Strategizing
Healthcare
Impact of Market
Penetration to Obtain
Pharmaceutical
Accessibility.
Donna
LaVoie
in 2022
Healthcare
PR Leaders
Donna LaVoie
President, and CEO
LaVoieHealthScience
VOL-08 | ISSUE-01 | 2022
Rising Up
Embracing Digital
Transformation for
MedTech Solutions

A helping hand
toward your
radiant Health

ealthcare isn’t always easy to navigate. An
Hexperienced healthcare PR firm can help you stay
on top of developing trends, alert you to negative
reviews, or research regulatory changes that can impact
your brand’s reputation.
Public relations agencies can serve as your spokesperson or
your trusted advisor. Healthcare organizations are especially
vulnerable to crisis situations, and a public relations agency
can help you proactively plan for, train for, and be prepared
to respond to any potential crisis that may arise.
The interaction of the healthcare marketing agencies is on
different levels to communicate the correct information to
the right audiences. The meaning of varying levels of
communication is related to the type of message, and to
whom to give it is the main emphasis. For example, what
message you need to send to your general customers is
entirely different from what you will send to your inventors.
Another importance of Public Relations in a healthcare
organization is the job of brand building. In today’s world,
Transcending the
Facets of Modern
Healthcare

the brand needs to stand out, especially in healthcare sectors
with a lot of competition. To make your organization’s
presence more robust than what is right now, you need to
work on brand awareness and building with your Public
Relations company.
The organization that is existing for years in the industry
must have created some reputation or narratives in people’s
minds. Healthcare PR companies ensure that the media
records are in favour of the company, and the reputation
which is thus created is sustained for an extended period.
Spearheading these PR companies are the exceptional
leaders who, with their skill set, are helping healthcare
organizations to fulfill their desired goals and assisting them
to scale their progress to greater heights.
Embracing the journey of these coherent personalities,
Insights Care’s latest edition, “10 Most Trusted
Healthcare PR Leaders to Follow in 2022,” highlights the
significant transformations these leaders have been
empowering in the modern healthcare niche.
Flip through the pages to know about these leaders and their
innovations.
Have a Delightful Read!
-Abhishek Joshi

C
O
N
T
E
N
TS
08 DonnaLaVoie
Prominent Name in Health and Science Marketing Niche
C O V E R S T O R Y

Guillaume Viallaneix
Adding Momentum
to the MedTech
A R T I C L E S
CXO
Practicing Mental Health
In A Digital Age
24
20
Thomas Madden
The Quintessential ‘PR Man’
32
16 28 Strategizing Healthcare
Impact of Market Penetration
to Obtain Pharmaceutical Accessibility.
Rising Up
Embracing Digital
Transformation for MedTech Solutions

Co-designer Paul Belin
Art & Picture Editor Mrunalinee, Rohil
Art & Design Head
Editor-in-Chief Pooja Bansal
Managing Editor Pooja Shah
Senior Editor Anish Miller
Visualiser David King
Research Analyst Eric Smith
Sarah Wilson, John Smith, Alex Vincent
Business Development Executives
Amy Jones
Business Development Manager
Sales Executives Kelli, Bill, Anna
SME-SMO Executives Gemson
Digital Marketing Manager Alina Sege
Technical Consultants David, Robert
Technical Head Jacob Smile
Marketing Manager John Smith
Assistant Technical Head Amar Sawant
Assistant Digital Marketing Manager Renuka Kulkarni
Assisting Editors Saloni, Drishti
Sonia Raizada
Circulation Manager Tanaji Fartade
Copyright © 2022 Insights Success Media and Technology Pvt. Ltd., All rights reserved. The content and images used in this magazine should not be reproduced or
transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior permission from Insights success.
Reprint rights remain solely with Insights Success Media and Technology Pvt. Ltd. Insights Care is powered by Insights Success Media and Technology Pvt. Ltd.
August, 2022
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Contact Us:

Brief
Featuring Person Company
Claire Long
Managing Director
90TEN Group
90ten.co.uk
With a degree in biochemistry, Claire loves working on
some of the most life-changing therapies. Claire brings a
compe ve streak and a big smile to 90TEN.
Donna LaVoie
President and CEO
LaVoie Health Science
lavoiehealthscience.com
Donna is a leader of specialized thinkers in health and
science marke ng and a proven strategic
communica ons execu ve in biotechnology, healthcare,
medical device and pharmaceu cal fields.
Hunter
hunterpr.com
Grace Leong
CEO and Partner
Experienced marke ng PR professional and PR agency
CEO with an award winning record within the in the
marke ng communica ons industry.
Guillaume Viallaneix
Founder and President
MedTech Momentum, Inc.
medtechmomentum.com
Guillaume Viallaneix is the Founder and President of
MedTech Momentum Inc., with over 30 years of experience
as an execu ve and entrepreneur.
Kathy Bloomgarden
CEO
Ruder Finn, Inc.
ruderfinn.com
Kathy holds decades of experience in steering Fortune
500 companies, startups, nonprofits and more through
important communica ons moments, crises and
milestones.
Lisa Dodd
Co-founder and Director
CAN adver sing Ltd
can-adver sing.com
Lisa has a very visual eye and a keen awareness of what
'works.' As such she is a tremendous asset to any
adver sing campaign or video produc on.
Crosby Marke ng
crosbymarke ng.com
Leading Crosby's team of professionals, Raymond sets
the strategic direc on for one of the Mid-Atlan c's most
successful integrated marke ng firms.
Raymond Crosby
President and CEO
Sachs Media
sachsmedia.com
Veteran communicator. Message master, smartest
strategist, and levelest head in a crisis. Tenacious client
advocate. Deep roots in TV and print journalism and
government communica ons.
Ron Sachs
CEO and Founder
Sarah Robarts
President
Ballan nes PR
ballan nespr.com
Sarah, along with her talented team of PR professionals,
has worked with numerous interna onally renowned
companies and corpora ons over the past 16 years in
Los Angeles.
TransMedia Group
transmediagroup.com
Thomas leads the TransMedia Group, an award-winning public
rela ons firm serving clients worldwide since 1981, and has
conducted remarkably successful media campaigns and crisis
management for America’s largest companies and organiza ons.
10 Most Trusted Healthcare PR Leaders to Follow in 2022
Thomas Madden
CEO and Chairperson

