Will Pharma Increase Use of Personalized Audio Use in Marketing?

In a recent video interview with Pharmaceutical Executive, Amanda Powers-Han, Chief Marketing Officer, Greater Than One and Pharmaceutical Executive Advisory Board Member discussed the importance of patient engagement in pharma marketing. She emphasized the need for personalized marketing strategies that build trust and ensure data privacy. The use of AI and advanced analytics tools was highlighted as crucial for extracting meaningful insights from healthcare data. Powers-Han also addressed the evolving regulatory landscape and the importance of ethical marketing practices in the digital age. Additionally, conversation was had surrounding the challenges of measuring ROI in the pharmaceutical industry and the potential of personalized audio and video content in future marketing efforts.

How do you think we will see personalized audio utilized within the pharma marketing industry in 2025?

We do quite a bit of this already, both in the context of patient, caregiver, and healthcare professionals. We incorporated in many of the campaigns, primarily when it comes to education. So, it is a great medium for narration and storytelling and education, both from the standpoint of educating on a condition and or educating on symptoms, because, as you know, in the context of rare disease, which is approximately 50% of our business. So many of those rare diseases go undiagnosed for a decade or more. So, it is a great medium to be able to drive deeper education and even in some cases, awareness, and adherence. So, what I would say is that it's already a good part of many of our marketing campaigns. And in 2025 I would see that increasing even more, you know, almost, if we go back to social media and perhaps, you know, audio is, is the next channel or opportunity that brands will continue to lead into, lean into, I should say.