AbelsonTaylor and GA Communication Group Introduce Summit to Establish QA Best Practices for Digital Healthcare Marketing [Professional Services Close - Up]
(Professional Services Close - Up Via Acquire Media NewsEdge) Two Chicago-based healthcare marketing agencies, AbelsonTaylor and GA Communication Group, will sponsor a national summit to establish quality assurance best practices in digital healthcare and pharmaceutical marketing on Thursday, Oct. 24, at the Ritz-Carlton Chicago.
According to a release, the full-day conference, titled QA Summit on Digital Healthcare Marketing, will feature a series of interactive panels moderated by Joe Shields, digital marketing leader for AstraZeneca. Among issues to be discussed are the broad role of QA in digital healthcare marketing, challenges posed by a constantly changing digital environment, and how to meet the evolving information needs and digital preferences of patients. Participants will also discuss hurdles faced by agency QA teams and top concerns expressed by pharmaceutical companies.
"This is new ground for all of us and it's shifting every day," said Jim Spillson, manager of interactive QA at AbelsonTaylor. "There's an industry-wide need for consensus on QA best practices in digital healthcare marketing and the ideal way of finding that consensus is by tapping the thoughts and experiences of those who work in the field every day. This is going to be a very exciting coming together of minds."
Ben Currie, group director of digital solutions at GA Communication Group, agrees, saying quality assurance should be part of the entire digital campaign development process, not just something brought in at the back end for code and IT considerations. "We call this philosophy 'Shift left,' meaning ask QA questions from the very start of planning," he said. "The upcoming summit will help healthcare marketers integrate QA best practices into every aspect of their digital campaigns."
A range of healthcare marketers will attend the QA summit, including marketing directors, QA professionals and digital marketing directors from pharmaceutical companies and healthcare advertising agencies. Guest speakers will include Michael Morowitz, senior technology director for international advertising agency R/ GA, who will deliver a keynote address titled "Testing is Not Assurance: QA in Digital Marketing."
Summit activities will begin on Wednesday, Oct. 23, with a welcoming dinner at Chicago's famous Goose Island Brewery on N. Clybourn Ave.
The QA Summit on Digital Healthcare Marketing is organized and presented by AbelsonTaylor, an independent healthcare advertising agency, and GA Communication Group, a full-service healthcare communication and marketing agency.
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