BioPharma Exec’s Unfiltered Recap of Digital Pharma East 2021

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Recap of Digital Pharma East 2021

In a bold move, the Digital Pharma East conference organizers pushed to conduct a face to face meeting at the Philadelphia Convention Center in September.

As they saying goes, “build it and they will come”.

And they did. Allegedly, a few hundred people showed up and attended the sessions. Sponsors hosted their booths and networking ensued. Typical of the multi-industry organizers, most of the tickets were sold to vendors looking to do business thus dominated the audience.

The speaker line up was good. Several impressive names from biopharmas small and big. In truth, some speakers that are regularly on the circuit shared their same point of view on the panels. Most sessions were filmed and shown through a virtual re-run of the event on a conference site with networking and exhibit functions enabled.

The feedback from our life science peers has been positive.  It is great to see the optimism for the return of face to face meetings. Several attendees stated the power of meeting in person to better learn, connect, and apply the ideation and advice.

We gathered some top executives to share with our life science community what is was like to be there, what they learned, and the themes for the meeting.  Enjoy our livestream filmed on LinkedIn Live on October 15, 2021.

Moderated by Frank F Dolan, CEO of ARSENAL ADVISORS

Speakers included:

AI Powered Transcript

Well, good afternoon to our friends in the EU and on the East Coast.
Good morning to our folks in the middle of America.
And then further west.
I hope everyone’s doing fantastic.
I’m Frank Dolan from ARSENAL ADVISORS we’re really excited to get the community together and do a little bit of a conference recap.
This is a bit different for us, but we thought the community is asking so many questions about kind of what’s going on.
And with this biopharma meeting, especially around such a big Topic when it comes to All Things digital, talk about terms that are used so much, but this whole digital thing great, but they had a face-to-face component, which is really, really interesting.
And we’re all curious.
What is that?
What is that?
What happened at the meeting where they’re bigger and better insights or experiences?
Because will people were there live, but also these folks put on a virtual component as well.
We all know virtual conferences and all the great things.
Also, also some of the challenges that come with that, so we’ll do a little of a compare and contrast Rast.
See, what was the feeling?
What was the experience, like, and more and kind of bring it to all of you, because I know many of you probably weren’t able to attend, but we’re gonna hear from a bunch of cool, folks.
Today.
We’re going to run through a lot of people here, over the next 45 minutes.
So, buckle your seatbelt.
It should be a lot of fun.
And by the way on LinkedIn live here in the chat, please feel free to go ahead and engage with us a little bit.
So, it really my first question.
If you want to put it in the chat when you chat, we know who you are, which is great.
So we just want to say, welcome.
To all of you, but let us know.
Did you attend?
And if that if you did, that’s a yes.
Did you go to the live event or did you do the virtual event?
So live or virtual are your two flavors?
If it’s a yes, and if you didn’t let us know that stuff, too.
That way I can tell all of our speakers who attended Digital Pharma east live and also virtual to give them little bit of context as or framing some of those answers.
Okay.
So first off, we’re bringing in Eric, Gubera EVP of The life sciences practice Eric, welcome to the live stream.
Hey, it’s great to be here.
It was great to be in Philadelphia.
I have to tell you Frank.
Yeah, I’m curious.
So I’ve got a couple specific questions for you and I’m going to start bringing some other folks up, but let’s kick it off with what was digital Farm East live in Philadelphia.
How many people were there?
What was the feeling?
What was the tone?
I don’t know.
Approximately, in terms of people coming in and out, but the numbers were robust.
And the rooms were full on the sessions, but it was a, it was really, I was surprised by how full it was and how Dynamic and well-run.
It was highly organized and well-executed event.
So on that note, Eric, maybe give us a flavor for for Trends and themes.
So when you think about all the emerging solution providers, that were there, many of our biopharma executive peers that were speaking.
But even I think it’s like that, that offline conversation are having in the hallway, or before after these sessions.
That’s really interesting.
What would you say?
Kind of like, Struck it, you as a surprising theme or issue?
Kind of facing the industry right now.
I think the top line thing that I pulled away was that there are new solutions to age-old problems.
And some of them not that age-old.
Some of them that I was experiencing in the field as recently as 2020 in the in the covid, era of the hybrid model that’s been emerging.
