{"id":19712,"date":"2021-03-12T00:29:15","date_gmt":"2021-03-12T00:29:15","guid":{"rendered":"https:\/\/digitalhealthcoalition.org\/?page_id=19712"},"modified":"2021-03-15T17:52:53","modified_gmt":"2021-03-15T17:52:53","slug":"interview-evolution-pharmas-social-media-engagement-march-2021","status":"publish","type":"page","link":"https:\/\/digitalhealthcoalition.org\/?page_id=19712","title":{"rendered":"Interview: The Evolution of Pharma\u2019s Social Media Engagement with Thought Leaders &#8211; March 2021"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"19712\" class=\"elementor elementor-19712\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a0ff41f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a0ff41f\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-54ef53c\" data-id=\"54ef53c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4991e97 elementor-widget elementor-widget-heading\" data-id=\"4991e97\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h6 class=\"elementor-heading-title elementor-size-default\">Interview<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e89808e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e89808e\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-fc7f838\" data-id=\"fc7f838\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-67f9c2e elementor-widget elementor-widget-heading\" data-id=\"67f9c2e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">The Evolution of Pharma\u2019s Engagement on Social Media<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ed098ee elementor-widget elementor-widget-heading\" data-id=\"ed098ee\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Roundtable Discussion<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-0454eb1 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"0454eb1\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-12 elementor-inner-column elementor-element elementor-element-0ce03bc\" data-id=\"0ce03bc\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7f4678e elementor-widget elementor-widget-image\" data-id=\"7f4678e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/lisa-bookwalter-headshot-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail wp-image-19721\" alt=\"\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/lisa-bookwalter-headshot-150x150.jpg 150w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/lisa-bookwalter-headshot.jpg 200w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-12 elementor-inner-column elementor-element elementor-element-fd07c91\" data-id=\"fd07c91\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0c376d1 elementor-widget elementor-widget-text-editor\" data-id=\"0c376d1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Lisa Bookwalter<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-12 elementor-inner-column elementor-element elementor-element-3640b98\" data-id=\"3640b98\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8d6b0f6 elementor-widget elementor-widget-image\" data-id=\"8d6b0f6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/patty-ryan-headshot-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail wp-image-19725\" alt=\"patty ryan\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/patty-ryan-headshot-150x150.jpg 150w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/patty-ryan-headshot.jpg 200w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-12 elementor-inner-column elementor-element elementor-element-c7007cf\" data-id=\"c7007cf\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3e62ace elementor-widget elementor-widget-text-editor\" data-id=\"3e62ace\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Patty Ryan<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-12 elementor-inner-column elementor-element elementor-element-5bf9ff4\" data-id=\"5bf9ff4\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2f5a6a9 elementor-widget elementor-widget-image\" data-id=\"2f5a6a9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/amy-baumann-headshot-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail wp-image-19729\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-12 elementor-inner-column elementor-element elementor-element-4a36187\" data-id=\"4a36187\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4e1c2c5 elementor-widget elementor-widget-text-editor\" data-id=\"4e1c2c5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Amy Baumann<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-12 elementor-inner-column elementor-element elementor-element-8ba7e31\" data-id=\"8ba7e31\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-63f6054 elementor-widget elementor-widget-image\" data-id=\"63f6054\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/steven-xie-headshot-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail wp-image-19733\" alt=\"Steven Xie\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/steven-xie-headshot-150x150.jpg 150w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/steven-xie-headshot.jpg 200w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-12 elementor-inner-column elementor-element elementor-element-1fc2f7e\" data-id=\"1fc2f7e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-23daf0b elementor-widget elementor-widget-text-editor\" data-id=\"23daf0b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Steven Xie<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-c5ca186 elementor-section-height-min-height elementor-section-boxed elementor-section-height-default elementor-section-items-middle\" data-id=\"c5ca186\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-dd0b595\" data-id=\"dd0b595\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bae7534 elementor-widget elementor-widget-image\" data-id=\"bae7534\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"551\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2020\/03\/social-media-feature-1024.png\" class=\"attachment-full size-full wp-image-12911\" alt=\"social media - COVID-19\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2020\/03\/social-media-feature-1024.png 1024w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2020\/03\/social-media-feature-1024-300x161.png 300w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2020\/03\/social-media-feature-1024-600x323.png 600w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2020\/03\/social-media-feature-1024-768x413.png 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d2fd6dd elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d2fd6dd\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-extended\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-66 elementor-top-column elementor-element elementor-element-03545aa\" data-id=\"03545aa\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b6fe40c elementor-widget elementor-widget-heading\" data-id=\"b6fe40c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Summary<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1002d54 elementor-widget elementor-widget-text-editor\" data-id=\"1002d54\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Watch this 26 minute virtual discussion, held at the 2021 March Virtual Summit, between <a href=\"https:\/\/www.linkedin.com\/in\/lisa-bookwalter-827b108\/\" target=\"_blank\" rel=\"noopener\">Lisa Bookwalter<\/a>, <a href=\"https:\/\/www.linkedin.com\/in\/patricialryan\/\" target=\"_blank\" rel=\"noopener\">Patty Ryan<\/a>, <a href=\"https:\/\/www.linkedin.com\/in\/amy-baumann-13837a6\/\" target=\"_blank\" rel=\"noopener\">Amy Baumann<\/a>, and\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/steven-xie-mph-1a7a5012\/\" target=\"_blank\" rel=\"noopener\">Steven Xie<\/a>. The discussion focused on the evolution of pharma\u2019s social media engagement. A transcript of the video is also available below (edited for clarity).