Women'sHealthMavericks_Episode 1_AndreaPalmer(PublicisHlthMedia): Audio automatically transcribed by Sonix

Women'sHealthMavericks_Episode 1_AndreaPalmer(PublicisHlthMedia): this mp3 audio file was automatically transcribed by Sonix with the best speech-to-text algorithms. This transcript may contain errors.

Abby Mercado:
Hi, I'm Abby Mercado, co-founder and CEO of Rescripted, former investor and ever entrepreneur, fierce advocate for women, and mom of IVF twins. Welcome to Women's Health Mavericks, a podcast dedicated to shining a light on the people who are moving the needle when it comes to women's health and wellness. From inspiring entrepreneurs and innovators to leaders of big brands defining culture to movers and shakers of biosciences companies dedicated to treating women. We'll Introduce you to the people, the ideas, and the businesses that are changing the face of women's health in America and across the globe. With these changemakers on our side, the future of women's health is bright. Now let's get into it.

Abby Mercado:
Good morning, Women's Health Mavericks listeners today I'm so excited to introduce you to Andrea Palmer, the president of Publicis Health Media. Andrea has spent most of her career helping pharmaceutical, biosciences, and medical device companies meet the consumer where they're at. And Publicis Health Media has grown into the leading health media agency in the US since its inception ten years ago. It's no secret that women's health has historically been under-researched and underfunded, but today we're finally seeing the tables turn. I wanted to chat with Andrea to understand how true, honest, and authentic media can very much lead to better outcomes for patients and specifically for women. I think you'll really enjoy my conversation with Andrea.

Abby Mercado:
So welcome, Andrea. I would love to just hear all about you and I'm super excited about this podcast. We're going to talk about women's health and media and how the two intersect today. And welcome and thanks so much for joining.

Andrea Palmer:
Thank you so much for having me. Love your show. And I'm super excited and honored that you asked me to be a part of it.

Abby Mercado:
Yay.

Abby Mercado:
Well, cool. We're gonna shake things up a little bit. I'm going to start with two icebreakers. What's your guilty pleasure in life right now?

Andrea Palmer:
My guilty pleasure is pickleball. And does that count? I'm such a I'm a newbie. I think they call me a freshie last time I played. So that's my new love of life. Maybe later to the game or maybe I'm early to the game, depending on how you look at it. But I'm loving that right now.

Abby Mercado:
I like to say, as long as you're having fun, it doesn't really matter. So there you go. I'm a freshie too. I have a herniated disc right now, so I can't really get into it. I know it sucks, but I'm getting better and I'm excited to get back out there before cooler weather comes around.

Andrea Palmer:
We will have to play sometime.

Abby Mercado:
Yes. And then tell me, what are you reading?

Andrea Palmer:
What am I reading? That is a great question. I am actually not reading anything right now. I just read the Karin Slaughter book when I was on my last vacation. One of her new ones, the name is Escaping me because I read several books on my last vacation.

Abby Mercado:
As you should! Take a break, you know!

Andrea Palmer:
No, but I went full-on like entertainment versus education on my last book tour, so maybe I'll Google that.

Abby Mercado:
I'll add it to the Show Notes gang. So yeah, I'm amazing.

Abby Mercado:
Thanks for humoring me there. Well, I would love to just hop right in. Tell us about Andrea, besides her guilty pleasures and besides what she's reading, Who are you? Where did you come from and what do you do today?

Andrea Palmer:
Yeah, so now I have the pleasure of running an advertising and marketing and media agency called Publicis Health Media, or PHM for short, and was really built and predicated on the back of being a specialized marketing agency for the health care industry. So I have the unique opportunity to run an incredible group of people that are all sort of working toward the same goal of furthering health and working to make the media industry work in convergence with the healthcare industry from a vertical perspective, which I love, and I get to do that every day. And I always say that I don't know that I would continue to just do media if it wasn't for the healthcare industry. I genuinely believe we get to serve a higher purpose in really helping people navigate, whether it's a health care crisis or health care, curiosity, I guess we have the unique ability to get to dive deep with people and use media as a channel. And it's such an important way that people get information these days. And we're on a podcast today, whether people get their information from listening or watching, or reading, it always starts with the media and how information and narratives are being shaped out there through the media and being able to work with really great content providers to tell those stories and to help sharpen people's unique understanding of what is right with them or what is wrong with them, and how to find community and do all of that through media, I think is a privilege and something that also changes all the time.

