Friday, May 3
Breakout Sessions: Set V
For decades, health care PR professionals have focused almost exclusively on the product side of health care — pharmaceuticals, biologics, medical device and diagnostics. Clinical data and the FDA were the major hurdles standing between “clients” and “launch.” Today, the business side of health care has become increasingly important and there is a new group of opinion leaders that communicators must reach — the people who pay for new products.
For PR professionals, the mandate is clear. We need to factor reimbursement into every launch program. In the wake of Medicare reform and the Affordable Care Act, insurers are asking hard questions about economics. To launch new products effectively, communicators need to understand the reimbursement environment and develop integrated programs that demonstrate economic value.
Meg Wildrick, managing director, Bliss Integrated Communication
Rouhan Coutinho, president, nD-insight
Conference Preview: Check out Meg and Rouhan's blog post, "Five Ways the ACA Will Reshape Health Care PR."