pace of change is accelerating, and those who can EAT, SLEEP, DREAM IN digital transformation will be the ones who win in the pharma space. Excited for what the rest of the conference holds! #PharmaMarketing #DigitalTransformation #AIinPharma #MediaInnovation #CMO #HealthcareMarketing Butler/Till

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What's the right mix for your brand? This guide has some helpful thoughts, tips and insights for pharma brand marketers thinking through their digital strategies. #digitalmarketing #epocrates

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"When digital transformation is done right, it's like a caterpillar turning into a butterfly, but when it is done wrong, all you have is a really fast caterpillar," says author and MIT lecturer George Westerman. A great first step to "being the butterfly" are the insights that Megan Jones and Uttama Rath share below. ⬇

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In Patient Blood Management (#PBM), partnerships between innovation and hospitals are crucial to avoid past unnecessary blood management decisions. These partnerships need to extend beyond the ER or OR, impacting the entire patient experience. #Patients benefit from the education provided by their selected medical center, but the public lacks this relationship. Since hospital relationships are often based on proximity, who takes responsibility for public #anemia and PBM awareness? Our team does. We're not hired or seeking donations to raise this awareness. We believed that building a bridge of engagement would attract all interested parties. The only obstacle in this engagement is the apprehension of forming new partnerships. We are pleased to see a shift in this thinking. Creating a culture of public partnerships that evolve into patient partnerships within the hospital's multidisciplinary medical team will yield the best outcomes. Let's work together for the best public, patient, and overall anemia and PBM outcomes. Werfen Brazil Santa Casa de Porto Alegre Rishab Tyagi

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Many innovative ideas can become obscured when communicated, which was a significant challenge for Patient Blood Management #PBM as it was introduced to benefit those suffering from #anemia, in hopes of enabling surgery without the use of donated blood upon leaving the ER (Emergency Room). The PBM educational approach supports bloodless surgical procedures. To reduce this obscurity, we are simplifying the message and increasing awareness, benefiting #researchers, manufacturers, and healthcare practitioners. Most importantly, we are enhancing the patient experience and raising public awareness. We are confident that many global organizations, healthcare providers, and blood management surgical equipment manufacturers will support our efforts as we continue to be pioneers in building a bridge of engagement for public access, which will benefit this field of medicine. Remember our medical icons, just in case one day you need direction to the OR. #Bloodlines #BBTS #Blood #SABM

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My colleague Jameil ‘Jay’ Pendleton™ posted earlier today, asking why there is such little uptake of DTC in the medical device field, especially in comparison to pharma. This post is an attempt to partially answer that question. ______________________________________________________________________ Jay, Mr. 58 * is going to take a whack at this. One of the main reasons device manufacturers are hesitant to take on DTC efforts is because they have heard horror stories about other CEOs spending millions on campaigns only to experience a HORRENDOUS return on investment.  Red face time in front of the Board of Directors, or worse, your desk in a moving box and a swinging door at your back. There are a LOT of reasons campaigns can fail, but the biggest one I see is that manufacturers fail to determine the HCP channel's readiness to receive and educate DTC prospects. If the channel is not prepared and tested a LOT of bad things WILL happen: ❌ Channel partners with nothing about your device on their website ❌ Front desk staff who have never heard of your product ❌ Calls directed into labyrinthine phone trees ❌ Physicians who take your leads and flip them to your competitors' product ❌Scheduling coordinators who can't answer even BASIC questions about the patient journey ❌ Excited prospects being told the first available time they can come in is 7 weeks out And the list goes on. When I was doing construction back in the day my boss Joe McKinstry used to personally inspect the molds before we poured a tall cement wall or foundation. Another nail here. Another brace there. Tap, tap, tap. Slow and deliberate. He knew that if everything wasn't tight, the immense pressure created by 8 feet of wet concrete would blow out the bottom of the mold, at which point 50K worth of work and material would be irrevocably lost. Be like Joe. If you're going to tinker in DTC, work make sure your HCP channel is strong and tested before you put it under the enormous pressure that an effective campaign will generate. ------------ I'm Colin I'm a Father A Writer 58 Med Device DTC Launches * 🥇 🥇 2 World Record Concept 2 Athlete I Help Medical Device Companies Increase Revenue by Removing Practice-level Barriers to Conversion

