Biogen marketing and medical leaders deep dive into changing dynamics in HCP engagement and success behind award

Marketing & Strategy: Pharma is adopting a more customer-centric and digital approach to market differentiation, with preferences of healthcare professionals (HCPs) on engagement more important than ever. However, as expectations have evolved so too have the challenges in the last two years.

In a deep dive into the key dynamics and emerging trends of HCP communication, Luke Unicomb, Therapeutic Head Medical Affairs Neurodegenerative Diseases and Melissa Mee, Head of Marketing, Alzheimer’s Disease at Biogen, joined Health Industry Hub in recognition of the team’s recent medical/marketing award.

Biogen was recognised in several categories at the 2021 PRIME Awards, including winning the ‘Creativity in Communication – HCP’ award.

Melissa and Luke reflected on the dynamics in HCP communication that have shifted significantly in the last two years and the emerging trends that have been the most challenging to navigate.

The medical/marketing duo considered a recent analysis on the evolution of content in HCP-pharma engagement and discussed the gaps and barriers in understanding the evolving and unmet educational needs of HCPs and how these should be better addressed by the industry.

In looking ahead, Luke and Melissa also shared their perspectives on the key trends transforming the pharma marketing and medical strategies impacting HCP communication and engagement in 2022.