How to meet your physicians where they are online

A pharma company’s core mission is to improve patient outcomes. This hinges on effectively influencing HCP clinical behaviour and driving disease education. However, in an increasingly crowded landscape, it is harder to make your messages stand out using only traditional methods.

Current practices need a bold re-evaluation and transformation. When it comes to smart pharmaceutical marketing and communications, those targeting HCPs currently operating, need to challenge the status quo with true omnichannel communications strategies that engage their target HCPs to make a real-world impact.

In a new webinar from Medscape, Four, and CMI Media Group, experts share their insights on how best to formulate and execute an omnichannel blueprint for real-world HCP engagement across geographies, specialties, and learning styles, so that the all HCPs can be delivered the most precise and correct information, for them, at the best time. That strategy takes into consideration regulatory realities and strict compliance frameworks, whilst driving impact through a seamless, integrated omnichannel approach – considering the power of industry ecosystems to extend reach compliantly.

Key topics of discussion will include:

• Understanding HCPs - Not one size fits all: Exploring the diverse communication preferences, digital fluency, and information consumption habits from digital natives to more established practitioners, including investing in advanced audience segmentation and data analytics.
• The time poverty crisis: How overwhelming schedules and demanding clinical environments – as well as an increasingly overwhelming amount of information being released online – make it challenging for physicians to find the information they need. In addition, in this increasingly crowded landscape, it is harder to make your messages stand out using only traditional methods; we’ll address how you can overcome this challenge.
• The preference paradox: Why understanding your target HCPs’ journey and personalisation in format, channel, and content relevance are no longer a luxury, but an absolute necessity for effective information absorption, including how leveraging technology such as identity-based activation is vital.
• The reach challenge: The difficulty in consistently engaging and attracting the "hardest-to-reach" HCPs, particularly those in previously inaccessible or highly specific digital environments.
• The quest for trust: HCPs' challenging search for credible, unbiased, and clinically relevant information amidst a deluge of content, and how connecting digital engagement metrics to business objectives and patient well-being is a core part of an integrated omnichannel platform.

About the panellists

Liisa Caliendo - Senior Vice President of Global Product Strategy and Marketing, Medscape
Liisa Caliendo is a highly accomplished marketing and communications leader with over 15 years of experience in global product and marketing roles. She is currently the Senior Vice President of Global Product and Marketing at Medscape, where for the past 12 years she has successfully built a US and global team and strategy to lead digital innovation in the healthcare space across commercial and medical affairs divisions. Caliendo holds a Master of Public Health in Epidemiology, and prior to joining Medscape she was selected for a fellowship at the CDC, led data product creation at Elekta (an oncology EMR and medical device company), and worked as a consultant at IQVIA.

Michael Brandreth - Senior Vice President of Global Sales, Medscape
Michael Brandreth started his career with the Financial Times Group as a market and media analyst, before spending over a decade working for advertising agencies helping create several award-winning digital campaigns.

Spotting an opportunity to put his communication planning skills and experience to use in a completely different industry sector, he moved into healthcare publishing and spent a number of years at M3. In 2015, he joined WebMD/Medscape, where he now heads up the Global Commercial & Medical Affairs team. Brandreth works closely with healthcare organisations to drive real, measurable changes in clinical practice through a mix of promotional and educational programmes.

Justin Freid, Chief Media & Innovation Officer, CMI Media Group
Justin Freid works at the intersection of people, technology and data to fuel growth. During his tenure at CMI Media Group, he has been instrumental in the growth of the company’s award-winning media capabilities and guides the evolution of the agency’s services across the globe. By keeping a pulse on consumer behavior and advancements in technology, he readies the agency to take advantage of the ever-changing landscape.

Prior to joining CMI Media Group, Freid held positions at various SaaS tech start-ups and performance focused advertising agencies. Freid is widely recognized for this thought leadership, and has been honoured as a MM+M 40 Under 40, PharmaVOICE 100 and PM360 ELITE.

Kelly Smith, Chief Executive, Health, Four
Kelly Smith is chief executive of Four's health sector services and has 20 years’ experience leading teams and driving innovation. She is a leading healthcare strategist in developing UK and global integrated healthcare professional and patient-centric campaigns. Smith has continued to push the boundaries by creating cutting edge and outcome driven routes for pharmaceutical companies, government agencies, wellbeing brands and charities. 

About Medscape

Medscape, a division of WebMD, is a leading, online, global destination for physicians and healthcare professionals worldwide. Our mission is to improve patient care by providing physicians with easy access to comprehensive clinical information and resources essential to healthcare professionals, as well as facilitating communication between healthcare companies and our active membership.

For almost 30 years, Medscape has been providing education, medical news, expert perspectives, and essential point-of-care drug and disease information to support practice and clinical behaviour.

Our network of sites and services, seamlessly interconnected via single-sign on, ensures that HCPs can access the content required via their platform of choice throughout their daily clinical journey.