Vice President of eMarketing and Digital Strategies
Nick Halkitis, Vice President of eMarketing and Digital Strategies, MediciGlobal, is far from conventional; his route to e-marketing does not fit the predictable pathway to pharma management, yet it is precisely his eclectic background that makes him so effective.
Nick Halkitis’ past includes building, entrepreneurship, newspaper publishing, and e-marketing leadership. Each experience has made him adept at transferring knowledge and seeing opportunities often not apparent to others. It’s this diverse and eclectic background that makes him so effective in his role as global director of e-marketing at MediciGlobal.
The innovative use of e-marketing strategies to pre-identify patients, expedite the time to recruitment launch, and increase the uptake of recruitment programs has been a huge opportunity for MediciGlobal clients.
At MediciGlobal he expanded the company’s patient-centric approach by introducing “living databases” — just-in-time databases of pre-identified patients interested in participating in a clinical trial ahead of study launch. This has since evolved into MediciGlobal’s Head Start to Recruitment™ (HSR) program, which has become pivotal to clinical trial optimization. HSR takes a unique stance by looking at clinical studies through the eyes of patients to expedite recruitment.
His analytical and innovative nature taps into the way in which he uses performance metrics for all e-patient recruitment activities. He looks for gaps in the market and tries to find new and creative ways to tap into that audience and opportunity. Even in the toughest assignments he is able to think outside the box. One such assignment involved delivering recruitment results for a project with incredibly tight timelines, and for which the clinical team could not readily identify the patient profile. Through the use of analytics, and the continuous review and refinement of patient responses, Mr. Halkitis and his team narrowed the population profile to men age 18 to 29. It was a surprise for the clinical team, and ensured greater program precision to achieve the recruitment goals.
He views the rise of patients as key opinion leaders and their growing voice in the clinical research process through social networking sites (SNSs) as a challenge as well as an opportunity for the industry. With the Internet fostering unprecedented connectivity and information exchange, companies have an opportunity to gain feedback from patients, learn how patients view their clinical protocols, and what the barriers may be to enrollment. Accepting patients as KOLs is, he says, a departure from tradition, and its acceptance may be difficult for regulators and pharmaceutical companies to embrace in the near term.
Mr. Halkitis is currently examining opportunities to link smart phone and iPad technologies with e-marketing for future patient recruitment and retention programs.
Competitive by nature, Mr. Halkitis won’t settle for second and strives to get the best out of himself. At the same time, he works to get the best out of others as well.