{"id":30290,"date":"2022-06-01T11:56:55","date_gmt":"2022-06-01T11:56:55","guid":{"rendered":"https:\/\/digitalhealthcoalition.org\/?page_id=30290"},"modified":"2022-06-01T11:58:24","modified_gmt":"2022-06-01T11:58:24","slug":"article-better-campaign-brief-unlocking-data-driven-decision-making-may-2022","status":"publish","type":"page","link":"https:\/\/digitalhealthcoalition.org\/?page_id=30290","title":{"rendered":"Article: How A Better Campaign Brief Is Unlocking Data-Driven Decision Making &#8211; May 2022"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"30290\" class=\"elementor elementor-30290\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-fa8e750 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"fa8e750\" 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-50 elementor-top-column elementor-element elementor-element-872652a\" data-id=\"872652a\" 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-c75b1b7 elementor-widget elementor-widget-heading\" data-id=\"c75b1b7\" 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\">Article<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7dee6c7 elementor-widget elementor-widget-heading\" data-id=\"7dee6c7\" 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\">How A Better Campaign Brief Is Unlocking Data-Driven Decision Making<\/h1>\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-fa45728 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"fa45728\" 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-aea3ea5\" data-id=\"aea3ea5\" 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-10d8828 elementor-view-default elementor-widget elementor-widget-icon\" data-id=\"10d8828\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-wrapper\">\n\t\t\t<div class=\"elementor-icon\">\n\t\t\t<i aria-hidden=\"true\" class=\"far fa-calendar-alt\"><\/i>\t\t\t<\/div>\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<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-bf4d580\" data-id=\"bf4d580\" 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-89f2224 elementor-widget elementor-widget-heading\" data-id=\"89f2224\" 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\">May 2022<\/h5>\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 class=\"elementor-element elementor-element-8705696 elementor-widget elementor-widget-image\" data-id=\"8705696\" 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 fetchpriority=\"high\" decoding=\"async\" width=\"1280\" height=\"856\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/05\/checklist-gd9b52257f-1280.jpg\" class=\"attachment-full size-full wp-image-30308\" alt=\"\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/05\/checklist-gd9b52257f-1280.jpg 1280w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/05\/checklist-gd9b52257f-1280-300x201.jpg 300w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/05\/checklist-gd9b52257f-1280-1024x685.jpg 1024w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/05\/checklist-gd9b52257f-1280-600x400.jpg 600w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/05\/checklist-gd9b52257f-1280-768x514.jpg 768w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/>\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<div class=\"elementor-element elementor-element-a0431b5 elementor-widget elementor-widget-spacer\" data-id=\"a0431b5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\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-53cd70e elementor-widget elementor-widget-heading\" data-id=\"53cd70e\" 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\">How A Better Campaign Brief Is Unlocking Data-Driven Decision Making<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1264353 elementor-widget elementor-widget-text-editor\" data-id=\"1264353\" 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>In an invite-only industry roundtable held last week with DHC Group members and fellow pharma marketers, Jim DeLash (GSK) shared with other marketers from boutique to large pharma how he is challenging his team to think differently about the role of the campaign brief in data-driven decision making. <\/p> \n\n<p>Modern marketing is certainly a marriage of art and science, and the savvy marketer needs to know how to use data and creative in harmony.  Jim recommends starting with the end in mind \u2013 a well-designed brief that considers what the data has already told you about the patient population. In his presentation, he shared how a better brief can take marketers to next level analytics and eventually drive advanced experimentation. <\/p>\n\t\t\t\t\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-9cae63c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9cae63c\" 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-41bcda2\" data-id=\"41bcda2\" 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-2a04cde elementor-widget elementor-widget-image\" data-id=\"2a04cde\" 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=\"200\" height=\"200\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/05\/jim-delash-headshot-square.jpg\" class=\"attachment-full size-full wp-image-30295\" alt=\"Jim Delash\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/05\/jim-delash-headshot-square.jpg 200w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/05\/jim-delash-headshot-square-150x150.jpg 150w\" sizes=\"(max-width: 200px) 100vw, 200px\" \/>\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-b71da0d\" data-id=\"b71da0d\" 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-4d76176 elementor-widget elementor-widget-text-editor\" data-id=\"4d76176\" 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<em>&#8220;The campaign brief, then, is the is the linchpin, that the starting point to what we believe will lead to better, more valued content being delivered to the audiences in the ways that they can really consume it effectively.