Erin Fitzgerald is the Chief Marketing Officer at Sermo. Erin joined Sermo in 2018 to lead the design and delivery of the company’s global marketing strategy; She has more than a decade of marketing and leadership experience from enterprise B2B and B2C companies.
Dr. Amit Phull is Medical Director and Vice President of Strategy & Insights at Doximity - focusing on user group behavioral analytics, as well as strategic partnerships. Dr. Phull attended the University of Virginia School of Medicineand currently serves part-time as an Emergency Medicine physician at Northwestern University in Chicago, IL.
Laura Nardella leads campaign strategy and execution as a Sales Manager at Reddit with deep experience in the healthcare industry. Prior to Reddit, she was a Senior Director at Spotify and has worked with healthcare brands such as AstraZeneca, Eli Lilly and CVS.
Our moderator today is Ryan Burchinow, Director of Social Media at CMI Media Group. Ryan has experience in Fin-Tech and Pharma, and has built social presences using a crawl-walk-run-fly process in both organic and paid arenas. He is a futurist at heart and keeps a keen eye on new tech for enhanced targeting, messaging and campaign delivery.

Topical timestamps:

2:29, Laura explains physicians want a sense of community and belonging, especially in the pandemic
3:42, Dr. Phull notes physicians turned to social platforms for best practices as well as news content
5:02, Erin says Session length exploded in the past year
6:22, Social and community-based platforms provided HCPs a place to combat misinformation
7:03, Erin explains a lot of “unpacking” and interpretation of medical information by physician groups via platform comments
8:07, Dr Phull says physicians had to spend a lot of time themselves learning and updating guidelines on such topics as intubating Covid-19 patients
10:32, Erin says social networks no longer are just for medical humor and networking
11:40, Dr. Phull says community platforms are “safe spaces” for physicians
13:25, More than 70,000 physicians across 30 countries participated in Sermo’s Covid barometer studies
17:55, Dr. Phull explains the different kinds of conversations HCPs are having oncommunity-based platforms
20:45, Dr. Phull acknowledges physicians typically aren’t early-adopters of new communication technologies, but many HCPs are engaging heavily
22:30, Erin and Dr. Phull explain why occasional, less-serious social content is appreciated by the HCP community
26:24 , Laura describes a campaign that targeted users and outperformed other channels on both cost-per acquisition and conversion rate metrics
31:58, Laura talks about the importance of “simplicity” and remembering the human factor of HCP marketing
33:02, Erin says authenticity resonates on social
33:41, The panel outlines value props for HCP-focused social media

Resources: Find additional medical media resources via AMM's Knowledge Exchange Center.

Next week: Season 4 of the podcast concludes with a deep dive into social / multimedia marketing trends with Amy Houck of Pascale Communications and Brad Einarsen of Klick Health. The easiest way to know when the next episode drops is to subscribe or follow the podcast.

Contact us: AMM Conversation is the official podcast of the Association of Medical Media. Send questions and comments about this podcast series to jcarris525@gmail.com.