Andrea Palmer:
I've been doing this for 20-some years and my job has changed every year. I mean more frequently than a year. It's not like it changes on an annualized basis, right? But I've never done the same thing twice, which is always cool because everything is changing and evolving and you have to know how consumer behavior changes and patient behavior changes and learning behavior changes and how the like the media changes and what takes shape and the opportunities that are out there. So that's what I get to do for a living, which is pretty cool.

Abby Mercado:
It would be really boring if your job didn't change every year, so.

Andrea Palmer:
It sure would.

Abby Mercado:
Yeah. Well, thanks for sharing that. So as dug, obviously also being in healthcare media, PHM is a household name, of course. So I already know a lot about PHM. But as I dug even deeper into PHM, and some of the ways that you all are helping your clients kind of enter and remain constant just in the media space. I noticed something that was really interesting, that I loved, and that I am personally all about. And Rescripted, of course, is all about as well, creating and recreating patient outcomes, measurement practices. So tell me a little bit more about that, tell the listener a little bit more about that. I think what's so interesting there is media is a way to market a brand, right? And marketing, of course, like, there are very analytical ways to be a marketer, but sometimes marketing gets a bad rep for being fluffy. So I love the ability to just provide measurement. So tell us a little bit about how you do that and how you kind of take that back to the actual outcomes.

Andrea Palmer:
Yeah, absolutely. Measurement is such an important part. I always say not to validate that what we did was great and kind of give ourselves accolades or kudos for making the right choices. But to help us understand what wasn't great, I mean, at the end of the day, the whole industry is about driving patient outcomes and supporting patient outcomes and understanding how the investments that we're making from a marketing perspective or how the messaging that we're delivering from a marketing perspective are resonating and are they changing behavior? Are we able to see at a high level what things that we are doing in the investments that we're making and how they're driving the right level of behavior change? And that behavior change could be are we increasing conversations at the doctor's office? Are we increasing diagnosis rates for something that might be like there might be a lack of understanding in the marketplace? I think about, we recently launched a menopause campaign, and just to start to bring clarity or awareness over the fact that there is an actual medical condition associated with this thing that everybody's just always thought of as a process of aging. So how do you use marketing to change a mindset and use measurement to understand if in fact that mindset is leading to changed behavior and is leading to an uptick or an understanding of the fact that there's a medical diagnosis so we can use data and measurement to see the impact of those types of the messaging, the investments that we're making.

Andrea Palmer:
We can see through the data strategies as to whether or not we are in fact moving the needle. And that can be anything as simple as looking pre and post-campaign. You look along the way through different there's a lot of really sophisticated finite methodologies for that that we can deploy to understand which types of tactics or which types of channels or which types of media, is in fact moving the needle more than others. So should we be investing more in television versus in the audio space, or should we be investing more print or influencer marketing? What's influencer marketing doing for the brand? Are we talking to ourselves or are we truly impacting the lives of the patients? And the same thing goes on the provider side. So the patients and the providers are equally important in this whole health care continuum. So how we can use data to understand their messaging and our marketing breaking through and how do we continue or adjust along the way. And that's really important. And there's a lot of helpful ways to do that. There's a lot of compliant ways to do that. It's about, looking at the macro levels and the segmentation levels and understanding at a campaign level or an investment level how those choices work versus being overly concerned with some of the finite or individual details that are obviously protected under HIPAA.

Abby Mercado:
All love it. All of it. I'm just thinking about women's health and kind of connecting it back to women's health. I think what's so interesting is not that this doesn't exist in other therapeutic areas, but what's so what's been so interesting to us at Rescripted is just the years that it takes to often receive a diagnosis. So for instance, endometriosis takes on average 7 to 10 years to actually diagnose. And media is humongous in terms of bringing about awareness and then enabling patients to advocate for themselves. And I love what you all are helping your clients do because it's creating a conversation between a patient and a physician versus the paternalism, if you will, that we saw in the healthcare industry of the 1950s. So.

