Andrea Palmer, now President of Publicis Health Media (PHM) has wanted to be in Healthcare Marketing since her college days despite the field not always getting credit for being dynamic or embracing creativity. With PHM's reputation for having their “finger on the pulse” (sorry), she’s proven those perceptions wrong and inspired many to follow or stick to the healthcare marketing path.
In Episode 18 of Insider Interviews, in which I perhaps sing again (umm, twice, I’m just sayin’) Palmer clearly demonstrates just how creative and important messaging around healthcare can and should be. It's certainly an area that’s very top of mind with us all these days and Palmer makes it digestible. You’ll pick up on why she rose through the ranks quickly at PHM -- the strategic media planning and buying agency within PHCG, and the only global media agency solely dedicated to the health and wellness space. This industry trailblazer of nearly 20 years shares what’s currently happening in the healthcare media space, along with some interesting projections from PHM's prescient “Disruptors List.” Get the insider scoop on what inspiring innovations emerged from the “Shark Tank”-type element of their industry-convening Health Front, and what we should be concerned about.
Palmer is determined to ensure the right information is getting out there and helped drive home PHM’s mission to equip brands AND people with the tools and communications they need to make healthy decisions. We learn why it’s important to create content with conscience and why brands need to listen to other voices than their own.
What we talked about:
What’s happening in healthcare marketing
How a childhood illness put Palmer on the path to healthcare...and college led her to marketing
Health trends and disruptors
How PHM markets to consumers who’re apprehensive about embracing telehealth
How PHM helps its clients with being ‘the resource’ instead of Dr. Google
Defining the concept of Content with a Conscience
Facing down racism: communicating to diverse audiences and not just “to the mean”
How Palmer is advising her clients on approaches to ensure that health message is communicated well and heard by all cohorts and communities
Thinking about the bigger picture
Pushing for innovation in the health realm
The future of healthcare
And yes, I find a reason to close with a song...again.
Follow Andrea on Social Media
Publicis Health Media LinkedIn
Publicis Health Media Facebook
Resources mentioned in the episode
PHM: Publicis Health Media
Health Front 2020
The Healthcare Industry’s Big Disruptors
Marissa Solis was about six months in to a big new role at one of the biggest snack companies in the world when one of the world's biggest crisis hit. That's not hyperbole. As the new head of all marketing initiatives, media, sports, and partnerships for the core brands of Frito-Lay North America, including Doritos, Cheetos, Tostitos, and dips, it was definitely not hyperbole.
That was Marissa's new reality and she had to help smoothly and quickly do the equivalent of turning a battleship. But this dynamo had previously been tapped to lead the creation of a cross-functional Hispanic Business Unit at PepsiCo and had helped double beverage sales among U.S. Hispanic consumers in a short time, so she was the right woman to face down a pandemic.
Her throughline -- and recipe for success? It always has to start with the consumer.
In Episode 17 Marissa explains her whirlwind responsibilities, the massive changes facing brands today, and how those Frito-Lay brands speak to specific audiences. We also talk about how COVID-19 has impacted campaigns from a Super Bowl sponsorship to a new direct to consumer approach. This is a great reminder for brands about the need to engage with consumers where they are. And right now, that is at home...with a pro-social commitment to community. For example, a big Cinco de Mayo campaign was planned and poised to roll out to retail...and instead quickly became Salsa for Cinco benefitting the Hispanic community -- which has been disproportionately affected by the pandemic. Listen to the evolution of the #AmplifyBlackVoices campaign which included letting PepsiCo ad space be used instead by Black artists to showcase their work.
There's much to digest in this episode! So grab a bag of chips, click play, and enjoy!
What also talked about:
The importance of being agile in today's marketing world
Pivoting to the direct to consumer space
The “Pantry Stock Phenomenon”
The different personalities of Frito-Lay brands
Today's marketing renaissance
Details on the benefits of Salsa for Cinco and #AmplifyBlackVoices campaigns
PepsiCo’s commitment to diversity and inclusion in the workplace
Engaging consumers where they are
How Marissa and her family adjusted to the new normal!
Linkedin @Marissa Solis
Salsa For Cinco with Mario And Courtney Lopez
Doritos Amplifies Black Voices
Tom Webster, SVP of Edison Research, describes his job as "telling the stories of numbers." He definitely make numbers come alive, and he's a great storyteller overall. So you’re generally okay with Tom as your guest if you didn’t discuss podcast topics in advance.
My industry acquaintance may be self-effacing, but he has a steel trap mind for the insights Edison regularly uncovers about all things audio, and he shared quite a few in our ad hoc but fascinating conversation for Insider Interviews.
The custom market research company helmed by Larry Rosin may be best known as the sole providers of exit polling data during U.S. elections, but Tom is best known for his big research reveals on webinars (now Zoom presentations) or at conferences. Research junkies lean in to hear which platform has the biggest “share of ear” and how differently are consumers engaging with Alexa. Basically, he’s the go-to guy for sharing and interpreting our evolving involvement with radio, podcasting, voice...even IoT and our social media habits.