But I would say the top three things are hcp engagement, new and better ways to Engage The, you know, the Under Fire health care, professional is managing so much these days emerging strategies and capabilities and for patient adherence, but also patient engagement and then compliantly engaging, in in finding patients and groups within the social media space and far me.
Pharmacy, adherence.
I mean, we all knew and farm.
How challenging it.
It is, you know, once the patient starts on therapy, keeping them there and supported over time can be a challenge especially in this disruptive age, managing the pandemic, and the third piece.
And to me I was a bit gobsmacked by this.
There’s never been a shortage of data available for life science companies and it just reminds me of the though.
It’s you know, data.
Everywhere, but but Nary an insight to be found so much of it is siloed and things like that and it really slows up both clinical development and post launch operations.
So the what the solution providers are able to do streamlining this and providing actionable insights and real time.
And being able to see those things in person.
Quite frankly, it was Firing like he loves you were there.
I was super encouraged by how connected they were to this process and committed to bring some of these Innovations for it to patients and Gathering Together from different companies, sharing sharing their wisdom, not Secrets, but sharing their wisdom about how to pay these Innovations forward to to patients.
Because ultimately, that’s that really is the endgame in this.
So I I was completely inspired and in motiva.
I like it.
I like it.
So so on that note, Eric, let me, let me just you mention the word, Innovation, a few times.
Let’s let’s build on that a little bit by bringing In Hans Kaspersetz Hans.
How are you?
Welcome.
Hey, Frank Eric.
It’s good to be here.
Thanks for having me on Birds Eye.
Great to have you.
So Chief Innovation officer Relevate Health, formerly Known or a part of it formerly known as ARTERIC.
One of my Favorite guys, I can tell you that when it comes to growing a mustache, you are now my inspiration.
So they sent me the dream board for everything.
So I got to work on that a little bit but hey, you know, tell us about your experience like, you know, you went there.
I know how many face-to-face meetings or conferences.
You been to lately, but give us a lay of the land.
Yeah.
And by the way, Magnum, that’s the name of the mustache.
She says, hi glad to be here with you today.
Frank.
He was also at Digital Pharma east.
So I think this is my third in-person event this year went to a much smaller event, a couple weeks earlier, I guess.
30, 40 people total in Boston.
It was kind of a strange experience.
You know, there was some fist-bumping, there were some hugging trying to decide, you know, when you walk up to each other.
You know, how are you going to greet each?
Other is always interesting, but the, the key thing is, I mean, it was really good to see my friends and to see the people I’ve been working with for 20 years.
As in this industry, it the human Connection in this business is crucially important to advancing into innovating.
It really suffers when we’re separate.
And while, you know, we’ve done a really good job over the last year, interacting, and over zoom and whatnot to be in person and to have dinners and to talk freely about, you know, how we can change the world and help people live longer healthier lives.
It’s really, really important.
The so that was that was really probably the Best part I got to meet Eric and person which was amazing.
I mean, I’ve been talking to Eric over, you know, stream yard for guess a year now.
And so that was that was really really good, too.
Well, that is that is excellent Eric.
Eric your back.
You left us for two seconds.
I apologize for the technical difficulties there.
I was afraid I was so fired up.
I might have shorted the Wi-Fi hear it.
Hey, look, it’s you know, it’s lunchtime on the East Coast.
You’re just telling me that that your ubereats showed up and you had to step out.
I understand.
I thought I totally get it.
Cop busted.
Very cool.
So, So Hans and Eric might turn this over to you in a second to help us with some follow-on questions, but you know, Hans, maybe maybe give us your outlook when it comes to trying to get everybody more comfortable with these face-to-face meetings, you know, the upside of what happens face-to-face versus, you know, the virtual stuff you think this is going to come roaring back?
Yeah, the short answer is.
Yes.
And really, an interesting couple of things came together.
Actually went to the mmm Awards, a couple nights ago in person as well, in downtown New York.
And that was there was even better when we are at digital farming.
He’s when we were in session in the big room.
Basically, everybody had asked God, right?
When all, 260 or 80 people were in a room, everybody’s mask.
When we were out on the floor, with the vendors walking and doing the networking.
It was like 50.
50, if you were eating or you’re drinking something you might be maskless, but you know, if you were just walking around talking to people, you were masked.
And so, I think there was a really good sort of respect for each other’s space and each other’s comfort with each other.
And you know, nobody had to be told to put on their Mass.
