When working with our clients on strategy, we challenge ourselves to consider every perspective, every piece of data, and every market trend. We draw upon our years of experience to inform our position and consistently provide insightful recommendations.
Part of our strategic approach, which grew out of our work conducting presentation and facilitation skills training programs, is a mandate to always keep our “I” on the audience. Keeping an “I” on the audience means spending less time thinking about what we want to say to the audience, and more time determining what they want to know. We believe that this audience-centric approach is key to any successful communication, whether it is at a live meeting, in the digital space, or in an enduring program.
Presentation and facilitation skills training
Strong presentation and facilitation skills are critical for productive live programs. HWP has worked with diverse health care professionals around the globe, helping them to communicate efficiently and effectively in live settings. The following are some key points we often make during these types of training sessions.
Presentation Skills Training (eg, for Plenary Sessions)
- Develop strategic objectives: Identify what your audience wants/needs to know
- Select supportive data: Choose information that when effectively conveyed to your audience will truly benefit them
- Create high-quality, compelling, visual presentations: Put in the extra effort up-front to keep your audience—whether large or small—engaged throughout the session
- Present with confidence: Be assured that your audience will leave your presentation with valuable knowledge and information
- Turn unanswerable or challenging questions into opportunities: Replace “I don’t know” or “I’ll need to get back to you” with a question to the audience to generate additional discussion
Facilitation Skills Training (eg, for Workshops/Discussion Sessions)
- Design sessions that fully address all predefined objectives
- Formulate primary and secondary questions to uncover actionable, relevant recommendations and feedback
- Understand personality styles and how best to elicit constructive comments from all participants
- Use questions and objections to your advantage
For All Sessions: Engage Your Audience
- Use unique activities and tools to break the ice and open up your audience
- Strive to create a real partnership regardless of the live setting (eg, on site, teleconference, webinar)
- Marketing team sought to increase market share by focusing resources on geographic areas with greatest potential for growth
- Analysis demonstrated that one-third of total market for indication and one-third of product sales was generated in select metropolitan statistical areas (MSAs)
- Facilitated input sessions with the target markets to identify unique challenges and develop target customer lists
- Developed a local plan for each MSA, and shared it cross-functionally to gain alignment on the plan
- Supported concept execution, facilitated monthly best-practices meetings, and submitted concept for marketing award program
- Dramatic increase in sales volume in 7-month period as compared to previous 7 months
- Average of +5% volume change, with a >20% increase in some MSAs
Digital programming comprises an increasingly large share of our business–from Web portals to apps, interactive video case studies to representative e-training programs. In 2013 we completed an app for our client that educates physicians on the management of candidemia. This app is available free in the App Store for both iPad and iPhone.
Everything we create for our clients is rooted in the relevant science. Our content team brings decades of medical communications experience to the table on every project and is not shy about tackling new disease states.
The following is a list of therapeutic areas we have worked in on behalf of our clients, as well as other areas of expertise.
Health Care Administration
The most challenging question we get from prospective clients is, “What specifically do you do?” That’s because we provide many different services to our clients, and based on the feedback we’ve received over the years, we excel in each of these areas. The following is a brief summary of “what we do.”
- Help drive new product launches and responses to competitive challenges
- Consult on strategies to increase brand acceptance and grow market share
- Develop educational and branded programming tied to robust metrics that demonstrate behavior change
- Produce a diverse mix of communications vehicles, including:
- Advisory board meetings: live and via Web; more than 50 per year (10 to 25 advisors each)
- Speaker training sessions: live and via Web; average of 200 trainees each
- Speakers bureaus: live and via Web; about 6000 meetings in a single year
- Scientific and promotional content: from monographs to multimedia, for professional, sales, and lay audiences
- Key-opinion-leader (KOL) management programs
We are detail oriented by nature, and we shine during program implementation, as evidenced by the praise we have received from thrilled clients. We take timelines very seriously and always keep clients apprised of our progress toward key project milestones.
We execute all programs in a compliant manner so that our clients can focus on their many other responsibilities. Members of our staff regularly attend industry seminars to ensure we are equipped to advise clients regarding timely compliance issues, such as the impact of the Physician Payments Sunshine Act. Several staff members have taken courses on aggregate spend, and Audrey Pezzuti, our Chief Information Officer, has received certification in healthcare compliance from both Seton Hall Law School and SciencesPo (for European healthcare).
We build outcomes measures into all of our programs at the planning stage, so there will be no doubt about the effectiveness of any initiative. We collect and analyze these metrics continuously to ensure that we are increasing value for our stakeholders.
Through surveys and interviews, we gain a deep understanding of unmet needs that drive development of any marketing or educational programming. We deliver high-quality posters, presentations, and publications to advance an understanding of unmet educational needs for patients and health care providers.
Educational Needs of Urologists on Bone Health in Prostate Cancer
Poster presented at: AUA 2011 Annual Meeting; May 14-19, 2011; Washington, DC
Bipolar Disorder Educational Needs in Primary Care
Poster presented at NCDEU Conference 2010; June 14-17, 2010; Boca Raton, FL
Tracking Share of Voice
Through continuous monitoring of target audience reach, we facilitate data-driven decision making and resource allocation. We provide our clients with graphic reports that clearly indicate share of voice for their marketing programs.
Audience Reach Based on Programming