Please login to the form below

Not currently logged in
Email:
Password:

Digital intelligence blog

Pharma insight on digital marketing, social media, mobile apps, online video, websites and interactive healthcare tools

AZ launches breast cancer video portal

Pharma company partners with oncology publisher for new HCP resource

AstraZeneca AZ breast cancer video portalAstraZeneca (AZ) has partnered with US oncology publishers Oncology Specialty Group to launch a new video portal for US healthcare professionals interested in breast cancer.

The Bridging the Gap portal is hosted within Oncology Specialty Group's OncLive.com website and features a series of testimonials from patients with metastatic breast cancer.

The aim of AZ's 'webisodes' is “help physicians and other healthcare professionals bridge the gap that may exist between them and their patients so that patients get the information they need”, the site explains.

The videos feature women talking about how healthcare professionals can best communicate with other patients like themselves, from developing a rapport to delivering the diagnosis to communicating between visits.

“From receiving a diagnosis of metastatic breast cancer to working as a team with oncologists, the women provide perspective on how key conversations have played a role in their own treatment journey,” AZ's global PR director Michele Meixell explained.

However, the company may be missing a trick, perhaps driven by regulatory caution, by not following the footsteps of rivals like Roche and Novartis in collecting its patient stories into a dedicated YouTube playlist.

Nevertheless, AZ's partnership with Oncology Specialty Group should give it a more targeted focus to its online video marketing effort.

2nd September 2013

From: Marketing, Healthcare

Share

Tags

Featured jobs

Subscribe to our email news alerts

PMHub

Add my company
Complete Medical Communications (CMC)

CMC is a leading global agency dedicated to healthcare communications across the lifecycle. We combine scientific acumen, excellence in delivery...

Latest intelligence

If you needed an organ transplant, would you have one?
Lauren Packer discusses the worsening problem in the UK with an imbalance between the number of organs needed, and the number of those being donated....
Why tugging at our heartstrings is no longer enough to make us open our purses
Charlotte Shyllon (Director and Partner) and Maren Thurow (Senior Account Executive), discuss the highly emotive Make a Child Cry campaign video from Doctors of the World (Médecins du Monde)....
quantify_messages.png
Exploring full potential of e-detailing data
Today’s high quality e-detailing data can create better quality conversations with healthcare professionals and result in improved access and relationships....

Infographics