There was no sort of like stress around it.
It was like, it just happened naturally.
And then the nice other thing was we all uploaded our vaccine cards and proof of vaccination before the event.
So we went into it.
Really?
Really, really comfortable.
And I think having that level of security and comfort with each other created much better interactions.
I will tell you, when we went out to dinner one night, you know, everybody sat at dinner maskless, and we just really had a really good conversation and lots of wine flowed.
It was a good conference.
Very cool.
Very cool.
While Hans.
Can you stick around for another minute?
Yes, sir.
All right.
So we’re going to add more folks to The Brady Bunch squares here.
Aren’t want to bring in a good friend of ours, Bob Lempke from MobileLocker Bob welcome, why don’t you introduce yourself to everybody and then roll into your experience at Digital Pharma east?
Fantastic?
Hello everybody.
So Bob Lempke here with MobileLocker Equity partner.
I run the revenue side of the house for mobile Locker.
So fantastic to be here.
I appreciate the opportunity to be with all of you today.
So from a kind of a recap perspective from my standpoint, I kind of agree with a lot of the things Han said, I Very and Eric as well.
I was, I loved the conference that generally, I thought given the circumstances the just coming together for the first time in a long time.
Everybody did a fantastic job from the organizers to the attend to the presenters to the folks that were just in attendance.
I thought everyone was very respectful of the situation of took a great opportunity to network wherever it was possible.
I thought that everyone was very engaging.
In every opportunity, they had to be engaging, right?
So in the rooms, great questions, great engagement from the panels from the audience.
I think that was almost a like, people were really happy to be there.
Right?
So people were thrilled to have the opportunity to be participating, and I think there maybe even been a little bit extra energy as a result of that, right?
So from my perspective, I thought it was great.
I thought that, you know, it was just great to be out about communicating.
Reacting and just generally I thought it was a really, really good experience.
I would encourage anyone out there if you’re if you’re on the bubble or if you’re a little bit on the fence about re-engaging in these types of things.
I think that it was done with ultimate to Hans as Point respect for the situation.
And if you are kind of on the fence, I would urge you to you know, to really kind of get out there because I think it was done safely and effectively.
We and just a well, run, a well-run event.
Very, very cool.
So Bob, why don’t you?
And I know that from a Time perspective.
We want to get those big things out.
So if you said, hey, look, you didn’t attend the meeting.
That’s okay.
If there’s one thing that’s on, everybody’s mind.
That’s our peer group are biopharma.
Med, tech executive peers, like our peer group.
This is what they’re thinking about what might that thing be he has.
So, from my perspective.
I was struck by what I thought was to key themes in the sessions, right?
So, number one key theme.
Was this idea of hcp Engagement through Innovation are touched on it.
Right?
New innovative ways to engage with the market, right with the HCP and then, you know, from a personalization digit digitization.
There was a lot of talk and discussion on that point.
So that seems to be very top of mine which is of course near and dear to our hearts.
Here at MobileLocker because it’s kind of what we do.
And then the second piece that I thought was kind of very relevant and very top of Mind from the sessions across the board.
Actually two things, omni-channel.
So this whole concept of having the capacity to gather all sorts of data, Insight information from multiple engagement channels, use that data and insight to get better at whatever you do.
So, I thought that there was a pretty solid focus on that and then the Third thing that I was struck by, that seemed to be a really solid theme pretty relevant throughout the conference has this whole direct to Patient relationship stuff.
So Pharma companies coming up with new, innovative ways to build direct relationships with the patients.
And there was a quite a few in a handful of sessions that touched on that as well.
So all about engagement, I think obviously is is kind of the general theme.
How are we engaging with our clients?
Our customers, our end users in some form or fashion and then different types of Engagement, you know, targets, hcps patients, and then putting all of that data together in the most Innovative way to get better at it, to get better at personalization.
How do we target messages to the perfect people to the right, people the right time where they are with information that delivers value to them, whether they’re an hcp, a patient, payer, whatever it might be.
So those kind of themes to me kind of jumped out and I thought they did a pretty good job.
Mixing them up, giving good solid content across the board on all of those themes.
Very cool.
Yeah.
So while communication channels, may change communication strategies, right person?
Right time.
They stay the same.
So, very cool stuff.
Bob.
Thank you for that Hans.
I think you would have questioned for for Eric and Bob.
Yeah.
Thanks Frank.