DonnaLaVoie
Prominent Name in Health and
Science Marketing Niche
Core values of the agency
center around a passion for
humankind and supporting
the innovation that its
clients are developing to
improve lives, whether that
is in medical technology,
digital health, bioscience, or
pharmaceuticals.
President and CEO

eveloping new innovative therapies and new
Ddiagnostic options to patients requires complex
understanding of disease state, patient selection,
regulatory process and more. Communication is essential at
every stage of the health and science lifecycle, including
during the development of technologies, products and
services to improve the lives of patients.
Communication is crucial whether it involves treating
current and incoming patients or sharing patient
information with another facility or a group of doctors,
nurses, or specialists. A compliance program is imperative
to ensure that legal, ethical and professional standards are
met and communicated throughout the entire healthcare
system.
Likewise, LaVoieHealthScience (LHS) helps health and
science organizations extend visibility and optimize value
for their technologies, products and services. LHS designs
and executes strategic communications programs including
public relations and marketing as well as investor relations
and corporate communications.
Donna LaVoie, President, and CEO of
LaVoieHealthScience, launched the agency in 2001,
following a successful corporate career with signature
biotech companies such as Genzyme Corporation (now
Sanofi) and Alkermes, Inc., where she led strategic
communications functions during tremendous growth,
including product and business launches as well as
international geographic expansion.
Through Donna's passion for health and science, LHS is
ranked among the Top 30 independent healthcare
communications agencies in the United States according to
O'Dwyer's 2022 public relations firm rankings, one of Inc.
5000's fastest-growing private companies, and Boston
Business Journal's 2022 Fast 50 representing the 50 fastest
growing companies in Massachusetts. She has also fostered
strong relationships with other thought leaders in the field
to solidify various strategic alliances broadening LHS'
healthcare capabilities.
In 2019, Donna led LHS into a strategic alliance with
Omnicom Public Relations Group (DAS Group of
companies) to bring health companies a broader set of
capabilities and geographic expansion of services bringing
over 2,000 experts worldwide to LHS clients.
Dynamic Leadership
Donna is a proven strategic communications leader in
health and science innovation. She is a trusted advisor on
strategic communications issues, especially around complex
issues where multiple stakeholders are affected. She brings
a unique combination of public and investor relations
expertise, including product launch experience.
For over 21 years, Donna's efforts have been focused on
building LHS' health and science consulting practice, while
overseeing key account strategies, agency strategic
direction, core competency and methodology development,
as well as growth strategies and team development.
Donna is also passionate about giving back to the health
and science ecosystem by participating in conferences
whether it be on a panel or teaching methodology around
developing a company presentation using The LHS Fifteen-
®
Slide Presentation methodology. She also sets the culture
for the agency to give back to the community as a member
As an acknowledged leader
in health science
communications with both
public and private
company platforms,
LaVoieHealthScience is
recognized as a top 30
independent healthcare
agency in the US.
10 Most Trusted Healthcare PR Leaders to Follow in 2022

of the Board of Advisors of Life Science Cares, a
collaboration of companies in the Boston area working to
reduce poverty.
While talking about the company's operations, Donna
shared, “We help our clients create awareness, gain
recognition, and achieve optimal value for their initiatives,
technologies, products and businesses. Our expert team of
investor relations and public relations professionals design
and execute communications programs that allow a client,
product, or initiative to reach its goals. We deliver a proven
track record of designing and executing creative, strategic
programs that effectively position and engage key
stakeholders, with measurable return on investment.”
Values for the Long Run
Core values of the agency center around passion for
humankind and supporting clients who are developing
innovations to improve patient lives whether that is in
medical technology, digital health, bioscience, or
pharmaceuticals.
LaVoieHealthScience is a fast-moving firm with a
collaborative, creative approach customized to its clients'
businesses. LHS prides itself on leading with strategic
intent and delivering based on that premise.
The Eyesight of the Future
Speaking about the vision of LHS' services, Donna said,
“Vision is an interesting word and something we ask our
clients about all the time. We are carefully building an
agency with a keen focus on health with services in investor
relations and corporate communications as well as public
relations and marketing. We believe that staffing with a
combination of industry specialists and functional area
leads is a winning formula.”
The Assumed Responsibility
While talking about the solutions and services LHS offers,
Donna says that the agency leads with its proprietary LHS
Immersion® methodology to help clients discern their
market position, messaging, and go-to-market strategy with
a keen focus on external feedback and competitive views
leading to the development of a BluePrint Plan setting the
course of communications, whether the client is public or
private taking into consideration customized messaging for
all target stakeholders.
LaVoieHealthScience specializes in animal health and
science, autoimmune diseases, CAR-T, cell and gene
therapy, CNS, CRISPR, immuno-oncology, lysosomal
diseases, MedTech, medical devices, neurodegeneration,
oncology, ophthalmology, precision medicines, rare disease,

