For the Healthcare/Pharma people out there; what is do different about HC/P that it’s so insular? Every time I see a job post about a role on an agency HC/P team previous experience is required and I want to know why? Other than being a regulated industry with applicable laws I don’t see s huge difference from other verticals. Maybe I’m just being dense but would love to hear everyone’s thoughts!

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Planning HCP media is completely different than any other b2b category. It also frequently involves specific targeting and NPI list strategies. it’s not hard to learn, but it would be tough to join a team never having done HCP media before and dive right in without it being obvious to the client that the person had no experience in the category.

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There is specialized knowledge that is required. Particularly depending on the drug class you are advertising, you will need connections with particular media vendors who can even run units with specific requirements and/or isolate your NPI segments. The media is generally more expensive and planning/approval cycle longer - therefore your sales skills need to cater to this. Generally good to have some relevant complimentary background in the science or engineering side of what you’re advertising

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Reporting is also deanonymized more regularly to get NPI level campaign performance too.

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