Bob.
It’s really good to see you, you as well, but I Meet in person at Digital Pharma east and I met his partner.
Mark.
Who’s absolutely brilliant.
So it was really good.
You know, I was wondering if you guys experienced something I did.
I felt like the farmer Executives at Iranian to the brand Executives.
I ran into.
We’re hungrier than normal to have conversations with new partners and to really talk to us.
I mean, historically, right.
They get overrun by vendors, trying to get in their face and trying to get their attention and Buddy, I talked to was just much more open than in years past to have a deeper conversation and to explore new Partnerships.
I mean, even I mean, I heard a couple people talk about it from the stage who were presenting from the brand side saying, hey, yeah.
I know.
I we do want to meet with Partners.
We do want to see them because we need new Solutions.
Did you guys experienced the same thing?
So, how I would?
So I would jump in and say, 100%, you know, violent agreement with that, right?
So I thought that From a just just things like looking you in the eye like as a vendor, right?
So you go to these conferences is a vendor sometimes and you get the I’m not even look you in the eye, they see you make eye contact.
They literally turn the other way, you know, you get all of that kind of stuff.
This whole concept of oh God that guy looks like a vendor.
I’m I’m out of here.
Type stuff, right.
That you do get at a lot of these conferences, but there wasn’t a lot of that going on here.
There was a really I thought collaborative Spirit of Aunt, that was very sincere.
And again, I didn’t think it was because anyone was told to do it.
I didn’t think it was anyone’s encouraged to do it.
You just kind of got the sense that to your point.
They were hungry.
They were hungry for information.
They were hungry for interaction that they were just out there to learn and collectively want open.
Right?
So, everyone was just open to relationships to learning more about each other and more about what you’re doing.
And because, again, it has been a long time so guy.
– there’s been a lot of innovation, right?
There’s been a lot of things happening out there.
And I think that people recognize that and they were very very open and willing to listen and engage and learn ask questions that I thought were really relevant, so I could not agree with you more and that’s maybe that’s why I found that the conference in general to be kind of just such an uplifting experience.
I think one of my observations just to piggyback on what Bob said was this concept of test and learn is definitely alive.
And well, and these are really, I couldn’t think, I was like a kid in a candy store myself because just learning about these new capabilities and capacities that solution providers are delivering.
There’s definitely this really wonderful spirit of Let’s test for learn.
Let’s see if we’re going to fail.
Let’s fail fast, but let’s make sure we’re aware of some of the options that are out there.
And I think this opportunity, To to close the execution Gap and look outside the castle walls of these large and complex, life science.
Organizations is, they have talented and focused people that are out there doing that at least a handful of life science companies that were out there.
So I was in very encouraged by that.
We Bob, hit the nail on the head.
These folks.
Us are willing to pay these Innovations forward and get to know and learn about this digital Renaissance.
They want to experience it.
All right, so I want to bring in Matt McNally cuz that’s going to bring us some perspective, because Matt not only did you attend and we want to know why you did what your objectives were, but you are also influencing the discussion there, and I thought maybe you could just help the audience relive that experience.
So first of all, welcome mat and glad to have Here.
Thanks.
Thanks for having excited to be here.
I mean, I mean not to reiterate Revenue said, but I think going in person created just a world of difference, you know, we’ve spent 18 months going meeting to meeting and we probably have seen the biggest transformation in healthcare.
I would say, since the early 2000s, went digital started to take off.
So we really haven’t had the headspace kind of going from screen to screen to have the conversations to really unpack and figure out how we address a lot of the key themes Hans, you know.
No, Bob and Eric have all talked about, you know, how do we innovate in this world?
You know, what does omni-channel look like?
And what does it really mean?
What does personalization?
So for me?
I when hoping to get a lot of those, you know, downtime with one or two colleagues, or clients to have those conversations and it definitely happened.
You know, I would, I’m excited for the next one.
Like I would go to one almost every week because I just think everyone was excited to be there, you know, to be a little provocative.
I think everyone is head nodding around a lot of the trends that we’re seeing.
And I was fortunate to be able to moderate.
I think it was day two, the omni-channel track about five different sessions, you know, and I think there’s a lot of head nodding around.
You know, how do we become more personalized?
How do we integrate across Channel?
But we had a really great conversation in our rooms about.
Yes.
It’s about Channel.
