Tactics for Busy Brand Managers: Medical Education
Our fifth tactic for busy brand managers is focused on medical education.
How do we define medical education?
Medical education involves shaping and developing an environment so that effective selling can occur. Medical education programs allow the successful communication of the core product attributes within the context of the disease burden and need to treat. Because we all learn most effectively from individuals or groups whose opinions and knowledge we respect, medical education involves the implementation of tactical programs that are associated with eminent thought leaders.
What are the typical tactics and how do they shape up versus traditional advertising and PR initiatives?
Medical education and brand advertising differ in their rational and emotional appeal to physicians. Promotional advertising helps build and establish the brand within the mind of the physician, a campaign informs the physician about the brand personality, its values and ultimately the brand promise. Medical education offers a more evidence based approach to selling and presents product features and benefits within the context of disease burden and need to treat, often delivered via third party advocates. When combined these work very effectively, but which is more powerful in driving sales?
Let Allori show you how to:
- Accelerate understanding and adoption of key messages amongst specialists, GPs and allied healthcare professionals.
- Challenge current issues and present an evidence based rationale for behaviour change.
- Shape markets through peer influence.
- Break through resistant market segments and build new opportunities.
- Reach diverse audiences through the integrated use of face-to-face meetings, online programs, webinars and print communications.
Allori has a number of successful education programs that it has created and managed in the past two years including:
- Making Sense of Medical Evidence
- Making Choices in Anaesthesia
- Plan for Dialysis
- Evidence to Practice
Contact Allori to arrange a webinar with one of our experienced medical education practitioners.
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