Empowering Careers in Medical Writing: Insights from Manoj Kumar Yadava (Part-1)

Manoj Kumar Yadava: I completed my education primarily in government institutions, starting with schooling in Arunachal Pradesh, where my father was a school teacher. I pursued B. Pharm and M. Pharm at the Government College of Pharmacy, Bangalore. During my thesis, my professor introduced me to scientific writing, leading to my first role at CMP Medica (formerly UBM Medica; currently the company is known as CIMS, a leader as a publisher of CIMS, MIMS and various other tools used by clinicians). I was privileged to have drawn over two months of salary before submitting my master’s thesis in 2007! Over the last 16+ years, I’ve gained experience in scientific and medical writing, publications, and medical communications, medicomarketing and digital solutions. For the past eight years, I’ve specialized in helping pharmaceutical and healthcare institutions develop digital strategies, including website creation, customized software, ERPs and content distribution.

Manoj Kumar Yadava: My love for writing and reading has been the driving force. Reading isn’t just about consuming information—it’s about problem-solving. When a client presents a challenge, I research, simplify, and create actionable content and digital strategies (wherever applicable). Helping people (individuals—doctors/clinicians) and clients through this process has been deeply fulfilling and has always motivated me.

In 2014-15, I observed a reluctance of the pharmaceutical and healthcare sectors to adopt digital tools despite their unique requirement and potential. I decided to take some initiative, enrolled in a digital marketing course and applied those skills to manage over 70 websites and develop mobile apps for my organization. At a point, every single digital and software requirement was developed inhouse. This clearly shows the true potential pharmaceutical companies hold for digital solutions. This led me to explore more possibilities in utilizing digital in learning and development.

Additionally, serving as a community manager for my college alumni connected me with pharmacy and healthcare industry leaders across the globe. Collaborating with them on various projects strengthened my expertise in transitioning from traditional methods to digital strategies.

Manoj Kumar Yadava: Medical writing is an umbrella term with about 10-15 subtypes. I began as a scientific writer, focusing on pharmaceutical content, particularly drug directories like CIMS, which provide detailed drug information. Over time, I transitioned into medical communications and medical marketing.

Medical communications involve creating content for doctors, scientists, and researchers, while medical marketing focuses on crafting content for product promotion to these professionals, as well as patients and advocacy groups.

For the past several years, I’ve specialized in medical marketing, bridging the gap between pharmaceutical companies and their audiences by delivering precise, impactful content that raises awareness about pharmaceutical products and medical devices.

Manoj Kumar Yadava: This is a common challenge for every medical writer—tailoring content to fit the target audience.

I always start by putting myself in the reader’s shoes. This is not as easy and saying. It has taken me years to understand this audience. Whether the audience is a doctor, a patient, or a caregiver, their problems and expectations are different. For example, a doctor may need precise clinical data, while a patient looks for simple, actionable advice. My strategy involves understanding the audience’s needs, outlining the content accordingly, and ensuring that the information provided solves their problem effectively.

Moreover, I avoid excessive use of scientific jargon and focus on clear, concise messaging. My mantra is “less is more.” Instead of overloading the audience with information, I aim to provide actionable insights that are easy to understand and implement.

I believe that writing perfection is subjective—what seems perfect to me may not align with my audience’s expectations. My ultimate goal is to make the content comprehensible, relatable, and useful.

Manoj Kumar Yadava: Certainly. The pharmaceutical industry has traditionally relied on conventional methods, but digitalization offers immense opportunities. Let me share two strategies I worked on:

1. Digitalizing Medical Representatives’ Workflow:
   In 2014-15, I worked on a project to streamline the reporting process for medical representatives (MRs). Previously, MRs would manually document their interactions with doctors, get them signed, and courier the reports to the head office (HO). This process was time-consuming, often taking weeks or even months to compile data at HO.

We developed a software solution where MRs could log in via their phones or laptops to input their data. This made the information instantly available to the company, reducing the reporting time to mere seconds in many cases. It improved efficiency and eliminated the need for physical documentation. The advance information at the HO helped the teams plan their marketing activities much in advance.

