Reaching Healthcare Professionals Through International Congresses and B2B Digital-Medical Communication of Dermocosmetic Science-Related Topics

: An Industry Perspective

Abstract

Business-to-business (B2B) scientific communication plays an important role in reaching dermatologists and healthcare professionals, which are key in the recommendation-based business model of L’Oréal Active Cosmetics Division. Medical content that are being featured in L’Oréal’s unbranded digital platform called SkinAlliance come from various sources – studies and publications of L’Oréal Research and Innovation, topics featured in recognized international dermatology congresses, and interviews of local dermatologists from different
ACD countries.
This internship report aims to draw the framework on how medical content is generated fromthe different sou rces, present case studies of content published in SkinAlliance social media channels, asse ss their digital performance and infer the impact and implications on L’OréalACD brands, and have a quick overview on the topics that generate the highest interest among the SkinAlliance community, which are predominantly dermatologists.

Date of Award	16 Sept 2022
Original language	English
Awarding Institution	University of Namur
Supervisor	Yves Geysels (Supervisor)