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Has medical storytelling been canceled? Rethinking HCP engagement in an age of information overload


Time:1:00 PM EDT

Duration:60 minutes

Long, glutted, linear medical presentations are a thing of the past. What we say to HCPs, how we say it, and where we say it has transformed dramatically. HCPs' educational preferences have changed, and the competition for their attention is fierce. Still of fundamental importance to medical education, though, is good storytelling that must now adapt and travel beyond just the page and across channels and devices. During this discussion, we will answer questions around three aspects of this new paradigm:   
  • What We Say—How do we condense scientific information in a way that’s relevant to HCPs?
  • How We Say It—How can we use impactful visual creative to cut through the noise?
  • Where We Say It—What are the best platforms to use to meet HCPs where they are?

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Arun Divakaruni, Ph.D.


Avant Healthcare

Arun is the CEO of Avant Healthcare and leads the scientific and medical programming, developing solutions for the firm’s roster of clients. Prior to joining Avant Healthcare, Arun spent more than a decade at Weber Shandwick, where he served as EVP of healthcare and as the global head of healthcare innovation. He brings an industry-awarded track record of scientific and medical storytelling programming expertise to Avant Healthcare. He has counseled blue-chip, midsize and emerging biopharmaceutical companies across a variety of issues, including scientific, policy and commercial strategy around the world. Arun’s client work has received recognition from many industry awards, including several Clios. In 2016, PRWeek named Arun one of its esteemed “40 under 40” award recipients. Arun earned his Ph.D. in biochemistry and molecular biology from the University of California, Los Angeles, where he was recognized for his achievements in scientific research in antibiotic target research and classroom instruction. He also holds a bachelor of science degree in molecular, cell and developmental biology from the same institution.

Greta Rybicki


Avant Healthcare

Greta provides senior leadership across strategy and client services, driving transformative ideas to advance medical education and engagement beyond traditional channels. Greta leads a team of highly passionate, intelligent individuals dedicated to improving patient lives. Greta has 14 years of experience working with pharmaceutical, medical and life sciences clients, serving brands in immunology, oncology, virology and cardiology.

Patrick Kelley

Chief creative officer

Avant Healthcare

Patrick has more than 20 years of experience originating award-winning creative across digital and traditional platforms. He has held creative leadership roles at J. Walter Thompson, TMP Worldwide and Big YAM, the Parsons Agency with numerous creative excellence awards and numerous achievements in building and growing household name brands across a multitude of channels and platforms.
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