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Effective Internal Communications Part of Successful New Pharmaceutical Product Launches

CHAPEL HILL, N.C., Dec. 5, 2014 /PRNewswire/ -- When a pharmaceutical company is gearing up for a new product launch, effective brand and communications leaders focus not only on external communications but also internal disease state communication and education directed at employees.

Internal communications about products nearing launch can help pharmaceutical companies as they build a credible external message regarding new products, especially first-in-class therapies for new or socially sensitive conditions. Communications teams must overcome numerous hurdles to inform employees adequately about a disease state that a new medical product will treat.

A Best Practices, LLC benchmarking report, Best Practices for Internal Communications Regarding Brands & Disease State, examines how companies communicate at the brand and disease state levels in order to educate employees internally and build a consistent external message surrounding new products.

Effective internal disease state communication requires a structured approach, including clear education objectives, tight processes for message control, and prepared responses to product questions that employees may encounter in social situations.

The study found that for all employee groups except sales and manufacturing, most companies start communicating internally before filing a new drug application. Sales communications often are delayed to prevent pre-approval selling.

This study was produced from in-depth surveys of 32 top biopharma companies and a series of executive interviews. It will enable marketing and brand team leaders to implement the type of well-timed and well-targeted communications strategies essential for cementing both the medical and commercial framework for a new product's market entry.

Key topics covered in this research include:
  • Ten best practices for internal disease state communication excellence
  • 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
  • Special challenges for products treating socially sensitive conditions or diseases, first-in-class products, or new disease states or conditions
  • Needs creation marketing tactics

To learn more about this report, including information about the research participants and key findings, download a complimentary excerpt and study overview at:

For related research, visit our Best Practices, LLC Web site at


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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