Mastering the Media Mix: Navigating Earned vs. Paid in Pharma Communications

Session details:

The evolving media landscape—fragmented channels, declining trust, and the rise of sponsored content—has transformed how pharma and biotech companies engage with stakeholders. As regulatory constraints limit direct consumer outreach and skepticism toward corporate messaging grows, the right mix of earned and paid media becomes mission-critical.

This session explores how to strategically blend traditional media relations, thought leadership, sponsored content, and digital storytelling to maximize reach, credibility, and compliance. Learn from industry leaders how to build strong journalist relationships, identify when to invest in paid media, and craft integrated campaigns that resonate with patients, providers, investors, and regulators.