For an industry confronted with heavy regulations and intense competition, finding ways to develop market share is a key priority. Pharmaceutical, biotech, and medical-device companies use numerous tacks to approach product expansion — from physician detailing, to direct-to-consumer advertising, to brochures, literature, and conferences.
Many in the industry also are starting to broach campaigns with a more regional focus. It’s an approach that makes sense since healthcare is, at heart, a local issue.
“Healthcare really takes place on a level between a healthcare provider and a patient, and there are lot of people who influence decisions on a local level,” says Kate Maguire, president of Dorland Solutions.
Taking it to the Streets
Activity Importance Related to Product Launches
Health Lessons at a Local Level
Experts on this topic
Ajit Baid. Pharmaceutical Research Analyst, Frost & Sullivan, San Antonio; Frost & Sullivan provides strategic market consulting and training. For more
information, visit frost.com.
Celeste Cafiero. VP, Strategic Development, HealthEd, Westfield, N.J.; HealthEd specializes in creating easy-to-understand, culturally sensitive communications programs. For more information, visit healthed.com.
Jodi Devlin. General Manager, Anti-Viral franchise for the U.S., Abbott Laboratories, Abbott Park, Ill.; Abbott is a global healthcare company devoted to the discovery, development, manufacture, and marketing of pharmaceuticals, nutritionals, and medical products. For more information, visit abbott.com.
Melissa Feltmann. U.S. Product Communications, Aventis Pharmaceuticals, Bridgewater, N.J.; Aventis is dedicated to improving life by treating and preventing human disease through the discovery and development of innovative pharmaceutical products. For more information, visit
Ronan Gannon. Director, Adult Vaccines; Jordan Rubinson. Senior Product Manager, Twinrix; Charlotte Kroft. Product Manager, Adult Vaccines,
GlaxoSmithKline — GlaxoSmithKline vaccines team, Philadelphia; GlaxoSmithKline is a research-based pharmaceutical company, with a leadership in anti-infectives, central nervous system, vaccines, respiratory and gastrointestinal/metabolic. For more information, visit gsk.com.
Nancy Bacher Long. President, Dorland Public Relations, Dorland Global Health Communications, Philadelphia; Dorland is a full-service healthcare
communications agency. For more information, visit dorland.com.
Kate Maguire. President, Dorland Solutions, Dorland Global Health Communications, Philadelphia; Dorland is a full-service healthcare communications agency. For more information, visit dorland.com.
Maureen O’Brien. Director, Marketing and Client Relations, HealthMarketInsights, San Francisco; HMI provides solutions and healthcare information to assist healthcare organizations. For more information, visit healthmarketinsights.com.
Andrea Zaldivar, M.S., A.N.P., C.D.E. Internal Medicine Associates of Mount Sinai Medical Center, New York; LIN is a partnership of Latino health and diabetes experts established by Aventis Pharmaceuticals. For more information, visit aventis.com.