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Utilizing Grassroots Efforts, with Erica Klinger

A Brave New Podcast

Release Date: 12/01/2021

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Erica Klinger, Senior Director of Marketing at the Association for Accessible Medicines, offers her expert perspective on how to reach an audience with a limited budget. She also discusses the importance of patient education and advocacy within your marketing efforts, and how to get started with grassroots efforts.

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A seasoned digital marketing strategist with expertise in brand content development, digital advertising, and advocacy campaigns. Erica Klinger is responsible for helping some of the most consequential and impactful brands and non-profits tell their stories to audiences that matter. Erica’s strategic vision and data-driven approach have helped Fortune 500 companies and major non-profits generate unprecedented audience growth and bottom-line impact.

Currently, Erica is the Senior Director of Marketing at the Association for Accessible Medicines, the advocacy arm of the generics and biosimilars industry, where she works to ensure greater patient access to generic and biosimilar medicines. At AAM, Erica uses emerging digital and social media marketing techniques to convene and educate a diverse group of stakeholders to achieve priority goals.

Before joining AAM, Erica was the Director of Interactive Promotion and Strategy at St. Jude Children’s Research Hospital and the Director of Marketing at Seattle Foundation. Erica has held VP channel strategy, creative director, senior digital strategist, and web developer roles at digital agencies and directed the digital creative, applications, and ad campaigns for Fortune 500 companies including Hilton Worldwide and FedEx.

Erica’s unique experience as a digital pioneer and strategic marketer has created unprecedented campaign results and earned her speaking appearances and podcasts including Voices of Advocacy podcast, Advocacy Desk podcast, Public Affairs Council Advocacy Conference 2020, National Press Club's PR Summit DC 2019, ASAE 2019 Annual Conference, CommA Conference for Foundations and the first-ever Google Nonprofit Summit in DC.

Erica enjoys using sophisticated digital strategies to digitally transform organizations and crafting high-value, educational consumer content. A mother of three with a passion for the outdoors, Erica enjoys spending time with her family and hiking in her free time.

What you’ll learn about in this episode:

  • Why generic pharmaceutical companies have a unique marketing challenge and need more education and advocacy support than traditional pharmaceutical brands
  • How grassroots advocacy can be more impactful than standard marketing practices for the right products
  • How do you start a grassroots effort from scratch without a list 
  • Why Erica has found greater success with infographics, videos, and quizzes than less visual forms of content like emails
  • How the pandemic has allowed older generations to conquer the hurdle of technology, first out of necessity and now preference
  • How Erica learns new MarTech tactics and strategies from others in her industry and decides which to test

Resources:

Additional resources:  

A Brave New’s website: www.abravenew.com