Don't Put Your Medical Marketing At Risk By Taking Short Cuts On Education
The pharmaceutical industry has been successfully communicating the benefits of its products to healthcare professionals (HCPs) for many years, but things are changing. Conventional marketing and communications is giving way to medical education, with a new focus on improving health outcomes.
Medicine is more specialised than ever before, and HCPs need up to date information on the diseases they deal with and how to treat them.
How do you, as a pharmaceutical marketing or medical affairs executive, integrate education into your communications strategy? Can you shift your focus from promotional material to engaging with HCPs and giving them the information they need?
Louis Reginato is a recognised expert on integrating medical education into your business's overall communication strategy. With more than 25 years' experience in the pharmaceutical industry, Louis has worked in marketing, public relations and educational roles across the sector.
Having completed a science degree, Louis found himself drawn to marketing and communications, rather than research. He started his career in healthcare with Glaxo (now GSK) as a medical representative and then moved into marketing where he worked on one of their most successful asthma products. Louis also gained experience with a global public relations firm before setting up his own PR consultancy before making the decision to specialise in medical education.
The key to Louis' success is his in-depth understanding of the industry and the clinicians who rely on it. Through working closely with healthcare professionals, Louis has built up vast knowledge of what they're looking for from medical communications and how to deliver that to the widest possible audience.
Drawing on his own experiences, and the insights gained throughout his varied career, Louis knows that there's a lot more to successful medical communications than just adapting conventional marketing techniques to deliver slightly different information. Building your brand in today's pharma industry poses new challenges, and it takes a different approach to overcome them.
In his new book, Leveraging Medical Communication to Grow Brand Equity, Louis reveals the myths that hold companies back from communicating effectively. Drawing on case studies he's been personally involved with, he lays out the principles of medical education and how you can build them into your business strategy.
In this groundbreaking book for marketing and medical affairs executives, you'll discover:
- How medical communications fit into your overall information strategy
- The best ways to effectively engage key opinion leaders and stakeholders
- How to differentiate your medical communication from your competitors - and leverage it to take on the market leaders
- Creating your medical communication strategy in a way that's straightforward and affordable
- Analysing and fine-tuning the effectiveness of your communication strategy