Disease Awareness Program Excellence: Structure, Activities Timing and Budget

STUDY OVERVIEW

Disease state awareness campaigns have long been used by the pharmaceutical industry to disseminate unbranded information to key external stakeholders, such as physicians and patients. Disease awareness campaigns are one of the few ways to reach patients and physicians before a product is approved. In essence, they set the table for future marketing efforts at product launch and post-launch.

While some organizations effectively utilize disease awareness programs, others struggle to connect their campaigns to their targeted audiences. Best Practices, LLC conducted a primary research study that looked at issues such as when are companies first using disease awareness programs and when should you invest the most resources in disease awareness campaigns?

The study provides insights and benchmarks that illustrate how leading pharma and biotech companies are approaching issues of structure, timing and budget to ensure the effectiveness of their disease awareness program.


KEY TOPICS

• Program Effectiveness and Structure
• Timing of Disease Awareness Activities
• Disease Awareness Budget and Spend
  

• Rate the overall effectiveness of your diseae awareness program
• What model best describes the organizational structure of your disease awareness program
• Indicate which functions are involved in disease awareness and which functions lead disease awareness efforts
• Does your company have a distinct group that handles disease awareness programs
• When does your company begin and end resourcing for disease awareness efforts
• Using this list of disease awareness activities, indicate if you use the activity, when you first begin using them and whether you use them in the periods listed
• Indicate your three most heavily used disease awareness activities
• How much do these factors influence the amount of resources dedicated to disease awareness programs
• Estimate your total budget for disease awareness initiatives, activities and programs
• Which functions provide funding for your disease awareness programs
• What percentage of your total disease awareness budget for a new product is allocated for each of the following product stages
• Estimate how much you spend in the peak year of investment for disease awareness

• Disease Awareness Activities Concentrated on Year Before and at Launch: Most companies in the study concentrate their key disease awareness activities around the launch period – specifically launch -1 year and launch year. A majority of participants conducted all eight of the disease awareness activities measured during this period. Activities measured included Unbranded Website; PowerPoint deck for HCPs; Conferences; Documentaries; Publications; Advocacy Group Websites; PR Campaigns; and MSL Presentations to HCPs.

• In Interviews, participants spoke of the need to have consistent language in the disease awareness materials targeting all the key stakeholders: physicians, patients, and payers.

• Sixteen leaders at 16 leading pharmaceutical and biotech organizations participated in this study. In addition, one global communications firm representing a biopharma client also participated.

Industries Profiled:
Pharmaceutical; Manufacturing; Biotech; Consumer Products; Diagnostic; Medical Device; Public Relations; Health Care; Biopharmaceutical


Companies Profiled:
Bayer; Abbvie; Genzyme; Adamas Pharmaceuticals; AstraZeneca; Biogen; Novartis; Eli Lilly; FleishmanHillard; Fresenius Medical Care AG & Co. KGaA; ZS Pharma; Indivior; Merck; Catalyst Pharmaceuticals; Prometheus Therapeutics & Diagnostics; Tokai Pharmaceuticals; Vertex Pharmaceuticals

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