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Breakout Sessions: Set IV

Register for the 2012 PRSA Health Academy Conference.

"Personalized Messaging for Personalized Medicine:  It’s Promise, Challenges and Realities"
Significant advances continue to be made in the realm of personalized medicines and companion diagnostics. Jill Dosik will explore associated opportunities and challenges from a communications and public policy standpoint.
Speaker:
Jill Dosik, president, GCI Health

You will Learn:

• How to best communicate the benefits of personalized drugs to highly segmented audiences including physicians, patients, and payors.
• What are the wide range of regulatory, policy, and operational hurdles facing personalized medicine’s march-to-market.
• How to facilitate balanced and responsible media coverage of personalized medicine on behalf of your client.  

"Integrating PR into Marketing Programs... For Real"
We all know that PR is an integral part of the marketing plan, but why is it often overlooked when marketing programs are being planned and budgets allocated? This session will address truly integrating PR into marketing programs in order to increase ROI.
Speakers:
Kelly Kutchinsky, vice president, Tonic Life Communications
Maryellen Royle, president, Tonic Life Communications, North America

You will Learn:

• Uncover the right language to sell the value PR can offer all marketing programs
• Arm yourself with a blueprint for effectively incorporating PR into marketing programs
• Leave with real life examples of how PR has strengthened marketing programs and increased ROI
        

"Motivating Patients to More Effectively Manage Their Health by Advocating Awareness of an Under-Recognized Disease Complication"
Motivating patients to more effectively manage their health can challenge even the most skilled communicators. The American College of Endocrinology (ACE) will share how it cut through the clutter to educate people with type 2 diabetes about the less well-known causes and risks of low blood sugar.
Speakers:
Bryan Campbell, EVP/executive director, Duval County Medical Society
Kim Hamilton, director of global human health communications, Merck

You will Learn:

• Advocate change among a patient community that is inundated with information
• Assess your target audience’s communications needs and create tools that are useful
• Create a campaign foundation that can be built upon from year-to-year, integrating different tactics