Pharmaceutical Executive Digest Europe - February 3, 2009 - (Page 6) Getting Graphic Bob Brown explains why the graphic novel offers a versatile and effective medical education and communication tool. W hen the US National Kidney Foundation was looking for a more effective way to educate patients about the challenges of dialysis, they decided to take a unique approach: they created a graphic novel. Graphic novels communicate more clearly, simply, and effectively than many other communication vehicles. They reach diverse audiences, adapt to multiple media, and make complex ideas simple. The graphic novel can appeal to almost everyone from kids and adults to consumers and professionals. They communicate to all reading levels—from far below average to the most sophisticated. The graphic novel’s ‘pictographic’ nature even makes it one of the few tools that can reach the nonreader and it appeals to people who have no access to, or no interest in, a computer. Yet the genre also can adapt to a rich, interactive experience that appeals to the most avid computer user. And in a graphic novel, traditional rules can be broken. private or public. It can be an individual’s personal experience, or shared. In serial form, the graphic novel supports substantial character and plot development. Over a series, it can introduce several characters in multiple situations exploring a wide range of issues. When a vehicle that was once perceived as escapist entertainment addresses intellectually and emotionally complex issues in a mature way, the impact can be powerful. A good graphic novel can really illuminate a topic. Graphic novels can be printed—as books, comics, flyers, or posters — and can be taped to the wall, handed out, mailed, projected at a meeting, posted on the web, or adapted for PowerPoint presentations. You get the point about versatility! Furthermore, a target audience can experience a graphic novel in virtually any setting. It requires no special equipment, laptop, or television. It can be read casually or studiously, in Hope & Main As a child, you may have received small comic-style books from your doctor or dentist that covered subjects such as vaccinations, hygiene, or teeth brushing. These were forerunners of the graphic novellas being implemented today in medical education. Two examples stand out as major milestones. In the ’90s, the New York City Health Department developed a black-and-white comic strip series called Decisions that followed characters dealing with HIV. The strips initially appeared in subway cars, and then were compiled into comic book form for handout. When the third issue invited readers to suggest the next events in the evolving story, the health department was inundated with suggestions! In 2007, the US National Kidney Foundation developed a graphic novella called Hope & Main, the “first reality series of, by, and for the dialysis community.” A pharmaceutical company funded the first year (six instalments) of the novel with a non-restricted educational grant. Their goals were to 1) support a unique solution to the need for “pictographic” education about dialysis issues, and 2) strengthen the company’s marketing position in the dialysis community. The following steps were taken in the development of Hope & Main. They serve as a primer for the creation of any graphic novella: 8 COMMENT The age of pharma blogging hits its stride 10 ON THE MOVE The latest industry appointments and expansions 89,760 68,721 92,754 69,451 2 NEWS US and European biopharm salary survey 3 NEWS Boost for Norwegian biotech
Table of Contents Feed for the Digital Edition of Pharmaceutical Executive Digest Europe - February 3, 2009 Pharmaceutical Executive Digest Europe - February 3, 2009 Contents News From the Editor Brussels Report Comment On the Move Pharmaceutical Executive Digest Europe - February 3, 2009 Pharmaceutical Executive Digest Europe - February 3, 2009 - Contents (Page 1) Pharmaceutical Executive Digest Europe - February 3, 2009 - News (Page 2) Pharmaceutical Executive Digest Europe - February 3, 2009 - News (Page 3) Pharmaceutical Executive Digest Europe - February 3, 2009 - From the Editor (Page 4) Pharmaceutical Executive Digest Europe - February 3, 2009 - Brussels Report (Page 5) Pharmaceutical Executive Digest Europe - February 3, 2009 - Brussels Report (Page 6) Pharmaceutical Executive Digest Europe - February 3, 2009 - Brussels Report (Page 7) Pharmaceutical Executive Digest Europe - February 3, 2009 - Comment (Page 8) Pharmaceutical Executive Digest Europe - February 3, 2009 - Comment (Page 9) Pharmaceutical Executive Digest Europe - February 3, 2009 - On the Move (Page 10)
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