Internal Communications & Research& Development Database

STUDY OVERVIEW
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Non-members: Click here to review a complimentary excerpt from "Best Practices for Internal Communication Regarding Brands & Disease State"

STUDY OVERVIEW

When a promising new pharmaceutical product fails to meet expectations, poor brand communications may be a contributing cause. Successful brand leaders today must understand how and when to deliver complex key messages to all audiences -- including internal stakeholders -- to realize the best new product results.�

This study is designed to help product teams avoid common pitfalls in internal communications that can hinder brand performance. The research also identifies and details 10 best practices for internal brand and disease state communications. Also covered are tactics,�strategies and channels that are most effective for pre-launch disease state communication to employees across all job levels, corporate functions and therapeutic areas.

This report is intended for pharmaceutical, biotech and medical device managers and executives who supervise or interact with brand communications or new product development teams. The research will help pharma leaders to communicate the right internal message to the right employee segments at the right time to give the best possible support to product launch.

KEY TOPICS

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
Developing science-based communications
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
Success factors & guidelines

KEY METRICS

Timing of first communication to key employee groups
Most important topics of communications before and after NDA filing
Relative effectiveness of internal communication channels for disease state education
Best metrics for evaluating internal message effectiveness for three product types:

--Established disease state products
--New disease state/ first-in-class product
--Product treating socially-sensitive disease

Expected usage levels of new communication technologies and channels
Companies customizing disease state communication for various management groups
Most important types of employee segmentation for three message types:

--Established disease state products
--New disease state/ first-in-class product
--Product treating socially-sensitive disease

Top challenges in internal communication about new products before launch

METHODOLOGY

The research involved a total of 32 research participants who referenced their combined experience with more than 100 product launches at 22 different companies. Best Practices, LLC used a two-pronged approach for this benchmarking--an online benchmark survey and in-depth interviews with pharmaceutical brand and communications leaders. In all, 11 executives were interviewed. The survey focused on capturing quantitative data. Interviews harvested executive insights, process descriptions, best practices and pitfalls.

Industries Profiled:
Pharmaceutical; Biotech; Chemical; Health Care; Medical Device

Companies Profiled:
Abbott Laboratories; Sanofi-aventis; Actelion; Boehringer Ingelheim; Eli Lilly; Genentech; GlaxoSmithKline; Janssen; Merck Sharp & Dohme (MSD) China; Merck; Nektar Therapeutics; Novartis; Novo Nordisk; Pfizer; Roche; Schering-Plough; Takeda Pharmaceuticals; Vertex Pharmaceuticals; Watson Pharmaceuticals; Xanodyne Pharmaceuticals

If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.

Best Practices for Internal Communication Regarding Brands & Disease State

ID: 5055

Features:

Pages/Slides: 89

Published: Pre-2019

Delivery Format: Online PDF Document

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