Andrea Palmer:
Absolutely. And it's such a good example. Endometriosis, a lot of those women health issues. How do you get to those diagnoses faster? And that rate of diagnosis is even worse in communities of color, as you know. So there are subsets of populations that have even a larger gap. And because the health care experience is so personal, it's not like all of your neighbors are going through the same thing or everyone that you talk to in your daily life are going through the same thing. So media, social communities, spaces like that, allow you to create community where it doesn't otherwise exist, and to find those shared and similar experiences for people to feel that sense of community because it doesn't always follow geography or your friend or family group or whatever, right? Almost no health conditions are chosen by the individual, right? So, of course, when you get into wellness and skincare and stuff on that side of the spectrum, certainly, but on anything that comes from a medical diagnosis, you're not choosing that diagnosis, right? So you're seeking community from people you don't know and you didn't want to know up until that point in time where you needed to have that community outreach or shared experiences and understand and learn from other people that have been through something that you're also starting to go through.

Abby Mercado:
Yeah, I love that. I'm glad that you're talking so much about community. That's it's something that when Americans let's call it, think of community. They think of like Facebook groups and comments on Instagram. How do you think beyond these social networks that can sometimes get the best of us when you're helping your clients think about community?

Andrea Palmer:
Well, I love that question because it's so today, because if you think about a lot of the really popular social outlets, the things that are rising in popularity, the way algorithms are created, even the use of AI and generative AI on how learning is happening right now is really of the moment. So if you think about TikTok, I mean, if any of the listeners are big or even passive TikTok users, TikTok learns so quickly what content you pay attention to and lean into and whether or not you're a participant or if you're just someone who's kind of mindlessly scrolling through TikTok. The algorithms are designed to learn what interests you, so they very quickly learn to connect you with other accounts and followers that are putting out content around the topics that you're paying attention to and your saving or your liking or even, frankly, that you're just watching. So things like that, things like Reddit that are providing those forums for questions and answers and opinions in a safe and anonymous or not anonymous way for that matter. There is a ton of forums that are just so natural that the dissemination of that information and the sharing and the sharing of that information from community that, That we're really encouraging our clients to think about how information is being relayed regardless of a marketer.

Andrea Palmer:
So regardless of a marketer's participation in these narratives being created, that's where they're happening and that's where people are getting their information and learning this information. So we always start with the concept of human behavior and how that information outside of a media campaign or a marketing campaign or the messaging strategy, how people will go learn and what those sources are going to be, where the information exists on the Internet, where the information exists in long-form content, where it exists in short-form content, who the influencers are that are out there, that are the loudest, where the trust is coming from, who the voices are that matter, who's being listened to. And that's how we start to learn how to really craft an intelligent marketing campaign and how we really be a part of the conversation and support it versus, try to create a separate conversation over here on the side. That's not authentic.

Abby Mercado:
Right? Yeah, I was just going to say like authenticity. Authenticity. Like that's just the word that is at the forefront of my mind all the time.

Andrea Palmer:
Because you're trying to be, you have to be trusted, especially in health care. What people are looking for is to either validate something that they have a hunch might be going on or to learn from something. Someone else learned already. And that's the authentic way to tell a health care story. Whether it's a journey to solve for pain they're experiencing, whether it's their IVF or their fertility journey or lack thereof, and looking for the best doctors or the best practices or alternative medicine or different types of things. People are looking for people who have been through this. And that's where those stories are being told. They're not being necessarily told on brand websites or certainly that's not the first place that people are going. They might naturally find or stumble upon those through their journey. But we're really reliant on all of these emerging channels and how to understand that emerging channels aren't a passing fad. They're a new way of crafting these narratives. And how do we be a part of them versus consider how we advertise inside of them.

