The second half of MM+M Transform ’23 carried on the momentum from the event’s morning sessions, centering conversations around point of care, the omnichannel revolution as well as unifying marketing to healthcare professionals and consumers.
The afternoon kicked off with a discussion about the ascending nature of point of care marketing.
Harshit Jain, global CEO of Doceree, and Egbavwe Pela, SVP and group media lead at CMI Media Group spoke with MM+M Senior Reporter Lecia Bushak about the effectiveness of programmatic targeting and trigger-based marketing to connect HCPs with the digital ecosystem at the point of care.
Following that were a pair of keynote speakers focusing on the digital transformation in the omnichannel revolution and assisting patients along the care journey.
Ryan Slipakoff, chief transformation officer at Klick Health, spoke about being a champion for change in any effort to change large companies into customer-centric organizations.
Meanwhile, Eric Peacock, CEO of MyHealthTeam, discussed helping patients see around the corners of the symptoms in their care journey, specifically focusing on the likes of cancer and dermatological conditions.
Additionally, Samsung hosted a session on how to future-proof ad strategies with connected TV. The discussion featured Samsung Ads senior sales director Ryan Wilson and global head of analytics and insights Justin Evans with Ivan Stamenov, who is the SVP of marketing operations and technology at City of Hope.
MM+M Editor-at-large Marc Iskowitz hosted a panel imagining the media landscape for pharma and life sciences brands.
Joining him in the conversation, which analyzed social media and connected TV, were Dave Paragamian, CEO of Health Monitor Network, Eric Lloyd, head of industry, health and wellness at Roku, Ashley Allan, senior director of media strategy at Edwards Lifesciences, Paulita David, senior managing director at Reddit and Glenniss Richards, senior director at digital media activations at Bayer.
MM+M editor-in-chief Larry Dobrow centered his session around the resource scarcity issue facing healthcare, with a specific emphasis on the supply chain disruptions of the past two years.
Participants included Kent Groves, EVP of global strategy at Dentsu Health, Michael DePalma, head of client engagement at Viseven, Robert Rodriguez, MD, professor of emergency medicine and chair of research at the Department of Emergency Medicine at UCSF, Tom Stanis, CEO of Story Health and Natalie McGroarty, VP of sales and audience solutions at Wolters Kluwer.
Katie Carr, SVP of sales at Swoop, emphasized the importance of unifying efforts for HCPs and direct-to-consumer marketing as part of driving script lift and bolstering patient outcomes.
Concluding the event was Alix Hart, chief marketing officer at Verily, who delivered a keynote address on building meaningful integrated patient journeys.
Of note, Hart also recently appeared on the MM+M Podcast to talk about connecting patients to clinical trials.
