This year’s ePharma is off to a great start. I had the honor of giving a brief talk on the value of digital video for healthcare marketers, and I got a lot of great questions from some really smart people in the audience.
Digital is baked in to everything we do now, not tacked on. Digital is where our audiences live, so it’s where we live. To bear that out, one had only to look around the room while I gave my talk – almost everyone had 2 or more devices with them!
Related to that is the idea that we can target with incredible, unprecedented precision through digital. And through mobile, we can target not just people, but moments.
Another emerging theme is that we have to understand the patient journey so that we can take that ride with them. We need to understand what’s going on in their lives above and beyond their medical conditions, and learn how their conditions impact the other parts of their lives.
And finally, everyone seems to agree that no matter what you do, what channels you use, or who you target, you have to deliver something relevant, something the audience values, if you want to build a relationship. That is a lesson we should all take to heart!