Medical that moves

The shared ambition of all Avant campaigns is action. We evaluate, and expect to be evaluated, by clear indications that something positive happened. Were the thought leaders recruited able to fill the room? After a program, did HCPs actively and accurately share the clinical advantages? Were attendees leaving the congress with a specified intent to engage with your sales force? 

After all, medical content in the P2P space isn’t about having the final word; it’s about starting the conversation.

Which comes first?

It’s an intriguing question: does channel design come first, or the content development? We think the right answer is another question: where are you now?

When the tactical page is blank, Avant medical marketers design a channel mix plan that reflects your strategic priorities, which then gives form to the medical content. When the channel design is more fully formed, we go straight to work crafting medical content that energizes the channel. And wherever it starts, we’ve probably already been there ourselves—many of Avant’s account executives and directors have sat inside product teams, building channel plans and implementing programs.

Educating vs. presenting

Avant content is developed within a broader expertise of how medical professionals learn. Conducting needs assessments and gap analyses, studying learning behaviors, and applying curriculum design are as important as the content development itself. And it’s all guided by a science and education team that’s deep in clinicians, academicians, healthcare specialists, medical writers, and research librarians. They sit close and they work closer.

True, there is a natural tension between complex message elements and compelling message design. And yet within that tension there is also energy—energy that can be harnessed to activate a channel and lift the other metric that matters: ROE—Return on Education.