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Medical and Scientific Communications Plan 2000: Premarin Family of Products
III. Medical Congress Activity
In its Year-in-Review annual analysis of trends affecting the pharmaceutical industry,
health care consultant Scott-Levin highlights various industry trends. Using data from
proprietary market research audits, strategic studies, and other sources, the report notes
that in 1998 $1.3 billion was spent on promotional meetings and events, with a 28%
increase over 1997.
Interactive Case Management Workshop
Design Write proposes a series of satellite symposia at medical congresses that are
including in the 1999-2000 Meeting Timeline (Table 1), each for a defined target
audience. All the targeted specialties have the potential to incorporate the PREMARIN
Family of Products into their care plans and to influence practitioners throughout the
country to do so as well.
Educational theory regarding how medical professionals learn has shown that physicians
need targeted, repeated messages in order to incorporate new ideas and, most importantly,
to put them into practice, both institutionally and in private practice.
One of the best ways to reach medical professionals repeatedly is through continuing
medical education (CME) programs:
Through attendance
.
Through providing published versions of the course material
Through additional follow-up material where appropriate
The proposed symposia are designed to address important issues regarding management
of the postmenopausal women in each professional medical organization. These symposia
will be unique in that they will consist of interactive case management workshops. An
interactive audience response system will be used to encourage participation, gather
information, and build consensus among the health care professionals in attendance. This
system has been shown to serve as an important learning aid and promotes retention of
information and audience attention.
Target Congresses
The meetings and congresses identified in the timeline that could be targeted for 2000
include, but are not limited to, the following meetings:
Primary Care/Family Practice
AAFP (American Academy of Family Physicians)
September 18-20, 2000
Dallas, TX
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DWRITE 066043
Jeffrey Solomon Exhibit sJospurce: https://www.industrydocuments.ucsf.edu/docs/hjcw0217
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