This session was presented at the 2010 IMC Weekend at the WVU campus in Morgantown, WV.

Presented by Nigel Hernandez,

Marketing is an integral component of any business activity and efforts to maintain and expand its market share and customer base. Healthcare Marketing is no different except that it operates in a highly regulated environment in a very litigious society. While the healthcare regulatory framework is extensive and highly complex, it operates in an age of almost ubiquitous access to information, social media and direct to consumer advertising and sales. This talk explores new rules to building strong brands, and highlights today's Market Communication Challenges. The Food and Drug Administration regulates a quarter of the US economy and the opportunities for healthcare marketing professionals are endless. The next generation of professionals must be mindful that marketing practices which are commonly applied in most other industries potentially might implicate significant compliance risks for the healthcare industry. Come find out the stakeholders involved in the marketing of healthcare, whether a toothbrush and leeches are medical devices, and see examples of social media's role in healthcare and learn how to avoid potential pitfalls.

To learn more about the WVU IMC program visit

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