|
Ping Pong
Innovation in Industry
According to the last report sent by the Brazilian Agency for Industrial Development (ABDI), seven out of ten major Brazilian companies have bet on technological innovation in order to become more competitive. If we bring this scenario to the pharmaceutical segment, numbers can be even higher.
Roche, for instance, has recently created the Special Projects Manager position (Medical Marketing) and Marketing Communication, led by Márcia Viotti and part of a marketing plan, which has already contributed with tools and important information for the company results.
Change in Communication
"Roche Diagnostics started to focus on the relationship with physicians, especially on their communication with the prescribers. Lab diagnostics tests contribute up to 70% for medical decision making. So, it is very important to keep them informed when it comes to the newest and most modern innovation in the in vitro diagnostics (medical devices intended to perform diagnoses from assays in a test tube, or more generally in a controlled environment outside a living organism and the identification of diseases using samples that are analyzed outside the body, for example blood)", explains Márcia.
"So far, actions and information have focused mainly on laboratory targeted audience, like physicians and lab technicians, but now we intend to change that", adds the executive.
Major Challenges
According to Márcia, jobs and positions in charge of communicating with physicians always mean great challenges. "Health Market Companies feel the need and the commitment to keep physicians informed. Concerning Roche, our main goal is to help physicians migrate to a closer approach, taking into account the feature of each patient", explains.
"There are several ways of communicating with physicians: written media, electronic media, etc. Within this context, the electronic media, which offers the possibility of offering continuous education through web meetings, will be the greatest trend for the next years. According to research on Google, in 2013 we will already have the first generations of physicians who were born in the internet era. Therefore, such tools gain force as communication tools", wraps up Márcia.
|
Print this page
Mail this page