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Bentley University Students Partner with Publicis Healthcare Communications Group to Evaluate and Improve Their Web Presence
Bentley University juniors and seniors enrolled in the Human Relations in Healthcare Organizations class, led by Psychology Professor Helen Meldrum, were recently invited to work with the Publicis Healthcare Communications Group, a global leader in healthcare communications. The students’ work focused on improving the internet presence of Publicis’ full service promotional medical communication agencies – Medicus International in London & New York, Discovery Chicago, and Science and Medicine.
Pictured left to right: Dr. Don Nelinson, senior vice president, Publicis Communications Group, Bentley students: Carl Forziati, Shauna Sarsfield, Alexandra Morrison, Rachel Kolbin, Nicole Pelletier, Felix Garcia, Chen Xiao
The Publicis senior executives were most interested in the public perception of their Scientific Services department - a division comprised of highly credentialed medical writers and editors who provide quality control, research, creation of digital media, educational materials and publication services. The Bentley project focused on analyzing Publicis’ main competitors’ online marketing positioning strategies both in the US and the UK to learn how they structured and presented their scientific services staff and what makes them appealing to potential clients, who are typically pharmaceutical and healthcare firms.
“Understanding our competitive landscape is absolutely essential in order to continue growing and improving our scientific offerings,” noted Joseph Abrajano, PhD, a medical writer with Publicis. Abrajano also noted, of the students’ work, “We were particularly impressed with their rapidly acquired depth of knowledge and the poise and maturity with which they conducted themselves during the final presentation. The final report has added specific strategic value to our organization because we were able to identify areas for improvement on our sites in order to attract and retain top medial writing talent.”
The students provided their recommendations to enhance the image of the Publicis Medical Education Group companies during a final presentation that was broadcast via Skype to several Publicis agency locations across the US.
BENTLEY UNIVERSITY is one of the nation’s leading business schools, dedicated to preparing a new kind of business leader – one with the deep technical skills, broad global perspective, and high ethical standards required to make a difference in an ever-changing world. Our rich, diverse arts and sciences program, combined with an advanced business curriculum, prepares informed professionals who make an impact in their chosen fields. Located on a classic New England campus minutes from Boston, Bentley is a dynamic community of leaders, scholars and creative thinkers. The Graduate School emphasizes the impact of technology on business practice, in offerings that include MBA and Master of Science programs, PhD programs in accountancy and in business, and customized executive education programs. The university enrolls approximately 4,100 full-time undergraduate, 140 adult part-time undergraduate, 1,430 graduate, and 43 doctoral students. Bentley is accredited by the New England Association of Schools and Colleges; AACSB International – The Association to Advance Collegiate Schools of Business; and the European Quality Improvement System, which benchmarks quality in management and business education. For more information, please visit www.bentley.edu.
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