The Patrick and welcome Hey Stephen good

be here.

Glad you could join awesome. Thank you for having me show the plan here today is to talk about three different things. First of all, let’s talk about Avant Health Care’s rebranding second of all I’d like to to talk with you a little bit about your view on next gen health care because as the New York Times says we’ve entered a golden age of Health Care and thirdly I want to talk about what Avon Healthcare calls the trifecta of people working for you which sounds really interesting. So let’s just jump right in absolutely. Sounds great. So listen a big part of the rebranding at Avant is the idea of one brand one agency when you guys talk about that. What exactly do you mean?

Yeah, you know and it’s been a while in the making, you know, like the healthcare market today and like the world quite frankly, you know, we’re evolving and we’re going to continue to evolve and we’re evolving to where our clients are heading. You know when Deborah would started our agency in 1994.

I mean the internet was just born right here. I mean literally born

There wasn’t Google there weren’t cell phones AI was like out of a Ray Bradbury novel. You just didn’t live right and you know the fast forward to today and the information overload that we’re all experiencing as consumers particularly hcps busy hcps and is where we’re pushing the agency too. We’re demonstratively trying to meet our clients where they’re engagement is most critical and you know, the engagement in Channel marketing today is is fierce. It is unbelievably competitive as we all know and hcps just don’t have the time to really read white papers or journals and we’ve got to be able to cut through that clutter and you know as an agency

We came up under a speaker Bureau program and you know have continually grown continually hired and molded the shop to where the market is going today.

So what is the idea of one avant mean internally?

Well, you know like we said its an evolution. It’s not a revolution. We’ve had all of the expertise in house.

You know, but now what we’re doing is moving to our clients’ needs and bringing that expertise together from a more holistic Lance if you will.

we have

Deep medical we have, you know, a deep creative bands. We have an analytics and insights Bank. We have a client services team that you know keeps all the balls in the air and we’ve always operated together but we’ve never operated where the external Market could see that and you know for us internally coming together was a natural thing and integration model and now, you know, we’re just finding the streams and the processes to actually build a better product

for our customers coming together. So what is one of Aunt mean for a client? How is a client is the client experience going to change as a result of this or how are they going to experience the you know, one of our

idea? Yeah. The hope is it it will change, you know, because the experience that we are really talking about is a lens of integration. So be it an existing client or a new customer coming.

Into the Avant agency, you don’t have to shop for multiple shops, right? You don’t have to shop for multiple agencies anymore, you know be it from medical Communications medical Affairs insights and Analytics.

Branding aor components We Do It All We Do It All internally now and all we’re really doing is melding those things together and facing that back out for our clients. So the internal portion of that

Has been a little tricky but we’re working through it and the external for our customers is that they can come to us for all of their needs

right

Patrick in New York Times ran a story recently that said we are now in a golden age of Health Care.

Yeah.

Tell me a little bit about the convergence of technology and Healthcare.

Yeah, you know and I think we’re seeing breakthroughs in every therapeutic area, you know Jennifer a downer, you know, she stated that, you know, we’re in an unprecedented time for discoveries, you know, if you look at the covid vaccine that came through from fiser. I mean an FDA rushing that through in one year. I mean, we we had vaccines and year that that can take amazing three to five. Yeah, so these breakthroughs that we’re seeing are just beginning and it’s it’s

It’s a great convergence of Technology at Innovation and Healthcare. You’re seeing this entirely new way of looking at not only next-gen medicines, but how we apply those medicines and what we do today and how we even reach an hcp in the market. That is a next-gen component because not only are the engagements.

new and and Innovative and digital engagements

But we’re seeing a new next-gen hcp who’s a digital native and they absolutely are looking for data in ways that maybe five years ago. We didn’t Supply

that.

Patrick can you explain what next Generation engagement looks like

Sure,

you know I think.

for the hcp

Or any consumer today you have such a short window to reach them in the multitude of channels that they’re looking at.

You know, there’s an engagement study that we have just over three seconds to reach a consumer or an hcp anyone.

In Channel and engage them and if you miss in those three seconds your loss in a sea of sameness and other conversations, that’s why it’s so imperative in you know, next Generation engagement with hcps to understand the hcp in a deeper way and understand the modern hcp and how they use technology. It’s not just about social components or using, you know a sermo or a, you know, approved social data point it really is around.

utilizing

all channels that not only you know affect where an hcp is working and what they’re working on but where they live as well you have to surround them. I mean hcps today one are highly trained highly educated and really really swamped and busy you have to understand where they’re living and cut through all of the data points, you know, dissecting the journal dissecting even the white papers and having your medical Department really find that one fundamental thing. That makes sense for that.

