How are healthcare marketers thinking about the next year? In this and future two-minute interviews we’ll ask our current and former clients what’s on their minds.
Bridget Johnson is VP of Marketing at Metabolon, a leading metabolomics provider in Raleigh, NC. She also has led marketing organizations at Patheon, Covance, and Baxter International.
1. What would you say your biggest marketing challenge is for the coming year?
Ensuring we have enough budget to effectively deploy content. Creation of quality content may be King, but effective distribution certainly is Queen. Company website, email and free social alone are not effective in reaching targets in a meaningful way. We need robust third-party distribution to make an impact, but it’s expensive for a company our size.
2.What will you be asking from your marketing in 2020 that you haven’t before?
Looking to lean on Thought Leadership in a much bigger way to build broad awareness and appreciation of the value of metabolomics to new audiences.
3. Are you looking to any new channels that you haven’t taken advantage of before? If so, name one.
More speaker opportunities at things like STAT or Forbes Healthcare Summit. Again, pursuing a broader reach of influencers vs. more targeted Demand Gen activities.
4. Do you feel that your brand has a relevant social purpose? What is it? Why is that important?
As the leader in metabolomics, we have the potential – and in my view, an obligation – to enable personalized healthcare at scale; to make possible truly individualized treatments based on real-time conditions of patients, vs. only risk profiles as provided through genomics. This can be transformative for human health.
5. What’s your favorite movie of all time?
That's a hard one. I love movies. I'd say it's a tie between The Princess Bride and When Harry Met Sally.