What does effective healthcare marketing look like in a world where physicians are busier than ever? On Episode 6 of Deep, John Mangano speaks with Damon Basch, a seasoned HCP marketer at Veradigm. Together, they discuss innovative strategies leveraging data and technology to support physicians and improve patient care.
The conversation spotlights the pivotal role of EHRs, which are an essential tool for physicians to manage their practices. They also represent a unique marketing opportunity. EHRs let marketers provide actionable, patient-centric insights directly at the point of care—where physicians make decisions. This might entail helping doctors navigate complex prior authorizations or providing timely updates on new treatments. In this environment, a brand’s messaging is part and parcel of patient care.
The discussion also dives into the power of artificial intelligence (AI) to enhance both the physician experience and healthcare marketing. Damon shares some leading-edge examples, like AI tools that help physicians by identifying patterns in patient data, offering insights that can accelerate diagnoses. These same tools also enable marketers to deliver hyper-targeted messages that align seamlessly with clinical workflows.
Physicians face several challenges, often unseen, from running small businesses to managing administrative strain. Damon’s reflections on these difficulties are a powerful reminder of why thoughtful, effective marketing matters. The right strategies can ease HCP pain points, providing resources that help them focus on what’s most important: their patients.
Damon shares some personal anecdotes, including one about how his own diagnosis journey with a rare genetic condition underscores the importance of data-driven insights in healthcare.
Data, tech innovation, and patient-centric thinking are shaping the joint futures of marketing and medicine. If you’re in healthcare, tech, or data, or if you’ve ever been to the doctor’s office, this is an illuminating look at an under-explored corner of the healthcare ecosystem.
Listen to Deep: The Health Marketing Podcast on Apple Podcasts, Spotify, Amazon Music, or the DeepDive.