Abby Mercado:
I feel like we could nerd out about media like all day long. I have one more media question, then we'll start talking about women's health, we promise. So what are like your top three favorite trends in 2023 in terms of health care brands? Just getting the word out about what they're doing in relation to the disease that they're helping to tackle?

Andrea Palmer:
Yeah, one of the ones that we've been talking about, actually a lot over the past year has been kind of the new shape of search. And when you say search, everyone's like, Oh yeah, Google search. And that is totally true. And Google is still one of the largest platforms for the activity that is searching. But the behavior of search is seeking information or seeking answers. And instead of that always originating in the Google search bar, it also equally, if not more, originates in YouTube or it originates on Reddit or originates on TikTok or originates in Instagram or on Facebook. And people are simply originating their query or their search as a behavior, in order to find where they think they're going to get the most authentic answer. Back when I started doing this, like 80% of all health. Queries started in the Google search bar. That couldn't be further from the case. Now it's a much more distributed pie where actually in many cases, YouTube might be the first or in the cases of Generation Z, it's like TikTok is like, yeah, like, oh my God, it's through the roof. So we just have to understand that and understand how people are going to capture that attention, if you will.

Andrea Palmer:
So I think that's the one biggest one, and I've seen that one probably change the most over the past couple of years. Let's see, top three trends. I think the second one is the whole video space or not even just video, but content in general. I think the space of all of the different streaming services, like the proliferation of content, the sheer volume of shows, I guess notwithstanding the writers' strike coming up. But over this past year, like the sheer volume of shows, the sheer number of subscription services that one can have, and how to make sense of that from a media perspective, like in terms of what people are watching. The ratings have changed to such a degree where there's the way that we use to quantify and qualify the right places to buy back 10, 20 years ago, even even sort of the same now. Now it's all about content and targeting and being able to use streaming and connected services to get to audiences in a more intelligent way. I think that's been a big change. And the third one I would say is actually kind of what we're doing today. And podcasting is having such a moment, which I just love because it's a great way to build connection, whether it's different hosts or personalities or shows or topics that people really can build a relationship with because it provides something that they have personal interest in over time, that that's a kind of a regular. It's like talk shows, but in a more accessible setting, which I just think is really cool. So it's been a trend to watch for a while, but I think this past year or so has seen the podcast or the uptake of podcasts really, I think start to take shape in a new and exciting way. So gosh, there's so many different things to look at. And we already talked about the social space, which I think has seen such explosive growth even last week. We're adding threads to the right. So just last week we added another social channel that got to almost half the size of Twitter in like five days. And it took Twitter like, what, 11 years to get to. So we've got, talk about change, right? So those are the types of things that change our jobs inherently. Just, yeah, that happened what, last Wednesday,

Abby Mercado:
Right? I know. Yeah. Yeah. And I love your commentary on podcasts. It's so exciting, but it's also so tricky. Like, from an analytics perspective, they can be really tricky, but it's also for us, it's it's our most engaged audience. Like if somebody is sitting down with us for 30 minutes plus, like that is amazing. We know that they're engaged. We know they're interested in being educated on this topic that we're talking about. So yeah, podcasts are really and it's also you can listen to a podcast passively too. Oh.

Andrea Palmer:
Yeah. I listen on my commute, on my drive in. I'm sure a lot of people do. It's on my own time. It's when convenient for me. It's not appointment tuning in, but it's something that I can continuously listen to the same shows that I know are going to meet my needs, but also I can do it when I have time. And 30 minutes is really not that long to give up. So and it's certainly do in my commute. So it's just like convenient too.

Abby Mercado:
Totally. All right. On to women's health, we promise. So, Andrea, you are really interested in women's health and wellness? That was like very obvious. So I attended the amazing HealthFront this spring and it was just so much fun. I met so many, just super cool people. Congratulations. And it was just so obvious that you personally, as well as PHM, everybody is interested in women's health, everybody is super engaged. Tell us a little bit about your why and women's health. Like why kind of double down on this quote-unquote niche industry?