RNA, and regenerative medicine. The agency creates and
executes investor and public relations programs with a
targeted market focus and/or a global point of view.
Integration of AI and ML in Health Care Industry
According to Donna, Artificial Intelligence (AI) and
Machine Learning (ML) continue to drive opportunity and
results for healthcare, and the current times demand that the
industry continue to embrace and nurture the integration of
AI and ML into its workstreams. We see it's use across
many areas, including drug development.
Data is robust, and when you consider that an electronic
health records (EHR) system, for instance, can hold
valuable information and best practices that can help
clinicians make real-time decisions and dramatically
improve the patient experience at the bedside, there can be
no turning back.
She continues, “In the IR and PR world, AI is playing a role
in tracking company communication, stakeholder sentiment
as well as identifying differences that aid in decision
making around investment decisions in public companies.
It's complex but being used quite regularly.”
Providing Unique PR to Clients
When speaking about communication solutions to meet
clients' requirements in the healthcare niche, Donna
exclaims, “That is the million-dollar question.” She further
states that strategic communication will always win the day
– providing insights and teaching others. Donna believes,
“We are all evolving and being able to provide clients with
a unique perspective and point of view is mission-critical to
our business.”
The agency's experienced and multi-disciplined team
provides seamless, integrated communications, offering
strategy consulting to investor and corporate
communications as well as public relations and marketing
initiatives.
A Note of Advice
As an established leader, Donna believes that this industry
is comprised of those who want to make an impact. While
advising the budding entrepreneurs and enthusiasts aspiring
to venture into healthcare, she says, “It's not for the faint of
heart. It is an exciting business with extraordinary demands
which delivers on its promise. It's an industry like no
others, and it is infectious to be working with companies
and people who truly want to make a difference.”
Futuristic Approach
Building off its trademarked LHS Immersion®, The LHS
Fifteen-Slide Presentation®, LHS Reach™, and additional
products in ESG and social media, Donna says that the
agency maintains high expectations and has built an
industry-leading consulting model agency that leads with
strategy followed by execution. LHS brings its clients an
experienced multi-disciplined team of strategic thinkers
enhancing the depth of internal resources.
Achievements to Note Down
LaVoieHealthScience brings over 21 years of industry-
tested counsel, over 450 proven strategies for its clients,
and differentiated communications programs to engage key
stakeholders. LHS is honored to have won over 60 awards
across multiple communications disciplines and is rated
among the Top 30 independent healthcare public relations
agencies by O'Dwyer's PR, one of Inc. 5000's fastest-
growing private companies, and Boston Business Journal's
Fast 50, representing the top 50 fastest growing companies
in Massachusetts.

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Embracing Digital
Transformation
for
MedTech Solutions
ompanies in the medical device business (also
Cknown as MedTech), which is under increasing
price pressure from healthcare providers and
contending with declining returns from mature
technologies, must now look for novel methods to boost
their bottom lines. For medical equipment to continue to be
cost-competitive in the future, supply chains must be
digitalized.
The healthcare sector used digital solutions in several
sectors before the pandemic. However, it was either a
piecemeal strategy or a technology paradigm that worked
for everyone. To manage electronic health record (EHR)
systems and create apps that suited business models, it used
technology. But technology offers more than that.
To provide room for creativity and business objectives that
can adapt to the future, corporations are now going a step
further and embracing new technologies like cloud
computing, artificial intelligence (AI), the internet of things
(IoT), big data, quantum computing, and analytics. They are
ready to have a major positive impact on the sector. By
offering scalable microservices and adaptable strategies, the
proper cloud partner may assist you in accumulating
technological riches.
The objective of digital transformation is to integrate digital
technologies to lower costs, enhance processes and boost
productivity. It is not a straightforward pipeline process, but
rather a nuanced scheme with the primary goal of
substituting cutting-edge technologies for antiquated ones.
The adoption of digital innovation and the accelerated
improvement of service quality are essential for the
healthcare sector. Complexity can be managed by
organizations employing cutting-edge analytical techniques
and quick choices. Building an agile system that combines
web and mobile applications, enhances the patient
www.insightscare.com
August| 2022 16

