As we adjust to our new virtual world, the No. 1 focus for brands will be the ongoing struggle to balance personal and nonpersonal promotion. The need to integrate and optimize marketing efforts across all touchpoints never has been greater. The value of face-to-face interactions with healthcare professionals is rapidly increasing as opportunities to engage
Take it from someone who’s stood on both sides, industry and agency. First as an executive at a major company and a small startup leading the launch of products in multiple therapeutic categories. And now as president of BW Health Group, where we’ve helped our clients bring 10 new therapies to market in a span
Anecdotally, we all know the pandemic has accelerated the shift to nonpersonal promotion, such as digital and DTC, for marketing and sales functions. During a webinar I recently attended on virtual launches, the speakers shared findings that confirmed this. In-person meetings between sales reps and HCPs had already begun to decline by as much as
Emerging biotechs have been setting and breaking records for IPOs at breathtaking speeds and unheard-of valuations. Just look at Sana Biotechnology. Last week the company announced it had sold 23.5 million shares as part of its IPO and raised $588 million, making it one of the largest biotech offers in recent history. And it hasn’t even launched its first clinical trial.
BW Health Group COO Melissa Johnston is continuing to share her strategic and operational leadership expertise with the Healthcare Businesswomen’s Association.
This year, Johnston will do so as HBA’s Global Committee Deputy Chair.
Market development for products within rare disease is both challenging and rewarding. Challenging because of a lack of information and historical data about the disease. Rewarding because of the opportunity to work with patient organizations, which helps develop the market insights necessary to successfully market a rare disease product.