Beyond the Interview: Talking Omni, Media Evolution and Metrics with Tricia Savio

Recently, Tricia Savio, VP, Programmatic Practice Lead, EVERSANA INTOUCH, contributed to a PulsePoint “Marketing and Media Trends Report,” which talked to leaders throughout the industry to learn about their marketing priorities for the months ahead.  

We highly recommend the report, and you can find the full report here. But here, we’d like to give you a short interview with Tricia to provide more insight you won’t find anywhere else!  We’ll start off with the topic she was quoted on in the report, and move on from there.

Q. Omnichannel is becoming more omnipresent… but is it true DTC omnichannel really is possible, considering consumer privacy issues? What are you getting excited about in omni? 

Yes, we believe it is because it will be consent-based. Similar to how a consumer can decide in a non-pharma brand interaction if it’s worth the exchange of providing a brand their phone number and opt-in to receiving text messages – patients will have something to gain by providing their consent – perhaps an online community environment, a rebate or access to additional education and content. Consent will be a currency of sorts and even if the volume of those who consent is smaller – it’s going to be more powerful because it includes a level of intention or openness to the messaging or dialogue with a brand. The current path to conversion highlights the importance of omni and channel mix. We can already do sequential messaging which is a nice entry point into a fuller omni solution.   

We are excited about connecting the dots that we can all see need to be connected and ensuring our brands aren’t causing a feeling of Groundhog’s Day for their target audience We’ve launched our own platform, EVERSANA ORCHESTRATE^TM, and initial feedback from brands has been outstanding.  

Q. How can advertising evolve to keep breaking through customer inattention?  

We’re only getting more bombarded with media messages as the years go by – so advertising has to keep evolving. Creative and media synergy must be considered up front, and pulled through, in order to ensure the best timing, placement, and push for action all happen in a privacy-safe way.  

Although more barriers continue to arise, our perspective is to consider them an opportunity to rise to the occasion with a creative solution, and to do it even better than before!  

Growth in video, and particularly in interactive components of video, such as a QR code, will hold more and more importance, as viewers continue to toggle among their apps and screens. It’s also helpful to consider attention metrics, and to be able to optimize toward the media, channels and publishers that get more attention.  

Q. Let’s talk about analytics and accountability. What changes do you see there?  

Due to the measurability changes throughout the ecosystem, as well as tons of platform and product innovation happening concurrently, we continue to hold ourselves to the highest standards, to embrace and participate in what I’d call a measurement renaissance.  

It’s time to reinvent and pull through metrics that might feel new and uncomfortable to some, but which have more meaning behind them, and represent being adaptable to continuous change.   

A clickthrough rate has a purpose, especially for creative evaluation, but it’s exciting to talk about how your media plan reached verified patients that meet the brand’s audience definition, as well as incorporate correlation with script lift on a more niche level.  

When it comes to metrics, it’s time to be thoughtful and innovative as we evaluate media success.