They provide mechanisms for sharing industry updates, scientific developments, expert opinions and educational content. They also allow professionals to remain informed about emerging trends while connecting with peers across different regions and healthcare setings. In my role across Europe, the Middle
East and Africa (EMEA), I am privileged to work with healthcare professionals from many different countries, communities and environments. Many markets operate within the constraints of limited national budgets, and access to basic healthcare remains an urgent priority. However, differences in national wealth do not automatically determine healthcare standards. Operating in constrained conditions often requires greater efficiency, beter processes and considerable creativity. I strongly believe in mutual knowledge exchange between countries and regions, and that we can all learn from one another. As a company, we often help facilitate these exchanges by providing platforms for professionals to meet and discuss their approaches to clinical diagnostics and broader public health challenges. Digitalisation has made the exchange of
ideas and knowledge easier and more cost- effective. Marketers can now facilitate live conversations between contributors based on different continents, while audiences can engage directly with experts from around the world from their offices or homes. I still find that truly fascinating. One theme especially close to my
heart is One Health. In our podcast series Going Macro on Micro, which will shortly launch its third series, we explore the interconnection between human, animal and environmental health. We speak with veterinarians, environmental microbiologists and infection control experts. Podcasts create a powerful platform for authentic conversation. Rather than relying solely on formal presentations or writen content, they allow experts to share experiences, discuss
LABORATORY MANAGEMENT Differences in national wealth do not
automatically determine healthcare standards. Operating in constrained conditions
often requires greater efficiency, better processes and considerable creativity
challenges and explore topics in greater depth and in a more personal, relatable way. This conversational format can make complex scientific subjects more approachable and engaging for a wider group of listeners.
Conclusions The future success of diagnostics and healthcare systems depends not only on scientific innovation, but also on effective communication between healthcare professionals, government agencies, industry partners and patients. Awareness, collaboration and knowledge sharing are fundamental to addressing complex healthcare challenges and advancing antimicrobial stewardship. In my opinion, healthcare marketing is
about making healthcare professionals’ expertise visible, ensuring important discoveries are heard and enabling healthcare professionals to learn from one another. When scientists and healthcare professionals actively share their knowledge, the benefits extend far beyond individual organisations. They contribute to stronger healthcare systems, beter patient outcomes and a more informed global response to infectious diseases and antimicrobial resistance.
References 1 Bennet RT. The Light in the Heart. 2nd edn.
Roy Bennet; 2021.
2 GBD 2021 Antimicrobial Resistance Collaborators. Global burden of bacterial antimicrobial resistance 1990-2021: a systematic analysis with forecasts to 2050. Lancet. 2024 Sep 28;404(10459):1199- 1226. doi:10.1016/S0140-6736(24)01867-1
3 UK Health Security Agency. Invasive Meningococcal Disease outbreak 2026: technical briefing 1. (UKHSA, 2026) www.
gov.uk/government/publications/ invasive-meningococcal-disease-outbreak- 2026-technical-briefings/invasive- meningococcal-disease-outbreak-2026- technical-briefing-1
Agnieszka Jagiello-Johnstone is Senior Manager, Product Marketing and Launch Excellence Lead, EMEA, Microbiology at Beckman Coulter Diagnostics. She is a Chartered Marketer and a Fellow of The Chartered Institute of Marketing. Her professional interests include One Health, public health, infection prevention and cross- institutional collaboration.
PPi
Beckman Coulter’s marketing mission is to facilitate thought leadership programmes, grow digital communities and develop partnerships that strengthen the diagnostics ecosystem and amplify the voices of those working within it. If you would like to contribute to future Beckman Coulter UK or EMEA-wide marketing initiatives, please contact the team or connect on LinkedIn.
MicroScanEU@beckman.com
www.linkedin.com/showcase/beckman- coulter-diagnostics-emea/
October 2026
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