Medico-marketing and medical writing: they are NOT the same

I do believe that there are thousands out there who already know that #medicomarketing is very different from #medicalwriting. However, there are also thousands of others who use both the terms interchangeably. In fact, I have been approached by agencies for work, wherein the use of these terms interchangeably has led to confusion regarding the scope of work and deliverables expected. Having worked in both fields myself, I thought it would be apt to have an edition of the newsletter on this topic.

If I were to explain the difference between the two in a single sentence, I would describe medico-marketing as strategic work and medical writing as creating content as part of the execution of medico-marketing strategy. Thus, creating deliverables like detailing aids, LBLs, newsletters, slide decks etc. is NOT medico-marketing.

As the term itself indicates, medico-marketing is a combination of 2 functions- #medicalaffairs and #marketing. The purpose of medico-marketing is manifold and it relates mainly to business. The main objective is to reach as large an audience of #HCPs, #influencers, and #patients as possible. This could be to share information about a disease, therapy area, drug, data about specific studies, and more importantly to gather insights about a disease, challenges with its treatment, challenges of using specific drugs, scientific support that they might require, suggestions for patient support, create public awareness, and much more. This is an ongoing process and is never-ending. Based on these interactions, scientific marketing strategies are planned. These could include:

1. In-clinic marketing strategies, such as what content will go on a visual aid, series of LBLs to be planned, series of newsletters to be planned (right down to what content/message should each edition focus on), what content should be shared before the launch of a product, what patient education material can be prepared, planning clinical studies, and other in-clinic inputs. However, if an agency/writer is asked to come up with a content strategy/core focus message for each edition of a series of inputs, that deliverable goes beyond writing and requires strategic thinking, similar to medico-marketing. To be able to do this, either the client should share or a writer should ask for the brand plan as well as at least a basic SWOT analysis of the brand.
2. HCP engagement strategies outside the clinic, such as planning clinical studies, publications, advisory board meetings, conferences, digital marketing strategies like emailers, webcasts, webpages, apps, social media marketing, videos, other byte-size content, etc.
3. HCP-to-HCP engagement strategies, such as webinars, CMEs, focus-group discussions, sessions at congresses, podcasts, and others.
4. Patient engagement strategies, including patient education content, social media content, apps, patient support groups, public awareness campaigns, etc.

What I have listed above are just the broad generic categories that medico-marketing covers. Within each, there is a lot of scope for innovation and all of this is hardcore strategic work where the marketing and medical affairs teams brainstorm together. There are also many other examples of medico-marketing strategies that I might have missed. Basically, a medico-marketing plan decides what to communicate, whom to communicate, when to communicate, and what channels to use.

If you closely look at each of the above examples, the execution of each strategy will require scientific content. Medical writing purely involves creating content based on the medico-marketing briefing. The client would give the topic to the writer and the briefing would explain what should be the core highlights of the deliverable. Based on this, the writer performs a literature search and writes the desired content. However, to be able to create content that aligns with the medico-marketing strategies and meets the client's requirements, one needs to have an understanding of the therapy area, the current treatment guidelines, and various treatment options, and should read pivotal studies of the product once the project is finalized. Hence, it is important to regularly read medical literature and updates on various therapy areas. Of course, previous experience of working in medical affairs in a pharma or medical devices company helps tremendously, as you then exactly understand what can be included in the content, what should not be included at all, what works, what does not work, and most importantly what compliance-related issues could crop up during medical affairs and compliance review at the client's end after the write-up is delivered and helps one avoid those pitfalls.

On the other hand, when the client expects medico-marketing support, (s)he would share the brand plan, objective, and SWOT analysis, and expect the agency/consultant to come up with plans to increase the reach of the brand or message as the case may be, to various stakeholders through various channels and also a content strategy. The writing would come in only when the plan is approved.

So, next time you speak to anyone, remember to ask appropriate questions regarding the project and also to introduce yourself correctly. Identify yourself as medico-marketer-cum-medical writer/ only medico-marketer/only medical writer as appropriate.

#medicalaffairs?#medicalwriting?#medicalwriter? #medicalcontent??#medicalcommunications?

#healthcarecommunications?#scientificwriting?

#freelancemedicalwriter?#scicomms #medcomms