<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-27f5e90\" data-id=\"27f5e90\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0c0d0e7 elementor-widget elementor-widget-video\" data-id=\"0c0d0e7\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;vimeo&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<iframe class=\"elementor-video-iframe\" allowfullscreen allow=\"clipboard-write\" title=\"vimeo Video Player\" src=\"https:\/\/player.vimeo.com\/video\/519781531?color&amp;autopause=0&amp;loop=0&amp;muted=0&amp;title=1&amp;portrait=1&amp;byline=1#t=\"><\/iframe>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-c650e41 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c650e41\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-273c184\" data-id=\"273c184\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a31a068 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"a31a068\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-53bd61a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"53bd61a\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-566c9f4\" data-id=\"566c9f4\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6753a91 elementor-widget elementor-widget-heading\" data-id=\"6753a91\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Video Transcript<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-d18eb69 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d18eb69\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-36f82ba\" data-id=\"36f82ba\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9bb200f elementor-widget elementor-widget-image\" data-id=\"9bb200f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/lisa-bookwalter-headshot-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail wp-image-19721\" alt=\"\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/lisa-bookwalter-headshot-150x150.jpg 150w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/lisa-bookwalter-headshot.jpg 200w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-d37fcef\" data-id=\"d37fcef\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-dc4cdb2 elementor-widget elementor-widget-heading\" data-id=\"dc4cdb2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Lisa Bookwalter<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d18755b elementor-widget elementor-widget-heading\" data-id=\"d18755b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Director, Twitter Client Solutions, Health<br> Twitter<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0896262 elementor-widget elementor-widget-text-editor\" data-id=\"0896262\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>&#8220;Thanks, everybody, for joining us today. We have a great panel. We have Patty Ryan who\u2019s the VP of paid social at Publicis Health Media, and Steven Xie who is the director of omnichannel marketing at Biohaven, and Amy Baumann who is the director omnichannel strategy at Merck. Thanks, guys, for joining all of us today. You\u2019re all doing such incredible work. I know that the insights you can share are going to benefit a lot of people joining us today.<\/p><p>Patty, let\u2019s start with you. You guys have been doing just really interesting work across all the social channels. I\u2019d love to hear from you how has the thinking around social really changed since you\u2019ve been at PHM because I think it\u2019s been a really pivotal time? What are the goals and what are the expectations you have for your social partners to make sure that those goals are met and exceeded?&#8221;<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-a5924ed elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a5924ed\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-c33d040\" data-id=\"c33d040\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c26cb14 elementor-widget elementor-widget-image\" data-id=\"c26cb14\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/patty-ryan-headshot-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail wp-image-19725\" alt=\"patty ryan\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/patty-ryan-headshot-150x150.jpg 150w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/patty-ryan-headshot.jpg 200w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-1543782\" data-id=\"1543782\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-cb03b43 elementor-widget elementor-widget-heading\" data-id=\"cb03b43\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Patty Ryan<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d9214e0 elementor-widget elementor-widget-heading\" data-id=\"d9214e0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">VP, Paid Social Media<br>Publicis Health Media<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-acf4257 elementor-widget elementor-widget-text-editor\" data-id=\"acf4257\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>&#8220;Thanks, Lisa, yeah. I started at Publicis Health Media in April of 2019, which I\u2019m coming up on my two-year anniversary. It\u2019s definitely been a really exciting time. When I first arrived on the pharma scene, I did come from other categories, so when I came to the pharma scene two years ago, it felt like a lot of brands were tiptoeing into social or maybe have one foot in but were a little bit hesitant still. I think what\u2019s been really exciting and has kept me really engaged is being part of the momentum and really seeing brands grow their social presence and making paid social in particular, which is my specialty, a fundamental part of their media plans. I think we went from two years ago being like, oh, let\u2019s do a test and learn on this platform or for this campaign, but we really have evolved to the point where I think that now social really is a main stay in any\u00a0media plan.<\/p><p>I think the other thing that\u2019s been really cool, the silver lining I think maybe of COVID, is that that has expedited that, for sure. For both the consumer and an HCP standpoint, I think the consumption number were always there. We know everybody spends a bunch of time on social media. I think that COVID has just expedited that and really it\u2019s undeniable how much growth the social space is continuing to see and how much time people are spending on the platform. I think to your question of what are the goals and how have they shifted, I do think two years ago, the goals were much more engagement focused and media metric driven. I think what I\u2019ve seen over the last two years is that brands, as they\u2019re increasing their media investments into the platforms, the stakes are higher and the expectations are greater.<\/p><p>To your point, there are expectations that we have of the different partners that we work with, including you and your team, obviously. From a product standpoint, there\u2019s been a ton of movement in terms of rolling out new product updates to accommodate pharma advertisers as this appetite is really growing in this space. I think the shift that I\u2019m seeing right now is this focus on really meaningful measurement and making sure that we\u2019re moving from engagement metrics to, as the investments are increasing, how do we tie that back to business outcomes, how do we have more meaningful measurements. That\u2019s something that PHM is working really closely with all of the partners with, yourself included, to really figure out how we can make that story really strong for these brands. We\u2019ve been really excited by the platform updates and all the product updates but I think measurement is going to be the new frontier from my perspective.