@Spitz interviews Eugene Lee, Senior Vice President of Media Innovation and Analytics of CMI at the Digital Pharma East Conference in Philadelphia, October 15-18, 2012.
Eugene shares how he tackles every healthcare marketer’s number one challenge: How to design a media mix from a finite budget that gets the most ROI? To be successful, Eugene stresses the need for concentrating on every touchpoint, zooming in on targeted lists and then exploring how audiences actually engage with each channel. He discusses how each mix is unique to each segment and micro-segment, and how engagement is ultimately about getting the message across through active participation, and not passive broadcast news. Eugene also talks about innovation coming from sources outside healthcare, and how other verticals can inspire and create fresh ideas. Eugene touches on “mobile first,” too, and how the industry is still somewhat reluctant going all-in on an emerging channel it doesn’t quite understand, yet acknowledges as being game changing.