&#8221;<\/em><br>\n\u2013 <strong>Jim DeLash, Multi-Channel Marketing Director, Vaccines, GSK<\/strong>\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 class=\"elementor-element elementor-element-b701cda elementor-widget elementor-widget-heading\" data-id=\"b701cda\" 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\">The Campaign Brief <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e09f0c5 elementor-widget elementor-widget-text-editor\" data-id=\"e09f0c5\" 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>Why are we talking about a campaign brief in a conversation on data-driven decision making? Because everything that follows is designed to tell you how and when the customer has engaged with your <em>creative<\/em> and what <em>creative<\/em> and message to serve up next. The best data-driven decision making can be hamstrung by bad creative. Pharma\u2019s role then is to ensure that the brief process is both efficient and well-thought-out.<\/p><p>Jim identified a significant disconnect brought out in a recent study across marketing and advertising organizations in which only 10% of agencies surveyed felt that briefs are currently well written yet 80% of marketers surveyed believe they are doing it very well. Top complaints around briefs by agencies are that briefs are <em>\u201cunfocused, unclear, dull and thoughtless\u201d<\/em>. Jim\u2019s proposed solution: constrain briefs to ensure a very tight, focused one-page document that distills down the 200+ pages of data and insight work that have likely gone into it. A great brief checks the following boxes:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-da8aa2d elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"da8aa2d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-check\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Inspire, don\u2019t just inform<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-check\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Collaborative effort, written by senior people<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-check\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Clear, but not prescriptive <\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-check\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Provide a deep understanding of the behavior and the purchase motivations of the target audience with personal insights AND data.<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-check\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Write in plain\/simple language. Leave out the marketing jargon. <\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\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-20fc8e9 elementor-widget elementor-widget-heading\" data-id=\"20fc8e9\" 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\">Next Level Analytics<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4bfac2b elementor-widget elementor-widget-text-editor\" data-id=\"4bfac2b\" 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;\">How does this better brief take us to the data-driven decision making? Jim outlines how with the next level analytics approach, on the heels of a brief that gets you to truly great creative, you can shift to more macro approach to understanding and influencing customer behavior.\u00a0 Next level analytics is designed to shift focus from certain channel-specific measures that don\u2019t help marketers make data-driven decisions.\u00a0 Rather than focus on e-mail open rates where accuracy is uncertain or display ad CTRs with arguable value, Jim recommends that instead you look at macro indicators of campaign success such as paid search impressions which will reflect if your well-designed campaign (thanks to your brief) is striking a nerve with your audience. This feedback loop should be monitored frequently and look at elements such as media investment, channel mix, messages and adword groups. <\/span><\/p><p><span style=\"font-weight: 400;\">A second metric of success in this next-level analytics is around high value action site visits based on campaign call-to-actions. Moving deeper into this more sophisticated and intuitive approach includes monitoring what Jim calls \u201cactive\u201d and \u201cpassive\u201d triggers. In this model, active triggers are your positive indicators of success such as a promotion response, purchase activity, or a sales force call versus a lack of response or decline in purchase activity \u2013 passive triggers. This model can be applied all the way through to a dynamic segmentation phase of analytics in which micro-segmentation can take place in evaluating whether the customer base and individual segments are moving in a positive direction. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-85effd4 elementor-widget elementor-widget-heading\" data-id=\"85effd4\" 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\">Advanced Experimentation <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e6679aa elementor-widget elementor-widget-text-editor\" data-id=\"e6679aa\" 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>Building on the base of solid creative and next-level analytics allows marketers to delve into advanced experimentation. Jim recommends splitting these into two categories: <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3bc40fd elementor-widget elementor-widget-text-editor\" data-id=\"3bc40fd\" 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<ul><li><strong>Micro-experimentations<\/strong> are the ways you might change copy language to test a more emotional headline or AB test copy. Click-through rates will quickly tell you what works and what doesn\u2019t, and allow you to test your intuition on what motivates customer behavior. Factors in the micro category are high in volume but lower in impact.