3 highlights from the 2023 MM+M Media Summit
At the 2023 MM+M Media Summit, there was plenty of talk about the future of artificial intelligence, recognition for the impact of health equity and analysis of how social media will continue to disrupt the media landscape.
1. Place content where your audience is
Having timely, relevant health content is important, but ensuring that it is being delivered in the most appropriate way through the most effective channels is also crucial.
Dr. Juan Rivera, chief medical correspondent at Univision, discussed publishing content in a quick and accessible manner on social media in order to combat the prevalence of medical misinformation online.
Rivera noted that many times when healthcare news breaks, especially during the COVID-19 pandemic, he would go to his social media accounts to engage directly with his audience to keep them well-informed and up to date.
This strategy ultimately helped him cultivate a sizable social media following and aid in reestablishing trust with consumers. He said that HCPs and pharma brands must realize that they have lost some credibility with patients over the years and have to work to earn it back.
2. Point of care marketing continues to evolve
There were two panels focused on innovations in programmatic technology and the ever changing nature of point of care (POC) marketing.
Reaching patients and HCPs at the POC previously took a one-size-fits-all approach, but executives at the conference repeatedly underscore the fact that this type of marketing now emphasizes inclusivity and personalization above all else.
That means leaning into digital, understanding where people want to receive timely messages and ensuring there is continuity in terms of communicating throughout the care journey so that outcomes are improved.
3. Tackling medical misinformation
A constant presence throughout the conference was Dr. Geeta Nayyar, who participated in a panel on health equity and spoke at a panel promoting her recently published book, Dead Wrong: Diagnosing and Treating Healthcare’s Misinformation Illness.
Nayyar emphasized the critical role HCPs have in informing healthcare brands about how they should approach medical misinformation, why they should be proactive in communicating with consumers in order to give them the most accurate information and how her mission to care for patients was borne out of her career start as a rheumatologist.