Rising Up

experience, and provides real-time decision-making is the
heart of digital transformation.
Read through to learn about how digital transformation
could be the next solution for MedTech.
Benefits of Digital Transformation
Some of the benefits that digital transformation brings for
MedTech solutions are as follows:
• It saves lives and raises the standard of living for people
all around the world. This is accomplished by digital
transformation in several ways, including by lowering
manufacturing costs, raising quality, efficiently
controlling output to meet demand, comprehending
user/patient/customer wants and more.
• Strengthens connections with users, partners, consumers
and patients.
• Increases productivity across the board for your
company, but especially in the production lines.
Improving the distribution chain can also result in
significant efficiency gains.
• Achieves huge efficiency savings, not the least by
automating laborious operations.
• Gives decision-makers greater, more accurate, and more
current information on which to base their judgments,
which improves company supervision.
• Satisfies regulatory standards more effectively and
efficiently.
• Reduces human mistakes by utilizing more automation
• Reduces hazards in a variety of areas for your company.
As an illustration, consider enhancing product quality to
lower the risks to finances and reputation brought on by
a recall scenario.
• Decreases the time it takes to launch new products.
• Enhances workplace health and safety, especially in
manufacturing and distribution.
• Improves the transmission of knowledge within an
organization. This is a huge advantage given the
problem of a skills shortage that many in the sector are
dealing with.
Addressing Challenges
When embarking on the route of digital transformation,
some obstacles must be surmounted, just like with any
change in the company. These difficulties include gaining
support for the switch to cloud computing technologies,
data integrity, cybersecurity, integrating legacy systems
with other platforms and tools, changing organizational
attitudes, funding, etc.
But with a strategy that acknowledges the significance of
digital transformation, appreciates the advantages, and
accepts that this is the direction the sector is going, all these
difficulties can be addressed.
To design the necessary solutions and put the necessary
mechanisms in place, one must also need the appropriate
partner.
Recommendations
To prepare for the disruption of today, the following tactics
could be considered:
• Adopting a humanized mentality reset across the
advertising of products. Invest in new, insight-driven
talent, enable customer centricity at scale and embrace
partnerships and M&A with a focus on customer
outcomes.
• Updating your technology environment. More than ever,
technology is the foundation for future corporate
expansion and operational performance. To upgrade
legacy apps, think about developing, purchasing, or
collaborating.
• Taking data insights and releasing them. Create a solid
data foundation for the entire organization. The use of
curated data sets can open up new channels and markets
by enabling tailored marketing and pricing optimization.
A fragmented or half-hearted strategy won't guarantee
economic success. MedTech organizations must
purposefully alter to compete with disruptors. To achieve
this, they must embrace new connectivity and emphasize
humanization, technology and data & analytics.
-Anish Miller
www.insightscare.com
18
August| 2022

n the public relations field, some of the most
Iremarkable traits any PR practitioner can have are – a
curious mind, an eagerness to learn about their
industry, and others, as well as a willingness to improve
their skills.
Having the requisite knowledge is a crucial ingredient for
any PR firm and having a large bank of knowledge to draw
back on is essential for any kind of firm that works in a
professional services field. This knowledge comes in many
forms, but among the most essential is the need for firms to
have an excellent comprehension of their client and the
market in which they operate.
The ability to forge and maintain strong relationships is
something else that is also absolutely integral to an
excellent PR agency. This attribute is probably most
prevalent in the practice of media relations, in which the
ability to build relationships becomes essential when
pitching enhancing brands and their primary client base.
A relationship skill that tends to be more overlooked is the
ability to create and maintain good relationships with
clients. While many public relations agencies will be able to
provide their clients with media relations services and
expert strategic communications advice, being able to also
provide them with exemplary services on top of that truly
sets Guillaume Viallaneix apart.
Guillaume is the Founder and President of MedTech
Momentum, Inc, a company that recognizes and knows the
stakeholders in the MedTech ecosystem. His significant
expertise with dedication made him excel in the limelight as
one of the 10 Most Trusted Healthcare PR Leaders in the
modern healthcare industry.
In an interview with Insights Care, Guillaume shared
valuable facts highlighting the significance of MedTech
Momentum, Inc, its core values, and its mission in the
healthcare industry.
Guillaume, please give us a brief overview of your
journey as the Founder and President of MedTech
Momentum, Inc.
I have over 30 years of experience as an executive and
entrepreneur in the MedTech space. I started my career in
the Healthcare industry in 1988, working for multinationals
such as GE Medical and Cigna before founding and
managing MedTech organizations in the United States and
Adding Momentum
to the MedTech
Guillaume Viallaneix
Founder and President
MedTech Momentum, Inc
10 Most Trusted Healthcare PR Leaders to Follow in 2022
www.insightscare.com
20
August| 2022