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There’s a clear push-and-pull going on in the pharma marketing space right now: Health care professionals increasingly want non-traditional communication like texts and video chats, while pharma brands continue to want to meet face-to-face. Right now, 45% of all interactions between pharma and health care professionals consist of traditional in-person meetings. It’s easy to understand why: Research shows these meetings are roughly twice as effective in terms of generating new prescriptions. But what that data leaves out is how many doctors are being missed altogether because they don't want face-to-face meetings or don't have time for them. Busy doctors continue to say that they want information that works on their terms, like blurbs they can read after-hours. You may assume this is a post-pandemic trend, but it’s been going on for longer; the share of doctors who saw a pharma rep in person fell from 67% in 2018 to 54% in 2019. A lot of places continue to bar face-to-face meetings altogether. As far back as 2017, 41% of doctors were on “no-see” lists for commercial visits from pharma reps, up from 23% in 2011. We continue to see more data that digital communications are becoming more accepted not just for their convenience but for their effectiveness. The annual Customer Experience Quotient, released by DT Consulting, found doctors reported the highest customer satisfaction with video calls with pharma, surpassing even face-to-face meetings. While it can be easy to focus on direct sales, ultimately satisfaction from doctors is what matters most. Then there are the doctors who are completely ignored because they are in remote areas. It might cost $4,000 to fly a rep out to a doctor’s office outside of a main city in Arkansas but a fraction of that cost to try and set up a virtual meeting or send marketing emails and texts. Faced with this trade-off, virtual meetings, emails and texts are likely the only way these doctors are going to be reached at all. In rural areas, 39% of patients have to travel at least 20 minutes to reach a doctor’s appointment. The odds that these offices have drug samples to provide to patients is going to be pretty slim. Marketers can have a lot more success with personalized messages to health care providers and patients in these areas since they often have different needs than someone in a city. My advice is to use as many channels as possible and tailor your messages to each physician’s needs, instead of a one-size-fits-all approach.

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A B2i Digital Featured Company, Evoke Pharma (Nasdaq: EVOK), and EVERSANA, Evoke’s commercialization partner, announced statistically significant findings from real-world data on GIMOTI® (metoclopramide) nasal spray. The study, presented at the 2024 American College of Gastroenterology (ACG) Annual Scientific Meeting, demonstrates the potential of Gimoti as a supportive care option for patients taking GLP-1 receptor agonists. GLP-1 medications, commonly prescribed for type 2 diabetes, can exacerbate gastrointestinal issues, including gastroparesis, due to delayed gastric emptying. The GIMOTI study compared patients treated with nasal metoclopramide (NMCP) to those on oral metoclopramide (OMCP) and focused on those with prior GLP-1 prescriptions. Evoke’s Key Study Findings Presented at ACG 2024 (within a 6-month index period): - 91% reduction in all-cause emergency department visits (p=0.001) for patients using Gimoti versus oral metoclopramide - 89% reduction in outpatient hospital visits (p=0.032) - 41% fewer all-cause office visits (p=0.027) - Significant reductions observed in diabetic gastroparesis-related healthcare utilization The submission received the Presidential Poster Award, placing it among the top 5% of data accepted to the conference, and was selected as the Outstanding Research Award in the Stomach Category. Evoke’s CEO, Matt D'Onofrio, commented: “This data is particularly encouraging given the rising number of patients using GLP-1 agonists for diabetes, many of whom also suffer from gastroparesis. Our goal is to provide data regarding Gimoti as supportive care for diabetic gastroparesis for those also on GLP-1 agonists. This study, combined with the earlier real-world data presented at key conferences, reinforces GIMOTI’s potential to improve outcomes for patients and reduce the overall financial burden on the healthcare system.” To see the full details, please visit Evoke Pharma's Press Release. https://lnkd.in/ePuqdd9d The results presented at ACG 2024 build on earlier data showing GIMOTI’s ability to significantly reduce healthcare resource utlization (HRU) for patients with diabetic gastroparesis. Similar results were previously presented at Digestive Disease Week (DDW) 2024 and ACG 2023, reinforcing the value of GIMOTI compared to oral metoclopramide. Diabetic gastroparesis is a GI disorder affecting millions of patients worldwide, in which the stomach takes too long to empty its contents, resulting in severe GI symptoms and systemic complications. The gastric delay caused by gastroparesis can compromise the absorption of orally administered medications. Metoclopramide remains the only drug currently approved in the United States to treat gastroparesis. Before FDA approval to commercially market GIMOTI, metoclopramide was only available in oral and injectable formulations. To learn more about Evoke Pharma’s recent developments and its approach to treatment visit https://evokepharma.com.