&#8221;<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-7e1f872 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7e1f872\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-0b3e515\" data-id=\"0b3e515\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-85e185e elementor-widget elementor-widget-image\" data-id=\"85e185e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/lisa-bookwalter-headshot-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail wp-image-19721\" alt=\"\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/lisa-bookwalter-headshot-150x150.jpg 150w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/lisa-bookwalter-headshot.jpg 200w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-cf85f28\" data-id=\"cf85f28\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-34137cf elementor-widget elementor-widget-heading\" data-id=\"34137cf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Lisa Bookwalter<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a28bdc elementor-widget elementor-widget-heading\" data-id=\"1a28bdc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Director, Twitter Client Solutions, Health<br> Twitter<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0caee84 elementor-widget elementor-widget-text-editor\" data-id=\"0caee84\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>&#8220;I completely agree. Steven, I know Nurtec, basing this on what Patty is saying and brands really wanting to go much more deeply into social, Nurtec really has based their launch really, it was rooted in social. Why was that? How has social allowed you to not only have a more meaningful imprint but how has it also allowed you to amplify some of the things you might be doing in other channels?&#8221;<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-a61e2d3 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a61e2d3\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-ffb72cd\" data-id=\"ffb72cd\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4815da2 elementor-widget elementor-widget-image\" data-id=\"4815da2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/steven-xie-headshot-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail wp-image-19733\" alt=\"Steven Xie\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/steven-xie-headshot-150x150.jpg 150w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/steven-xie-headshot.jpg 200w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-32e6650\" data-id=\"32e6650\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-181da6c elementor-widget elementor-widget-heading\" data-id=\"181da6c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Steven Xie<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dd6ee3e elementor-widget elementor-widget-heading\" data-id=\"dd6ee3e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Director, Omni Channel Marketing<br>Biohaven Pharmaceuticals<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4f34031 elementor-widget elementor-widget-text-editor\" data-id=\"4f34031\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>&#8220;<span style=\"font-weight: 400;\">Great question. Thank you for that, Lisa, and also really honored to join this fantastic panel. I think for those of you who might not be familiar with Biohaven, we\u2019re a startup biopharma firm based in Connecticut. <\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"color: var( --e-global-color-secondary );\">I\u2019ve been with Biohaven for about one and a half years. I want to say I wish I could take credit for setting the launch strategy, social first strategy for Nurtec but the strategy was actually set by our visionary leader, our CEO, Vlad Coric. Before the drug was even approved and I was hired, I have to say, our social and digital first strategy was really born out of Biohaven\u2019s mission and commitment to patients. If you are a migraine sufferer, I don\u2019t know anybody on today\u2019s panel, if you\u2019ve ever suffered from migraine or you live with someone who suffers from migraine, you would know how debilitating this condition is.<\/span><span style=\"color: var( --e-global-color-secondary );\">\u00a0<\/span><\/p><p>I think it\u2019s really not that difficult for us to uncover the fact that migraine patients heavily rely on social media to seek treatment information and emotional support from others. To us, it\u2019s really not rocket science to have a very heavy presence in social media simply because we want to market our product where our consumers, our patients are. As my boss, Graham Goodrich, who leads our consumer marketing team, would say, as a brand, if we\u2019re not on social, it\u2019s like we\u2019re doing marketing with one arm tied behind our back. It\u2019s as simple as that.<\/p><p>Regarding your second question, Lisa, about how we use social to amplify other tactics, I want to go back to Biohaven\u2019s visionary leadership and the culture of our company. Our CEO has been frequently speaking about building a modern pharma company. What modern means in the context of marketing? I think it means these couple of things. One is using the most relevant marketing methods to engage with your audience, making fast decisions, and also being nimble and agile. I am very proud to say that we are extremely good at doing those things at Biohaven. I\u2019ll give you an example. Many times since we launched the product, we are able to turn around a piece of content in social within 24 hours from ideation, content development, getting MLR approved and submit to the FDA, we\u2019ve done that many times throughout our journey.<\/p><p>I think this is really the testament to our very talented team. I\u2019m really fortunate to work with a group of very talented individuals on our team and our world class marketing agency, Klick Health, who I think really a true star partner during the journey, and last but not least, a very competent and a collaborative MLR team. I think everybody on this panel and in the audience can really appreciate that what a big difference can make when you have an MLR team who listens with you, who engage with you, who try to learn with you to get things done.<\/p><p>Going back to your question, I think an insight we discovered in social media is that a large volume of chatter around patient experience is about their treatment. From day one, we purposefully designed a system, we call it patient story engine, to harness the power of real Nurtec stories. Within months, literally through this engine, we saw over 1,000 patient testimonials come in on a weekly basis. Here is what really helps when you work on the product that truly works. Nurtec works. We consistently hear stories like patients who suffer from migraine 20, 30 years, they take Nurtec, the migraine is gone within 15 minutes and they can go back to their life. This type of powerful story user generated content has since literally dominated the online chatter in our category making our content extremely authentic.\u00a0<\/p><p>Think about that. You search Nurtec across social channel, you see way more content developed or generated by users versus the brand. I will quote my boss, Graham, again. He will say this is a type of Yelp review we have for Nurtec. I think it just really happens, this week it happened to be our first anniversary of Nurtec FDA approval. We got approval just exactly one year ago. I think the overwhelmingly positive responses we\u2019ve seen from patient and the sheer volume across different social channels certainly reinforces our commitment to this social first approach.&#8221;<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-07e7265 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"07e7265\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-b1005d3\" data-id=\"b1005d3\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4f722df elementor-widget elementor-widget-image\" data-id=\"4f722df\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/lisa-bookwalter-headshot-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail wp-image-19721\" alt=\"\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/lisa-bookwalter-headshot-150x150.jpg 150w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/lisa-bookwalter-headshot.jpg 200w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-243b95b\" data-id=\"243b95b\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4068d25 elementor-widget elementor-widget-heading\" data-id=\"4068d25\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Lisa Bookwalter<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-35d45ca elementor-widget elementor-widget-heading\" data-id=\"35d45ca\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Director, Twitter Client Solutions, Health<br> Twitter<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-02e6c0e elementor-widget elementor-widget-text-editor\" data-id=\"02e6c0e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>&#8220;I can\u2019t think of a better more recent example of comments and patient stories really driving the conversation than, Amy, your work on celebrating world cancer day. It was so moving. I know you\u2019re doing a case study on it in the next session but I would love you to touch on how did you celebrate this day across the different platforms and what did each platform really contribute in the overall picture of success?