Summary

In this episode, Evan J. Cholfin speaks with Ryan Anderson, Vice President of Digital at Bridges Consumer Healthcare, about the digital transformation in healthcare brands. They discuss the importance of consumer engagement, the challenges faced in building digital relationships, and the common mistakes OTC brands make in digital marketing. Ryan shares insights on leveraging AI, the significance of retail media networks, and the evolving landscape of consumer healthcare. The conversation emphasizes the need for brands to adapt to changing consumer behaviors and the importance of strategic planning for successful digital transformation.

Takeaways

Digital transformation varies by brand and consumer needs.
Understanding consumer media consumption is crucial for engagement.
Brands must avoid forcing digital strategies that don't align with their core consumers.
Sampling products can be an effective acquisition strategy.
Retail media networks are essential for reaching consumers effectively.
The digital landscape is constantly evolving, requiring brands to adapt.
AI can enhance internal efficiency in marketing processes.
Consumer conversations are increasingly influential in healthcare decisions.
Brands should focus on building authentic relationships with consumers.
Finding and leveraging pockets of success is key for growth.

Soundbites

"We have to identify touch points of impact."
"Consumer engagement depends by brand."
"Don't force fit digital strategies."
"The endless shelf is a challenge in digital."
"Sampling is key to our acquisition strategy."
"The power is shifting back to consumers."

Chapters

00:00 Introduction to Digital Transformation in Healthcare
02:14 Consumer Engagement Strategies in OTC Brands
06:06 Challenges in Building Digital Relationships
08:09 Navigating Digital Transformation Challenges
09:57 Common Mistakes in Digital Marketing for OTC Brands
11:06 Standing Out in the Digital OTC Space
12:48 Digital Transformation Priorities for 2025
19:12 Leveraging AI and Emerging Technologies
21:23 Exciting Digital Trends in OTC Healthcare
22:46 Key Focus Areas for Successful Digital Transformation
26:53 Conclusion and Future Outlook

Video

https://youtu.be/mgilFSwXFBY