Abstract
The research findings in this report are the culmination of benchmark surveys
and executive interviews. Best Practices, LLC conducted initial surveys with
executives at leading pharmaceutical companies. Analysts then performed
in-depth interviews with 15 executives at nine leading pharmaceutical
companies. Specifically, this study examines the following areas:
- Integrating communication needs into the design of a clinical study
- Choosing winning tactics for communicating study findings to physicians,
managed care organizations, investors and consumers
- Avoiding the “class effect ” in which study results favorably
impact other brands
- Leveraging study results to positively impact other indications for the
same brand
By reading this report, your company will be in a better position to develop
and execute strategies for communicating clinical trial results.
Pharmaceutical companies spend considerable resources conducting large
clinical studies to support the launch of new products or expand indications
for currently marketed products. With substantial investments in large
clinical studies, those pharmaceutical companies that can best leverage the
outcomes of a branded clinical study by associating it with a key product, and
effectively communicating these benefits will gain significant advantage in
the market. Best Practices, LLC conducted this study to understand how
world-class pharmaceutical companies develop and execute strategies for
communicating clinical trial results. This report discusses the most effective
practices for communicating clinical trial results to physicians, the managed
care community, investors and consumers. It also includes a summary
Communication Toolkit that walks executives through the communication process
from the planning stages of a large clinical trial through the post-launch
period. Best Practices, LLC conducted initial surveys with executives at
leading pharmaceutical companies. Analysts then performed in-depth interviews
with 15 executives at nine leading pharmaceutical companies.
To maximize return on clinical trial investment, pharmaceutical companies must
identify the most effective ways to communicate results to key stakeholders.
Successful communication efforts for clinical trials enhance product
positioning -- ultimately leading to increased sales. Best Practices LLC
analysts identified several key elements for effectively communicating
clinical trial results to physicians, the managed care community, investors
and consumers.
Key findings include:
- Coordinate and time activities to deliver clinical study results with the
maximum immediate impact and long-term reinforcement of key messages - This
report discusses how companies balance the need to make an immediate impact
with the announcement of clinical study results with a series of activities
designed to promote long-term retention of the results. The report details how
top companies prioritize, time and coordinate activities aimed at diverse
physician, managed care, investor and consumer audiences. A Communication
Toolkit provides an overview of key activities from the planning stages of a
large clinical trial through the post-launch period.
- Match key messages and resources with the needs of the physician audience
to ensure greatest impact for communication efforts - This report identifies
the strategies and tactics that leading companies use to create lasting
memories of clinical trial results in the minds of physicians. Real-life
examples from participating companies focus on customizing message
development, segmenting the target audience, capitalizing on the initial
announcement of results and other such topics.
- Create customized messages for the managed care community prior to product
launch to speed formulary inclusion - This report details how messages around
clinical study results should be modified for presentation to the managed care
community. Topics discussed include what types of data managed care audiences
seek and how to successfully present this information.
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