But also now a big theme was as you’re looking at the role of hcps involvement in getting a patient on script is very different giving the pipeline.
What’s kind of that role of DTC?
And not just omni-channel.
But how do we better integrate hcp and patient Communications?
And again to be provocative?
I think what’s scary is we start to talk about whose job is it, you know, at a farm a typical Pharma company sales and marketing is siloed hcp.
End consumer is siloed.
There’s not a chief marketing officer.
Like there is in other categories, kind of driving that integration and even agency partners, and partners and data and Tech and Publishers are isolated by Channel or now more than ever.
Kind of knit those things together, you know, so we were talking a lot about.
Well whose job is it, you know, and what does that look like?
Do we need new roles at Pharma or is there a new kind of agency model that really helps pay off on a lot of the things that I think we’re heading out in on as key trends.
So I think for us it was for me in particular.
I think we’re all lined a little bit on where things are going.
But we’re in this bit of an awkward moment of, like, how do we get there?
You know, what, kind of how now, do we capitalize on these things and deliver?
Better for patients and providers, love it.
As always the goal and Matt.
I think that when you say that that means a lot to the biopharma audience.
I know from my experience at seven different biopharma companies.
I mean regardless of how the launch went the numbers weren’t the stock went at the end of the day, you know, the the gas that gets you to the office every day.
Is that whole patient Mission which is it’s good to hear that that is a big part of the narrative.
So I just want to Like reset everything that’s going on here.
So folks in the chat.
Thank you for your contributions.
By the way.
We’re watching that stuff coming.
If you have questions for Matt for Hans for Bob for Eric Yours Truly.
Please go ahead and ask them.
I want to bring up one more person here, on this stage.
It’s going to help give us more perspective, and that’s Matthew Crandall.
Matthew.
Welcome.
Hello there.
Great to see you guys.
Good to see you at Matt.
Give us just your quick bio for the four people in the audience.
That don’t know who you are.
Tell us a little about yourself and why you went to Digital Pharma east.
Thanks.
So much.
I’ve been in a healthcare long time, but I recently switched from point-of-care to Patient engagement.
I joke point of care to point a caring.
We actually hold patients hands and where you know, relatively unknown company.
So I really wanted to go there and meet people learn and build some awareness.
But our company is also about human to human patient engagement.
And so the human to human client meetings were awesome, but I agree with what everyone said but really haves and have-nots I think all of us, At the show were comfortable being around.
People hugging being awkward fist bumps, but there’s a lot of people that didn’t go.
So I think like consumers the Health Community is still up in the air about how engaged they are in meeting people and people are Rusty.
It was really funny to hear a lot of speakers.
Not used to speaking, not sure what to wear, you know, forgetting they have to book a ticket before they jump on the train.
So for all the people plan to go to the next meeting, you know, there’s just a little bit of catching up and dusting off you.
No, some dust and cobwebs.
People were printing business cards because they didn’t have them for the last two years.
I have no more Matthew just just share with the audience.
Everything that happened.
Same totally laughing.
Because I printed business cards before I plan.
I had to read it notes.
I didn’t know how to pack a work suitcase, which I could do 10 minutes before I had to get an Uber to the airport.
So, yeah, you know, dusting off the old in person shop so to speak, Matthew, you’re spot on that.
Is that is hilarious that if there isn’t a goal, And take away from today, folks.
I mean, there it is.
We all felt a little bit in different ways.
Very, very cool.
So, so folks.
I’ve got a few questions for you.
And so please feel free.
Let’s find a cool way and we had a lot of people on screen but let’s find a cool way to knock out some of these.
Okay.
So question number one.
In fact, I’m going to give some extra color to this one because it’s something that’s very much been on my mind since I’ve been writing about and speaking about quite a bit and that is, you know a As we share our experience at a conference that was face-to-face.
Kind of in this, hopefully post covid, era fingers crossed that we’re moving into.
We did go through a very unique time for the world for everyone personally and professionally and Beyond.
If we want to narrow it down to biopharma specifically, there is no question that many of the drug launches that occurred during the pandemic had Very, very mixed results in comparison to certainly, you know, Wall Street, expectations, internal expectations.
And certainly when you gather a lot of hcp or patient information, there’s clearly been, you know, in a wareness disruption as far as even knowing how to get involved in some of these new brands and that turns into dollars and cents which ultimately turns into patients not served by those medications, which is a tragedy if they should have been on that.
