An innovative initiative that sparked debate and broke down the traditional barriers between speaker and audience typical of a conference, putting pharmacists centre stage. The topics covered, which are central to the ongoing debate in the pharmaceutical sector, were:
Each topic was assigned to a speaker/ambassador, who introduced the theme and briefly shared their thoughts, then opened the floor to an active discussion with the audience. At this stage, the speaker became the moderator of the discussion, which was structured using a mind map. This was then shown at the end of the discussion to summarise its content.
Ilaria Caddia and Filippo Dessì, former pharmacists and consultants in healthcare communication and marketing, founders of Epodè Marketing.