Trust, Digital Innovation, Metaverse and Pharma Launches: What is the Connection? with Brendan Gallager of Publicis Health

In this episode of Pharma Launch Secrets, Bozidar is joined by Brendan Gallagher, Chief Connected Health Officer at Publicis Health. They discuss the impact of the pandemic on pharma and biotech companies and how COVID-19 is driving them to evolve their product launch strategy.

Brendan analyzes how pharma companies can balance speed and competitiveness with a more healthy approach to building relationships and engaging customers with relevant content that doesn't jeopardize brand integrity. Brendan and Bozidar also look at how these companies can meet the demand for a more robust end-to-end launch collaboration, with a view toward harnessing new technologies like the metaverse and web3 to make significant improvements.

As an executive of one of the largest marketing agencies, Brendan is responsible for Publicis Health's product and service design, social content, technology, and user experience capabilities for major pharmaceutical, healthcare, and biotech clients. In a rapidly changing healthcare landscape, these capabilities work together to help his clients transform, innovate, and partner more effectively.

They cover:

[ 00:01:37 ] - A "platform" is a horizontal marketplace that facilitates interactions between creators and consumers, speakers and listeners, and buyers and sellers, creating increasing value for both sides.

[ 00:02:54 ] - Most modern-day businesses are in the attention business at the end of the day. Wherever there is attention, that's where brands want to go

[ 00:03:37 ] - The biggest difference in how pharma will approach launches after the pandemic would be that the bar has been moved from a speed standpoint. The industry is capable of coming out with a life-saving vaccine in ten months.

[ 00:03:50 ] - You can make the speed of science quite quick. With adequate urgency, processes can be sped up tremendously by stepping out of the "old way."

[ 00:08:54 ] - Data and identity are playing into one of the major forces driving transformational change in the industry, which is our "cookieless future."

[ 00:09:13 ] - The recent move by Google to remove cookies as an identity marker within their ecosystems and replace it with a similar taxonomy is "a call to action for brands and their enterprises to take control of their data and get back to those things that make platforms powerful, the fact that they're data rich and they understand their customers better than anybody"

[ 00:10:08 ] - Personalization has been one of the biggest buzzwords among marketers over the past three years. To be personalized, you need a more intricate content activation strategy

[ 00:19:13 ] - There is an increasing need for a much more robust end-to-end partner for launches these days.

[ 00:19:45 ] - There is a trend with first-time launches to outsource completely to someone else as opposed to paying royalties to big pharma to launch.

[ 00:22:52 ] - Understanding that your KPI at launch is the lowest bar is getting them on your product. The rest of the work is a lot harder; keeping them in therapy, helping them make better health decisions, etc., are other factors to consider.

[ 00:24:13 ] - With significant physician shortages expected in the next ten years, many prescription decisions will be made at the Integrated Delivery Network IDN level or a hospital system level.

[ 00:25:51 ] - Looking behind the hype and what's happening, the shift to web three, the blockchain power decentralized next generation of the internet, will drive significant changes. From a pharma standpoint, partnership with Decentralized Autonomous Organizations DAOs to help decentralized clinical trials or to invest in new therapeutics pieces of research, virtual reality in terms of training of a medical device company is a viable approach.

If you want to learn more about current trends in the pharma industry, product launching, and the prospect of digital launching in the pharma industry, tune in to this episode of Pharma Launch Secrets, a Podcast by Evermed.

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And connect with Brendan here:

👉 LinkedIn: https://www.linkedin.com/in/brendan-gallagher-1168121

👉 Twitter: https://twitter.com/unclebrendan

👉 Website: https://www.linkedin.com/company/publicishealth

About The Show:

“Pharma Launch Secrets” is a podcast by Evermed and hosted by Bozidar Jovanovic, where we host direct, actionable conversations with world-leading pharma launch experts and help you stay up-to-date with the latest trends and strategies to help you launch your product successfully.