Europe. Before creating MedTech Momentum, I was the
CEO of Eden Spine, a US-based OEM with an R&D
subsidiary in Switzerland.
I've raised capital; worked with surgeons on developing
new technologies with the FDA to get them cleared, grew
companies, branded them, and sold a few. I knew business
and MedTech marketing from the inside and wanted to
share the new marketing gospel that focuses on the power
of the internet and social media.
I launched the MedTech Momentum at the end of 2013
when it became apparent that the combined power of the
Internet and social media had overtaken traditional channels
of communication and that most decisions makers in
healthcare were confused about it. Initially, I created
MedTech Momentum to help my friends in the MedTech
industry build cost-effective, sustainable and scalable
marketing engines.
Can you elaborate on MedTech Momentum, Inc.'s core
values and mission in the healthcare industry?
Our core values support our vision, shape our corporate
culture, and reflect the essence of who we are and why we
are in business. They help us stay focused in our decision-
making and give us clear direction. Most importantly, they
help us recruit the right staff and make key decisions by
staying true to your guiding principles.
· We deliver a unique MedTech experience that
happens to be in marketing.
· Yes, MedTech Marketing saves lives!
· We are in business to impact society peacefully and
respectfully for the greater good.
· Always treat others the way you want to be treated,
even if you disagree with them.
· Be driven by passion, curiosity, discipline and most
importantly, empathy.
· There is never too much communication, both
internally and externally.
· Good is not enough; exceeding expectations is the
only goal.
· Out-of-the-box solutions are expected.
· Never, ever announce a problem without solutions.
· Always think strategically, as you deliver tactically.
· Everybody loves a surprise!
· We are not suppliers; we are partners.
· Enjoy and celebrate successes!
· Be yourself!
Tell us more about MedTech Momentum, Inc., its vision,
and how it provides products and services which
dramatically enhance brands to increase sales in the
healthcare niche?
No agency understands and knows the stakeholders in the
MedTech ecosystem the way we do. As you're aware, just
knowing the mechanics of marketing is not enough.
Understanding market conditions, technical innovations,
regulatory affairs and the competitive landscape is key to
crafting successful marketing strategies in the Internet era.
At MedTech Momentum, we know the healthcare space,
connect the dots, and ensure that our clients' marketing
plans are achievable and 100% aligned with their business
objectives.
To prove that point and maximize their chances of success,
we have even assembled an elite MedTech Specific
Advisory Board, available to our clients on an as-needed
basis to help them make key strategic business decisions.
No other marketing agency can make that claim!
Can you elaborate on the integration of AI and its
impact on the PR niche?
We all know AI significantly impacts the world; PR is no
different in every niche. AI is improving so many areas of
PR, including monitoring content, media distribution,
content creation, and audience targeting. It is doing so faster
and more efficiently, enhancing the outcomes of PR
campaigns and expediting what once was a daunting
process.
www.insightscare.com
21
August| 2022

Having expertise in crafting and executing results-
oriented marketing, what is your opinion on upskilling
in digital marketing to stay relevant in the industry for
the long run?
Constantly upskilling our team's skillset is at the core of
who we are as a company. As the digital era continues to
evolve, so should the skills and knowledge that we must
obtain to ensure our client's success.
We not only provide external training opportunities for
growth, but we also organize weekly "knowledge transfer
meetings" where all employees have an opportunity to
share with others some of the knowledge and skills that
they possess.
Our goal is to constantly disseminate knowledge from one
part of the organization or individual to another. Training is
part of the reason for doing it, but it also boosts morale and
increases everybody's overall expertise and productivity.
Being an experienced leader, what were the initial
challenges you encountered following the biggest
challenges on the way ahead, and what were the ways
you opted to overcome these?
We have partnered with over 120 privately owned or
publicly traded MedTech companies in the past eight years.
Our clients include original equipment manufacturers
(OEMs), contract manufacturers, medical practices, medical
software developers (SaaS), and cutting-edge organizations
in the fields of artificial intelligence, nanotechnologies and
robotics.
While most of our clients are headquartered in the U.S.,
quite a few are from Europe, the Middle East, Asia and
New Zealand. We are a boutique MedTech marketing firm
with a global footprint.
So, as you can imagine, our biggest challenge is to adapt to
each company's vision and goals and to align the marketing
strategies that we deliver with the actual business plan that
the companies are trying to achieve.
We can successfully solve the challenge because we are
MedTech industry insiders. We know the market and the
technologies, and in addition to delivering creatively, we
quickly become the trusted strategic advisors of the
companies we partner with.
Being a long-term trusted advisor to the people, what
would be your advice to the budding entrepreneurs and
enthusiasts aspiring to venture into the public relations
industry?
Public Relation is about clearly understanding the goals and
challenges of the target audience you are trying to reach,
presenting straightforward solutions to the challenges you
are addressing, staying on a script from a copywriting
perspective and, most importantly, following clear SEO
guidelines. The rest will take care of itself.
How do you envision further strengthening MedTech
Momentum, Inc.'s stronghold in 2022 and beyond?
As a full-service agency, we have clients at different stages
in their life cycles. Some pre-revenue companies are
looking for a branding and messaging strategy before a
fundraiser or product launch. Some are well-established
organizations looking to get into accelerated growth mode
for value creation, preparing for an upcoming IPO or a
liquidity event.
We are constantly strengthening our value proposition by
implementing the latest digital techniques to boost brand
awareness and lead generation. Most importantly, we are
investing in human capital.
We currently have a team of 28 creative personalities and
MedTech Marketing strategic advisors with a passion for
developing successful organizations in the medical space.
Marketing is what we do, but our reach goes much further!
Never forget that MedTech marketing, just like music, is as
much an art as it is a science. It is easy to learn how to play
an instrument or design a pretty website but writing a hit
song or engaging visitors on a site is difficult. Because
successful communication is about 'the feel: It's emotionally
driven! At MedTech Momentum, we make sure that we
understand our clients' values, their vision, and most
importantly, why they do what they do. We call it
"emotional branding."
www.insightscare.com
22
August| 2022

