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Best Practice Database
Brand Management and Product Leadership » Branding and Identity
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Disease state education is an important part of a successful product launch, particularly for unknown or socially sensitive diseases. While biopharmaceutical organizations have long relied on disease state education to inform critical stakeholders such as physicians, patients and payers, leading companies also understand the importance of internal disease state education for employees regarding new products.
Leading brand team and communications leaders develop specialized internal communication processes to customize their messages for employees to pave the way for a new brand to enter a receptive market. Best Practices, LLC designed this research to identify the best practices and key challenges of delivering internal communications to employees regarding disease state information on a new product.
The research employed a data gathering approach that gleaned quantitative data from 32 manager and executives from 22 leading companies in pharmaceutical, biotechnology and medical device industries. In addition, 11 communications leaders participated in in-depth interviews.