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Webinar

From Gut Feelings to Granular Insights: PLD in Action

ET
60 Minutes

When it comes to connecting with healthcare providers (HCPs), smart marketers know that data is their best friend. And Physician-Level Data (PLD) is the MVP of campaign insights. PLD gives you the granular, inside scoop on HCP behavior, so you can easily see what’s working, what’s missing the mark, and optimize your strategy in real time. This webinar shows you how PLD can supercharge your HCP marketing game and share practical tips you can put to work right away. We’ll cover:

  • The diverse range of PLD available – and what metrics should be tracking
  • How to best apply PLD for campaign measurement, segmentation, optimization, and benchmarking
  • How applying predictive AI to PLD generates more precise, personalized marketing
  • Best practices for maximizing the impact of PLD

Let’s dive into this rich data pool, and make HCP marketing campaigns smarter, sharper, and significantly more effective.

Speakers

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Seth Chaney

Senior Director, Commercial Enablement
OptimizeRx

Seth Chaney is a health technology strategist with deep roots in biomedical informatics and cloud-based digital health infrastructure. He began his career at Eli Lilly supporting data platforms and scientific workflows, then transitioned into digital health, working across diabetes, immunology, and neurology to develop connected therapeutic solutions. Seth led the EHR and health IT go-to-market strategy for Zepbound and Mounjaro, and played a pivotal role in launching the first-ever pharmacy experience through LillyDirect with the Zepbound vial.

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Assia Abada

EVP, Customer Insights and Analytics
CMI Media Group
As EVP on the agency’s Business Insights team, Assia is responsible for leading the analytics vision for the agency.  With several decades of proven data analytics experience, including predictive analytics and the practical and strategic application of AI/machine learning, she brings transformative skills to this role. 
 
Her career is marked by significant accolades, including the I-COM 2021 Data Creativity Award for Purpose, Marketing Data Strategy of the Year Award for the most effective response to COVID-19, and the Grand Prix at the Internationalist Awards for Innovative Digital Solutions.  Assia has extensive experience leading data sciences for clients across multiple industries including pharma. In her most recent role, she led a team of innovators including data scientists, data engineers, data analysts and UX developers to develop cutting edge decision support solutions powered by AI and machine learning. 
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Karin Chun Hayes

SVP Analytics Products
OptimizeRx
Karin leads the development of innovative media solutions designed to optimize omni-channel healthcare marketing programs.
Previously, Karin led product management for the Promotional Effectiveness and Media lines of business at ICON Symphony Health, working with some of pharma/biotechs' largest clients to support them in understanding unmet medical needs and commercial opportunities, building award winning sales and marketing software, and facilitating better diagnosis, earlier treatment and outcomes using AI and advanced modeling techniques. In addition, she has over 15 years of pharmaceutical industry experience. After progressing through sales and sales management roles, her last role at Bristol Myers was leading a multi-departmental team to develop models and processes to enhance customer segmentation and predict marketing effectiveness. Karin is a recipient of the 2024 PM 360 Elite100 Award.

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