S3, E4: James Brady shares insights on medical media's past, present, and future

TOPIC: Pharma Forecast 2021 

LENGTH: 35:48

GUEST: James Brady

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 as we race into 2021 and beyond. Our guest today is James Brady, a Vietnam veteran with more than 50 years in the pharmaceutical and medical media industries. Jim began his career as a detailer and has spent the past four decades in pharmaceutical advertising. He is found and president of James T. Brady Inc., a publishing rep firm established in 1984. He is former chairman of of the Pharmaceutical Advertising Council Speakers Bureau. Jim currently is publisher for Allergy and Asthma Proceedings and Clinical Highlights for the Rheumatologist.

Topical timestamps:

3:17, Jim thinks print media remains the most efficient medical marketing tactic

5:09, Years ago, pharmaceutical detailers who sampled the most got the most business

5:40, Medical media -- and most of the U.S. economy -- should return to normalcy by July 2021

8:25, The pandemic has made some old-school marketing tactics "new again"

11:30, Agencies are asking for home delivery counts for print publications, as delivery to home is optimal during the pandemic

13:08, Jim thinks the amount of money spent on TV advertising, including increases in 2020, will revert back to pre-pandemic levels and Pharma budgets will reallocate to medical journals

15:30, Young product managers are feeling the pressure to produce instant ROI

17:26, Jim discusses the evolution – good and bad – of medical media RFPs

20:01, Through attrition in the past decade or so, print media seems to have right-sized and the pandemic will purge a few more “on the bubble”

22:30, Jim harkens back to an old McGraw industry adage, “Media Concentration, Rather than Scatteration”

24:29. Jim says the secret sauce for medical marketing is to find the right combination of tactics for your audience

25:18, Advertisers leaving print publications anytime soon, and he thinks the FDA will open up some new opportunities in 2021 and beyond

26:43, Jim describes some of his pre-HIPPA market research practices from his previous life as a detailer

30:14, Real-time data sharing is a good thing, and Jim thinks 10 years from now 2020 practices will be looked at as “archaic”

33:22, Jim thinks young media professionals should be excited about the future, and proud of the work they do on a daily basis

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

Next week: The final episode of Season 3 features Frontline Medical Communications’ Mike Guire, Tracey Sears, and Devin Gregorie looking forward to emerging medical media trends. 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