medical communications: from academic to medical writer · pharmacy work experience chemistry. s s...

Medical communications: From academic

to medical writer

Rina AdakApotheCom

Agenda

What is medical communications?

What we do at ApotheCom

Life as a medical writer

Graduate recruitment scheme

Medicinal Chemist, Drug Discovery GSK

BSc (hons) Pharmaceutical and Chemical Sciences

Analytical chemist,PGRD Pfizer

My career path

Pharmacy work experience

PhD Medicinal Chemistry

• Clinical trials• Regulatory affairs• Patent attorney

Researched non-lab based careersBut still high science and uses PhD experience

PhD

9 Highly scientific career9 Uses my education, experience

and research skills9 Enjoyed writing my thesis and

presenting at congresses9 Manage own projects and mentor9 Fast-paced9 Rewarding

Medical writer

From academic to medical writer

Different types of medical communications agencyRegulatory affairs• Clinical trial documentation (Clinical Trial Applications and Investigational New Drug Application)

• Marketing Authorisation Applications• New Drug Applications

Health economics• Materials to support cost‐effectiveness messages

Public relations• Materials to communicate to the media• Issues management

Advertising and branding• Trade press; consumer adverts; sales aids; direct mail; exhibition stand materials

Medical education• Support of publication activities, (journal manuscripts and conference presentations)

• Educational materials

Medical communications agencies provide expert strategic consultancy to help pharmaceutical companies educate physicians, patients and other stakeholders about new therapies and the diseases they treat

Getting into the medical communications industry

PhD or post doctoral experience

WritingPresentationProject managementMentoringTeamworkDiscussing science with experts

Structure and flowAttention to detail

PresentationChemistryExamples

Established scientist

Transferable skills

Writing test Interview

Creating initiatives built on catalysts for change

Creating an integrated scientific story

Category analysisand literature search

Disease stateCompetitive environmentUnmet need

Stakeholder research and insights

Understandingthe

landscape

Clinical development programmes

Stakeholder needsCurrent data, trials and

contentLiterature analysisScientific congress

activitiesAssociation and

online information

Data portfolio& analysis

Scientific platform development

Value proposition and evidence base

Brand vocabularyScientific visualisation

and animationAddressing the

therapeutic unmet need

Scientific identity

Educational content development

MOA/MODDisease awareness

campaignsPromotional content

developmentInnovative

educational initiatives

Programming

Identificationand profiling of key

opinion leaders Alignment

and advocacyBridging and

ownershipEngagement in key

communications and training activities

Engaging keystakeholders

MSL SLIDE KITS

Medical education activities

Publication activities

11

Slides>45,000/year

Illustrations and animations

>200/year

Manuscripts>400/year

Abstracts>750/year

Posters>750/year

Global launch of first treatment for advanced basal cell carcinoma: Key challenges

Unclear definition for advanced BCC

HCP lack of knowledge

HCP attitude

Complex and varied patient pathways

Patient psychology

Communication objectives and strategy

Leverage physician

experience

Transform advanced

BCC patient management

Establish Hedgehog pathway

inhibition as a breakthrough for advanced

BCC

Engage and educate internal

stakeholders

• Identify experienced thought leaders to educate peers/MDTs

• Pathogenesis of BCC• MoA of vismodegib• Clinical data • Cases studies

• Disease definition• Patient selection• Optimising outcomes

for patients• Setting up clinics

• E-learning• Launch meeting• Product monograph• Objection handler• Patient case database

• To devise an engaging medical education programme to launch the first Hedgehog pathway inhibitor that will transform the treatment of advanced BCC, improving outcomes in these patients

Pre-launch and launch activities

Advancing Innovation in MS (AIMS)

2. Steering Group meeting- Content development- Programme planning

3. Confidence cascade

1. Stakeholder review

A: Publications

B: Preceptorship programme

C: Regional meetings

ABN symposium

www.advancinginnovationinms.com

Life as a medical writerScientific expert Clients

Teams

Onsite

Continually learning and thinking

Creativity

Flexibility

email: graduates@apothecom.com