Andrea Palmer:
I mean, there's so much going on in women's health. It's like such a broad and important topic. Like we've already talked even just in the past 40 minutes, we've already talked about endometriosis and menopause and fertility and all like women's health has so many different applications to so many different people and it touches everybody, not only women, it also touches the political industry. You know, when we think about what happened with Roe vs. Wade over the last year or so, but when you think about women's health in general, it's been a space that I think right now is experiencing such advocacy, which I love to see. I think a couple of years back with Serena Williams and her experiences with her birth story and the communities, the underserved communities, and how there's a lot of misunderstandings in terms of pain and risk in underserved communities. And that shed new light that got talked about and that brings up new startups and organizations dedicated to improving those facets of women's health, and there's new brands and categories being created. We talked about the menopause space and how that's a whole new medical category and condition. As of a couple of months ago that never existed before. Everybody knows what menopause is, but nobody knows that it's actually this whole thing called VMs or Vasomotor symptoms of menopause.

Andrea Palmer:
So there's actually things that can be done medically to help women go through the aging process more comfortably because there are actually underlying medical causes and conditions that can be treated. There's the confusing landscape that is birth control. And I always think back to something, a video that I saw. Years a years ago that talked about people's lack of understanding of what different birth control options really were between IUDs and pills and all the different types of pills that you could have and the injections and the shots and the surgical insertions and all the different components and stuff. There are so many different options. People just didn't understand exactly. Everybody just sort of called it birth control and everybody just sort of assumes that it's the same thing. And when you actually ask people to explain X, Y, or Z, different type of treatment option, that you start to realize that this video actually shows. It's kind of like the interviews on the street type of thing. They just would stop people and ask them to explain and you start to really see what people don't know and fertility and people's openness to talking about fertility and egg freezing and everything in between IVF treatments and all the different types of things that people are much more comfortable talking about openly today than maybe they were five years ago, ten years ago.

Andrea Palmer:
I think has really brought on an onslaught of new companies that are designed to help women make sense of this really confusing world and to help take more control over it. So I think that's what's really cool about certainly what we get to help brands do, but also that's why Women's Health and Men's Health to some extent too. But women's health is one of the categories that draws the most innovation financially right now. If you look across a lot of the spaces that investors are putting dollars into, women's health is coming to the top. There's a lot of investment being made right now in terms of startups and health tech companies that are focused on innovation in women's health, which I just think is really cool. So that's I think it's worth shining a light on. We're finally seeing movement in that space purely from an organizational perspective and an investment perspective, and that deserves a lot of attention. And I think it's really it's good that both pharmaceutical companies, as well as these tech companies and startup companies and everything in between, are deciding that that's going to be a priority because there's such a market for it.

Abby Mercado:
I know that you've done some work with some influential folks who I saw at PHM, which is amazing. Tell us about the role of influential people, of celebrities, people who have really big voices, change-makers in just making conversations about about things that I've been kind of shoved under the rug, for instance, menopause, and just like really normalizing conversations. What's their role? How are they making things better? How do you see the future of this playing out?

Andrea Palmer:
One person that comes to mind, I'm sure, comes to mind for you as well. Stacy London. So I'd probably say Stacy London and everybody's thinking the woman from What Not to Wear. Well, yeah, she had a really successful show, What Not to Wear for a really long time. And then she herself started going through menopause and as she put it, hit her like a truck. But she started realizing at that point in time that that there was really not very much information available to her when she started experiencing those symptoms. So she kind of went through this career change, which is really unusual for somebody of her status as in the public eye. So she and I think I recall her saying, like everybody told her this was like career suicide. And she was like, this is really important and I'm going to do it. And I don't think that's true. And she was right. It certainly wasn't true. But being able to take her personal experience and her status or her position as a recognizable personality to then become a personal advocate for this incredibly important topic and figuring out ways to help women who are going through the same thing find that information.