ack in the day, mothers will stop their children from
Bowning phones before turning 18 years, or even
watching movies, because they are scared and
worried about what they might see online. It has become
inevitable to not go online for work, recreation, or
socialization, because we live in the digital age. Our mental
health heavily depends on the content we consume and we
must take personal precautionary measures to guard our
personal health starting from the upstairs; the mental health.
These digital contents include the type of movies we watch
on (YouTube, NetFlix, T-Series, etc.), broad casts on radio
& tv stations (CNN, BBC, NDTV, Best Life On TV),
podcasts on Spotify etc, pictures and videos on social media
(Twitter, Koo, Facebook, Instagram, Snapchat, Share chat,
etc), cinema movies, and many more digital avenues to
access contents virtually.
What you see or listen to online has a great, long-term
impact on your mental health, which is why you must be
very careful of what you consume. Having the right to view
any content does not mean, you should spend all your time
listening to everything you come across; learn when to call
it a quit and do something better and healthy, such as
walking, running, reading or even cooking.
What Is Digital Metal Health:
It is any online platform ranging from mobile applications
to online support groups that aims to reduce the gap
between patients and mental healthcare providers by
providing online counselling and therapy. These types of
apps are developed under the guidance of mental health
experts and can be used by anyone above 18 years.
Dr. Misker Kassahun is a general medical practitioner
who graduated from St. Paul's Hospital Millennium
Medical College in 2020. She is currently the co-founder
and executive director of GIV Society Ethiopia. This local
not-for-profit organization works to tackle social
challenges via volunteerism. The organization's flagship
project is monthly free medical outreach. For the past 20
months, it has given 3000 underprivileged community
members comprehensive medical service via 800
volunteer health professionals in 8
sub-cities of Addis Ababa.
Dr. Misker is passionate about mental health, healthcare
leadership, and youth empowerment. Dr. Misker hopes to
use social media to bring awareness to mental health and
reduce stigma. She mainly uses LinkedIn for her advocacy
work.
th
(World Mental Health Day October 10 )
Author Bio
By- Dr. Misker Kassahun
A good friend Chidiebere Moses, the Customer Relations
Manager at Insights Care Magazine, asked me; How can I
choose contents that are good for my mental health,
Before Consuming Them?
I replied; As someone who spends most of my time online, I
thought I would share some tools that help my mental
health and productivity. This will include the Mental Health
Speakers, Exercises, Media Channels and Companies to
listen to such as:
In A Digital
Mental Health
Practicing Mental Health
In A Digital Age
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Mental Health Boosting Exercises:
Ÿ Aerobic and dance-based exercises (Kukuwa Fitness).
Ÿ Yoga (Yoga with Adriene).
Ÿ Breathing Exercise (My favorite breathing exercise
sequence by Clark Kegley).
Ÿ Wim Hoff- The Iceman needs no introduction.
Ÿ Guided mediations on YouTube on specific topic that I
feel like I need more awareness and clarity.
Ÿ Waking up by Sam Harris- Contains daily guided
mediations, unique series of meditations, and
conversations with some of the most distinguished
psychologists, psychiatrists, and spiritual leaders. An app
that I can't recommend enough.
Mental Health Productivity Tips (Free apps):
Ÿ Any. do - a to-do list for prioritizing & categorizing your
activities.
Ÿ Stay Focused- To block app notifications and limit the
usage of social media.
YouTube Channels for Mental Health and Well-being:
Ÿ Andrew Huberman- a podcast by a neuroscientist that
focuses on the connection between the brain and
perception, emotions, and behavior.
Ÿ School of Life - group of psychologists, philosophers, and
writers talking about self-understanding, psychology and
relationships.
Ÿ Jordan Peterson - A professor of psychology, clinical
psychologist and YouTube personality talks about
behavioral psychology and self-improvement and invites
accomplished people in their field. His lectures are a must-
watch, and his books are also a must-read.
Ÿ Joe Dispenza and Bruce Lipton- These two authors and
speakers talk about Epigenetics, the connection between
belief(mindset) and diseases, and self-healing.
Mental Health Oriented Podcasts:
Ÿ On Purpose with Jay Shetty- he invites insightful guests
from all walks of life. He talks about healthy habits,
wellness tips, and how to cope with difficulties.
Ÿ The Anxious Achiever- a LinkedIn Podcast and must
listen about anxiety and mental health in the workplace.
The host invites successful leaders to share their stories
about their mental health journey. I highly recommend
this podcast to people in leadership positions.
Social Media Pages for Mental Health: Instagram
Pages:
Ÿ Mark Manson- is a brutally honest author with a
refreshing take on life. Check out his website, articles,
YouTube channels and best-selling books. His monthly
newsletter is a must-read.
Ÿ Neurohacker- a page that gives neuroscience-based tips
that can be implemented in daily life and activities.
Ÿ The brain coach- a page run by a clinical
neuropsychologist focused on mental health, self-care,
psychology, productivity, and relationships.
Ÿ Professional Zone – a page that shares happiness boosting
events, and videos, quotes and stories to help you see
reasons to smile through the tough day.
Books for your Mental Health, enriching you with the
right knowledge to stay above the curve.
Ÿ Maybe You should talk to someone by Lori Gottlieb- a
therapist's memoir that tells you how all of us go through
challenging personal and professional times. There might
come a time we need it.
Ÿ Meditations by Marcus Aurelius- a collection of personal
writings by the Roman Emperor about Stoic philosophy.
Ÿ I hope you will find them helpful. These are my
suggestions and what helps me and works for me.
th
World Mental Health Day on October 10 , 2022, like every
other year before and in the future, reminds us of the
necessity of taking care of our brain, senses, environment,
and overall health. Everything around us contributes to how
we think and react to things and life in general. If it doesn't
happen now, it will surely happen in the future, so ensure to
watch your environs, whom you associate with, and what
content (digital or offline) you consume, to stay a step