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CDMO Marketers: To what extent are you delivering messages to your audiences about these various market dynamics? Industry trends and challenges represent marketing opportunities. Opportunities to tell your prospects and clients how you are distinctly addressing each trend and ultimately alleviating their concerns. #cdmo #pharma #manufacturing #pharmaceutical #marketing

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Today's leading pharma companies recognize that healthcare professionals (HCPs) now engage differently. The best-performing teams know that physicians, just like everyone else, educate themselves first through digital media. That is a basic marketing reality. It is true of consumers wanting to buy a TV, book a holiday or watch a movie (IMDB exists just for this reason). And it is true of patients who research their condition before seeing a doctor. 'Content first, discussion later' is how people engage. Read more in the article below. #omnichannel #pharmamarketing #hcpengagement

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If brands are defined by perceived experience, #cancer has a huge image problem. The “C” word continues to terrify people even though cancer has become a more treatable disease for many patients today due to tremendous clinical advancements.   Of course, these advancements don't mean patients and their loved ones aren't still suffering and experiencing loss. The good news is that all the cancer research, investment and awareness has yielded life-saving results for millions of people.   In #RebrandingCancer, Ogilvy Health in collaboration with BAV explored how the realities of cancer treatment stack up against the perception people still hold of the disease and how healthcare marketing and communications people can play a huge role and evolve the “cancer brand” into a true reflection of oncology today.    For all of us in this fight as communicators, this report arms us with new insights to shift the narrative towards hope and recovery. I'm grateful everyday for my WPP colleagues who are making a difference to educate, build awareness and change the paradigm we know as cancer. 💡 👉 https://lnkd.in/eMAbxX25   #Progress #Innovation #ToTheFuture #LetsTalkAboutIt #HealthAtWPP

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Just-in, AstraZeneca’s Kelly Tullo and Merck’s Nevada Heft recently enlightened us with their pinnacle insights at the MM+M AI Deciphered summit. The weavings of their wisdom in the domain of modern marketing technology and predictive algorithms are definitely a game-changer for all of us! A few quick 📋 takeaways: ✔️The accelerating pivot to AI in marketing and how it stands to drastically enhance customer engagement and retention. ✔️The invincible potential AI holds to leverage and analyze colossal data for real-time promotional strategies. ✔️How algorithmic models can help segment and target an audience for personalized marketing. Delighted and intrigued by these insights! Moving forward, I'm convinced AI will prove- 🔮predictive analysis isn't just a buzzword, but a game-changer in reshaping the landscape of digital marketing. The embrace of these technological advancements holds the promise of evolving a new era of precision marketing. Meanwhile, let's not underestimate the role of creative content in blurring the lines between the brand and consumer. Stepping up to saturate this space, IDX.Marketing, offers the perfect synthesis of imaginative creativity and technological prowess. Finally, nothing replaces the HUMAN touch in marketing. Technology may augment the process but empathy, emotion, and personalization remain the cornerstone. So, join us on this thrilling ride 🚀 with IDX.Marketing to explore the endless possibilities AI brings to the marketing arena. Let's craft riveting stories together and inspire the world, one post at a time! Kudos to AstraZeneca’s Kelly Tullo and Merck’s Nevada Heft for setting a compelling precedent! #AI #Marketing #IDXMarketing #Personalisation #EmotionalMarketing.

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You've likely read several speculative articles about the potential of AI in healthcare marketing. This isn't one of those. While we will highlight future opportunities, this Insight takes a practical approach and outlines the steps you can take to get started with pharma marketing AI today. #AI #pharmamarketing #artificialintelligence #pharma #innovation

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Thoughts on this? >> GP out of hours service BrisDoc to deploy EPM system >> Comment below! >>> lqventures.com #digitalhealth #socialmedia #digitalmarketing #IoT #mhealth #healthtech #AI #industry40

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