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    Notes from Digital Health Coalition Summit

    Michael Ackerman was representing Silverlight Digital at this week’s Digital Health Coalition Summit in New Jersey. If you were unable to attend – no worries, Michael’s got you covered as usual with musings, notes and things overheard at the event:


    • Patient adherence can play a roll ($300 billion in lost business a year)
    • Need to embrace post hospital – 2-way communications functionality – set-up mobile auto-enrollment while in hospital
    • Patients comfortable communicating via virtual assistant chatbot
    • Collect real-world data from patients – help care team, summaries for the patient, insights for marketing

    The Physician’s Landscape

    • Doctors swamped w info – Medical knowledge doubles every 3.5 years
    • 1M members; 30M articles read
    • Ad frequency is important to reach busy docs
    • Doctor retention for native ads 4K times more than retention for banners
    • Video retention also much higher than banners
    • Doctor colleagues are most impactful for influencing

    Challenge with Targeting Doctors

    • Docs have lots of different digital identities – iPad, phone, have various desktop browsers – Meaning it’s not as simple as Loading NP list into DNP/DSP –
    • Overcome challenges by reaching doctors when surfing outside pharma


    • TV makes sense when there’s mass awareness for a product launch but over 50% tune-out commercials
    • Pharma still advocating 60%+ of budgets towards TV
    • Social can play a roll – create awareness of TV ad buys


    • 4 in 10 are visiting Urgent Care vs. doctors/hospitals – 55% do so because of convenience, however, 85% believe docs/specialists provide better quality care
    • Baby boomers trust docs much more – also more likely to use EMR portal to get advice
    • 50% patients Google health problems vs. seeing a doctor

    Video Techniques to Enhance Your Message

    • Developing effective digital content has been their hardest digital obstacle – Pharma is too self-centered, heavy text, not engaging
    • We all learn A LOT more visually
    • Video has 300% greater engagement than text
    • 80% consumers recall videos; 46% take action
    • Huge advocate of patient story videos – Using actual patients vs. actors, not glossy, share both good and bad.  Need to be patient – It takes a long time to find the right spokesperson
    • Doesn’t know why pharma co’s still spend money on HCP print collateral (Doc don’t read)

    Social Media

    • Facebook after Cambridge Analytica – stock price recovered after 2 months, plus still growing outside NA
    • FB interest targeting has been cut back but there’s affiliated interests, life event targeting, lookalike audience and can send custom audience
    • Social benchmarks (from Unmetric) – 25% of pharma have FB unbranded sites, less than 1% are branded. 1/3 of branded sites have comments.
    • FB posts per week – branded (comments) is 1.1, branded (no comments) is .5, unbranded represents 1.9
    • FB average comments – 108 comments per week for unbranded; 25 for branded
    • Twitter – mostly for corporate news
    • YouTube – unbranded dominates