A community approach


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Product Description

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
Celeste Cafiero. VP, Strategic Development, HealthEd, Westfield, N.J.; HealthEd specializes in creating easy-to-understand, culturally sensitive communications programs. For more information, visit
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
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
Nancy Bacher Long. President, Dorland Public Relations, Dorland Global Health Communications, Philadelphia; Dorland is a full-service healthcare
communications agency. For more information, visit
Kate Maguire. President, Dorland Solutions, Dorland Global Health Communications, Philadelphia; Dorland is a full-service healthcare communications agency. For more information, visit
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
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