ahead of the trouble. Being mentally healthy help boosts
your life, work, and guarantees more success in everything
you do. All professions must pay attention and take all
necessary correction measures, be it a child, man, or
woman, no one is left out of this topic.
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Impact
ofMarket
toObtain
Pharmaceutical
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The panorama of access to the pharmaceutical
market globally has changed significantly over the
past ten years and attracted a lot of attention. This
is large because of the healthcare reforms undertaken by
governments worldwide to manage their skyrocketing
healthcare costs.
The main forces behind pharmaceutical businesses'
commercial success have historically been R&D, sales and
marketing. This conventional market access strategy is
relatively linear and focuses solely on price and
reimbursement operations, but it also entails interacting
with doctors, pharmacists and regulatory agencies to
promote increased product uptake. We define market
access, however, as a procedure that guarantees all eligible
patients have quick and ongoing access to the product at the
proper cost.
Since patients, payers and advisory groups now play a
larger part in medical decision-making, the composition of
stakeholders has already recently changed to incorporate
them. These modifications have compelled a shift in market
access from the conventional price-based strategy to a
value-based one. Due to this, pharmaceutical companies
now place a greater emphasis on improving market access
to succeed. A strong market access strategy that is tailored
to the difficulties of a certain market or country is crucial to
the success of not only a new product but also the
organization as a whole.
Let’s dive into what it would take to obtain pharmaceutical
accessibility.
Market Access—Then and Now
The market access scenario has changed over time for two
main reasons:
The increasing elderly population, rise in chronic illness
prevalence, and increasing expenses of innovative
treatments are all contributing to rising healthcare costs:
Due to recent improvements and reforms in their healthcare
systems, emerging markets behave similarly to
industrialized nations like the United States, where the rise
in healthcare expenses is a direct result of rising diagnostic
and ancillary costs.
The pricing and reimbursement options for new products
are being constrained by increased scrutiny of the stated
product value by healthcare authorities. Reference pricing
and generic product substitutes are two methods that have
already been used to increase the affordability of marketed
goods.
Over time, a new and varied group of stakeholders have
emerged as a result of these two factors. However, this has
made it more difficult for patients in general and the market
to get drugs.
Emerging Stakeholders in Market Access
Payers are the stakeholders with utmost dominance. They
actively contribute to the development of treatment
regimens and have an impact on doctors' prescribing
practices. Payers are essential to a new product's success in
the market and will continue to rule the market access
situation.
More so than in the past, patients are concerned about the
medication's efficacy and seek a cure in addition to just
treatment. In actuality, if there is no reimbursement or only
partial coverage, the significance of the drug effect will
further increase.
Pharmacies are important players who have the potential to
affect drug access by regulating the product's accessibility
in the retail or uninsured market. In situations when
reimbursement is given, pharmacies may also have an
impact on brand selection by making substitutions.
Government organizations and regulatory bodies are a
complex group of stakeholders that are essential in building
a framework for pharmaceutical companies to operate in
and influencing healthcare policy (e.g., setting pricing and
reimbursement guidelines).
The healthcare system's decision-making environment has
grown rather complicated, with entangled ties between
diverse stakeholders. By therapeutic area, different
stakeholders' participation in the market access process
differs. Understanding the various stakeholders' needs and
interdependencies is essential since it has a significant
impact on how effectively market access initiatives will go.
Market Access Scenario in Developed Vs Emerging
Markets
Due to greater awareness among regulatory and
reimbursement authorities of the need for value above
existing treatments, the market access role has
Strategizing Healthcare
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progressively grown in relevance in developed economies.
Pharmaceutical businesses have started to integrate the
market access function within the organization to deal with
this dynamic regulatory environment. Only a small number
of businesses, meanwhile, presently have a market access
team with well-defined roles and duties. As a result, the
majority of pharmaceutical companies today take a
fragmented approach, with sales, marketing and regulatory
departments each handling a portion of the market access
responsibilities.
Market access is still not as well organized in emerging
nations as it is in developed markets. The relevance of
market access functions has, nevertheless, increased as a
result of the shifting economic environment and changing
healthcare regulations. Despite this, pharmaceutical
companies currently concentrate on certain aspects of
market access (pricing, channel, stakeholders and
government agencies), and there is no comprehensive
strategy to address all aspects at once. Additionally,
compared to developed countries, these markets have more
complicated regulatory and healthcare landscapes.
Therefore, it can be challenging for pharmaceutical
companies to identify the appropriate stakeholders to
involve in the medication approval process.
Looking ahead—Improving Market Access in Emerging
Markets
To succeed in complex markets, pharmaceutical companies
can adopt strategies like—Integrated market reach tactics
that start with product development, fostering successful
collaboration among diverse corporate functions to foster a
culture of teamwork (e.g., sales, marketing, regulatory,
etc.), Key account management (KAM) and specialized
stakeholder management teams, Using a comprehensive
stakeholder management strategy, Greater comprehension
of the partnership between stakeholders and market access,
Communication that is effective with both internal and
external stakeholders, Establishing the best procedures,
