Dr. Trevor Campbell, MD, CCFP
Dr. Trevor Campbell, MD, CCFP
Episode 40: The Future of Biomedical Marketing
Episode 40: The Future of Biomedical Marketing
Episode 40: The Future of Biomedical Marketing
Wednesday 9th October 2024
Explore the future of biomedical marketing with Tim Calkins, discussing strategies, ethics, and Kellogg's influence in healthcare marketing.
35 minutes
informative
challenging
thought-provoking
ethical
cautious
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Dr. Trevor Campbell, MD, CCFP
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Episode Overview
- Tim Calkins shares insights on healthcare marketing at Kellogg.
- Importance of ethical practices in biomedical marketing.
- Challenges posed by regulations and innovations in healthcare.
- Impact of marketing strategies on patient care and demand.
- Kellogg's role in shaping future leaders in marketing.
Healthcare marketing done well is amazingly influential. It can shape decisions, behaviors, and lead to product use that helps people. But it can also be misused.
In this insightful episode of Kellogg Healthscape, hosts Jordan Marsh and Mimi Rawitscher engage with Tim Calkins, Clinical Professor of Marketing at Northwestern University's Kellogg School of Management, to delve into the complexities and future prospects of biomedical marketing. As a seasoned expert, Professor Calkins brings a wealth of experience and knowledge, having worked with major corporations such as Eli Lilly, Bayer, Medtronic, and AbbVie, and led the Kellogg Super Bowl Advertising Review for over a decade.
The discussion kicks off by exploring the distinctive challenges and opportunities within healthcare marketing, highlighting Kellogg's commitment to fostering expertise in this critical area. As the healthcare sector continues to evolve, marketing strategies must adapt to new regulations and technological innovations. The hosts and Professor Calkins navigate through these changes, emphasizing the importance of ethical considerations and the impact of marketing on patient care.
Ethics in healthcare marketing emerges as a pivotal topic, with Professor Calkins underscoring the potential for misuse. He cites the case of Purdue Pharma’s opioid marketing, illustrating how effective strategies can lead to adverse outcomes if not aligned with patient welfare. This serves as a cautionary tale for aspiring healthcare marketers, urging them to prioritize ethical practices and ensure their efforts contribute positively to society. The conversation also touches on Kellogg's role in preparing future leaders in marketing.
With courses designed to address the intricacies of healthcare marketing, Kellogg equips students with the skills necessary to navigate this challenging field. The hosts, both Kellogg students, reflect on how their education has prepared them to tackle issues in primary care, pharma commercialization, and value-based care. As the episode concludes, Professor Calkins offers advice to prospective MBAs and healthcare marketers, encouraging them to remain vigilant about the ethical implications of their work.
His insights serve as a reminder of the profound influence marketing can have on healthcare, both positively and negatively. The episode provides valuable perspectives for anyone interested in the intersection of marketing and healthcare, highlighting the importance of thoughtful, responsible marketing practices.