{"id":15179,"date":"2020-03-05T17:24:52","date_gmt":"2020-03-05T17:24:52","guid":{"rendered":"http:\/\/ec2-3-93-62-9.compute-1.amazonaws.com\/pharma-mkting.com\/?p=15179"},"modified":"2020-03-05T18:24:21","modified_gmt":"2020-03-05T18:24:21","slug":"silverlight-google-taking-the-pulse-of-digital-in-2020","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/silverlight-google-taking-the-pulse-of-digital-in-2020\/","title":{"rendered":"Silverlight + Google: Taking the Pulse of Digital in 2020"},"content":{"rendered":"<p>Five years ago, <a href=\"http:\/\/www.silverlightdigital.com\/\" rel=\"noopener noreferrer\" target=\"_blank\">Silverlight Digital<\/a> (Silverlight) launched a vision with a simple webinar \u2013 their State of Digital report was delivered virtually with the goal of helping others in the industry understand current digital trends and emerging best practices. Today, their Pulse 2020 conference has grown to a standing-room-only crowd, filling the most coveted conference room at Google in New York City. <\/p>\n<p>Through their partnership with Google as a Premier Partner, Silverlight delivered a highly actionable, informative and insightful agenda at their annual conference last Thursday. <\/p>\n<p>The <a href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/\" rel=\"noopener noreferrer\" target=\"_blank\">Pharma Marketing Network<\/a> was honored to have a seat in the room and we are even more pleased to have the opportunity to share some of the key takeaways from this event with our followers. <\/p>\n<p>The conference kicked off with warm welcomes from Silverlight CEO, Lori Goldberg &#038; Google\u2019s Group Lead, Matan Ariel. Understanding that the goal of these events is not just learning but also connection, attendees were encouraged to get to know each other by sharing details about the therapeutic areas  they have expertise in and produce a visual representation of how our collective experiences create a cohesive view of the patient. <\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2020\/03\/Pulse-Silverlight-Digital.jpg\" alt=\"\" width=\"864\" height=\"576\" class=\"alignnone size-full wp-image-15191\" srcset=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2020\/03\/Pulse-Silverlight-Digital.jpg 864w, http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2020\/03\/Pulse-Silverlight-Digital-300x200.jpg 300w, http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2020\/03\/Pulse-Silverlight-Digital-768x512.jpg 768w, http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2020\/03\/Pulse-Silverlight-Digital-696x464.jpg 696w, http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2020\/03\/Pulse-Silverlight-Digital-630x420.jpg 630w\" sizes=\"(max-width: 864px) 100vw, 864px\" \/><\/p>\n<p>In the first session, \u201cIs there a Doctor in the House?\u201d, Lori moderated a panel discussion with four practicing physicians to gain insight into their personal interactions with technology, and the corresponding opportunities available to digital marketers to engage with their target practitioners.<br \/>\nThe panel included: <\/p>\n<ul>\n<li style=\"font-size: 17px; line-height: 31px;\">Dr. Richard Torbeck, MD, Dermatologic &#038; Mohs Surgery<\/li>\n<li style=\"font-size: 17px; line-height: 31px;\">Dr. Maria Castaldi, MD, Breast Surgery<\/li>\n<li style=\"font-size: 17px; line-height: 31px;\">Dr. Judy Wenger, MD, Obstetrics &#038; Gynecology<\/li>\n<li style=\"font-size: 17px; line-height: 31px;\">Dr. Kelly Powers, DPM, Podiatric Surgery<\/li>\n<\/ul>\n<p>Have you been wondering whether physicians carry their phones with them throughout their workday and if so, what they search for? We have been too.  <\/p>\n<p>The consensus from this panel was that for these physicians, their phones and mobile devices are just as much a part of their daily routines as they are for the rest of us, but they play particularly important roles for health care providers. <\/p>\n<p>Two key themes quickly emerged: mobile\u2019s role in patient education and communication and quick, \u201con-the-run\u201d research on drug dosing, administration and usage guidelines. <\/p>\n<p>One of the panelists shared that while she doesn\u2019t carry her personal phone into the exam room, she always has her laptop on her desk, open and available to lookup drug interactions or provide patient education. <\/p>\n<p>These physicians all commented on the value of using technology to search for instructional videos, patient testimonials and other useful content in addressing patient concerns and helping them become more comfortable with a diagnosis or recommended therapy or procedure.