Healthcare Advertising

Skills Required to be Effective in Healthcare Advertising

1. Knowledge of the pharmaceutical, medical and wider healthcare market.
2. An understanding of clinical data.
3. A full understanding of the regulatory environment.
4. Experience with patient recruitment and retention in clinical trials.
5. Ability to manage a range promotional tools to communicate with patients.
6. An understanding of the major marketing communications functions: advertising, direct marketing, interactive media, sales promotion, public relations and personal selling.
7. Experience developing effective communication strategies and programs.
8. An understanding of the patient’s decision-making process.
9. An understanding of the internal psychological factors and the external factors that influence patient behaviour.
10. Experience using motivational  research tools and methodologies to gain insight into the underlying causes of behaviour.

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