strategies, and, most importantly, personnel.
-Anish Miller
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Madden
The Quintessential 'PR Man
Healthcare is an ever-evolving industry, and public
relations is becoming more crucial than ever in
this niche. Businesses from regional care
collectives to medical practices invest to ensure perpetual
public relations by making it a part of their medical
marketing plan to get a leg-up on the competition and
promote their brand in the sector. The company handling
the public relations of medical practice plays a vital role in
creating and monitoring the communications between the
medical practice and the public.
When we think of PR companies that thrive on enabling
reliability in the healthcare sector, we tend to think of the
comprehensive fundamentals like qualities, skills and traits
primarily focused on improving the quality of life. This is
where TransMedia Group excels as one of the leading
multi-lingual companies that have provided breakthrough
communication strategies that have increasingly changed
the healthcare space.
Under the coherent leadership and the quintessential skillset
of Thomas Madden, CEO and Chairperson, TransMedia
Group cites numerous awards, accolades and articles
praising its work over the years. His journey from being a
journalist to one of the well-known names in the healthcare
PR industry has made him achieve great clients and further
build a successful outcome.
In an interview with Insights Care, Thomas speaks about
his journey in the Public Relations industry and showcases
the crucial aspects that make him stand out as a trusted PR
leader in the sector.
Below are the highlights of the interview:
Thomas, please give us a brief overview of your journey
as the CEO and Chairperson of the TransMedia Group.
I came up from the ranks of journalism, working at several
newspapers, including The Philadelphia Inquirer. After
seeing that I could be interested in teaching journalism, I
discovered I'm a better doer than a teacher. So, I went into
an area I thought could use my journalistic skills—PR. I
joined a leading PR firm in NYC at the time and from there,
I went into network TV, first at ABC, then to NBC before
starting my PR firm, TransMedia Group in NYC.
Can you elaborate upon the core values upon which
TransMedia Group is built and what is its mission?
TransMedia Group's core values are focused on telling our
client's stories effectively by applying our journalistic
know-how and skills to make them attractive to the media
to accomplish our mission to make our clients widely
known and greatly respected.
TransMedia Group is an
expert at pitching its
clients to the appropriate
media who be interested in
their stories.
10 Most Trusted Healthcare PR Leaders to Follow in 2022.
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Thomas Madden
CEO and Chairperson
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Tell us more about TransMedia Group, its vision, and
how it provides products and services and enhances the
brand to increase its sales eventually?
TransMedia Group is an expert at pitching its clients to the
appropriate media who be interested in their stories. If
necessary, to give our pitches some runway for them to take
off, we'll write and distribute news releases, combined with
posts on social media designed to speed up the process of
making our clients better known and in many cases,
famous!
Can you elaborate on the integration of AI and its
impact on the PR niche?
TransMedia Group is always looking for systems that are
informed or inspired by human reasoning, using human
reasoning as a guide but are not driven by the goal to
perfectly model it. An excellent example of this is IBM
Watson, which builds up evidence for the answers it finds
by looking at thousands of pieces of text, recognizing
patterns, and weighing evidence matching those patterns.
It's based on people coming to conclusions without hard
and fast rules and can build up collections of evidence
instead. Watson is able to notice patterns in text that provide
a little bit of evidence and then add that evidence up to get
to an answer.
Being popularly known as the "PR Man", what is your
opinion on upskilling in digital marketing and customer
relations to stay relevant in the industry for the long
run?
Digital marketing is of growing importance in public
relations, and the better we can get at it, the more valuable
PR will be. Messaging needs many forms and different
routes to reach targets with impact, and digital has become
a primary form of marketing. This, combined with
impactful customer relations, has become the mainframe in
building successful outcomes.
Thomas, you being an experienced leader, what were the
initial challenges you encountered following the biggest
challenges on the way ahead, and what were the ways
you opted to overcome these?
The biggest challenge for me was getting clients to listen to
my advice as they had their notions about communication.
Still, I persevered to gain their confidence until they
followed my advice and could see it working in generating
positive media coverage. One of the ways I accomplished
this was getting top executives to see reporters like their
children sometimes not understanding and who needed an
explanation that came with a smile.
Having won so many awards including the Public
Relations Society of America's Bronze Anvil for a PR
campaign, what would be your advice to the budding
entrepreneurs and enthusiasts aspiring to venture into
the public relations industry?
I would advise young people interested in pursuing a career
in public relations first to understand journalism and how
most journalists are seeking to ferret out the truth and the
real meaning behind actions and strategies.
How do you envision further strengthening TransMedia
Group's stronghold in 2022 and beyond?
We are building our international capabilities by bringing
on board people who speak other languages besides
English, which is how we're securing clients in other
countries, which I see as a growth area for us. Also, we
have added other components to our firm, including a fully
licensed talent agency called MaddenTalent, from which we
can pull spokespersons for our clients.
Besides this, I see my writings of articles and books
including my latest WORDSHINE MAN, now availing on
Amazon, which is full of tips on how to make writing more
inviting. And don't forget my weekly blog, which is also
helping to expand the reach and frequency of impressions
our PR firm makes for clients.
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