Those in pharma who have made the transition from HCP to DTC or vice versa: Did you find this challenging? If so what were the biggest hurdles to overcome?

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I found it helpful to get experience in both as early as possible. The biggest hurdle will always be the perception of recruiters or bosses who try and paint you as one or the other.

Pick a few brands and study the differences between their HCP site and consumer site. Looking at the study design and MOA will help you understand the shift in approach and tone.

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If you can write for HCP, you can write for DTC. It’s harder the other way around.

In my experience, people who are too rooted in HCP can have a very difficult time speaking to a general audience, which is a totally different style it needs to be much more conversational and colloquial. People with significant consumer backgrounds are more suited to writing decent DTC work.

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