\u00a0<\/li><li><strong>Macro-experimentations<\/strong> are campaign level changes which means they are much fewer in number but carry a significant impact.\u00a0 Jim\u2019s example: you want to test a theory that you can cut the spend in half for a customer segment and the data shows no change in buying behavior, and the cut allowed you to reinvest somewhere else.\u00a0<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-49417b5 elementor-widget elementor-widget-text-editor\" data-id=\"49417b5\" 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>These advanced experimentations are often driven by your original campaign brief process \u2013 taking this concept full circle. Jim noted that part of what you glean during the in-depth work to distill down all the data and insights can often be what gives you the best ideas for this experimentation phase.  Spending time with the data up front will allow you to exercise those marketing muscles that lead you to new ideas for both micro and macro level campaign improvements over time. <\/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-50 elementor-top-column elementor-element elementor-element-7b8cfea\" data-id=\"7b8cfea\" 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-28e045e elementor-widget elementor-widget-heading\" data-id=\"28e045e\" 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\">About the Author<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9cf1cd9 elementor-widget elementor-widget-image\" data-id=\"9cf1cd9\" 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=\"260\" height=\"260\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2020\/08\/christine-franklin-headshot-square.jpg\" class=\"attachment-full size-full wp-image-14517\" alt=\"christine franklin\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2020\/08\/christine-franklin-headshot-square.jpg 260w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2020\/08\/christine-franklin-headshot-square-150x150.jpg 150w\" sizes=\"(max-width: 260px) 100vw, 260px\" \/>\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<div class=\"elementor-element elementor-element-3447f30 elementor-widget elementor-widget-heading\" data-id=\"3447f30\" 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\">Christine Franklin<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d42098f elementor-widget elementor-widget-text-editor\" data-id=\"d42098f\" 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>Christine is the Executive Director of the DHC Group and hosted this conversation with Jim DeLash and a group of invited thought leaders. You can connect with her on <a href=\"https:\/\/www.linkedin.com\/in\/christine-franklin-b24916b\/\">LinkedIN<\/a> here.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c058644 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"c058644\" 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-6ad99af elementor-widget elementor-widget-heading\" data-id=\"6ad99af\" 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\">What to Explore Next<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e68f329 elementor-widget elementor-widget-image\" data-id=\"e68f329\" 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=\"606\" height=\"400\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/07\/customer-experience-pharma-600x396-1.jpg\" class=\"attachment-full size-full wp-image-23871\" alt=\"customer experience in pharma\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/07\/customer-experience-pharma-600x396-1.jpg 606w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/07\/customer-experience-pharma-600x396-1-300x198.jpg 300w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/07\/customer-experience-pharma-600x396-1-600x396.jpg 600w\" sizes=\"(max-width: 606px) 100vw, 606px\" \/>\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<div class=\"elementor-element elementor-element-f4ee20f elementor-widget elementor-widget-heading\" data-id=\"f4ee20f\" 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\"><a href=\"https:\/\/digitalhealthcoalition.org\/article-emerging-technologies-are-changing-how-pharma-interacts-with-customers-north-highland\/\">Emerging Technologies Are Changing How Pharma Interacts With Customers<\/a><\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c895d1b elementor-widget elementor-widget-text-editor\" data-id=\"c895d1b\" 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\tAs digital consumer products grow more intuitive, convenient, and ubiquitous, pharmaceutical companies are being forced to rethink traditional ways of engaging customers. <a href=\"https:\/\/digitalhealthcoalition.org\/article-emerging-technologies-are-changing-how-pharma-interacts-with-customers-north-highland\/\" target=\"_blank\" rel=\"noopener\">Read More &gt;&gt;<\/a>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c03fc3f elementor-hidden-phone elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"c03fc3f\" 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<section 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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\">Subscribe<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c505518 elementor-widget elementor-widget-text-editor\" data-id=\"c505518\" 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>Subscribe to our newsletter to get the latest insights &amp; research.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a7c55d9 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"a7c55d9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a 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