Derick Sumrall participates in Med Ad News Agency Roundtable

Derick Sumrall participates in Med Ad News Agency Roundtable
Derick discusses what trends he saw in 2024 and what we should expect moving into 2025
Here at Elevate, we’re always trying to stay on top of industry trends and be as up to date as possible with what’s really accelerating healthcare marketing. Industry roundtables are just one of the ways we’re able to keep up with new trends and insights. Recently, Elevate’s own Derick Sumrall, Practice Lead, Customer Experience, participated in not one, but two industry roundtables with PharmaLive.
The first of the two roundtables, “Technologies fuel better connectivity with HCPs, patients, and caregivers,” talks about what technologies are facilitating better targeting for specific audiences. In this roundtable, Derick talks specifically about using publicly available NPI (National Provider Identifier) targeting to get granular when trying to reach specific healthcare providers.
“The more we strive to improve our targeting of a specific segmentation type, the more data attributes we’re being asked to apply. By using National Provider Identifier (NPI) targeting, we can start the process of delivering personalized content while staying within privacy requirements,” said Derick.
In the second roundtable, “Moving into 2025,” the leaders shared their thoughts and predictions for what biopharma/biotech trends people should watch for in 2025. In his answer, Derick discusses the advances of AI (artificial intelligence) and it’s new role in Paid Search.
“We’re in the midst of seeing an interesting scenario unfold before us within search. After years of being hidden in the background, this last year we saw Google Search and Bing push their use of artificial intelligence (AI) into a highlighted feature,” Derick said. “As convenient as this is for users, it presents a challenge for all businesses who want to own their story.”