CHAPEL HILL, N.C. – January 23, 2008. Marketers, who have the primary responsibility for communicating the results of clinical trials, see coordination and timing activities as top challenges for pharmaceutical companies when communicating trial data. One interviewed marketing executive states, "we have to worry about competitors stealing your thunder, but also worry about physicians forgetting what our trial was about.”
According to a Best Practices, LLC benchmarking study, the marketing team creates preliminary communication plans to create a memorable identity linking study results to the product and to identify target audiences, key messages and effective activities for disseminating the study results long before the study even begins.
Download a complimentary research summary including sample best practices and data charts at http://www.best-in-class.com/rr902.htm.
Planning and communication tactics along with other key strategies for optimizing the likelihood of a drug’s market success are compiled in the benchmarking report, “From Breakthrough to Blockbuster: Best Practices in Communicating Clinical Trial Results.”
The report presents the lessons learned and best practices gleaned from survey responses and interviews with pharmaceutical executives at world-class companies, including Abbott, AstraZeneca, Aventis, Bristol-Myers Squibb, Eli Lilly, GlaxoSmithKline, Janssen, Merck, Novartis, Schering-Plough and Wyeth. In the report, executives reflect upon the critical steps to communicating clinical trial results to diverse physician, managed care, investor and consumer audiences. Specifically the report examines the following areas:
- Establishing a landmark 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
The report, which also contains a Communication Toolkit, will inform pharmaceutical executives and managers who want to strategically craft preliminary communication plans as well as post-launch communication tactics.