Breaking Down Silos: Unifying HCP and DTC Marketing for Improved Outcomes

While piloting a peerto-peer social program with key online HCP influencers across different social platforms, Leanne Miller, associate director, CX and commercial acceleration at Organon, realized that for certain disease states and brands, the messaging was reaching patients, or healthcare consumers, as well. Better access to data is giving marketers a more robust understanding of their audiences' needs and enabling them to take more media strategy decisions in-house. [...]you need leadership alignment at the top level, or it's not going to work," said Amy Turnquist, principal, life sciences at North Highland.