&#8221;<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-3514998 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3514998\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-069e756\" data-id=\"069e756\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-20a8822 elementor-widget elementor-widget-image\" data-id=\"20a8822\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/amy-baumann-headshot-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail wp-image-19729\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-36ac8c2\" data-id=\"36ac8c2\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f64109c elementor-widget elementor-widget-heading\" data-id=\"f64109c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Amy Baumann<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-02f699e elementor-widget elementor-widget-heading\" data-id=\"02f699e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Director, Omnichannel Strategy Lead<br>Merck<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-523c03f elementor-widget elementor-widget-text-editor\" data-id=\"523c03f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>&#8220;<span style=\"font-weight: 400;\">Yeah, sure. Thanks, Lisa. It really is a celebration and a great day to unite the world fighting cancer together. We are really exciting in 2021 to build on the past three years of really amplifying this opportunity starting with Twitter with the sponsored hashtag activation, but of course, it didn\u2019t end there. We really were able to harness the personalities and characteristics of all the social media platforms and the best they have to offer across this entire campaign, for instance, leveraging LinkedIn for our employee stories.<\/span><span style=\"color: var( --e-global-color-secondary );\">I think this year we had more leadership blogs highlighting the day than ever before as well. Our rich video content showcased on Facebook. On Instagram, we even had a countdown clock counting down to the day and celebrating when it arrived. Of course, on Twitter, not just leveraging the sponsorship of the hashtag but creating additional content to really amplify across the channel.<\/span><\/p><p><span style=\"font-weight: 400;\">Now, speaking of content, we also used some user generated content but it was from our employees talking about stories of either them fighting cancer or supporting loved ones that had. We also partnered with our franchise and agency teams to create some content. They were able to see across the channels so it could really be a complimentary portfolio of amplification.&#8221;\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-1c416f6 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1c416f6\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-ee3d8a4\" data-id=\"ee3d8a4\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5d2cbe1 elementor-widget elementor-widget-image\" data-id=\"5d2cbe1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/lisa-bookwalter-headshot-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail wp-image-19721\" alt=\"\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/lisa-bookwalter-headshot-150x150.jpg 150w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/lisa-bookwalter-headshot.jpg 200w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-ce067ef\" data-id=\"ce067ef\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-295ed77 elementor-widget elementor-widget-heading\" data-id=\"295ed77\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Lisa Bookwalter<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1be947f elementor-widget elementor-widget-heading\" data-id=\"1be947f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Director, Twitter Client Solutions, Health<br> Twitter<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-45ce96e elementor-widget elementor-widget-text-editor\" data-id=\"45ce96e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>&#8220;I\u2019m interested, Patty, to hear from you around \u2013 Steven talked about MLR, the work that Amy was able to pull together with the employees and all the different stakeholders. You\u2019ve done a lot of great work this year. I love the work you did where you did something on Tik Tok with a dance which you worked to the platform the way users go to the platform. <\/strong><\/p><p><strong>Talk to me about what are your biggest objections. I know there\u2019s a lot of people sitting in the audience that are thinking oh, my God, that\u2019s amazing the work people are doing, but how am I ever going to get that through or how am I going to make that work through the lens of the reality of pharma? I know that\u2019s something you\u2019ve confronted a lot since you\u2019ve been here and you\u2019ve been able to get some really cool activations live. What are the objections and how are you able to move past them?&#8221;<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-c33882f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c33882f\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-65b0e05\" data-id=\"65b0e05\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a9d1ea1 elementor-widget elementor-widget-image\" data-id=\"a9d1ea1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/patty-ryan-headshot-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail wp-image-19725\" alt=\"patty ryan\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/patty-ryan-headshot-150x150.jpg 150w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/patty-ryan-headshot.jpg 200w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-03a6959\" data-id=\"03a6959\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f44f34b elementor-widget elementor-widget-heading\" data-id=\"f44f34b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Patty Ryan<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6d7de13 elementor-widget elementor-widget-heading\" data-id=\"6d7de13\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">VP, Paid Social Media<br>Publicis Health Media<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8a3fc22 elementor-widget elementor-widget-text-editor\" data-id=\"8a3fc22\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>&#8220;<span style=\"font-weight: 400;\">I think the short answer is we become best friend with all the MLR teams. Steven nailed it. He and you took the words right out of my mouth. I think the biggest concern is always going to be compliance and making sure that that\u2019s all buttoned up. Like I said, I started in pharma two years ago, and when I first came to the scene, there\u2019s this huge appetite to want to do innovation but also the realities of the challenges. What I do believe to be true after two years in this space is, for the most part, if a brand and an agency and all the other stakeholders really want to make an activation happen, there\u2019s always a way. I don\u2019t know if I\u2019m a masochist or something but I always keep those things as real challenges. If we have an idea and we want to push it through, we will find a way. I do believe that.