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As new platforms become ad-supported models, pharma marketers can play a meaningful role in educating the patient and enhancing their experience. Within the new media landscape, marketers can provide more personalized messages that address that patient’s needs. This can help provide direction to patients who feel lost about options, help patients feel seen within the larger healthcare system, and help engage patients and doctors in shared decision making. By reaching targeted audiences through better segmentation on streaming, podcasts and digital health, marketers can get patients the information they need to actively support their health and wellness. The healthcare and pharma marketing world continue to diversify its media mix. COVID-19 propelled the use of podcasts as a platform of choice in 2020 and in 2021 the industry began to embrace streaming as well. This MM+M event takes a look at the wealth of opportunities on these platforms to reach qualified consumers and better understand how they use devices to consume health content.
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