Marketing to Professionals: Senior-Care Specialists Surge - Pharmaceutical Executive

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Marketing to Professionals: Senior-Care Specialists Surge
In light of the growing senior population, marketers are building partnerships with senior specialists.


Pharmaceutical Executive


Marketers can do this by providing educational tools on senior-focused disease states. "Tool kits and on-the-go presentations are two examples of initiatives that work well, benefiting both patients and healthcare professionals," says Carla Saxton, assistant director of policy and advocacy for ASCP. The tool kits, which often include brochures and booklets; CD-ROMs and videos; and Web sites that relate to the diagnosis, treatment, and management of high blood pressure, high cholesterol, diabetes, and other afflictions prevalent among the senior population, can play a valuable role in helping seniors as well as pharmacists obtain the information needed to optimize therapeutic outcomes.

By educating pharmacists and consumers, these resources will ultimately help increase patient adherence, reduce drug interactions, prevent costly hospitalizations, and boost the overall health of seniors. Revolutionary changes in Medicare and an aging American population are altering the US healthcare system in a big way—from the way it is structured, to the way formularies are developed, to the way healthcare services and products are delivered and reimbursed.

Accounts


Steven Peskin
Advanced Practice Communications will represent Medquest Communications' Behavioral Health Management and ENT Journal. • Dorland Global Health Communications was selected as the agency of record by Baxter BioSciences for the launch of Gammagard Liquid intravenous immunoglobulin Chandler Chico Agency was made agency of record for the Global Alliance for TB Drug Development. • Dowpharma selected Mentus Life Science as its agency of record.

People

MediMedia USA hired Steven Peskin as executive vice president and chief medical officer. • Kane and Finkel Healthcare Communications added nine to its creative team: medical writer Nancy Berezin, art director David Bloom, copywriter Mirella Bucci, copy coordinator Jamie Zenner, art director Elisa Widjaja, creative group supervisors John Stacey and Sarah Patterson, and associate art director Sean Kelly.

Awards

GSW Worldwide/Junction 11 received 12 silver awards and one bronze award at the 11th annual 2005 Healthcare Advertising Agencies Group awards.

Phil Patrick is president of PharmaStrat. He can be reached at


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