<\/span><\/p><p><span style=\"font-weight: 400;\">I think the biggest hurdle, honestly, is maybe just finding the time to commit to getting those new ideas pushed through. It is a time commitment to make sure that MLR is super educated and comfortable. At PHM, something that we do to make the process just less cumbersome for brands and for the MLR teams is really create playbooks and develop functional review guides and things like that just to expedite that process and make everyone feel educated and comfortable, like Steven said. Last year, like you said, we launched our Tik Tok campaign. At PHM, we were first to market with nine other social products across platforms, including Twitter, of course. We love doing new things and really finding engaging in new ways to communicate with our target audience and with the patients. <\/span><\/p><p><span style=\"font-weight: 400;\">I just saw Takeda<\/span><span style=\"font-weight: 400;\">\u00a0recently launched a snap AR lens. I think they were the first to market for that, it looked really great on the platform and it was really a social first activation for sure. I think those concerns around compliance and everything are obviously totally valid but I think the key is just finding new ways to communicate with those audiences, getting the MLR teams engaged and getting brand buy-in and then all people working together really closely just to bring it through as one united front to get that approval and really take these things to market. Not discounting that it\u2019s definitely a challenge but I think, at the end of the day, we\u2019ll find a way if everybody is really into it.<\/span>&#8220;<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-82e8aeb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"82e8aeb\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-0766f86\" data-id=\"0766f86\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5139dba elementor-widget elementor-widget-image\" data-id=\"5139dba\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/lisa-bookwalter-headshot-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail wp-image-19721\" alt=\"\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/lisa-bookwalter-headshot-150x150.jpg 150w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/lisa-bookwalter-headshot.jpg 200w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-de9cb91\" data-id=\"de9cb91\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-23bc5b5 elementor-widget elementor-widget-heading\" data-id=\"23bc5b5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Lisa Bookwalter<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f1292c1 elementor-widget elementor-widget-heading\" data-id=\"f1292c1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Director, Twitter Client Solutions, Health<br> Twitter<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b28bf8c elementor-widget elementor-widget-text-editor\" data-id=\"b28bf8c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>&#8220;Does anybody else on the panel have any comments about, I see it coming through on the feed from the audience, around adapting to just the speed of social? I think, Patty, you touched on the playbook. Are there any other hacks or things you would pass on to people in the audience around how are you able to bridge that gap between the time it takes to MLR and also how you want to be quick and reactive in social?<\/strong><strong>&#8220;<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-5b4b838 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5b4b838\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-a9f5ad6\" data-id=\"a9f5ad6\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-795fe71 elementor-widget elementor-widget-image\" data-id=\"795fe71\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/steven-xie-headshot-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail wp-image-19733\" alt=\"Steven Xie\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/steven-xie-headshot-150x150.jpg 150w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/steven-xie-headshot.jpg 200w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-087831b\" data-id=\"087831b\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9196b3c elementor-widget elementor-widget-heading\" data-id=\"9196b3c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Steven Xie<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fa2fe4c elementor-widget elementor-widget-heading\" data-id=\"fa2fe4c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Director, Omni Channel Marketing<br>Biohaven Pharmaceuticals<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-030ad0d elementor-widget elementor-widget-text-editor\" data-id=\"030ad0d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">&#8220;The behind the scene design is so critical because when you think about MLR process as an industry, inherently we\u2019re not designed to handle social communication because when you think about elements of submissions that are\u00a0<\/span><span style=\"font-weight: 400;\">so cumbersome. It stops you from doing things quickly. One thing I\u2019ll share with you is we actually have a separate work stream just from a regulatory standpoint specifically reserved for content that needs quick approval. We call it always on social. <\/span><\/p><p><span style=\"font-weight: 400;\">Long story short, when our reviewers see something like labeled always on social, they would follow a very different path than other materials. I think things like designing something that is very conducive for modern communication is critical. On top of that, also I think that education piece is so important. They need to know why we\u2019re doing this. You cannot just throw things at them saying, hey, please review and approve, but you need to give them context. Making sure they understand why we\u2019re doing this, what\u2019s the value, but also follow up to show them what kind of impact their contribution is making for the brand. I think it\u2019s really collective teamwork from end to end.<\/span>&#8220;<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-5caea4d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5caea4d\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-618a710\" data-id=\"618a710\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-54b41ed elementor-widget elementor-widget-image\" data-id=\"54b41ed\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/amy-baumann-headshot-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail wp-image-19729\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-7275be8\" data-id=\"7275be8\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4f5892d elementor-widget elementor-widget-heading\" data-id=\"4f5892d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Amy Baumann<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7738fc9 elementor-widget elementor-widget-heading\" data-id=\"7738fc9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Director, Omnichannel Strategy Lead<br>Merck<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-468fd8f elementor-widget elementor-widget-text-editor\" data-id=\"468fd8f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>&#8220;<span style=\"font-weight: 400;\">I\u2019ll just add on to what Steven said. I do think the infrastructure is so important. Five years ago, from the beginning, we embedded one of our regulatory attorneys as our social attorney. She gives us an hour each week. We have a flexible agenda. From that, we\u2019ve been able to create different approval pathways for social items depending on the level of claims and the type of content that allows us to get out content really quickly, 24 hours is for tough stuff, two hours for things that are really high importance or related to crisis.