Contra Indicated: Unconventional Conversations on AI, Behavior, and Healthcare Marketing

OptimizeRx
  • 5.0 (3)
  • Marketing
  • Semiweekly

Contra Indicated challenges conventional thinking in healthcare and pharmaceutical marketing through candid conversations with OptimizeRx leaders and industry experts. Each episode explores artificial intelligence, behavioral science, omnichannel strategy, predictive analytics, real-world data, audience targeting, HCP engagement and patient engagement—revealing how smarter healthcare marketing can drive meaningful action and measurable behavior change.

Episodes

  1. Oct 21

    BONUS EPISODE: MM+M x OptimizeRx Talk Data and Decisions

    More data doesn’t automatically mean better marketing. In this special episode Mike Rousselle joins MM+M’s Jameson Fleming to explore how pharma marketers should be thinking about the role of AI in identifying relevant patients and providers, connecting HCP and consumer campaigns, and building systems that learn from prior results.

  2. Oct 12

    Episode 104: Episode 4: Whether you want to or not, the one place where we have to use AI

    AI isn’t necessary for every task, but where does it make the biggest difference in healthcare marketing? In Episode 4 of Contra Indicated, Mike Rousselle and Sara Goldman join John Schaetzle, Dr. Aaron Noll, and data scientists Abigail Ho and Kata Mezo to explore the case for predictive AI: anticipating when a patient may be ready for treatment, before that moment arrives. They unpack the limits of reactive targeting, what physician data can tell us about prescribing behavior, and why patient readiness and timing deserve a bigger role in marketing decisions. Part of our series, The End of Reach-Based Healthcare Marketing.

  3. Sep 24

    Episode 103: You’re Marketing to the Symptoms, Not The Cause

    What if reaching more healthcare providers isn’t the best way to reach the patients who need treatment? Host Mike Rousselle and co-host Sara Goldman are joined by Dr. Aaron Noll and Dr. Andrew Spurr, OptimizeRx’s Clinical AI experts, to explore why a provider’s patient needs matter more than a static target list. Through two real-world examples, they discuss how identifying brand-eligible patients and timing messages around their care can make healthcare marketing more effective.

  4. Sep 11

    Episode 102: Dissecting the Mindset Behind Reach: “Only One Message? Feels Like a Reach.”

    What does it really mean to reach someone? In Episode 2, Mike Rousselle is joined by Sarah Bast and Mike Palladino to dissect the mindset behind reach, explore why healthcare marketers rely so heavily on it and reveal how fear can shape campaign planning. Together, they discuss better ways to measure whether marketing is driving meaningful action.

    Episode 102: Dissecting the Mindset Behind Reach: “Only One Message? Feels Like a Reach.”

  5. Sep 11

    Episode 101: The End of Reach-Based Healthcare Marketing

    Is reach really the best measure of healthcare marketing success—or simply the easiest? In Episode 1, Mike Rousselle and guests challenge the industry’s obsession with reach, explore how Goodhart’s Law shapes marketing decisions and discuss why brand-eligible patients and behavioral change may be better indicators of real impact.

    Episode 101: The End of Reach-Based Healthcare Marketing
  • 5 Episodes

Ratings & Reviews

5
out of 5
3 Ratings

About

Contra Indicated challenges conventional thinking in healthcare and pharmaceutical marketing through candid conversations with OptimizeRx leaders and industry experts. Each episode explores artificial intelligence, behavioral science, omnichannel strategy, predictive analytics, real-world data, audience targeting, HCP engagement and patient engagement—revealing how smarter healthcare marketing can drive meaningful action and measurable behavior change.

Information

You Might Also Like