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The Precision Targeting Playbook: Reach the Most Critical Audiences, in the Most Effective Manner, at a High Learning Velocity

Date:1/13/2021

Time:1:00 PM EST

Duration:60 minutes



The year 2020 was poised to be a breakthrough year for healthcare marketing: AI, digital therapeutics, voice-based search, big data, person-level relevance, and more were at our fingertips to power a digital revolution. But COVID-19 destroyed the 2020 playbook for many brands, forcing a shift from proactive promotion to reactive response. However, this crisis is also driving us toward a digital reset, a redefinition of what engagement needs to look like for the balance of the pandemic and beyond.

Don’t be overwhelmed by all of the changes in the landscape — we’ve distilled them into a succinct playbook for you to start 2021 on the right digital foot. 
  • Learn how to find and activate hard-to-reach physicians
  • Accelerate the HCP pathway of trial to adoption
  • Increase brand access to high- or low-prescribers
  • Efficiently amplify your brand’s presence with targeted digital strategies


Speakers

Maria Tender

Head of strategy

Syneos Health Communications

Maria Tender is the head of strategy at Syneos Health Communications.Maria believes in the journey of active discovery and creating a unique narrative identified from the core of the product, one that connects directly to the heart of the consumer. While she has touched many brands and categories including CPG, technology and beauty...healthcare is her passion. Maria is very proud to have launched several large pharma brands, such as Keytruda, Gardasil and Botox, while also having expanded those and others forward into the digital space. She has unified teams strategically across HCP, patient, Medical Education and Payor for Merck, Pfizer, Novartis, Allergan and many other pharma companies. Prior to Syneos, Maria spent two decades at DDB NY as director of brand strategy, helping to build its healthcare practice. Before DDB she began her career at McCann and Grey Advertising.

Carolyn Stephenson

SVP of strategy

Syneos Health Communications

Carolyn drives the strategy team at Syneos Health Communications. In her tenure there, she’s been engaged on various projects for Endo International, Edwards Life Sciences, Merck, Pfizer, Lilly, Novartis, AstraZeneca, Boehringer Ingelheim and Invacare. Prior to joining Syneos, Carolyn built nationally-recognized digital, branding and strategy programs for brands such as JPMorgan Chase, Nationwide Insurance, EXPRESS, Bed Bath & Beyond and L Brands. Her digital strategy and branding work has been spotlighted in industry publications such as Mobile Commerce Daily, Mobile Marketer, and even featured on an NBC reality television show (Fashion Star). She specializes in complex branding identity and architecture strategies and has executed these on a national scale for the likes of PNC Bank, Voya Financial, Shane Co. Jewelers, OCLC, Northwestern University and the University of Pennsylvania.


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