From Breakthrough to Blockbuster: Best Practices in Communicating Clinical Trial Results

Table of Contents

EXECUTIVE SUMMARY

• Project Background
  • Figure S.1-Lessons Learned
• Project Focus
• Key Findings
• Report Structure and Organization
• Benchmark Partner Lessons Learned Matrix

PLANNING FOR THE TRIAL

• Figure 1.1-Communication Responsibilities: Clinical vs. Medical vs. Marketing
• Designing the Study
  • Figure 1.2-Cross-Functional Team
• Preparing the Communication Plan
  • Figure 1.3-Five P' s of Acceleration

COMMUNICATING STUDY RESULTS TO PHYSICIANS

• Figure 2.1-Physicians: Communication Timing
• Figure 2.2-Physicians: Key Communication Channels
• The Role of KOLs and Investigators
  • Figure 2.3-Initiating Cascade of Influence
• Key Tactics for Reaching the Physician Audience
  • Figure 2.4-Announcing Study Results
  • Figure 2.5-Publishing Study Results
  • Figure 2.6-Establishing Credibility
  • Figure 2.7-Reinforce Clinical Trial Messages
  • Figure 2.8-Segment Communications
  • Figure 2.9-Measure Memorability of Clinical Trial

SHARING CLINICAL TRIAL RESULTS WITH OTHER STAKEHOLDERS

• Figure 3.1-Managed Care Organizations: Communication Timing
• Figure 3.2-Managed Care Organizations: Key Communication Channels
• Figure 3.3-Investors: Communication Timing
• Figure 3.4-Consumers: Communication Timing
• Figure 3.5-Consumers: Key Communication Channels
• Managed Care
• Consumers
  • Figure 3.6-Communicate to Consumers
  • Figure 3.7-Execute “Teaser” Campaigns
• Investors

DEALING WITH SPECIAL SITUATIONS

• Avoiding the Class Effect
  • Figure 4.1-Avoid the Class Effect
• Creating a Halo Effect with Results for New Indications
  • Figure 4.2-Create a “Halo” Effect

COMMUNICATION TOOLKIT

• Introduction
  • Pre-Landmark Study Activities
  • Activity Planning: Physicians
  • Activity Planning: Managed Care
  • Activity Planning: Consumers
  • Duration: Pre-Landmark Study
  • Duration: Physician Activities
  • Duration: Managed Care
  • Duration: Consumers