Media Innovator Awards 2021

Media Innovator Awards 2021 25 Best Medical Marketing Communications Agency – North America Healthcare-focused marketing and continuing education company, ZZINC Health Marketing Inc has a strong digital focus which stood it in good stead over the last 18 months. CEO, Anna Liachenko, tells us more about the firm and its ethos. ZZINC Health Marketing (ZZINC) is a medical education and marketing provider which develops and digitally distributes evidence-based articles, expert opinions, interviews, presentations, and treatment information to doctors, nurses, pharmacists, and other healthcare professionals, who subscribe to its programs. Since its establishment in 2013, the firm’s values have remained consistent and focus on connecting and inspiring healthcare professionals and patients to achieve the best possible health outcomes. “Our main goal is to facilitate discussion about challenging issues in medicine and to educate healthcare professionals about the newest developments in the medical field,” explains CEO Anna Liachenko. “Having evolved the digital component means we have an incredibly fast and convenient way to connect with our subscribers through an interactive platform that can incorporate rich media and achieve superior learning experience.” Anna continues to tell us that the company’s email distribution channel has more than 130,000 subscribers among healthcare professionals just within Canada, as well as quite a few international subscribers too. “The content we create is based not only on the latest discoveries, but also on the issues that tend to come up over and over and not be easily resolved in a clinical setting. Some patients are more complex than others, and some issues do not have a one-fits-all solution. We involve top experts in the medical field and welcome feedback from our healthcare professional subscribers to come to a range of approaches to help in these more challenging cases.” The ZZINC platform – MedicalExpertExchange.com – welcomes participation from other healthcare organizations that can work with ZZINC to sponsor or promote topics that are congruent with the company goals and philosophy. “When we work with other organizations, our pillars are communication and strategy,” she elaborates. “We take time to listen to our client’s goals and questions, and we then provide recommendations on how we can work together to achieve the outcomes.” “We have an in-house market research team that reaches out to healthcare professionals, and in some cases patients, to understand the current challenges and needs of our audiences,” says Anna, explaining how the company manages to stay ahead of emerging trends. “We also regularly review medical literature and attend medical conferences and other events around the world (in-person and digitally). We do strive to be at the forefront of all developments and to set the pace for learning and constant improvement of patient care.” With a company culture that promotes a mindful approach to projects and full engagement, Anna continues to tell us that it is of utmost importance that all staff members feel empowered to contribute ideas and new approaches, and that the team can benefit from such collaboration and brainstorming. Aug21043 “We have a series of quality control checks for every project, to be sure that any outgoing communication has been verified for medical accuracy, compliance with regulations, and so forth. We do have our Medical Expert Exchange, The Honeycomb Network series of newsletters as well as Medical News Link digital pieces, which are our internal brands, however our projects are not always branded. The main goal is to educate our audience about important issues and we do this in the way that makes to most sense to us and our clients for each particular initiative.” With the global pandemic affecting practically every industry, ZZINC saw emerging trends during this troublesome time such as medical clinics closing for non-essential treatments, and many patients being left less supported and less willing to initiate any consultations. Medical device companies also saw reductions in revenues, and pharmaceutical companies experienced slowing down in prescription refills and a hard time launching new therapies. “Typically, in tough economic times, people use more healthcare services because they have more time being out of work, and because they have anxieties and other issues that heighten in the times of stress, however during the pandemic the number of patients has decreased dramatically, close to 60% drop in some jurisdictions,” Anna says. “At the same time, doctors and patients have increased their digital presence, and we now see that some of these developments that may be here to stay.” Medical consultations can involve Zoom, telephone and sharing of photographs of the affected areas. Prescriptions can be immediately sent to pharmacies electronically and in turn pharmacies can deliver medications to patients. “In general, many great new developments did occur, out of necessity to adapt to challenging circumstances. Of course, in healthcare, in-person visits to clinic and hospitals are always important for the best patient care, so we hope to see this coming back in full force soon.” Having recently being awarded the accolade of Best Medical Marketing Communications Agency – North America, Anna and the team at ZZINC are determined to continue its digital education and interactive capabilities to help healthcare professionals learn and care for their patients. Contact: Anna Liachenko Company: ZZINC health marketing inc. Web Address: www.z-zinc.com / www.MedicalExpertExchange.com