<\/p>\n<p>One of the physicians shared that she carries three phones with her throughout the day to help her segment her various roles and responsibilities. Clearly, mobile is positioned to remain one of the most important channels for physician engagement. <\/p>\n<p>The panel addressed the downside of mobile access and the proliferation of medical content online \u2013 the \u201cDr. Google\u201d Phenomenon, where patients can now actively research their own symptoms and often begin to self-diagnose before they even talk to a physician. While there are definite benefits of the trend for consumers to become active partners in their care, the panelists agreed that consumer search activity can yield unfavorable side effects. Self-diagnosing can actually be dangerous, according to Dr. Powers, creating unnecessary anxiety and stress.  <\/p>\n<p>Dr. Torbeck shared that he will often tell patients \u201cdon\u2019t Google this\u201d and instead point them to specific online resources that he knows provide credible, responsible information. <\/p>\n<p><strong>Aside from patient education, how are physicians using digital media? <\/strong><\/p>\n<p>Dr. Wenger uses several medication Apps to gain information on drug dosing and administration guidelines. The old PDR book has been replaced by the PDR App and online portal that offer up-to-the-minute information about current guidelines. These interactive sites and tools offer value to physicians and marketers alike. On the flip side, she is wary of the many \u201cthrow away\u201d print journals that she receives which include up to 50% ads and sparse credible content. <\/p>\n<p>Dr. Castaldi affirmed that physicians need to get answers immediately. Search engines can lead you down the wrong path if you aren\u2019t careful. She\u2019s learned to do targeted searches and rely on results from specific sources that she trusts instead of what might be promoted on the top of the page. <\/p>\n<p>Dr. Powers echoed this sentiment, confirming that she seeks out information from the Academies and Associations that she trusts the most. Sites like The Lancet and other similar journals are great routes to doctors since doctors trust their information and will often use these resources for patient information in addition to their own research. <\/p>\n<p>Dr. Torbeck is an avid user of Google Scholar where he can use Boolean searches to get answers to questions that move beyond \u201cis surgery the option\u2026?\u201d to more helpful answers like \u201cis surgery the best option for this specific patient under these specific conditions?\u201d In the past, he\u2019d have to sift through hundreds of books or journals to read as much as he could and create his own answers to these questions. Today, access to this depth of online, cross-linked, content significantly speeds time to discovery. <\/p>\n<p>The panel also dove into an open conversation about how they feel when their EHR and prescribing habits are used to drive marketing and sales efforts by industry.  A word of caution for pharma reps: in general, MDs feel that it\u2019s \u201ccreepy\u201d when you walk in and tell them that you \u201csee that they\u2019ve been writing a lot of scripts for xyz drug.\u201d Be informed but be smart about how or when you reference Rx data. (Or better yet, don\u2019t reference it.)<\/p>\n<p>The second presentation, \u201cHuman Truths: Health as Wellness,\u201d invited Sofie Holt, Global Insights Analyst with Google to the stage to share insight into what consumers are looking for online. Google search data has been referred to as a truth elixir; people will tell Google things that they might not tell family members, doctors, focus groups, friends or researchers since searches can be anonymous and private. Analyzing search activity gives us a unique view into consumer concerns, interests, and needs. <\/p>\n<p><strong>What does the data show?