I think this is the first time we’ve ever talked about media strategy on this podcast. I met Keith Betz at Digital Pharma West earlier this year and thought it was about time we covered it.
Keith is the VP of Client Services at The Butler/Till Health Group. They serve mostly medical device, pharma and biotech companies, but the same principles apply. And a lot of what we talked about goes beyond media specifically.
Keith emphasized that the first thing to do is to… (wait for it) think about your audience. Doing a good job of this pays off in every aspect of a campaign. All of your tactics depend on this understanding of where and how to reach your audience. And the messaging needs to match the channel. For example, no one wants a call to action to call their doctor while scrolling through Instagram.
These days, data is so available that there is no excuse for not monitoring and making adjustments to your activities frequently based on what’s working and what’s not.
Measurement is arguably the most important piece of this, because if you can’t with confidence understand what the impact is of your efforts then you have to kind of call in the question of why you’re doing it in the first place. -Keith Betz, Butler/Till Health Group
Finally, and again this is something we probably don’t do enough in Life Science, it’s important to have an idea about Customer Lifetime Value so you can make smart decisions about how much you should or can spend on a campaign.