Andrea Palmer:
So she became a menopause advocate designed to figure out how to get more information out there, to find different partnerships, to help connect women to the right information that was out there. And again, we've talked before, but that space right now is seeing a lot of new medical treatments being launched to help women actually to treat the symptoms versus just kind of accepting them. She is one person that comes to mind. There are so many, but a lot of the stuff starts as a passion project and can kind of take over somebody's time. There's a lot we've worked actually with a lot of different influencers and even ones that we haven't worked with, but that you see different celebrities, whether it's. In TV commercials. Usually, those TV commercials are accompanied with their personal stories that live in the social spaces or what have you. But for better or for worse, I think people feel like they know those people. We work with Jennifer Aniston. Oh, yeah.

Abby Mercado:
I was literally just going to say, I feel like Jennifer Aniston, like Rescripted, is a company that we're mostly touching millennial and Gen Z women. And for Jennifer Aniston to come out and say, I wish I'd frozen my eggs. Yeah, I honestly we like kind of all cried. Yeah, we are like, thank you. Thank you, thank you, thank you. You saying what you wish you had done? Do you know how many people's minds are changing? Do you know how many people you're affecting right now? Like how many more of that? More of that?

Andrea Palmer:
We worked with Julianne Hough to talk about endometriosis and her journey to that diagnosis. And it just, it is so meaningful. It gives people kind of the permission and like lifts any of that stigma that may exist or may have existed in the past. And that's what I really love about the whole women's health spectrum is that so much stigma that might have existed in the past is, because of some of these new, I think, and maybe I'm biased, but I think a lot of it has to do with because of the way it's showing up in the media, whether it's the celebrity kind of permission or real people's permission or the more accessible nature of community because of where it lives in these social spaces or what have you. I think just logically, a lot of this stuff is starting to shed some of that stigma because of how open and how transparent people are becoming, as well as the newer generations share everything, which I love. I mean, it's such a cool behavioral trend, but like nothing is off limits from mental health to your personal health to physical health to anything. It's everybody is looking, everybody sharing much more about their personal experiences and they're putting it out there to help other people versus just attracting attention to themselves. That's not really the purpose. The purpose is so that they can share experiences and others can benefit from those experiences, which is just a cool trend to see and that making it more socially acceptable to talk about this and to see those sweeping changes and behavior that we talked about from an analytics perspective earlier on. Right. So it's leading to real material change in behavior that I think is really positive.

Abby Mercado:
Yeah, I agree. We love those Gen Z's. They can be confusing, but we love that. We love that.

Andrea Palmer:
They're leading the way.

Abby Mercado:
Then I'm like, okay, all right. Yes, talk about that.

Andrea Palmer:
It's so cool. It's so cool to see.

Abby Mercado:
And so another thing I'd love to highlight is your work with Astellas and the Super Bowl. And to me, it's kind of like a great equalizer. I think that is just a reflection of true leadership. So the Super Bowl for however many decades has been something that tens of millions of people have watched. And all of a sudden you're seeing a big ad for a women's health product. And, I think it just says so much and it shows leadership for the brand and it also shows leadership for you all. So what I'd love to just hear you talk about that for a second.

Andrea Palmer:
First of all, that brand, it's such a privilege to work with that brand. You know, that team, that brand, they really get it and they really they get all of it. They get the possibility, the potential they get the marketplace as it stands today, the future state of the marketplace. So it's been really a pleasure to work with that team. The Super Bowl was they got that to like the Super Bowl has been known for being so oriented toward the guy stuff, male this and male that. And ED was certainly there back in the day when those were big top-of-mind healthcare products in the pharmaceutical space. But listen, half of the viewers are females. We all watch the Super Bowl just as much as our partners do, right?

Abby Mercado:
So if only, if you're a bad gal Riri.

Andrea Palmer:
Absolutely. If only to give us permission to eat the snacks and watch the commercials. But we're still watching the Super Bowl. So, I think it was like, well, that's where people are. And also, how disruptive is it going to be to put a women's health spot at the beginning of the Super Bowl, Super disruptive and the return that we've gotten on that just based on the attention that that got the chatter on Twitter, following it, all of the citations and many of the follow-up articles that recapped the best commercials that were out there, the most noticeable commercials, that's, all press is good press. Right? But in general, it was just like the whole concept of being a disruptor in a traditionally male-oriented space and kind of bucking that trend, and being and taking it as a leader was incredibly impactful. And I'm really pleased that we were able to do that together.

