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Avant Roundtable: The State of Peer-to-Peer Marketing Part 3

 

Part Three: The Mix Matters

The breakneck pace of change within the healthcare marketing and education industry, in conjunction with increasing FDA limitations and diminishing budgets, brings with it intense scrutiny over every brand decision, measure, and tactic. Once considered an "automatic," the peer-to-peer environment as the definitive, tried-and-true core channel for reaching HCPs and advancing brand agendas has come under fire as brand teams struggle to do more with less.

Recently, an Avant Healthcare Marketing panel of brand experts, medical professionals, and peer-to-peer strategists convened a roundtable forum to candidly discuss emerging issues and challenges our clients face in the wake of changing times. Moderated by Tammy Prouty, Chief Officer, the ensuing conversation covered the range of pressures, concerns, realities, and possibilities that brand marketers working within the peer-to-peer space encounter, program by program, as well as the responsibilities incumbent upon ourselves as brand stewards.

Presented in a series of installments as an opportunity to share our insights, part three of The State of Peer-to-Peer Marketing roundtable discussion wraps up our conversation on the role of peer-to-peer in today’s climate and focuses on the right questions to ask when setting the stage for optimized ROI and ROE. The crucial importance of channel mix and measurement is covered, as well as "bottom-line" considerations on peer-to-peer from the perspectives of brand marketers and physicians.

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