TOPIC: Pharma Forecast 2021
PANELISTS: Paul Kudlow
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 guest today:
Paul Kudlow leads strategic vision at TrendMD. Paul is completing his residency in psychiatry at the University of Toronto. He earned his PhD for research that has advanced the fields of bibliometrics, knowledge dissemination, and scholarly communication.
1:31 Paul says the pandemic has accelerated the underlying trend of HCP marketing moving more and more to digital programs
3:35 Paul says to think of Pharma marketing as a “decade behind” consumer marketing
9:19 Paul explains why swapping HCP lists weekly is potentially damaging to marketing plans
11:23 The number of interactions needed for a physician to take action or change behavior is exponentially larger than the number of interactions needed for consumers
14:04 Measuring prescription lift with digital marketing is an ongoing challenge
17:05 Paul says a number of scholarly publishers continue to struggle with the shift to digital
23:57 Paul expects Pharma will continue shifting its marketing spend to digital formats in the months and years to come
Resources: Find additional medical media resources via AMM's Knowledge Exchange Center.
Next: Jim Brady looks back on the most significant changes in Pharmaceutical marketing the past decade — and looks ahead to media trends for 2021. The easiest way to know when the next episode drops is to subscribe or follow the podcast.