S4, E2: GSK's Ryan Billings, AstraZeneca's Angela Horstmann, and Ipsen's Paul Murasko discuss HCP engagement with social and multimedia

TOPIC: Effective Strategies to Engage Healthcare Professionals (HCPs) Via Social and Multimedia 

LENGTH: 41:49

HOST: Jason E. Carris

Season 4 of the podcast is exploring “Effective Strategies for Engaging Healthcare Professionals Via Social and Multimedia.” Today we have a star-studded group of Pharmaceutical marketers knee deep in social and multimedia. Let’s meet today’s panel:

• Ryan Billings (top right) is Head of US Oncology Digital Marketing and Customer Experience at Glaxo
  Smith Kline. 
• Angela Horstmann is the US Brand Launch Lead for a Lupus candidate within Immunology Biologics at AstraZeneca. 
• Paul Murasko is Head of Digital Customer Interaction for North America at Ipsen.

Jump to popular topics discussed by the panel: 

2:16, Paul and Ryan believe the vaccine efforts are improving Pharma’s reputation

4:58, Angela says Pharma finally realizes HCPs are people too, noting 80% of physicians are on FB monthly

7:22, Angela says telemedicine usage skyrocketed in the pandemic, but Paul notes that it is not a one-size-fits all

9:50, Ryan details how physicians turned to Facebook groups to communicate with patients and the general public

10:46, Ryan notes an unprecented shift in HCP usage via social, including significant increases in Twitter, Instagram Live and TikTok usage

13:13, Angela describes a 70% complete completion rate using a chat bot

19:40, Ryan highlights two consumer marketing trends finding there way into the HCP marketing arena 

22:47, Angela notes HCP peer-to-peer marketing basically mirrors social media influencer tactics

24:40, Paul explains that 20% of Pharma searches in 2020 were using Voice search    

27:16, Based on specialty, Paul thinks gamification is a new media to watch, as are virtual reality technologies  

30:06, Paul says physician feedback on EHR marketing is focused on providing educational content vs. pure advertising

33:10, Angela speaks on the cultural challenges Pharma is facing with the digital transormations processes 

37:58, Ryan loves “snackable content” for 2021 and beyond and provides unique research on social media engagement 

42:08, The panel discusses the biggest challenges they have working with medical media

43:42, Angela says medical media needs to stop showing website impressions without context

44:50, Ryan wants medical marketers to stop “assuming” and designing solutions in a vacuum and “partner” on innovations

46:29, Ryan says the world of personal and professional on social blending together, especially as more high-adopters enter the workforce

47:17, Paul thinks Clubhouse could be the next EHR, from the standpoint of innovation and HCP engagement

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

Next week:  Level Ex VP of Medical, Dr. Eric Gantwerker, engages the podcast in a conversation about video games for doctors, and how the medical education industry is quickly adopting HCP gamification as a go-to channel.

Be our pod friend: 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.