Jacob Harrison is the Director of eCommerce Investment Strategy at CMI Media Group, a full-service media agency specializing in strategic healthcare marketing. For more than eight years, he has launched, developed, and implemented some of the largest marketing programs in the retail, finance, and consumer goods spaces. Jacob has built and led world-class teams and driven significant growth for agencies, including Sparkroom and retailers such as Toys R Us and DSW.
In recent years, retail media has dominated the digital landscape, and various industries, including consumer packaged goods (CPG) and fashion, have pioneered major advertising networks to market and sell their products. DTC channels provide viable opportunities for the pharmaceutical industry to target consumers and improve the healthcare experience. But Rx distribution is heavily regulated as brands must comply with HIPAA and other data privacy laws. So what’s the most effective way to employ eCommerce marketing to build brand awareness?
Healthcare has experienced a significant shift to digital with online patient forms, virtual doctor visits, and more. Jacob Harrison says that brands can leverage patients’ growing familiarity with digital to offer information on medications and provide seamless prescription refills. Partnering with leading pharma retailers like Walgreens and CVS allows you to capitalize on consumer data to develop targeted ads, maximizing conversions and ROI.
In this episode of The Digital Deep Dive, Aaron Conant welcomes Jacob Harrison, Director of eCommerce Investment Strategy, to talk about how the healthcare industry is utilizing eCommerce to enhance the patient experience. Jacob also shares how organizations are leveraging ad networks to market products, the limitations of pharmaceutical distribution, and the importance of a digital R&D budget.
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