Vacation.
So, you really, depending on who you’re talking to, you’ve got billions of dollars of launch Revenue that that was not a crude for various reasons.
And with many in Market Brands.
There’s been disruptions to their revenue model.
We’ve reset forecast that whole nine yards.
So the world has certainly changed when it comes to the customer experience and knowing that we’re gonna have to be agile.
Does anyone have a couple tips or tricks that they’ve gathered along the way that they would share with others who are responsible for?
For brands that may be going into a launch in the near term on how they’re going to reinvent that customer experience with an agile model that takes Lessons Learned From covid.
But also gives us closer the results.
We used to enjoy pre covid.
Anybody jumping, you know, just quickly and succinctly your strategy really needs to be about customer Centric and patient empowerment and understanding where those two key elements are residing because that’s one of the things that’s been super Dynamic.
And it’s changed significantly even within the past six months including the demographics Healthcare.
Professionals, you know that’s changed significantly.
So I think what really the real pivot that needs to take place has nothing to do with technology.
It has to do with the mindset of life.
Science companies shifting from an inside-out splatter.
The countryside with you know, you know, one message, one thing, you know, across the country and it needs to go to more of an outside in starting.
With the customer, starting with the patient because patient empowerment is the thing.
I am most encouraged by an emerging Trend.
And so the patient is King and I think the life science companies that direct and focus their strategy.
And in that area are going to be the ones who connect better and serve more patients in the end.
Okay?
All right, Bob, you’re up next.
Yeah, so I agree with a lot of the things Eric said in terms.
You know, some of the ideas around pivoting, but for me, I feel like it’s a lot about velocity.
They just moving quickly.
Everything is changing so fast.
And I mean, if covid taught us one thing, it’s that things change, right?
And things change really fast.
So, having platforms having Tecna, we’re a technology company.
So, you know, our met, it’s a little self-serving, but our messages have technology platforms that allow you to move quickly to react Act to be proactive versus reactive just have that capacity to constantly be ready to move fast.
Right?
And the other thing that I would argue is a very relevant position is seek Innovation on the edge, right?
So, what I mean by that is big tech companies are not necessarily known for Innovation.
They’re known for following, they’re known for watching things happen on the edge and then they adopt they buy they acquire the technology.
They’re happening on the edge, but when you need to move quickly and with great velocity, you need to kind of look for those Technologies on the edge that are doing just that that are allowing speed and allowing agility, allowing to I think somebody said it earlier to fail, fast and succeed quickly, right?
Those are things that I think in this new era in this new world that we’re living in.
I think a lot of it is about speed Innovation and speed.
And when you can marry those two together, Gether effectively and successfully.
I think you’re going to be out ahead, Speed and Agility.
Yes, during part of my big Pharma experience.
I’m not quite sure if I knew what that meant.
Hon.
Thanks for all McClendon.
So what do you think?
Yeah, if there’s anything that covid reinforced for us.
It’s that Healthcare is local and that’s a really important insight to to sort of re recognize.
Because, you know, when we looked at Covid sort of wash over the country.
Like there were different Hot Pockets and even today you can see those things happening.
And so it really reminded us of that.
And, you know, when we think about launching RX brands or growing Brands, right, I mean, access is really localized.
Physician behavior, is really localized, the incidence of disease.
And prevalence of disease is really localized.
So being able to access data and insights about that.
Is it transformational thing?
And, you know, when we look at Digital Pharma east, right?
You’ve got a give you a buying DMD many data, right?
You can see the consolidation of the data players in an effort to get better Acuity.
Right?
You’ve Got Deep intent.
Was there, Komodo was there and all of those players are helping us to gain Insight?
So same thing with relevant Health, little bit self-serving, but the truth.
The other thing that happened was the noise level went up.
And so the way to sort of combat these things and we supported five launches, the first one being One that was supposed to go live in March of 2020, which we delayed till June.
We had to figure out ways to break through the noise and the key to that is to increase, relevance to your ACP audience.
And how do you do that?
Right?
So you lose local data to gather, local Healthcare insights, you use local peer influence and then you really Target those messages in a way that captures the attention of those.
Those those audiences those hcp audiences on a sort of a local level.
But then done it.
A national scale, the extension to that and this is I think we heard it Digital Pharma east.
