In healthcare marketing, product and marketing are inseparable. But in many industries, marketers have become disconnected from the products they promote. What does this mean for marketing effectiveness?
Exact Sciences CMO Jaime LaMontagne joins Elena and Angela to explore how staying connected to product drives better marketing outcomes. Drawing from her extensive healthcare marketing experience, Jaime shares advice on balancing multiple stakeholders, strict regulations, and evolving patient expectations.
Topics covered:
[01:00] Why healthcare marketers must understand their products deeply
[06:00] Using claims matrices to communicate with different stakeholders
[14:00] Balancing creative marketing with healthcare regulations
[18:00] How patient empowerment is changing healthcare marketing
[23:00] The importance of both brand building and demand capture
[30:00] Why marketers should "call their baby ugly"
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