Understanding how changes in marketing technology dramatically influence decision-making across the health sector is increasingly important in today’s rapidly changing marketing climate.
Join Fierce Pharma in a conversation with David Magrini, Group President of Global Integrated Solutions at Real Chemistry, a billion-dollar global performance marketing agency, as he brings his industry expertise to bear on important questions facing pharma marketers.
He discusses the best way to successfully implement today’s marketing technology across online and offline channels, the importance of creating meaningful, personalized experiences for customers, prospects, and members, and ensuring success with inclusive communication.
Magrini outlines a process to deliver the right message to the right audience—at the right time—by speaking the language of those individuals in an omnichannel fashion, down to the individual level.
Real Chemistry is a global health innovation company with an alchemic mix of 1,600 people and hundreds of clients and partners working from bench to bedside, making the world a healthier place. Purpose-built by Jim Weiss to address modern healthcare challenges, Real Chemistry is the culmination of 20 years of intentional, fiercely independent, sustained growth. With offices across the United States and Europe, Real Chemistry believes that the way to real, transformative change is through the uncommon combination of talents, disciplines and technologies.
Rebecca Willumson:
Hi there. My name's Rebecca Willumson, I'm the publisher of Fierce Pharma, and I'm here today with David Magrini, group president of Global Integrated Solutions at Real Chemistry. David, thanks so much for joining me.
David Magrini:
Thanks for having me.
Rebecca Willumson:
So David, before we kick off, can you tell me a little bit about your background and your role at Real Chemistry?
David Magrini:
Sure, be happy to. I joined Real Chemistry, which actually was W2O a little over a year ago, and joined as group president on the integrated solution side, really focusing on building out our CRM capabilities and offering as well as media functions. And now that role has evolved over the last year, as we rebranded from W2O to Real Chemistry into an integrated solutions role. So what our team does, there's about 600 people within that group, and we're really the engine that drives strategy and delivery of all of our solutions with our clients.
Rebecca Willumson:
So David, tell me what direct to patient communication strategies do you see as most successful in the marketplace?
David Magrini:
Well, first off ones that are delivered in an omnichannel fashion. So right message at the right time to the right audience down to the individual level. I think the other thing that is increasingly important, that certainly has accelerated during COVID, is our communications that are diverse and inclusive. We have to be speaking the language of those individuals, especially when it comes to health related issues. So, we spend a lot of time on DE&I not as we have to make sure it's culturally appropriate, but actually baked into our strategies at the upfront. Because then it's a seamless experience regardless of who we are of talking to on the HCP side or the patient side. So, that's definitely a big piece of it.
David Magrini:
And then very related to that is the language that we're using. So language and content obviously go hand in hand, but you know the language that is also culturally appropriate is very, very important. So when we put all those things together, and we've identified the right audience at the front end, then we're able to deliver those communications and those triggers as actions are triggered again, whether it be from an HCP or a patient, or a member of a health plan on the payer's side. Those kinds of things.
Rebecca Willumson:
So tell me what innovative ways is Real Chemistry using to find the right audience of patients?
David Magrini:
Great question, and it all starts there. Our approach really is to start with that deep understanding of our target audiences, obviously. And so we're using a combination of claims data, real world data, real world evidence data, psychographic information, and then where it makes sense marrying that with first party data that comes from our clients where that makes sense, where we're able to do that. So, that that process is something that is core to really everything that we do. And then as we execute against those audiences, it's measuring that effectiveness every step of the way.
Rebecca Willumson:
So tell me how should clients be thinking about measuring the effectiveness of patient engagement?
David Magrini:
There are so many metrics out there, as we're all aware of, and they're all beneficial and they all have a place. What we are creating is a platform from a measurement perspective that's going to measure return on that patient experience. So it's actually a collection of metrics that we're all used to, hits on a website, open rates on email, all of those marketing or advertising metrics.
David Magrini:
But then also drawing and connecting those to patient outcomes, to script lift, as an example, on the HCP side, and then tying all of that together to what actually is the revenue that was generated for that brand. So it's stringing that entire continuum together. We haven't seen that done in the marketplace. We think it's going to be an incredibly effective tool for our clients, and it's not quite ready for prime time. We've got a little bit of more work to do on it, but it's something that we're excited about.
David Magrini:
And I think the other benefit to that is that all of the brands that we work with want to have a business impact, obviously. So our ability to help them measure that effect through not just patient outcomes, which are obviously critically important, but also to business outcomes is only going to strengthen their stature, their opportunities within their own organizations. So we're really very laser focused on that.
Rebecca Willumson:
So that's all the questions that I have. Anything that you want to share with us before we close out?
David Magrini:
There's so much, that's the hard part. But I think we're obviously all hopeful that COVID is going to be behind us. It's great that we can sit here without masks on and just really collectively encourage people, continue to encourage people to get out there, get the vaccine. It's making a huge difference.
David Magrini:
We did a lot of work on vaccine confidence with the ad council earlier this year directed at HCPs to increase confidence within the HCP community. And so there's still work to be done there. There's still work to be done with individuals. So that's what I would probably close with is keep up the fight, it's not over. We're making progress, but we have to keep that pressure up.
Rebecca Willumson:
That's a great way to close out. Well, thanks so much for joining me today. I really appreciate the conversation.
David Magrini:
Thank you for having me.