Was that customer experience has become really important and I believe it was GSK or one of the big Pharma, made a presentation where they talked about customer experience, and bringing in the customer experience, practices from the apparel industry in the Pharma.
And using that in order to increase the relevance of their content and to improve their engagement and the experiences are Physicians, are having as an extension, right?
That’s one presentation.
I was on the phone with big Pharma yesterday and I was on the phone with somebody, who’s the head of customer experience who had actually come from Apple.
And joined this particular big farm in order to drive their content strategy and relevance practice.
So, you know, you look at it, right?
It’s like what data can we use?
How are the data players coming together to get deeper insights?
How do we create richer more relevant experiences and the final piece, which I think we’re all going to work towards over the next couple of years is how Do you measure relevancy and tie it directly into Roi and RX left?
And I think that’s the next sort of Frontier that we’re all working on.
Cool, I like it.
Okay, so we’ve got inside out outside the in Paradox.
We’ve got Speed and Agility element of hyperlocal Mat Latos.
I’m going to go totally different Lane.
I like I agree with all of that.
But I also think it’s um, it’s empathy and it’s around content and messaging, you know, you look at even hcp Communications, you know, hcp burnout, given the pandemic like all of us at an all-time high.
We oversaturated hcps with digital.
Patience because we all swung so far digitally because we couldn’t get to see them face to face.
I think Viva gave us that, I think hcp digital outbound Communications, were up four hundred eighty eight percent.
So, I think yes, it stack.
Yes, it’s data.
Yes.
It’s throwing out the old Playbook, but it’s also about how we are interacting with Physicians.
What are we delivering them?
That’s going to be a most value and same with patients.
You know, there was a really great conversation with Jack Barret, a farmer manufacturers slipping my mind and then real, Brown, who’s an ex my patient and he asked her, what do you need from Big Pharma, you know.
And I think about this even from launches.
She was, we need the how and we need empathy and we need step by step.
So I think back to this idea of, we used to create comms on a one-size-fits-all messaging, kind of a one-size-fits-all media plan and comms plan.
But really this idea on how do we more personalized launch experiences and inline Brands as well to really deliver for Physicians and patients is key.
And I really To Echo that outside in lens is huge, you know, bring in an outside, a farmer lens in to drive Innovation, and to launch Brand’s.
New ism is critical.
I love it, Matt.
Thank you.
That is empathy and personalization.
Gosh, when you think of this scale of, by which we’re all being communicated to constantly things that aren’t personalized, just become the easiest things for me to filter because I don’t have a new information problem.
I have a filter problem.
But why I feel that extra effort when it’s truly personalized with what I do.
And are, you know, we’re all worked very closely with a lot of hcps.
I know that they really appreciate it as well.
So on this particular question, Matthew bring us home your thoughts on thinking knew about this topic.
Yes.
Well, you know I hate when the room is always turning on a shiny object every year, this year is a legitimate one.
I mean, every discussion and thought was in the lens of covid, because it’s really changed.
Society has changed.
The thing about how Physicians, think to how we reach them and patients as well.
So some other things that, you know, Farmers got a grapple with that, start to come up here are meeting patients where they are, which includes at Pharmacy through Telehealth and in new creative ways.
I love what somebody said thinking and ways outside of Pharma.
Typically does also Health disparities.
I heard a lot about that, and that’s another place where we’ve got to change, the way we do it because of covid.
These disparities were always there.
But now it’s at the Forefront.
Now we’re challenged.
What do we do to address black community?
Hispanic Community other communities and is bringing things to the Forefront that we never really wrestled with before to a good enough extent.
That’s excellent stuff.
So a couple of round-robin here real fast, Matt Hans Bob across the top of my screen Hans and you kind of touched on this a little bit.
So face-to-face intra-industry meetings, 50% back, hundred percent back or unsure.
So you cut out the first part of me.
I heard 50%.
Sorry.
No, I apologize for the live stream.
Yeah, so when it comes to intra-industry meetings face-to-face stuff, do you think that were coming halfway back?
A hundred percent back, or you or unsure?
It varies.
I mean I would say 25% would be super optimistic for this.
I would say for the next 6 to 10 months.
Cool and Hans, you felt more strongly higher percent.
So I just sat in a three-day planning workshop with one of our oncology clients and that was face-to-face in New York and there was 15 of us in the room.
So it’s starting and we’ve got some clients in California.
That’s had us out.