<\/strong><\/p>\n<p>Consumers are questioning what their physicians tell them and are often doing additional research to triage their own symptoms and avoid going to the doctor. There are several dynamics that are pushing people to turn to alternative sources of information:<\/p>\n<ul>\n<li style=\"font-size: 17px; line-height: 31px;\">Limited access to doctors \u2013 on average in the US, there are only 2.5 physicians per 1,000 people<\/li>\n<li style=\"font-size: 17px; line-height: 31px;\">Declining trust in medical professionals \u2013 only 34% of Americans have great confidence in medical leaders (compared to 75% in 1966) <\/li>\n<li style=\"font-size: 17px; line-height: 31px;\">Growing interest in preventable and lifestyle diseases<\/li>\n<\/ul>\n<p>We are seeing a shift in focus from getting better to being better, from being informed to getting empowered, and from treating a condition to treating the self. These shifts are changing how consumers approach their health. <\/p>\n<p>As a result, why questions in search are increasing more rapidly than how or what questions. Consumer searches are becoming more personal, more relevant, and more tailored to their own concerns and experiences.  <\/p>\n<p>One area of opportunity for marketers is in online testing\/screening; consumers are clearly looking for quick assessments that can help them gain immediate knowledge. (Do I need to go to a doctor? Or not?) <\/p>\n<p>One of the most actionable presentations of the day was delivered by Ruth Nightengale, Director, Search and Social Media at Silverlight \u2013 \u201cConquering Conquesting\u201d <\/p>\n<p>The data shows that it\u2019s getting easier to earn your customer\u2019s customer. Loyalty is hard won, so it makes sense that we are seeing growth in competitive conquesting tactics. But what should you do when you discover that your competitors are conquesting your search traffic by bidding on your branded keywords?<\/p>\n<p>Before diving into strategies, Ruth provided tips for marketers to help them recognize when this is happening. Rather than spending time daily searching for your branded terms, look for these key indicators that can alert you to competitive activity:<\/p>\n<ol>\n<li style=\"font-size: 17px; line-height: 31px;\">A sudden increase in the cost of your brand terms<\/li>\n<li style=\"font-size: 17px; line-height: 31px;\">You may lose the top ranking for your brand\u2019s name<\/li>\n<li style=\"font-size: 17px; line-height: 31px;\">Dramatic changes in CTR that you can\u2019t explain<\/li>\n<li style=\"font-size: 17px; line-height: 31px;\">Content sites and OTC brands have entered the space<\/li>\n<li style=\"font-size: 17px; line-height: 31px;\">Inability to spend at regular budget levels<\/li>\n<\/ol>\n<p><strong>Once you\u2019ve identified an attack, how should you react? <\/strong><\/p>\n<p>It\u2019s called a bidding war for a reason, but before you jump in make sure you are thinking strategically, not emotionally. Don\u2019t start immediately bidding on your competitor\u2019s brand names too. Don\u2019t double down on keyword max bids to force a response. Be strategic. <\/p>\n<p>Here are a few proven tactics that provide the foundation for a strategic response: <\/p>\n<ol>\n<li style=\"font-size: 17px; line-height: 31px;\">Check your bidding strategy, especially on mobile. You may want to treat mobile bids differently since top of page positioning is more significant on the smaller screen<\/li>\n<li style=\"font-size: 17px; line-height: 31px;\">Optimize to your site actions<\/li>\n<li style=\"font-size: 17px; line-height: 31px;\">Evaluate risk\/reward to any CPC increases<\/li>\n<li style=\"font-size: 17px; line-height: 31px;\">Improve ad copy, if possible, to increase your click-through-rate naturally<\/li>\n<\/ol>\n<p><strong>Once the foundation is in place, it\u2019s time to decide: fight of flight?<\/strong><\/p>\n<p>If you choose to Get in the Battle:<\/p>\n<ol>\n<li style=\"font-size: 17px; line-height: 31px;\">Accept the risk<\/li>\n<li style=\"font-size: 17px; line-height: 31px;\">Understand the cost<\/li>\n<li style=\"font-size: 17px; line-height: 31px;\">Anticipate lower results<\/li>\n<li style=\"font-size: 17px; line-height: 31px;\">Prepare alternative strategies<\/li>\n<li style=\"font-size: 17px; line-height: 31px;\">Sharpen your SEO tools\u2026HCPs will look beyond the paid ads for objective content<\/li>\n<\/ol>\n<p>If you choose to Keep it Zen:<\/p>\n<ol>\n<li style=\"font-size: 17px; line-height: 31px;\">Let your competitor spend their money at their own risk<\/li>\n<li style=\"font-size: 17px; line-height: 31px;\">Ensure your CTR is hitting your goal<\/li>\n<li style=\"font-size: 17px; line-height: 31px;\">Monitor. Monitor. Monitor.<\/li>\n<li style=\"font-size: 17px; line-height: 31px;\">Keep your eyes on the prize \u2013 your KPIs! Stay focused on what you are looking to achieve and measure results and investments based on your own performance goals, not the competitive activity.