Abby Mercado:
Yeah, it's really visionary, truly, and it gives me a lot of hope for the women's health industry.So.

Andrea Palmer:
For sure.

Abby Mercado:
If you, you know, obviously you all touch more therapeutic areas outside of women's health. Many, many more. If there's a therapeutic area playbook that you could apply to women's health, what would you pick? What therapeutic area has done really well in terms of bringing about awareness that you would copy and paste over to women's health, to Tuffy?

Andrea Palmer:
It is, but it's also like what I'm kind of going to tell you like I hate the word playbook because the reason that I say that actually is because it's really all about human behavior and human learning and what delivers the authenticity in those spaces and the mindset that people are in and need to get to. So, and every single category is different, and some of them are kind of transactional and looking to match symptoms with the aha moment of exactly what they're experiencing and what to do next. And some of them are much more long-term relationship-oriented oriented that need to break down different misperceptions or understanding or help to redirect. So it's tough to take a playbook and apply it to women's health. What I do think I do like is using case studies and inspiration from other spaces, which I think is absolutely applicable and where we're looking for. For example, like if you're looking for a paradigm shift, when you're looking to create a new medical condition like we've created or been a part of when new medical conditions have been recognized, how to bring public awareness to that in concept. So that becomes then a playbook for how you bring public awareness to what is technically a new medical condition, a newly recognized medical condition with the VMS, menopause thing that we just talked about. So. So those types of.

Abby Mercado:
Hot flashes, right?

Andrea Palmer:
Exactly.

Abby Mercado:
Yeah, exactly.

Andrea Palmer:
So those types of things do become not playbooks, but learning experiences and applied experiences. But then you have to layer that with behavior that's specific to that generation, that audience, that those personal experiences as well. But because we're uniquely specialized in healthcare, it does allow us to look where I might be able to draw a proxy, you know, where might we even like, sickle cell? That's an area that has really nothing to do with women's health, but you can use it for the sheer case of under-recognized symptoms or lack of medical professional not tying symptoms to medical condition. There's a lot of different types of business challenges or personal challenges or human challenges that you can pull from across different therapeutic categories and then use that to apply to learnings and best practices that can later be leveraged to help marketers or help brands be more successful in their own unique challenges.

Abby Mercado:
I love it. There's no one size fits all, so.

Andrea Palmer:
There isn't.

Abby Mercado:
Well, I feel like they could literally talk to you for hours, but we won't have our listeners' attention for hours because we're better marketers than that. So I'll ask you one final question, and it's a question that I ask all guests, who come on this show. So, Rescripted a word we made up. Write, rewrite, flip the script, rename you know the drill. So if you could Rescript anything about women's health, Andrea, what would it be?

Andrea Palmer:
Honestly, I think the current states where we need to be, but information is so empowering and the more we can communicate the right medically sound curated information on channels where women already are and where they're already trusting and consuming that information delivered in appropriate formats, the right formats, the more we can support women, navigate all phases of life is really valuable. I don't necessarily think it's totally flipping the script or rescripting, but doing more. I mean, we can do more to focus on that information and continue to be empowering and continue to bring light to the topics that are most important in the moment.

Abby Mercado:
Awesome. This conversation has just been super helpful. I feel like we have a lot of depressing conversations about women's health because of just everything that's wrong with this niche, quote-unquote industry. But I feel like I see PHM and you just as a leading indicator if you will. So that gives me a lot of hope. And I think in listening to this episode, folks should have a lot of hope about this industry. So thank you so much for joining us today and I am sure we'll talk soon. And where can people find you?

Andrea Palmer:
Where can people find me? LinkedIn and Andrea Palmer in LinkedIn, I'm always there. Certainly. I guess they could email me to Andrea Palmer @ Publicis Health media.com. It's a mouthful.

Abby Mercado:
Well, thanks again and I'm sure we'll talk soon.

Andrea Palmer:
Absolutely. Thanks, Abby.

Abby Mercado:
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