medical communications: from academic to medical writer · pharmacy work experience chemistry. s s...
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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: [email protected]