Digital Medical Marketing Master Class

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Webinar, THURSDAY 20 May 2021

Standard delegate rate R3,500 excl vat

We are continuing with the webinar format as the one we ran on 20 March 2020 attracted and held 76 pharmaceutical marketing delegates throughout the morning.

The second Masterclass will focus on key learnings from the rush to digitalization as practiced and experienced by 9 eminent medical marketers.  Our objective is to highlight best practices by appreciating these learning experiences.  A huge challenge is to supply the content in a way that engages medics at all levels.  And not forgetting the patients who are increasingly using digital to self-analyze and enter into informed discussions with medics.

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08h10 – 08h35

Pharmaceutical communications – the “so what?” factor

  • Content as a reflection of culture
  • Patient-centric marketing
  • Selling the problem we’re trying to solve, not the product

Fidelia Pelser, Manager – Communications External and Digital, CIPLA


08h40 – 09h05

Combatting the “Dr Google” effect

- The rise of patient cyberchondria and the role Pharma can play

- Communication strategy do’s and don’ts

- Taking a strategic approach to defining and targeting specific target audiences for best results

Gillian Bridger, Managing Director, Ogilvy Healthworld SA


09h10 – 09h35

Managing credible content sources

  • What is quality content: consumer engagement is the judge
  • Improving content quality with digital speed
  • Content quality only matters with quality navigation and selection
  • Messengers matter: equipping HCPs to share content
  • Content to match a patient journey

Craig Killeen, Founder/Chief Dreamer, Med Inform


09h40 – 10h05

15 ways to whip your website content into SEO shape; the role of digital health tools

  • The website content do’s
  • The website content don’ts
  • How to create winning website SEO content headings 

Naledi Mashego, MD, Cherry Republik


10h10 – 10h30

Coffee and speaker networking

10h30 – 10h55


You don’t have to be a DR to carry clout within the medical industry

  •  How influencers layer a level of relatability into a medical professional’s purchasing decision
  • Tips and tricks in communicating a message that stands out within a highly regulated industry

Brett Solomon, Global CMO, Humanz


 11h00 – 11h25

Self Help Advisories complementing professional medics; how brands can influence patients and doctors

  • Telemedicine is there anything new to it?
  • Can it be used in other industries?
  • Does brands affect patients and doctors in any way?

Dr Helen Weber, Medical Advisor, Retail Affluent: Medical Department, SANLAM


11h30 – 11h50

How webinars can engage medics, key learning experiences; how to attract new patients and how to retain them

  • How medical webinars have catapulted as a result of COVID-19 local and International statistics
  • Key learnings for a successful medical webinar
  • Patient retention programs

Susan van Driel, (BPharm & IMM), Video Streaming Solutions/CME Online,


11h55 – 12h20

Critical legal issues about digital medical communications

  • The legal context of healthcare-related communications
  • Patients as consumers
  • The role of informed consent in communications by medical practitioners

Neil Kirby, Director and Head of the Healthcare & Life Sciences Practice Area, Werksmans Attorneys


12h25 – 13h00

Q&A key issues from this morning’s sessions

Warren Hickinbotham, MD, Blank Page/Med Brief Africa

Additional Information



Date and Time

THURSDAY, 20 May 2021