<\/span>&#8220;<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-94b0c65 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"94b0c65\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-99389be\" data-id=\"99389be\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b673f57 elementor-widget elementor-widget-image\" data-id=\"b673f57\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/lisa-bookwalter-headshot-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail wp-image-19721\" alt=\"\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/lisa-bookwalter-headshot-150x150.jpg 150w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/lisa-bookwalter-headshot.jpg 200w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-577f4cf\" data-id=\"577f4cf\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c4e4fe4 elementor-widget elementor-widget-heading\" data-id=\"c4e4fe4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Lisa Bookwalter<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-65fdb7e elementor-widget elementor-widget-heading\" data-id=\"65fdb7e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Director, Twitter Client Solutions, Health<br> Twitter<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e160188 elementor-widget elementor-widget-text-editor\" data-id=\"e160188\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>&#8220;Amy, I was going to ask you about that because I know Merck has a very strong social listening strategy. I would love you to talk about the timeframe from when you get the insights to when you can publish content, which it sounds like can be very quickly.<\/strong><strong>&#8220;<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-a56d3f3 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a56d3f3\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-67796e6\" data-id=\"67796e6\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3dcb07f elementor-widget elementor-widget-image\" data-id=\"3dcb07f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/amy-baumann-headshot-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail wp-image-19729\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-f805d94\" data-id=\"f805d94\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0bb9f59 elementor-widget elementor-widget-heading\" data-id=\"0bb9f59\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Amy Baumann<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ba78be9 elementor-widget elementor-widget-heading\" data-id=\"ba78be9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Director, Omnichannel Strategy Lead<br>Merck<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a286962 elementor-widget elementor-widget-text-editor\" data-id=\"a286962\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>&#8220;<span style=\"font-weight: 400;\">I think from the beginning we\u2019ve established a foundation of listen, publish, and engage as our key social fundamentals and the interplay between the three of those things. When you think about listening, and I think about going back to what Patty was saying when COVID first started, it really made everyone take another look at social and what your practices are and making sure that you\u2019re aligning that to the external environment. We wanted to understand the environment from a content perspective but we turned to our partners, we have inhouse listening at Merck, a team and a leader for digital analyst. We asked them to survey the social media landscape and see what was the tone of the conversation, what was the volume. <\/span><\/p><p><span style=\"font-weight: 400;\">We learned that it was all COVID, all the time. That told us that continuing to publish our business as usual, if you want to say, content around medical meetings or company different therapeutic areas really needed to change. We turned to our employees. We knew the fastest way to generate authentic heartfelt content was to listen to them and to see if they could submit videos thanking frontline workers. In fact, they did and were able to turn around content in some cases overnight to start our\u00a0<\/span><span style=\"font-weight: 400;\">COVID campaigns and really continue them. We\u2019ve, honestly, seen the best engagement metrics probably ever because of this.<\/span>&#8220;<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-7586fee elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7586fee\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-40cef0b\" data-id=\"40cef0b\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-711e848 elementor-widget elementor-widget-image\" data-id=\"711e848\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/lisa-bookwalter-headshot-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail wp-image-19721\" alt=\"\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/lisa-bookwalter-headshot-150x150.jpg 150w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/lisa-bookwalter-headshot.jpg 200w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-b9cd0f1\" data-id=\"b9cd0f1\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b35cad0 elementor-widget elementor-widget-heading\" data-id=\"b35cad0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Lisa Bookwalter<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7ef09b0 elementor-widget elementor-widget-heading\" data-id=\"7ef09b0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Director, Twitter Client Solutions, Health<br> Twitter<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-54e9e93 elementor-widget elementor-widget-text-editor\" data-id=\"54e9e93\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>&#8220;That\u2019s amazing. I think one of the great tools of social is that you really can be so current and you\u2019re able to have that dialogue but obviously that dialogue can present what also makes people very afraid of social, especially in the health space. I know most the platforms can turn off comments. Twitter is actually rolling that out on Monday. We\u2019re very excited. <\/strong><\/p><p><strong>For the first time ever, you\u2019ll be able to turn off comments. Steven, I know Nurtec actually has comments on across all the platforms. How do you balance the richness that you get from those insights with the inherent concern around opening up and letting everybody say what they want to say?<\/strong><strong>&#8220;<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-9010fbb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9010fbb\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-14be07d\" data-id=\"14be07d\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d9da00b elementor-widget elementor-widget-image\" data-id=\"d9da00b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/steven-xie-headshot-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail wp-image-19733\" alt=\"Steven Xie\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/steven-xie-headshot-150x150.jpg 150w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/steven-xie-headshot.jpg 200w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-a83492c\" data-id=\"a83492c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7a3d9e1 elementor-widget elementor-widget-heading\" data-id=\"7a3d9e1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Steven Xie<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fc24205 elementor-widget elementor-widget-heading\" data-id=\"fc24205\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Director, Omni Channel Marketing<br>Biohaven Pharmaceuticals<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ae58165 elementor-widget elementor-widget-text-editor\" data-id=\"ae58165\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>&#8220;<span style=\"font-weight: 400;\">I cannot wait to talk about that topic, Lisa. First of all, congratulations to the Twitter team. I\u2019ve been working with you guys for many years at this point. I think I always appreciate your willingness to work with pharma as an industry to address some of the unique concerns but somehow still protect the unique Twitter experience. I think that\u2019s a fantastic job well done. I have no doubt. I think this is great news for many of my peers, for brands who are really hoping to leverage Twitter as an efficient media platform but somehow still feeling a little bit nervous, I think this is a great opportunity for you to dip your toe in the water.