How digital is changing the healthcare landscape and what does the future hold? Event at House of Lords, 9 March
Author: CIM MG
Global Digital Director at GSK, Kai Gait and Alex Butler, Managing Director at The EarthWorks and Partner in OPEN Health, will be addressing us at ‘How digital is changing the healthcare landscape and what does the future hold?’ event on Thursday 9 March, hosted by Lord Lansley at the House of Lords.
Kai led the development and launch of the pharmaceutical industries and GSKs first standalone Class I Medical Device mobile app for patients, which recently launched in the UK. He has spent the past 15 years working across the globe, utilising analytics and social insights to develop and enhance global/local marketing and technology initiatives. He is passionate for the need for businesses to understand the customer, support their needs and provide innovative solutions to their problems.
Alex, pioneered the application and integration of new philosophies and technologies within pharma, launching the first digital only marketing campaign supporting a pharmaceutical brand, he was also one of the very first to utilise social media and he commissioned and designed mobile health applications before the advent of the app store.
This led to numerous digital marketing and communications awards, the inaugural recipient of the Global Social Media Pioneer award in Philadelphia in 2010 followed by the James E Burke Marketing Award for Uncommon Courage in 2011, the first pharma professional recipient.
Following the presentations, Katryna Quiggen will join Kai and Alex for a short panel discussion. The event includes drinks and lunch on the Terrace at the House of Lords. Please book your tickets here.
Ahead of this event, Medical Marketing Group chair, Katryna Quiggin, caught up with Kai to ask him a few questions:
Q&A with Kai Gait
Katryna: What are the ‘ones to watch’ in terms of technology in our industry?
Kai: Third parties entering the sector. New entrants, such as Google disrupting the sector.
Katryna: What does a good digital marketer look like to you?
Kai: A marketer! Digital marketing is an extension of marketing. Many of the activities are the same, such as segmentation, targeting and positioning. Marketing is still at the heart of everything you do, you just have an appreciation of the channels available to you. You become more observant of human behaviour and try to understand it.
Katryna: How do you prove the ROI on digital marketing activities?
Kai: Ecommerce is easy: healthcare is not so easy (as it’s not a direct sale). Cost per acquisition and cost per contact can help address this challenge. Keep on exploring new ways.
Katryna: How do you decide when to outsource, and when to go ‘in house’?
Kai: It depends on what you’re trying to achieve. You need to sit down and plan first to work that out. Sometimes you take a blended approach, for example at GSK we have a content marketing team, however we outsource the development of that.
Katryna: Do you have any recommendations for further reading?
Kai:Dave Chaffey, CEO and co-founder of Smart Insights is worth following.
How digital is changing the healthcare landscape and what does the future hold? Event takes place at House of Lords on 9 March from 10am till 2.30pm. Purchase tickets here.