<\/li>\n<\/ol>\n<p>If you\u2019d like full details about these and other sessions presented at the Pulse 2020 conference, or to learn more about Silverlight Digital\u2019s services, please contact Lori Goldberg, CEO, Silverlight Digital at <a href=\"mailto:lgoldberg@silverlightdigital.com\" rel=\"noopener noreferrer\" target=\"_blank\">lgoldberg@silverlightdigital.com<\/a>. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Five years ago, Silverlight Digital (Silverlight) launched a vision with a simple webinar \u2013 their State of Digital report was delivered virtually with the goal of helping others in the industry understand current digital trends and emerging best practices. Today, their Pulse 2020 conference has grown to a standing-room-only crowd, filling the most coveted conference [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":15190,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6,2],"tags":[],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Silverlight + Google: Taking the Pulse of Digital in 2020 - Pharma Marketing Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/silverlight-google-taking-the-pulse-of-digital-in-2020\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Silverlight + Google: Taking the Pulse of Digital in 2020 - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"Five years ago, Silverlight Digital (Silverlight) launched a vision with a simple webinar \u2013 their State of Digital report was delivered virtually with the goal of helping others in the industry understand current digital trends and emerging best practices. Today, their Pulse 2020 conference has grown to a standing-room-only crowd, filling the most coveted conference [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/silverlight-google-taking-the-pulse-of-digital-in-2020\/\" \/>\n<meta property=\"og:site_name\" content=\"Pharma Marketing Network\" \/>\n<meta property=\"article:published_time\" content=\"2020-03-05T17:24:52+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-03-05T18:24:21+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2020\/03\/Pulse-Silverlight-Digital-4.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"864\" \/>\n\t<meta property=\"og:image:height\" content=\"576\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Amy Turnquist\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Amy Turnquist\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/silverlight-google-taking-the-pulse-of-digital-in-2020\/\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/silverlight-google-taking-the-pulse-of-digital-in-2020\/\",\"name\":\"Silverlight + Google: Taking the Pulse of Digital in 2020 - Pharma Marketing Network\",\"isPartOf\":{\"@id\":\"https:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#website\"},\"datePublished\":\"2020-03-05T17:24:52+00:00\",\"dateModified\":\"2020-03-05T18:24:21+00:00\",\"author\":{\"@id\":\"https:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/a5c44abbf5417ea8b3e78cca98a9f821\"},\"breadcrumb\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/silverlight-google-taking-the-pulse-of-digital-in-2020\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/silverlight-google-taking-the-pulse-of-digital-in-2020\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/silverlight-google-taking-the-pulse-of-digital-in-2020\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Silverlight + Google: Taking the Pulse of Digital in 2020\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#website\",\"url\":\"https:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/\",\"name\":\"Pharma Marketing Network\",\"description\":\"Pharma Marketing Network\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/a5c44abbf5417ea8b3e78cca98a9f821\",\"name\":\"Amy Turnquist\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/image\/\",\"url\":\"http:\/\/2.gravatar.com\/avatar\/84a8aa2e1c7a91e2f2ed82c50c0ff423?s=96&d=identicon&r=g\",\"contentUrl\":\"http:\/\/2.gravatar.com\/avatar\/84a8aa2e1c7a91e2f2ed82c50c0ff423?s=96&d=identicon&r=g\",\"caption\":\"Amy Turnquist\"},\"description\":\"Amy Turnquist is an Editorial Advisory Board member for the Pharma Marketing Network, reporting on topics of gender parity and women\u2019s leadership in the pharmaceutical industry. In addition to her day job as EVP, Sales for eHealthcare Solutions, Amy serves as the Philadelphia Chapter President of the Healthcare Businesswomen\u2019s Association, where she was recognized with two awards in 2018 for her local work in advancing women\u2019s leadership.