<\/span><\/p><p><span style=\"font-weight: 400;\">I think for us as a brand, we activated Twitter, Facebook, Instagram, literally 15 minutes after we received our FDA approval. Since then, Lisa, you know this, we\u2019ve had incredibly fun journey with Twitter by leveraging all sorts of pharma first activation to engage reach our target audience. I think when we work with our partner, Klick Health, to figure out some of the challenges by leveraging these innovative activation tools, certainly there\u2019s a lot of issues and obstacles we have to come across, overcome. I have to say, I never found open comment and a two-way engagement being a burden or a concern for our brand. I think from our point of view, this is simply the cost of doing business on Twitter or other social channels. Imagine you get invited to a Zoom call like this. You\u2019re having engaging conversation. Everybody is having fun. You somehow are put on mute. You cannot participate. That\u2019s exactly what I think consumers are experiencing when the comment is turned off.<\/span><\/p><p><span style=\"font-weight: 400;\">I think there\u2019s also missed opportunity there. I\u2019ll share with you. Our agency conducts daily community management. We engage with our users on the daily basis. Lots of these engagements turn into high value action. They go to your website. They download your <\/span>co-pay<span style=\"font-weight: 400;\"> card. They talk to their doctor. They get a script. I think I can share with you many times we heard from patients because of that engagement, they got Nurtec. They say, &#8216;thank you, I talked to my doctor. I finally got my Nurtec.&#8217; I think there\u2019s actually dollar signs attached to the comment.<\/span><\/p><p><span style=\"font-weight: 400;\">Beyond that, let\u2019s just take a moment, think about when was the last time you go to Amazon to buy a piece of item without looking at the review. That\u2019s absurd. As an industry, we think it\u2019s okay to turn it off. I think we think about how people form the perception of your brand, of your product, when they see a piece of that, the comment is there, they will go through the comment, look at what other people are saying. That\u2019s exactly what we\u2019re taking advantage of. That\u2019s part of our patient story engine design. That\u2019s exactly the reason we can get so many testimonials without putting any additional dollar there.<\/span><\/p><p><span style=\"font-weight: 400;\">I know you probably will ask, okay, so what about AE and the negative comments. I\u2019ll tell you there is this perception, AE is so crazy. We\u2019re not going to be able to manage this. It\u2019s negative comments, issues, whatnot. Based on our experience, the reality might not be what you are expecting. We opened up our comment, as you mentioned, across our channel very quickly following our launch, and also we work with Khloe Kardashian as our spokesperson, who many of you might say is polarized figure. I will tell you, we never found the two-way engagement being completely out of control. It\u2019s always manageable. I think in the case of Twitter particularly, negative comments and AE, on the grand scheme of things, really consist of very small fraction of the total engagement. <\/span><\/p><p><span style=\"font-weight: 400;\">I think at the end of the day, we think the picture is very clear. The benefit of leveraging Twitter as a platform and also the two-way engagement outweighs the risks. I will say I encourage my fellow marketers to definitely take advantage of the offering but please also consider explore the full potential of the platform when you\u2019ve gained a certain level of comfort.<\/span>&#8220;<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-2bf20eb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2bf20eb\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-244a7b7\" data-id=\"244a7b7\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f2fe4bf elementor-widget elementor-widget-image\" data-id=\"f2fe4bf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/lisa-bookwalter-headshot-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail wp-image-19721\" alt=\"\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/lisa-bookwalter-headshot-150x150.jpg 150w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/lisa-bookwalter-headshot.jpg 200w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-15d30b8\" data-id=\"15d30b8\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9f9100f elementor-widget elementor-widget-heading\" data-id=\"9f9100f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Lisa Bookwalter<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2a18d14 elementor-widget elementor-widget-heading\" data-id=\"2a18d14\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Director, Twitter Client Solutions, Health<br> Twitter<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f814629 elementor-widget elementor-widget-text-editor\" data-id=\"f814629\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>&#8220;We have a few more minutes left. I just would love to touch on HCP because I know we\u2019ve done most of our conversations around consumer and HCP is so important to everybody, I\u2019m sure, sitting in this room. <\/strong><\/p><p><strong>I would love to just hear quickly from all the panelists about \u2013 there\u2019s going to be shift obviously in HCP marketing. I think everybody knows that. I think it\u2019s going to shift much more into digital. I would love just to hear each one of you your thoughts on HCP and where you think social might be able to close some of that gap with the person to person doctor\u2019s office marketing. Patty, I want to start with you and then Amy and then Steven.<\/strong><strong>&#8220;<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-10ae26e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"10ae26e\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-041bdd1\" data-id=\"041bdd1\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9272690 elementor-widget elementor-widget-image\" data-id=\"9272690\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/patty-ryan-headshot-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail wp-image-19725\" alt=\"patty ryan\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/patty-ryan-headshot-150x150.jpg 150w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/patty-ryan-headshot.jpg 200w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-dca1cc9\" data-id=\"dca1cc9\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a1a3e1d elementor-widget elementor-widget-heading\" data-id=\"a1a3e1d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Patty Ryan<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-937747d elementor-widget elementor-widget-heading\" data-id=\"937747d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">VP, Paid Social Media<br>Publicis Health Media<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-eb2bf3b elementor-widget elementor-widget-text-editor\" data-id=\"eb2bf3b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>&#8220;<span style=\"font-weight: 400;\">Yeah, I think going back to my first point just like with the onset of COVID, obviously a lot of the brands that we work with have shifted their approaches and we\u2019ve helped guide them through that in terms of looking for digital alternatives. I think the thing to keep in mind is that the way we approach it is, everyone says this, this is nothing new, HCP are people, too. They\u2019re spending a ton of time on these platforms as well. They use all the platforms for different reasons. <\/span><\/p><p><span style=\"font-weight: 400;\">I think it\u2019s just really important as that transformation is happening to keep in mind the value prompt of the platform, what people are going there to do, how best to speak in a language that\u2019s going to resonate with them in that moment. I think the principal still applies, though. It\u2019s really important to have attention grabbing creative. I think I see somewhat of a focus on creative innovation on the DTC side but HCPs need thumb stopping creative, too<\/span><span style=\"font-weight: 400;\">. I just think it\u2019s a matter of taking some of those principles and applying them across the board but obviously making sure that we\u2019re really thoughtful about how HCPs are using the platform and then speaking to them in terms that makes sense for them.