Bristol Breakfast · Patient Marketing

Where do your patients actually come from?

Winning an account is slow and expensive: committee decisions, buying cycles that stretch across years, a rep fighting for every meeting. Then the account is won, the team moves on, and the usage never arrives. This is the morning on the growth lever most companies never pull: patient marketing, done on the right side of the rules, growing the accounts you already hold.

For the commercial and marketing leaders of treatments patients would choose, if they knew they existed.

Clifton Members Club · One table, thirteen seats · No fee

Start here, not with the form

The thinking is free. Take it now.

The full argument, the three levels and our reading of the rules are free to read now in The Fourth Lever, our guide to patient marketing as the account-growth lever. The breakfast is the live version, argued around one table.

Read The Fourth Lever

The Georgian facade of Clifton Members Club seen across the green, Clifton, Bristol

The dining room at Clifton Members Club: chandeliers, marble columns and a long set table

The main hall at Clifton Members Club set for a seated event

Clifton Members Club, Bristol. One table, thirteen seats, one morning. Date follows demand.

The quarter after the win

Almost nobody treats flat usage as a marketing problem, because almost everybody assumes patient marketing is off limits. They picture American drug advertising and flinch. But most patients now research a condition and its treatment options online before they see a clinician about it. The question is not whether they are looking. It is who they find.

The alternative to rep push is patient pull: demand that moves through the healthcare system towards the clinicians who already use your products, built on a legal position taken in writing before the first campaign runs.

The room

Nine or ten senior marketers. One host who runs this for a living.

The breakfast is hosted by Michael Colling-Tuck, founder of AGENCY and author of It's Not a Sales Problem. He runs live Patient Product Marketing programmes for treatments across the UK and Europe, and the morning draws directly on what those campaigns are proving right now.

Michael Colling-Tuck

Host

Where: Clifton Members Club, 22 The Mall, Clifton, Bristol BS8 4DS
When: Demand-led. We read the response to the September breakfast first, then set the date. Register and you hear before anyone else.
Who it is for: Senior life sciences marketing and commercial leaders within about an hour of Bristol.
The table: Kept to ten, so the conversation stays a conversation.

What happens

Ninety minutes. Three moves. You do the talking.

It is a conversation around one table, not a talk you sit through. Everyone in the room owns the same problem, so everyone has something to say.

Which account of yours is won and underused?

Everyone names one. An account that took committee decisions and years to close, where the usage never followed. This is usually the moment the room realises how common that is.

The three levels, applied to it

Direct campaigns to a find-a-clinic destination, co-branded materials the clinic uses to market itself, and co-marketing partnerships. Which level that account is ready for, and what the next one asks of you.

Where your legal line actually sits

What the rules permit for your product in your territory, as we read them, and the first thing you would want in writing before a campaign runs.

Chatham House rule

No slides, no pitch

One table, no theatre layout

Bring a live example

What you leave with. Printed and ready to use.

The three levels of patient marketing, on one page

Direct campaigns with a find-a-clinic destination, co-branded materials clinics use to market themselves, and co-marketing partnerships. Where your accounts sit today, and what the next level asks of you.

The legal position, in plain terms

What the UK rules permit for medical devices, as we read them, where the real lines sit, and why the work starts with the legal position in writing rather than a guess about what is allowed.

The patient concern cycle

The questions patients ask between first symptom and treatment choice, and where the clinics that stock your treatment can become the answer they find.

Register interest.

While the date settles

Three doors out of this page.

It's Not a Sales Problem

Why healthcare innovations fail to reach the people who need them most. Three chapters free, no signup wall.

Score yourself

Patient Product Marketing Assessment

How ready is your organisation to build patient demand? Scored in minutes.

Painful Conversations

Five free guides with the University of Bath on chronic pain and healthcare communication: how patients describe what they feel, and why the language changes the outcome.