But the majority of our clients don’t want to Us in person at their offices yet.
I think that we’re going to see the Vanguard of this in conferences and sort of the bigger Gatherings where there’s a rationale for it.
We would be really hard to get people from different companies together in the same room for a meeting.
So I think it’s coming, but it’s going to be a slow roll to be slow.
Bob your thoughts.
Yes.
I think my thoughts are kind of variable rate.
Still going to be variable for a long time.
Depends on things like Geography, things like, you know kind of where you live.
What what the what the somebody said earlier Healthcare is local kind of what is going on locally, right?
What’s the local political environment?
What’s the local because I still see it, you know, even my friends who live in various geographies, you know, some people are still very, very, very hyper aware and Hyper concern and Hyper whatever.
The word might be, right?
And some other people, if you go to a different geography, it’s kind of like wild wild west and, you know, nobody kind of.
It’s his kind of I’ll bet.
Off, right.
So I think there’s still a little bit of that Dynamic fluid kind of a band flow that’s going to happen for quite some time.
Right?
So the smallest little thing that pops up in the news is going to be, you know, it’s going to be a lot bigger than it used to be right.
Those types of things, just seem to have a much bigger.
Any, any anything that happens in the news is a giant rock being thrown in the pond.
Not a little Pebble, right?
And there’s just things like that that I think are going to continue to kind of flow.
And it’s going to continue to be a little bit fluid for a little bit of a time.
But hopefully with with, you know, like the things that the right, the right precautions in place and people being smart and respectful and all those types of things, we can get there.
Cool.
So Speed and Agility counts for for two answers today with you Bob.
I like, yeah, very, very cool.
Eric than Matthew.
Dr.
Du Barry, do you have any one of you wanna about whether the meetings, are back in the face to face?
Yeah.
Yeah, your thoughts at the large guy was also just a DTC this week.
It was not as well, attended as prior years, of course, but you know, somebody said is it, you know, sad to have less people in the room.
I said, it.
Sure.
Beats my living room, you know, I’m here with half the people that I would normally see and that’s better than none and you know several the presenter said earlier it’s about those that really want to learn and network and be engaged.
So, you know when you go to a big room, there’s always a lot of people that aren’t really into it, a hundred percent when you go to the meetings, if they’re going to be smaller, but the people there are really there to work.
Very cool stuff.
I’ll just build on Matthews comment.
I think being selective and thinking, strategically about what you want to accomplish.
And I think maybe Matt brought this up earlier, you know, someone else that, you know, kicking the desktop so that you can have that in your, in Your Arsenal of tools to engage with other people.
And when it comes to addressing Healthcare disparities, I have to I’m pulling Thing from one of the discussions.
This digital transformation is sort of a little bit uneven in terms of who’s able to participate in that.
So that’s another piece like sometimes putting yourself out there and getting outside of your of your comfort zone.
I’m not saying to be unsafe at all, but getting outside of your comfort zone and making sure you’re engaging broadly in the community in which you live and I work.
I mean, let’s start there.
Let’s start in our and Community First and make sure we’re getting out and connecting the dots and making sure we’re engaged with others who are just like us that are hurting and confused and really wanting to be included very cool.
Well, speaking of include, I just want to thank all the members of the 38,000 biopharma Executives that that follow our museums on this stuff.
I hope you guys enjoyed the conversation.
Day, we get together again for the medicine and Market Summit coming up in early November.
So hopeful join us.
That will be virtual, but we’ll be back to Harvard Stanford and Wharton, hopefully in 2022.
Eric, and I will be talking about that this afternoon, but I just want to on behalf of the audience, think everyone for their time and treasures.
Matt McNally.
Thank you so much for being here, man.
It’s great to see you you too.
I appreciate it.
Hans Casper sets from relevant Health.
Thank you so much for giving your time.
Thanks, Frank.
Thanks, sir, Bob.
Lemke taking time away from a round of golf or Beyond.
Thank you for your time Treasures.
I appreciate it.
I left my three best holes out there.
Frank, make sure there’s an eraser on the pencil on the scorecard.
At least.
That’s my secret and Matthew.
Crandell, Matthew would be seeing you.
Yep.
Talk about health any day.
Thanks for having me.
That’s a deal.
All right, on behalf of our entire panel, everyone.
Thanks for joining us, today.
We’ll see you on the next live stream.
Bye guys.D

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