\",\"sameAs\":[\"www.linkedin.com\/in\/amyturnquist\"],\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/author\/aturnquist\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Silverlight + Google: Taking the Pulse of Digital in 2020 - Pharma Marketing Network","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/silverlight-google-taking-the-pulse-of-digital-in-2020\/","og_locale":"en_US","og_type":"article","og_title":"Silverlight + Google: Taking the Pulse of Digital in 2020 - Pharma Marketing Network","og_description":"Five years ago, Silverlight Digital (Silverlight) launched a vision with a simple webinar \u2013 their State of Digital report was delivered virtually with the goal of helping others in the industry understand current digital trends and emerging best practices. Today, their Pulse 2020 conference has grown to a standing-room-only crowd, filling the most coveted conference [&hellip;]","og_url":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/silverlight-google-taking-the-pulse-of-digital-in-2020\/","og_site_name":"Pharma Marketing Network","article_published_time":"2020-03-05T17:24:52+00:00","article_modified_time":"2020-03-05T18:24:21+00:00","og_image":[{"width":864,"height":576,"url":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2020\/03\/Pulse-Silverlight-Digital-4.jpg","type":"image\/jpeg"}],"author":"Amy Turnquist","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Amy Turnquist","Est. reading time":"8 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/silverlight-google-taking-the-pulse-of-digital-in-2020\/","url":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/silverlight-google-taking-the-pulse-of-digital-in-2020\/","name":"Silverlight + Google: Taking the Pulse of Digital in 2020 - Pharma Marketing Network","isPartOf":{"@id":"https:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#website"},"datePublished":"2020-03-05T17:24:52+00:00","dateModified":"2020-03-05T18:24:21+00:00","author":{"@id":"https:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/a5c44abbf5417ea8b3e78cca98a9f821"},"breadcrumb":{"@id":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/silverlight-google-taking-the-pulse-of-digital-in-2020\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/silverlight-google-taking-the-pulse-of-digital-in-2020\/"]}]},{"@type":"BreadcrumbList","@id":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/silverlight-google-taking-the-pulse-of-digital-in-2020\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/"},{"@type":"ListItem","position":2,"name":"Silverlight + Google: Taking the Pulse of Digital in 2020"}]},{"@type":"WebSite","@id":"https:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#website","url":"https:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/","name":"Pharma Marketing Network","description":"Pharma Marketing Network","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/a5c44abbf5417ea8b3e78cca98a9f821","name":"Amy Turnquist","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/image\/","url":"http:\/\/2.gravatar.com\/avatar\/84a8aa2e1c7a91e2f2ed82c50c0ff423?s=96&d=identicon&r=g","contentUrl":"http:\/\/2.gravatar.com\/avatar\/84a8aa2e1c7a91e2f2ed82c50c0ff423?s=96&d=identicon&r=g","caption":"Amy Turnquist"},"description":"Amy Turnquist is an Editorial Advisory Board member for the Pharma Marketing Network, reporting on topics of gender parity and women\u2019s leadership in the pharmaceutical industry. In addition to her day job as EVP, Sales for eHealthcare Solutions, Amy serves as the Philadelphia Chapter President of the Healthcare Businesswomen\u2019s Association, where she was recognized with two awards in 2018 for her local work in advancing women\u2019s leadership.","sameAs":["www.linkedin.com\/in\/amyturnquist"],"url":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/author\/aturnquist\/"}]}},"_links":{"self":[{"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/posts\/15179"}],"collection":[{"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/comments?post=15179"}],"version-history":[{"count":13,"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/posts\/15179\/revisions"}],"predecessor-version":[{"id":15194,"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/posts\/15179\/revisions\/15194"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/media\/15190"}],"wp:attachment":[{"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/media?parent=15179"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/categories?post=15179"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/tags?post=15179"},{"taxonomy":"topic","embeddable":true,"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/topic?post=15179"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}