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A timely examination of the pandemic’s impact on healthcare marketing and trends affecting the business model for media buyers.
The health media ecosystem continues to grow and adapt to a changed landscape amidst widespread innovation and economic uncertainty. At the 2022 MM+M Media Summit, healthcare marketers and media buyers weighed in on the industry’s most compelling issues: point of care's post-pandemic pivot, the increasing appeal of podcasting, health-friendly evolutions in out-of-home ad tech for pharma and other health and wellness organizations, and much more.
Planning content and media to engage the right prospects and customers in the right ways has never been simple, and the pandemic upended the “rules” even further. This MM+M eBook, containing detailed summaries of the nine panel sessions from the November 7, 2022, event, spotlights what brand managers, media agencies and digital platforms must consider when planning for, reaching, engaging and involving complex audiences today.
As telehealth continues to expand, pharma marketers have a unique opportunity to play a meaningful role in educating the patient and enhancing their virtual care interaction. Through programmatic, brands can leverage today’s ad tech to reach patients and HCPs in a cost-effective way.
Over the course of the pandemic, health-adjacent organizations leaned heavily on tried-and-true platforms — Facebook, Twitter and Instagram — for their marketing needs and tapped into newer players such as TikTok. The new way of doing social means targeting different audiences on each platform in different ways. Top streaming platforms may soon offer ad-supported tiers that will allow marketers to reach even more consumers where they are. With real world data, marketers can use a single, custom audience based on their unique brand objectives to plan, activate and measure across all channels.
Read more on how to enrich the patient journey, provide value and create a post-pandemic game plan by downloading this eBook today.
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