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May 27, 2021 Sarah Chidalek1

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Today, digital marketing has carved out a place for itself in virtually every business sector, including healthcare. This omnipresent technology is constantly evolving and presenting users with new capabilities through improved reach and retargeting capabilities. It’s a technology with countless proven uses, yet it still leaves many people wondering—what will be next? Over the past six months, InStep Health’s Chief Product Officer, Dan Wilmer, sat down with a handful of the healthcare’s top media marketing publications to discuss reaching patients, influencing HCPs, and maximizing client ROI. Here are the key takeaways:


Reaching Patients and Consumers

Digital media can bring meaningful and measurable experiences to patients and consumers at various touchpoints. Getting them educational information about health products and therapies makes patients more knowledgeable about the conditions they are facing. Messaging doesn’t need to be intrusive or immoderate; it simply needs to be helpful, timely, and appropriate to the audience it serves. This is the kind of digital messaging that InStep Health delivers — education, offers, and reminders to help patients make the best decisions for their health.


Influencing the Influencers

In addition to reaching patients directly, brands must deliver relevant information to doctors, pharmacists, and medical staff where patients are being treated and seeking healthcare advice.


Mixing Tactile and Digital Exposure for Maximum ROI

InStep Health has seen inordinate results when traditional tactics such as at-shelf displays and physician office table tents are integrated with digital targeting tools. For example, InStep Health frequently creates custom digital targeting audience models for a particular patient sub-population. Then these patients are reached with a client’s brand message throughout an InStep Health program using various digital media outlets aligned to the in-office and in-pharmacy impressions. By putting these messages in different venues and types of media, the audience gets repeated exposure to the education or offer. Seeing customized messages, strategically placed, and shown multiple times, makes people more likely to act.

These are just a few of the concepts from Dan’s recent discussions. And while we cannot say precisely what’s next for digital marketing, when methods are applied strategically and ethically, the benefits are infinite. To get the full interviews, use these direct links:

PharmaVOICE Digital Edition

Beet.TV Data-Driven Marketing Boosts ROI

PharmaVOICE 1-1 with Taren Grom

May 27, 2021 admin0

In June 2018, the American Medical Association’s Annual House of Delegates meeting set out to devise a strategic plan that would “progress toward health equity.” The AMA Center for Health Equity was launched in April 2019, helmed by its first Chief Health Equity Officer, Aletha Maybank, M.D., M.P.H.. It was announced in May 2021 that a “three-year roadmap to plant the initial seeds for action and accountability to embed racial justice and advance health equity for years to come” would be put into action. The endeavor is structured by five strategic approaches: Embed equity and social justice; Build alliances and share power with historically marginalized and minoritized stakeholders; Ensure equity in innovation; Push upstream to address all determinants of health and root causes of inequities; and Foster truth, reconciliation, racial healing, and transformation.

As noted in the report, the AMA “seeks to pivot from ambivalence to urgent action”, acknowledging that “[t]o move forward, we must prioritize and integrate the voices and ideas of people and communities experiencing great injustice and historically excluded, exploited, and deprived of needed resources such as people of color, women, people with disabilities, LGBTQ+, and those in rural and urban communities alike.” The report begins by addressing the background and history of inequalities and injustices in healthcare, including a non-exhaustive list of those conducted by the AMA, as well as creating a starting point of “definitions, concepts, and frameworks.” The next section of the report shifts to how the organization plans to change and evolve moving forward by recommending specific “theories, levers, and logic for change”, including countering the harmful and negative narratives in health, employing anti-racist work, and implementing intersectional approaches (race AND __). The report then details each of the five strategic approaches to embed racial and social justice in healthcare, before concluding with the AMA’s commitment to ensure accountability and effectiveness.

The AMA recognizes its role as a “national leader” should be leveraged “to lean into its influence and play a more prominent role in the current national reckoning on equity and justice both by using existing assets—relationships, training platforms, programs, advocacy, communication and marketing infrastructure—and creating new assets as levers for change.”

Click here to read full details and download the AMA’s Organizational Strategic Plan to Embed Racial Justice and Advance Health Equity: 2021-2023.

May 27, 2021 admin0

It was announced recently that Vaccinate Your Family and Merck would be teaming up to launch a new public health campaign, Don’t Skip, to encourage people to keep up-to-date on all recommended vaccines. According to Merck’s news release, the PSA features actress, activist, and author Gabrielle Union-Wade alongside her husband, retired NBA all-star champion Dwyane Wade, and their family “during moments that reflect some of the realities of life during the pandemic, along with an important message: it’s okay to skip some things right now, but a visit to the doctor isn’t one of them.” With many patients postponing healthcare visits during the pandemic, the campaign seeks to bring awareness to the “potentially serious implications to national public health” and the importance of keeping up with vaccinations.

“The health and wellness of my family is my number one priority. Like so many other families, we’ve had to make some adjustments over the past year. But for us, we did not skip our kids’ well-visits and recommended vaccines,” said Union-Wade [in the news release]. “If there’s one thing the pandemic has taught us, it’s that public health matters and we all can do our part to help protect our families and each other. That’s why I’m encouraging parents to talk to their kid’s doctors now about getting back into the office to stay up to date with their kid’s recommended vaccinations.”

The timing of the campaign plans to take advantage of the reopening of many venues in time for summer as well as the return of doctor’s office visits, before the return to the school year in the fall. Don’t Skip features a 30-second spot and website, which focus on catching up on any missed visits or vaccinations during the pandemic, staying current on recommend vaccinations, as well as an overall return to routine healthcare and wellness visits.