Philadelphia, PA- During this year’s Digital Pharma East conference, Stephanie Katzman, a healthcare strategist at LinkedIn, announced that the number of HCPs had grown from 3.5 million last year to over 5 million in the US alone and over 9 million globally in 2015.
During her talk Stephanie stressed that the value proposition of LinkedIn in your marketing mix is found in LinkedIn’s microtargeting tools. As a result, LinkedIn is particularly interesting for oncology products with small patient populations. Through the use of LinkedIn’s powerful targeting tools, oncology companies can focus on tumor-specific specialists and reach them with a mix of company pages, InMail messaging, retargeted display media, and promoted status updates. These targeting tools are reason enough for reaching HCPs who have small patient populations; however, the value of LinkedIn for the industry is compounded by not requiring a minimum spend, making test-and-learn programs an efficient way to build ROI for oncology companies.
Most importantly, Stephanie stressed that the key to success in this channel is to put yourself into the mind-set of your audience and to generate content that will be valuable to that audience directly. Key to this is to avoid, at all costs, looking as if your content is a traditional advertisement. Stephanie’s advice fits well with a digital strategy focused on producing valuable content in an authentic voice.
About the Author:
As Managing Director of Innovation and Insights for Syneos Health Communications, Leigh is responsible for building and scaling a global team of healthcare experts who together help life science leaders better understand the complex lives, influences and expectations of their customers. Specifically, they uncover actionable insights that fuel empathy and creativity; lead co-creation events that let marketers learn from peers, trends, and new possibilities; and help clients identify the most valuable and useful new customer experiences to create.
Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for nearly 20 years.She’s worked for category-leading agencies in retail, public affairs, B2B technology, and higher education. Prior to moving to Syneos Health Communications, she held several leadership roles at our largest agency, GSW. There, she founded an innovation practice fueled by the zeitgeist and spearheaded digital and innovation thinking across the business.
Leigh has taken a special interest in complex healthcare products that can change lives in meaningful ways. She was recently a strategic lead on the 3rd largest launch in pharmaceutical history: Tecfidera. Before that she had keys roles with Eli Lilly Oncology, Abbott Nutrition, Amgen Cardiovascular, and Eli Lilly Diabetes.
A critical part of Leigh’s work is trends and new ideas. Every year, she convenes a group of trend watchers from across our global network to identify the shifts most critical to healthcare marketers. This year, she led over 250 experts to experts to focus on the most important changes in the commercial, consumer, marketing, digital and healthcare landscapes. (See reports at trends.health)
Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice and Top 10 Innovation Catalysts of 2017 by MM&M, Leigh also was recognized as a Rising Star by the Healthcare Businesswomen's Association (HBA) for her overt passion, industry thought leadership and significant contributions in new business, strategy and mentoring.
