LLYC organized the Deep Digital Health Summit event with the participation of experts from leading companies in the healthcare and technology sector, experts in digital marketing, innovation and scientific disseminators, with the aim of analyzing the trends, challenges and opportunities offered by Information and Communication Technologies (ICTs) for the healthcare sector.
The round table, “The science of data and reputation“, was moderated by Daniel Fernández Trejo, Senior Director of LLYC Deep Digital Business and global CTO, with the participation of Carlos Parry, Government Affairs Head and Director Astrazeneca Foundation, and Antonio Ibarra, Omnichannel Customer & Innovation Lead at Grünenthal and member of the Transformation and Digital Marketing group of AIMFA (Agrupación de Investigación y Marketing Farmacéutico).
The debate at this table was focused on the usefulness of Big Data and Deep Learning for the prevention of reputational risks for companies in the healthcare sector. In this regard, Carlos Parry shared AstraZeneca’s experience during the COVID-19 pandemic: “at Astrazeneca we made a bet and developed a vaccine that reached more than 190 countries, but we were in the news for other reasons. We had the challenge of turning that story around to highlight the value of our work, and we did it with the help of LLYC and with the help of data. The data allowed us to make decisions, specify where the conversation was and identify where there were opportunities to value what we were doing“.
In addition, the use of data for stakeholder relationship strategies, for marketing activations with clients and their contribution to the sustainability of the healthcare system, as well as their contribution to patients and healthcare professionals, were discussed in depth. On this aspect, Antonio Ibarra explained that “the pandemic has modified the way in which we relate to each other. All this search for new relationship channels has been mandatory and during these last two years there has been investment by pharmaceutical companies in channels such as webinars, social networks or the web to continue communicating with healthcare professionals. Now we have to study which is the best way and the one that will remain in the future“.
Daniel Fernández Trejo Director Senior de LLYC Deep Digital Business y CTO Global
Carlos Parry Government Affairs Head y Director Fundación AstraZeneca
Antonio Ibarra Omnichannel Customer & Innovation Lead en Grünenthal y miembro del Grupo de Transformación y Marketing Digital en AIMFA