And that’s where we have to live and we have to be able to bring that into a social environment and that’s difficult to do in a three-second window. But the best thing you can do in this environment is to surround them. So every touch point along a buyer Journey particularly in hcps buyer journey is imperative that it’s

resonant.

It’s imperative for us to hit on all those touch points.

Now you have a tool called Pure mesh. Can you tell me a little bit about pure mesh

sure, you know, that is our proprietary technology platform that we’re just starting to launch out. It was built for opinion leader engagement either. Okay. Well key opinion leader or DOL digital opinion leader engagement. And basically what it is is an algorithm platform that identifies the

Perfect match or kol the opinion leader for our clients. It doesn’t faster. It doesn’t more effectively and it does it more efficiently and the reason we know that

Is we’ve been around for 30 plus years. We were doing it by hand for so long. And now that you have this AI structure within peer mesh.

It’s pretty exacting and you know, we can offer our clients much more from kol partnership and K-1 engagement.

There’s so much noise around social media.

Yeah,

how does Yvonne Healthcare help its clients engage in like a meaningful conversation when that drives results with hcps.

Yeah, you know and again we can go back to the platform of peer mesh and a component of that platform is pure mesh Paul’s which is a social listening component and driven by AI in basically, you know, what it’s doing is we’re utilizing it.

To understand what hcps are talking about an example a good example recently is ASCO 2023, you know, we applied that while we were on the floor and you know, what it what it literally does is it’s listening to the pulse of the conversations that are happening at ASCO and we’re able to identify as what’s important, you know, as you said Steve there’s a ton of noise. So what we’re trying to do is cut through it and find what is being repeated. So the AI platform is really just taking a natural language platform and understanding it in a way that is something is repeated over and over again, it will then engage that at a higher level. So we’re able to take that data that we scrape and bring that to our customers and allow them to view what’s important in that exact space. You know, what is

Really being talked about from an hcp lens because you can’t just bluntly enter a conversation in a social environment particular with you know, highly trained hcps, but if you come in with some knowledge points and what they’re really talking and thinking about and you have a perspective that’s going to gain a lot of ground very quickly.

It’s Patrick you had you had mentioned earlier that you’ve got an interdisciplinary team. And as I understand it at Yvonne health care. It’s strategic medical and creative sounds like sounds like a trifecta of people and disciplines. Tell me a little bit more about that. Yeah,

and it is a tripod and that’s exactly what it is. You know, it is funny. We have these three groups and strategies are wide group. So, you know, we look at in kind of the way it’s utilized. So we have medical strategy and creative and if you look at any process map that we use everything is founded in medical in science. Then we move to strategy then we move to creative but the medical component of everything we do is deep. It’s in our DNA, you know, we’ve been doing it for years and years and years and in fact, you know, our staff our scientific staff is 40 plus

in-house

and 80% of that staff has advanced degrees, you know phds Farm DS Masters and these are across different therapeutic areas as well. They know their stuff.

So anything we go into you know from new customer Discovery to client engagement begins there begins in the first part of our Trifecta, which is science.

Strategy then comes in it kind of binds everything together. They find The Sweet Spot, you know of that scientific narrative that we can start to hone in on and really play to the differentiator if you will.

And then creative comes back in on the back end and creative is there to create a story to deliver a conversation to build engagement. Once they have that data that scientific data and the strategy component of that, you know where we need to play.

Creative is is let loose to really you know build that story. That’s not only medically accurate and strategically important.

But it’s also, you know Whimsical and creates energy, right and and that’s really what this whole Trifecta is about and our you know, I think even internally the agency benefits from having this Trifecta, but externally our clients certainly do and you have to mention in that, you know, Client Services, you know accounts. These are the folks the unflappable folks that are keeping all the balls in the air keeping projects moving forward and keeping engagement at a really high level.

So this Trifecta process it’s really interesting and I wonder because the three disciplines are so different is do you find that it works in a more linear way or is it more fluid?

It’s a little both. We know a farmer marketer’s job. Is it easy? I mean, it’s very difficult to say the least and it’s our job, you know as a company as a trifecta to make that job easier. It’s not just about the delivery of the product.

It’s about how you deliver that product, you know, we can go back and look at any VOC voice of customer that we’ve had over the past five years and our rating is 98% and above of our clients that would recommend us to other clients and also do business with us again. There’s a reason for that.

Look you’ve been doing this a long time. What’s your best advice for Farmer marketers right now?

Great question great question. You know I I think

For today because of so many things that are happening, you know, take the Viewpoint of a Roman poet carpe diem.

You know sees this day innovation technology all of the channel marketing that we’ve discussed everything. That’s at our fingertips Next Generation medicine hcp engagement is is there for the taking in you need to seize it.

Carpe Diem with Yvonne Healthcare.