The MM+M Podcast The MM+M Podcast

With 2024 planning underway, now is the time to get strategic about audiences.

Lecia Bushak speaks with Ysabel Duron, founder and executive director of the Latino Cancer Institute.

Throughout history, storytelling has been a key form of communication, education, and social bonding since language first began. As children, we learn some of our most lasting foundational lessons through stories. A company, product, or brand is only as strong as the emotional connection that it can make with its intended audience. Documentary-style films are a unique and effective medium to tell brand stories that resonate with customers both visually and emotionally.

Kiora Pharma’s Brian Strem shares early thoughts about the commercial positioning of lead asset KIO-301 with Jack O’Brien. Lecia Bushak discusses former President Trump’s comments around repealing Obamacare. And Dr. Ruth Westheimer’s appointment as New York state’s honorary loneliness ambassador tops our Trends segment.

The television landscape has become more volatile – from a lack of consistent third-party measurement to fragmented viewing behavior. However, pharma marketers who want to maximize returns from TV spend can do so by leveraging real world health data and targeting de-identified individuals within a household — and then use that same health data to track campaign performance. Kate Ludwig, VP advanced TV partnerships for Swoop, explains the current challenges facing the industry and how to forge a path to success. 

Instead of targeting TV audiences based on the programming that aligns with age, and gender demographics or geographic data, it’s possible to reach de-identified patients across TV with the precision of digital. Kate Ludwig, VP of Advanced TV Partnerships for Swoop, explains how and what healthcare marketers need to understand about real world data to optimize engagement.