CDM Princeton’s executive leadership had the opportunity to participate in a Healthcare Agency Roundtable featured in Med Ad News. The roundtable addressed a variety of healthcare industry themes and trends from how the pandemic will shape the future of healthcare to what trends to watch in patient engagement technology. Below are CDMP’s contribution to the roundtable:
What will be the short-term and long-term effects on the healthcare industry from the fallout of the COVID-19 pandemic?
There’s no arguing that the COVID-19 pandemic has transformed the way we do business. The question is, will the impact last forever? The way we see it, this is an inflection point for our industry. How courageous we all are during this moment will define how transformative the future of our industry will look. We need to jump in with both feet and use this time to reinvent our agency model. We know that in the short-term, current technology has allowed us to be as productive in our quarantined environment. The challenge now is to build a long-term, agile model that offers new ways of engaging with our staff and clients, drive a culturally rich agency experience for our employees, and bring new ways of experiencing our brands to our customers.
– Craig Romanok, President
In what ways has the COVID-19 pandemic impacted your business?
With so much suffering and loss experienced by so many, we were very fortunate that this pandemic didn’t have more of a serious impact on our business. CDM Princeton was already offering our employees the flexibility of working from home a couple of days a week, which helped us prepare for quarantine. The biggest issue we are experiencing is the blurring of the boundaries between work and personal time. Helping our employees better balance their commitments is an ongoing struggle.
– Deb Goldberg, EVP, Director of Client Services
Black Lives Matter is one of the largest movements in U.S. history. How has this movement affected your business and how is your organization achieving diversity, equity and inclusion in the workplace?
Watching the events that are unfolding around our country reminds us we’re battling more than one virus in this country. It is sad watching our country get ripped apart so violently due to ignorance, intolerance, discrimination, and abuse of power. At CDM Princeton, we stand in solidarity with our Black colleagues, friends, and family members who are reeling from the senseless actions taking place in the world. To help advance the efforts of social and racial justice, CDM Princeton is fortunate to be part of a network dedicated to acting and making measurable progress in this area.
At an Omnicom Health Group level, we are thrilled to announce the appointment of a new VP, Director of Diversity, Equity and Inclusion, Gena Pemberton. She is a seasoned leader who will organize, drive and help us prioritize efforts so we can make measurable progress as an organization. At CDM Princeton, we are championing diversity, equity, and inclusion in all we do, including the work we create and the businesses with whom we partner. We are leveraging our Diversity and Inclusion programs to create a collaborative, supportive, and respectful environment that increases the participation and contribution of all employees.
– Craig R.
Which healthcare topics would you like to see addressed by the U.S. government and politicians after the 2020 election results?
We are in one of the most exciting times to be working in healthcare, with advancements in science, technologies, and innovation, transforming the world unimaginable just five years ago. The work we are doing should be about trust, hope, and science. This shouldn’t be debated. We have to get back to a place where we trust our experts, believe in the science, and offer hope that a better life is possible for patients.
– Gretchen Eberhart, EVP, Director of Strategic Services
With an increase in telehealth during the COVID-19 pandemic, how do you see the role and impact of telehealth playing out in the years ahead?
It’s hard to imagine a positive aspect coming out of the COVID-19 pandemic, but there is a silver lining. This pandemic accelerated the need for our industry to adopt and advance technologies and innovations such as telehealth. As we set our sights to a post-COVID-19 environment, I am hopeful we continue to advance our thinking and push these innovations to the next level.
– Deb G.
Some health experts expect patient engagement technology will be the most competitive technology in 2021. Which are the patient engagement technology trends to watch moving forward?
For the past year, more than 49 percent of Google searches performed ended without a click as the search giant continues to favor “featured snippet” results. A snippet is a short summary of the content of a website that appears embedded at the very top of a search result list. As snippet prevalence grows, users may no longer even explore the first page of search results. Brands with modest SEM budgets must compete for real estate on the first page of search results. This can be a sizable challenge when educating and engaging with patients about conditions in crowded product markets. As brands vie for over market share, a laser sharp focus on snippet schemas can help new entrants hack their way to dominating search results and digital share of voice.
– Gary Sheiner, EVP, Executive Creative Director
What are more creative ways to foster the connection between brands and their audiences via digital channels?
Our data show that people remember 10 percent of what they read, 20 percent of what they hear, and 90 percent of what they experience. At CDM Princeton our creative philosophy is built with experiences in mind. We believe every brand has a story to tell, and it’s our job to tell it in the most engaging, inventive way possible. We call it experiential storytelling and it’s at the heart of brands people care about, want to buy into, and love. We apply a unique lens to our creative ideation that considers how customers can co-create content with us and participate with the brand in engaging ways. And we seek like-minded partnerships and causes that support our purpose.
– Gary S.
Which health technology trends and developments are currently disrupting/will disrupt the marketplace?
There are 3 health tech trends we’re keeping our eye on at CDM Princeton.
The FDA’s Digital Health Center of Excellence
The launch of this COE shows the agency’s dedication to the advancement of digital health technology, including mobile health devices, software as a medical device (SaMD), wearables when used as a medical device, and technologies used to study medical products. Staying involved in the proposed COE ‘Collaborative Communities’ will help agencies share knowledge and experience concerning digital health advancements and promotions.
5G communications, which will offer high speed bandwidth and low latency, dropping reaction/response time to milliseconds. Some of the benefits will be near real-time monitoring for telemedicine through mobile/wearables and low-latency robot-assisted telesurgery.
The virtualization of physical spaces taking hold in light of COVID-19
We believe they will likely be here to stay. From conferences to virtual doctor waiting rooms, mobile applications are now occupying these spaces. The use of apps for safety is paramount, but there is an opportunity to educate/explore “while you wait.”
– Gary S.
What are your predictions for the healthcare industry in 2021 and/or beyond?
This is the most transformative era in science and medicine we’ve seen in over 20 years. There are currently more than 1,000 clinical trials for cell and gene-based therapies taking place. These life-changing therapies are poised to transform our industry in the next five years, with the potential to provide profound, durable, and potentially curative benefits for a variety of serious diseases. At CDM Princeton, our sole agency purpose is focused on these types of life-changing therapies by helping clients understand the FDA and EMA expedited approval guidelines and the ever-changing operational fluctuations as well as helping HCPs and patients realize the astonishing clinical benefits.
– Craig R.
Read more roundtable insights in the December 2020 issue of Med Ad News.
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