Content Marketing Strategy for a Johnson & Johnson Residents Program

Abstract

J&J Switzerland has many training opportunities for residents, but this is not communicated anywhere. Education about the products and the procedures used in surgery are an important service for the doctors and the hospitals. Due to the high workload in the hospitals, there is a need to support the training of residents. There is no strategy on what content should be communicated and how. There is potential to communicate this offer in a structured way and to be perceived even more as a strong partner for the training of aspiring surgeons.