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Leading Pharma & Biotech Companies Master Internal Brand Messaging Techniques to Build Momentum for New Product Launches

CHAPEL HILL, N.C., October 11, 2011 – Although companies spend enormous resources externally in launching new pharmaceutical and biotech products, only a few leading organizations have mastered the critical task of building internal product momentum.

Through superior internal communications strategies among brand and product teams, top companies create a well-controlled "message cascade" that redounds throughout the company at key milestones in preparation for strong market entry.

According to “Raising Disease State Awareness: Best Practices in Internal Brand Messaging for New Products,” drawn from Best Practices, LLC's landmark benchmarking study, savvy companies stagger product information and messaging to inform key internal stakeholders at strategic points leading up to launch.

According to the study, key communication timeframes include:

New Product & Disease State Communications Rollout - Phase 3 to NDA Filing:
  • Medical Affairs (92% of companies)
  • Senior Leadership (73%)
  • Brand & Marketing Teams (69%)

New Product & Disease State Communications Rollout - NDA Filing to Launch:
  • Field Sales (62%)
  • Manufacturing Line Personnel (32%)

Comprising in-depth surveys and interviews with 32 top biopharma companies, this report has enabled marketing and brand team leaders to implement the type of well-timed and well-targeted internal communications strategies essential for cementing both the medical and commercial framework for a new product's market entry and supporting its overall success as a brand.

The study spells out 10 key best practices culled from in-depth interviews with benchmark participants, who were involved in pre-launch, internal communication for Viagra, Gardasil, Prozac and many other successful brands.

Other key topics covered in this 67-page report include:

  • Effective communication channels & use of new communication technologies
  • Timing of communication activities by product development phase
  • Advantages & disadvantages of employee message segmentation
  • Tracking internal message effectiveness
  • Preventing sensitive-information leaks
  • Using KOLs to influence employees
  • Needs creation marketing tactics
To learn more about this study, including information about the research participants, key findings and sample best practices, download a complimentary excerpt and study overview at

For more information, contact Cameron Tew, Executive Director of Research and Publishing at Best Practices, LLC at (919) 767-9246 or

BEST PRACTICES, LLC is a leading benchmarking, consulting and advisory services firm serving biopharmaceutical and medical device companies worldwide. Best Practices, LLC’s clients include all the top 10 and 48 of the top 50 global healthcare companies.

The firm conducts primary research and consulting using its comprehensive proprietary benchmarking tools and analysis. The operational insights, findings and analysis form the basis for our Benchmarking Reports, databases and advisory services to support executives in commercial and R&D operations.

Best Practices, LLC believes in the profound principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics and winning strategies of world-class companies.

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