Professionalism, experience and innovation: these are the hallmarks of Dynamicom Education, a company highly specialised in medical-scientific training, which has managed to assert its leadership in a highly competitive market (in Italy alone there are over a thousand providers) thanks to a strategic vision and a truly innovative business approach. Giorgio Maggiani, President and CEO of this all-Italian excellence, reveals the secret of its success…
by Roberta Imbimbo
Dr. Maggiani, with what mission was Dynamicon Education born? Tell us your story.
Born out of a happy intuition of mine in November 2001 – the year in which the law on Continuing Medical Education (CME) was approved – Dynamicon Education did not actually become operational until 2004, when I reluctantly left the pharmaceutical company I had been working for some time, the Società Prodotti Antibiotici, to devote myself completely to this new entrepreneurial project. Thanks to a strategic vision and an innovative business approach, the company was able to assert its leadership in the medical-scientific training sector and grow significantly in terms of both turnover and the number of courses organised, around 800 per year, quickly becoming an important reference point for numerous prestigious scientific societies. Dynamicon Education is now an accredited provider for all the areas envisaged by the national ECM Programme: distance learning (Fad), residential (Res) and field training (Fsc), and for all the Professions envisaged in that Programme (Surgeons, Pharmacists, Nurses, Health Technicians, and in general all figures in the health sector).
Which areas of specialisation are you most active in?
Dynamicon Education was born with a strong specialisation in the musculo-skeletal field (an almost obligatory choice for someone who, like me, had gained more than twenty years’ experience in five different pharmaceutical companies, all involved in the production of drugs intended for the treatment of pathologies in this particular therapeutic area). It was no coincidence that Dr. Ferdinando Priano, then President of the Italian Society of Arthroscopy, and Dr. Gerolamo Bianchi, who instead headed the College of Italian Rheumatologists, decided to entrust us with the organisation of the congresses of their respective scientific societies. This was the cornerstone for a young society that was timidly entering the market. Over time, however, Dynamicom Education has strategically broadened its core business to other therapeutic areas (a decision shared with my partner Massimo Padula, a long-standing entrepreneur), such as pneumology and allergology, and since 2013 cardiology and diabetology, taking care of the secretariat of the National Association of Outpatient Cardiologists (Ance). This commitment was strengthened with the arrival of Gianluca Soldà (at first commercial director, then member from 2021) and then of the Italian Society of Accredited Hospital Cardiology (Sicoa). This strategy of diversification into hitherto unexplored market segments has enabled us to significantly enlarge our customer base and increase the attractiveness and credibility of our brand.
What kind of market is it in which you operate? What peculiarities distinguish you from your competitors?
Despite being a highly competitive market, Dynamicon Education has managed to enhance its corporate reputation and clearly differentiate itself from other players by working with commitment and dedication day after day. And so, for more than 20 years, it has been one of the most experienced interlocutors in the medical-scientific world, thanks to its ability to offer a highly professional and qualified service (for which it avails itself of the valuable collaboration of an internal Scientific Committee and internationally renowned consultants for all medical-scientific fields of interest), and its strong vocation for technological innovation. These peculiarities have enabled it to cope with the harsh backlash generated by the crisis in the sector. An unprecedented crisis, clearly attributable to Covid, which in 2020 exposed the companies in the industry to a very difficult test. A challenge that Dynamicon Education managed to overcome by evolving its skills and converting previously scheduled congresses to digital. In all its drama, the pandemic has in fact forced all market players to reflect on their vision of the future, to accelerate the digital transformation and to renew the stage and set of events, which have become virtual thanks to cutting-edge technologies capable of driving business operations forward and sustaining sharply declining turnovers. Dynamicon Education was one of the first companies in the sector to embrace the digital turnaround, positively contaminating the entire industry. Thanks to strategic partnerships (e.g. the one with One Coffee srl, which showed us the different technological platforms available, and the one with Nume Plus srl, which quickly built a virtual congress hall for us), our company was thus able to proactively anticipate the new needs of a rapidly evolving market, thus brilliantly overcoming the critical phase of the pandemic, the one that brought with it the total blockade of congress events. And today, more than three years after the outbreak of the pandemic, we are facing a new frontier of events: digital is no longer just a contingent and transitory mode, used due to the impossibility of holding events in person, but an effective and integrative communication tool in 30% of cases consciously chosen by scientific societies for the numerous advantages it offers. January 2023: long-standing partner Massimo Padula relinquishes his shareholding to Gianluca Soldà, and my daughter Martina Maggiani joins the board. Despite the important milestones achieved so far, Dynamicom Education aims to grow further in the reference market (also with the addition of new professional figures in the company) while always having at heart customer satisfaction, which has always been our priority objective!
For further information (https://dynamicomeducation.it)
