S3, E2 R.J. Lewis and Amy Turnquist discuss medical media trends, how data is table stakes, and opportunity in a "cookie-less" future

TOPIC: Pharma Forecast 2021 

LENGTH: 29:46

PANELISTS: R.J. Lewis and Amy Turnquist

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 guests today:

• R.J. Lewis is founder and CEO of eHealthcare Solutions. EHS exclusively represents 85 high-quality healthcare publishers. EHS has been named a PM360 Trailblazer Company of the Year, and RJ previously was named to the PharmaVOICE 100 list.
• Amy Turnquist is Executive Vice President of Digital at eHealthcare Solutions. Amy is a recognized thought leader and frequent speaker at industry events, including eyeforpharma, Digital Phama East, and the Digital Health Coalition. She serves on AMM’s Board of Directors.

Topical Timestamps:

1:25 RJ thinks that, during the Covid-19 pandemic, Pharma as an industry has regained 

much of the credibility it lost in years past

5:55 Amy explains innovation has been forced upon marketers and publishers, and the pandemic has forced Pharma to loosen its grip on new and innovative ideas

9:35 Campaign measurement is table stakes, and not just impressions or clicks or engagements, but they want to know exact physicians

10:12 Amy says Pharma is starting to understand innovations in 2020 are now standard in 2021, including strong budgets for native advertising and video advertising

12:25 RJ expects clients to require real-time campaign data in the not-too-distant future

14:04 Amy explains that if your campaign can’t be measured, you will be phased out

18:41 Amy says HCP marketing is quickly moving to an e-commerce model, with ROI and cost-per-acquisition the new KPIs

20:10 RJ says the cookie-less future is a “wonderful opportunity” for HCP publishers

24:49 Amy outlines use cases for native advertising, and what she calls the “Moment of Next”

26:37 RJ says native advertising is performing 3X better than other digital tactics

Resources: Find additional medical media resources via AMM's Knowledge Exchange Center.

Next: TrendMD's Paul Kudlow discusses emerging trends in digital marketing. The easiest way to know when the next season 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.