As Tom describes it, “I make sure that the data that we collect on behalf of our clients is understood contextualized, put into action and valued, and that people come back for more.” Here’s what’s “more” about Tom and a topline of our discussion: Little known fact? Tom likes words as well as numbers. This former English Lit professor is also the principal author of some widely cited studies and the co-author of The Infinite Dial, America's longest-running research series on digital media consumption, and The Mobile Commerce Revolution.
In Episode 16, Tom shares some insider scoop from Edison's audio research – and his considered POV on the current state of radio broadcasting and the growth of podcasting (including some tips that can help you grow your own podcast).
[00:01 – 03:25] Opening Segment
More about Tom Webster, his role in Edison Research and a moving from academia to a marketing career
[03:26 – 17:20] The Insider Scoop on Audio Research
About Edison Research's broader offerings – like that exit poll and vote count data – and Tom’s area of focus: Audio
More insider scoop from Tom WebsterVoice vs. Audio
The growth of "smart speakers."
Where are we – if anywhere -- with an FM chip for mobile phones?
The general state of radio
The uptake on podcasting (Joe Rogan notwithstanding)
Tom talks about some Edison partnerships (and E.B. held back “insider” jokes about her old boss, John Rosso of Triton Digital!)
[17:21 – 25:40] Diverse Voices
The diversity in podcast listeners and podcast content
Growing your podcast in today’s competitive market:
Having a distinct voice
Showing your unique, distinct point of view
How Tom is sharing HIS unique POV, via his own newsletter I Hear Things
[25:41 – 31:27] Closing Segment
Tom's go-to resource gathering platforms
The Tom and Tamsen team: "freenoting"with his wife, Tamsen Webster
E.B. and Tom on the first (last?) VOICE panel at CES 1/20
Find Your Red Thread with Tamsen Webster
The Top 30 U.S. Podcasts Q2 2020 article by Edison Research
Podcast Consumer Tracker
The Joe Rogan Experience
National Public Radio
The Infinite Dial
The Smart Audio Report
The Spoken Word Audio Report
Latino Podcast Listener Report
Lake Wobegon Effect
You can connect with Tom on LinkedIn and Twitter. Subscribe to his I Hear Things newsletter. Listen to The Freenoter with Tom Webster and Tamsen Webster.
Follow Edison Research on Twitter, LinkedIn, Facebook, and Instagram. You can also visit their website https://www.edisonresearch.com/
Please share the podcast if you liked this episode, and Follow Insider Interviews on Twitter, Instagram, and Facebook.
And reach out to be considered for an episode -- or suggest questions or a guest --...
Michael Smith joined National Public Radio as chief marketing officer at a time when the nation -- and the world -- had just entered crisis mode. In addition to adapting to his new job he’s needed to shift the company’s marketing message, outreach and the very stance the brand has taken over the past years. Part of that shift was motivated by more digital audio listening given more at-home workers during our pandemic. The parallel motivation was to amplify more multicultural voices and drive greater diversity within the halls of the company itself.
In Episode 15, Michael shares his observations, his approach and some insider scoop from his winged-back chair in New Jersey. For example, he explains how different audiences respond to NPR's content. Michael tells us that "among regular users when we look at people of color versus white listeners, their satisfaction levels are actually higher. So it's an exciting thing in the sense that if we can get more people to know that we're there and to get us into their consideration set, when they come, I think they're going to love it."
Michael had primarily been focused on network video, developing strategies to reach younger and more diverse audiences on streaming platforms for Cooking Channel, and Food Network -- where he and I worked together during the last big crisis for the country, 9/11! He has quickly learned to apply his know-how to linear radio and on demand audio.
"When they start to know some of these shows where there are young, diverse hosts, a Sam Sanders or [they get to know the] hosts of Pop Culture Happy Hour, that creates so much more engagement than when they just see the three block letters, NPR.”
The fast 35-minute discussion includes suggestions all brands can appreciate from a world-class marketer like Michael Smith. We talked about:
The challenges most media companies are facing right now
How to move from linear to on demand streaming digital platforms
Balancing linear, podcasting and the NPR One app
How has Coronavirus Daily evolved as a show...and the ongoing need for that content?
How NPR itself has evolved since its origins in the 60s, and why its signature audio style is intentionally like a mental “exhale”
Working with the sponsorship team, NPM
Michael's optimism -- and any pessimism -- for the future.
Follow Michael on LinkedIn. Follow NPR on Twitter.
Follow Insider Interviews on Twitter, Instagram and Facebook. And reach out to be considered for an episode or for your own bespoke podcast series produced and/or hosted by E.B. Moss.
Michael's "studio" chair