Episode title: What Pharma Media Teams Should Do with the Time AI Gives Back
Description
Sheyda Karvar leads the media practice at Fingerpaint, an independent agency with creative roots. She started in operations and project management at Razorfish, moved into planning on the Dupixent launch, and joined Fingerpaint as one of three people on a brand-new media team. It now has about 60.
She and healthcare marketing leader Jen Werther compare pharma planning then and now: insertion order binders and 20-person survey samples on one side, NPI-level targeting and real-time claims data on the other. They also cover what MLR review taught her about creativity, why CTV changed the game for brands of every size, how her team automated roughly 75% of manual reporting tasks with AI in a few weeks, and where she sees dynamic creative going next.
What is Deep: The Health Marketing Podcast?
Deep: The Health Marketing Podcast explores how marketing improves patient health, through conversations with the people making it happen. Healthcare marketing leader John Mangano talks candidly with experts in pharma, advertising, and tech, diving into the strategies, innovations, and insights driving the industry's future.