Best Practices in Internal Brand Communication: Customizing Education to Raise Awareness

STUDY OVERVIEW

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.

KEY TOPICS

• Building effective internal communication messages
• Preparing for rapid response to controversial issues
• Engaging key opinion leaders to aid education
• Segmenting and customizing educational messages
• Using different communication channels
• Aligning internal communication and external messages
• Insights, Recommendations & Lessons Learned

• Percentage not using various communication channels
• Estimated usage level of new communication technologies
• Ranking of communication topics sent before and after NDA
• Ranking of employee segmentation types to optimize communications
• Rating of types of challenges that need to be managed in internal communications

• Infrastructure for Fast Response: Prepare internal and external communications infrastructure to support rapid response to issues. Savvy communication leaders advocate a standing communications infrastructure that enables the company to respond quickly to issues, problems and opportunities. This infrastructure supports both internal and external communications needs.

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.

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