2. Tracking Printed Marketing Materials:
   Pharmaceutical companies invest heavily in printed promotional materials. However, there’s often no way to track whether these materials reach the intended audience or are utilized effectively.

The main challenge was convincing pharmaceutical companies to adopt these digital solutions. Many companies were hesitant, feeling their traditional methods were sufficient. However, for those who embraced these strategies, the results were remarkable—improved efficiency, better tracking, and enhanced engagement. The PHYGITAL (physical + digital) has proved more effective and powerful.

Manoj Kumar Yadava:

The outcomes of combining technology with conventional methods in pharmacy have been transformative. Digitalization saves time, reduces costs, and streamlines processes, offering peace of mind for businesses. Here are some key outcomes:

1. Improved ROI Calculation:
   In traditional systems, calculating the return on investment (ROI) was challenging due to the lack of measurable data. By integrating digital tools, we made ROI tracking easier, providing organizations with clear, actionable insights.

2. Streamlined Medical Representative (MR) Operations:
   We introduced a mobile app that allowed MRs to manage their tasks efficiently. MRs could log their visits, update interactions with doctors, and track outcomes—all in one platform. This eliminated the need for extensive paperwork and provided real-time updates to the company.

3. Enhanced Motivation Through Gamification:
   By incorporating leaderboards in the app, we encouraged healthy competition among MRs. For example, if one MR visited 12 doctors instead of the target 10, they would be recognized as a leader. This incentivized performance while simplifying progress tracking for the company. We integrated QR codes into printed materials. These QR codes offered incentives such as access to quizzes or small rewards upon scanning. This not only encouraged engagement but also provided analytics to the company.

4. Self-paced Learning for MRs:
   Traditional training for MRs happens at fixed intervals, leaving gaps in continuous education. With digital tools, MRs could access training materials and visual aids on the go, learning at their own pace. This improved their understanding of products and enhanced their interactions with doctors.

Overall, these solutions not only improved efficiency but also fostered a culture of accountability and continuous learning within the pharmaceutical industry.

Manoj Kumar Yadava: Medical writing offers diverse career paths, and the differences lie in the roles, responsibilities, and work structures. Let me outline the four primary ways we work as medical writers:

1. Freelancing:

   • As a freelancer, I work with multiple clients across the globe, enjoying the freedom to choose projects and set my schedule.

   • However, freelancing requires me to manage everything—from client acquisition to project completion—making it both liberating and challenging at the same time!

   • Freelancing works in two models:

     • Retainer Model: The company pays a fixed monthly retainer, ensuring a stable income.

     • Project-to-Project Basis: Payment depends on individual projects, offering flexibility but less predictability.

2. Working with a Pharmaceutical Company:

   • Joining a pharmaceutical company involves working on the company’s internal projects and brands.

   • This setup provides stability, access to resources, a focused environment and a very good learning atmosphere.

   • Unlike freelancing, the scope here is narrower, centered around the company's portfolio, making it easier to specialize.

3. Agency Work:

   • Agencies collaborate with multiple pharmaceutical companies, offering exposure to diverse therapy areas, projects, and clients.

   • Working in an agency is fast-paced and offers a steep learning curve, as you manage varied types of writing assignments and brand strategies.

   • I always recommend starting your career in an agency setup. It builds a solid foundation by exposing you to multiple companies and challenges early on.

4. Entrepreneurship:

   • Starting your own business allows you to build a brand and team while working on a variety of projects.

   • However, this comes with challenges like managing employees, securing clients, and staying competitive.

   • While it offers freedom and growth opportunities, the responsibility is significant, requiring strong leadership and project management skills.

Freelancing appeals to me because of the freedom it offers. If I choose not to work on a particular day, I can simply take a break. This flexibility is invaluable to me. However, it also demands a proactive approach—managing client relations, securing projects, and meeting deadlines independently. That said, freelancing becomes easier after gaining experience in an agency or corporate setup. These roles help you build a strong network and reputation, which eventually makes client acquisition in freelancing smoother.