<\/span>&#8220;<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-0d3dc91 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"0d3dc91\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-c265cf4\" data-id=\"c265cf4\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e8ace44 elementor-widget elementor-widget-image\" data-id=\"e8ace44\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/lisa-bookwalter-headshot-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail wp-image-19721\" alt=\"\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/lisa-bookwalter-headshot-150x150.jpg 150w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/lisa-bookwalter-headshot.jpg 200w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-0b4ab44\" data-id=\"0b4ab44\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-376407a elementor-widget elementor-widget-heading\" data-id=\"376407a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Lisa Bookwalter<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8e3b7d6 elementor-widget elementor-widget-heading\" data-id=\"8e3b7d6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Director, Twitter Client Solutions, Health<br> Twitter<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-09816f6 elementor-widget elementor-widget-text-editor\" data-id=\"09816f6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>&#8220;Thank you so much, guys. I think this was really insightful and I really appreciate your time.<\/strong><strong>&#8220;<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-76c72f5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"76c72f5\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4f8d9ce\" data-id=\"4f8d9ce\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1a65344 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"1a65344\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3712e2c elementor-widget elementor-widget-menu-anchor\" data-id=\"3712e2c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"menu-anchor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-menu-anchor\" id=\"newsletter\"><\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4387ead elementor-widget elementor-widget-heading\" data-id=\"4387ead\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Subscribe to our Mailing List<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8e8815f elementor-widget elementor-widget-text-editor\" data-id=\"8e8815f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\n<style type=\"text\/css\">\n\t#mc_embed_signup{background:#fff; clear:left; font:14px Helvetica,Arial,sans-serif; }<br \/>\t\/* Add your own MailChimp form style overrides in your site stylesheet or in this style block.<br \/>\t   We recommend moving this block and the preceding CSS link to the HEAD of your HTML file. *\/<br \/><\/style>\n<div id=\"mc_embed_signup\"><form id=\"mc-embedded-subscribe-form\" class=\"validate\" action=\"https:\/\/digitalhealthcoalition.us4.list-manage.com\/subscribe\/post?u=e184b84d4d47e2479e9843837&amp;id=b16c652e55\" method=\"post\" name=\"mc-embedded-subscribe-form\" novalidate=\"\" target=\"_blank\">\n<div id=\"mc_embed_signup_scroll\">\n<p style=\"font-size: 18px;\">Receive more DHC content like this directly in your inbox. We will respect your privacy and never sell your information. View our <a href=\"http:\/\/digitalhealthcoalition.org\/privacy-policy\/\" target=\"_blank\" rel=\"noopener\">Privacy Policy<\/a>.<\/p>\n\n<div><\/div>\n<div class=\"indicates-required\"><span class=\"asterisk\">*<\/span> indicates required<\/div>\n<div><\/div>\n<div class=\"mc-field-group\"><label for=\"mce-EMAIL\">\nEmail Address <span class=\"asterisk\">*<\/span> <\/label>\n<input id=\"mce-EMAIL\" class=\"required email\" name=\"EMAIL\" type=\"email\" value=\"\" \/><\/div>\n<div class=\"mc-field-group\"><label for=\"mce-FNAME\">First Name <\/label>\n<input id=\"mce-FNAME\" class=\"\" name=\"FNAME\" type=\"text\" value=\"\" \/><\/div>\n<div class=\"mc-field-group\"><label for=\"mce-LNAME\">Last Name <\/label>\n<input id=\"mce-LNAME\" class=\"\" name=\"LNAME\" type=\"text\" value=\"\" \/><\/div>\n<div class=\"mc-field-group\"><label for=\"mce-MMERGE3\">Company <\/label>\n<input id=\"mce-MMERGE3\" class=\"\" name=\"MMERGE3\" type=\"text\" value=\"\" \/><\/div>\n<div class=\"mc-field-group\"><label for=\"mce-MMERGE8\">Do you work for a pharmaceutical company? <\/label>\n<select id=\"mce-MMERGE8\" class=\"\" name=\"MMERGE8\">\n<option value=\"\"><\/option>\n<option value=\"Yes\">Yes<\/option>\n<option value=\"No\">No<\/option>\n<\/select><\/div>\n<div class=\"mc-field-group\"><label for=\"mce-MMERGE9\">Job Title <\/label>\n<input id=\"mce-MMERGE9\" class=\"\" name=\"MMERGE9\" type=\"text\" value=\"\" \/><\/div>\n<div class=\"mc-field-group\"><label for=\"mce-MMERGE10\">Work Phone <\/label>\n<input id=\"mce-MMERGE10\" class=\"\" name=\"MMERGE10\" type=\"text\" value=\"\" \/><\/div>\n<div id=\"mce-responses\" class=\"clear\">\n<div id=\"mce-error-response\" class=\"response\" style=\"display: none;\"><\/div>\n<div id=\"mce-success-response\" class=\"response\" style=\"display: none;\"><\/div>\n<\/div>\n<!-- real people should not fill this in and expect good things - do not remove this or risk form bot signups-->\n<div style=\"position: absolute; left: -5000px;\" aria-hidden=\"true\"><input tabindex=\"-1\" name=\"b_e184b84d4d47e2479e9843837_b16c652e55\" type=\"text\" value=\"\" \/><\/div>\n<div class=\"clear\"><input id=\"mc-embedded-subscribe\" class=\"button\" name=\"subscribe\" type=\"submit\" value=\"Subscribe\" \/><\/div>\n<\/div>\n<\/form><\/div>\n<script type=\"text\/javascript\" src=\"\/\/s3.amazonaws.com\/downloads.mailchimp.com\/js\/mc-validate.js\"><\/script><script type=\"text\/javascript\">(function($) {window.fnames = new Array(); window.ftypes = new Array();fnames[0]='EMAIL';ftypes[0]='email';fnames[1]='FNAME';ftypes[1]='text';fnames[2]='LNAME';ftypes[2]='text';fnames[3]='MMERGE3';ftypes[3]='text';fnames[4]='MMERGE4';ftypes[4]='text';fnames[5]='MMERGE5';ftypes[5]='text';fnames[6]='MMERGE6';ftypes[6]='text';fnames[7]='MMERGE7';ftypes[7]='text';fnames[8]='MMERGE8';ftypes[8]='dropdown';fnames[9]='MMERGE9';ftypes[9]='text';fnames[10]='MMERGE10';ftypes[10]='text';}(jQuery));var $mcj = jQuery.noConflict(true);<\/script>\n<!--End mc_embed_signup-->\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Interview The Evolution of Pharma\u2019s Engagement on Social Media Roundtable Discussion Lisa Bookwalter Patty Ryan Amy Baumann Steven Xie Summary Watch this 26 minute virtual discussion, held at the 2021 March Virtual Summit, between Lisa Bookwalter, Patty Ryan, Amy Baumann, and\u00a0Steven Xie. The discussion focused on the evolution of pharma\u2019s social media engagement. A transcript&#8230;<\/p>\n","protected":false},"author":5,"featured_media":19740,"parent":7406,"menu_order":135,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-19712","page","type-page","status-publish","has-post-thumbnail","hentry"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.1.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"Interview The Evolution of Pharma\u2019s Engagement on Social Media Roundtable Discussion Lisa Bookwalter Patty Ryan Amy Baumann Steven Xie Summary Watch this 26 minute virtual discussion, held at the 2021 March Virtual Summit, between Lisa Bookwalter, Patty Ryan, Amy Baumann, and Steven Xie. The discussion focused on the evolution of pharma\u2019s social media engagement. 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