Program unites academia and industry, providing students with a real-world, skills-based education and direct connections to leaders in healthcare marketing and communications
The NYU School of Professional Studies Division of Programs in Business starts the spring session of its new Certificate in Healthcare Marketing and Communications (HM&C) at a time when the skills needed to communicate effectively in this field are in greater demand than ever before. The healthcare and pharmaceutical industry, and marketing and communication jobs related to this field, continue to expand as healthcare providers and pharmaceutical companies build out their brands and realize their full commercial potential.
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Even before the COVID-19 pandemic, the U.S. Bureau of Labor Statistics estimated that six out of ten of the fastest-growing occupations were related to healthcare and the aging population, projecting that the number of healthcare jobs will grow 15 percent by 2029—more than any other occupational group. In October 2020, eMarketer projected that the pharma and healthcare marketing industry would grow its digital advertising spend by over 14% in 2020 and 18% in 2021—more than any other industry except computing products and consumer electronics.
The specialized certificate program from NYU SPS, which initially opened its classrooms virtually in September, is built around two core foundation courses—The Evolving US Healthcare Ecosystem and Healthcare Marketing and Communications Essentials—both of which provide a deep understanding of the healthcare ecosystem, as well as fundamental marketing and public relations skills and how they translate to the unique needs of healthcare. Optional courses also explore how medicines, medical devices, services, and emerging healthcare technologies are developed, tested, approved, launched, delivered, regulated, and promoted in the rapidly evolving and highly regulated U.S. healthcare ecosystem.
Unique Approach to Education
“The newly launched Healthcare Marketing and Communications certificate takes a real-world, skills-based approach to educating professionals and helping them tap into a high-growth industry from day one,” said Michael Diamond, academic director of the Department of Integrated Marketing and Communications. “For those who seek to up-skill their marketing and PR capabilities, or transition into healthcare marketing and communications, having the opportunity to learn from accomplished industry leaders and directly connect with them is invaluable in preparing our students for success.”
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The HM&C curriculum was developed in collaboration with Margie Kuo, a consultant, NYU SPS faculty member, and former marketing executive at Pfizer, along with Destry Sulkes, MD. Sulkes is an executive vice president at Klick Health, which was named Large Agency of the Year for 2020 and ranked #1 in the Agency 100 for the past three years by Medical Marketing + Media (MM+M). He has led global healthcare brand launches, co-founded a healthcare analytics company, and is also teaching in the program alongside a faculty of leading-industry practitioners. Sulkes sees the program as being essential for those who want to advance in the field with the most up-to-date tangible skills. “We help simplify the complexities of the highly regulated U.S. healthcare system and demonstrate how disruptive marketing approaches can help brands deliver breakthrough experiences and enhance patient outcomes.”
Klick Health CEO Lori Grant applauded the entry of NYU SPS into healthcare marketing and communications, citing its strategic alignment with the exponential growth and abundant career opportunities in life sciences. “Bringing new innovation to life sciences has never been more important than it is today,” said Grant. “At Klick, we are proud of our growing, award-winning team, as well as their dedication to serving the healthcare industry in new and exciting ways.”
The HM&C certificate is offered by the NYU SPS Division of Programs in Business, Department of Integrated Marketing and Communications, which educates approximately 1,300 graduate students in Marketing and PR and an additional 500 students through numerous continuing education certificates and courses. With over 250 adjunct faculty members, the department delivers applied professional education across a range of disciplines including crisis communications, digital marketing, brand management, and marketing analytics.
The HM&C certificate courses are eligible for continuing education credit approval with the Medical Group Management Association (MGMA) and the American Association of Healthcare Administrative Management (AAHAM).
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