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From Breakthrough to Blockbuster:áBest Practices in Communicating Clinical Trial Results

ID: SM-166


Features:

30 Info Graphics

6 Data Graphics

11 Metrics

60 Narratives

35 Best Practices


Pages: 75


Published: Pre-2013


Delivery Format: Shipped


 

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  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
Pharmaceutical companies spend considerable resources conducting large clinical studies to support the launch of new products or expand indications for currently marketed products. With substantial investments in large clinical studies, those pharmaceutical companies that can best leverage the outcomes of a branded clinical study by associating it with a key product, and effectively communicating these benefits will gain significant advantage in the market.

Best Practices, LLC conducted this study to understand how world-class pharmaceutical companies develop and execute strategies for communicating clinical trial results. This best practices report discusses the most effective practices for communicating clinical trial results to physicians, the managed care community, investors and consumers. It also includes a summary Communication Toolkit that walks executives through the communication process from the planning stages of a large clinical trial through the post-launch period. Best Practices, LLC conducted initial surveys with executives at leading pharmaceutical companies. Analysts then performed in-depth interviews with 15 executives at nine leading pharmaceutical companies.


Industries Profiled:
Pharmaceutical; Biotech; Health Care


Companies Profiled:
Abbott Laboratories; Sanofi-aventis; AstraZeneca; Bristol-Myers Squibb; Eli Lilly; GlaxoSmithKline; Janssen; Merck; Novartis; Pharmacia; Schering-Plough


Study Snapshot

The research findings in this report are the culmination of benchmark surveys and executive interviews. Best Practices, LLC conducted initial surveys with executives at leading pharmaceutical companies. Analysts then performed in-depth interviews with 15 executives at nine leading pharmaceutical companies.

Specifically, this study examines the following areas:

  • Integrating communication needs into the design of a clinical study
  • Choosing winning tactics for communicating study findings to physicians, managed care organizations, investors and consumers
  • Avoiding the “class effect” in which study results favorably impact other brands
  • Leveraging study results to positively impact other indications for the same brand

By reading this report, your company will be in a better position to develop and execute strategies for communicating clinical trial results.

Key Findings

To maximize return on clinical trial investment, pharmaceutical companies must identify the most effective ways to communicate results to key stakeholders. Successful communication efforts for clinical trials enhance product positioning -- ultimately leading to increased sales.

Best Practices LLC analysts identified several key elements for effectively communicating clinical trial results to physicians, the managed care community, investors and consumers. Key findings include:

  • Coordinate and time activities to deliver clinical study results with the maximum immediate impact and long-term reinforcement of key messages – This report discusses how companies balance the need to make an immediate impact with the announcement of clinical study results with a series of activities designed to promote long-term retention of the results. The report details how top companies prioritize, time and coordinate activities aimed at diverse physician, managed care, investor and consumer audiences. A Communication Toolkit provides an overview of key activities from the planning stages of a large clinical trial through the post-launch period.
  • Match key messages and resources with the needs of the physician audience to ensure greatest impact for communication efforts - This report identifies the strategies and tactics that leading companies use to create lasting memories of clinical trial results in the minds of physicians. Real-life examples from participating companies focus on customizing message development, segmenting the target audience, capitalizing on the initial announcement of results and other such topics.
  • Create customized messages for the managed care community prior to product launch to speed formulary inclusion - This report details how messages around clinical study results should be modified for presentation to the managed care community. Topics discussed include what types of data managed care audiences seek and how to successfully present this information.
Table of Contents

EXECUTIVE SUMMARY 1
Project Background 1
Figure S.1-Lessons Learned 1
Project Focus 2
Key Findings 3
Report Structure and Organization 9
Benchmark Partner Lessons Learned Matrix 10

PLANNING FOR THE TRIAL 15
Figure 1.1-Communication Responsibilities:
Clinical vs. Medical vs. Marketing 15
Designing the Study 16
Figure 1.2-Cross-Functional Team 16
Preparing the Communication Plan 20
Figure 1.3-Five P’s of Acceleration 21

COMMUNICATING STUDY RESULTS TO PHYSICIANS 24
Figure 2.1-Physicians: Communication Timing 24
Figure 2.2-Physicians: Key Communication Channels 25
The Role of KOLs and Investigators 26
Figure 2.3-Initiating Cascade of Influence 28
Key Tactics for Reaching the Physician Audience 29
Figure 2.4-Announcing Study Results 30
Figure 2.5-Publishing Study Results 32
Figure 2.6-Establishing Credibility 33
Figure 2.7-Reinforce Clinical Trial Messages 39
Figure 2.8-Segment Communications 40
Figure 2.9-Measure Memorability of Clinical Trial 42

SHARING CLINICAL TRIAL RESULTS WITH OTHER STAKEHOLDERS 44
Figure 3.1-Managed Care Organizations: Communication Timing 44
Figure 3.2-Managed Care Organizations: Key Communication Channels 45
Figure 3.3-Investors: Communication Timing 45
Figure 3.4-Consumers: Communication Timing 46
Figure 3.5-Consumers: Key Communication Channels 46
Managed Care 47
Consumers 49
Figure 3.6-Communicate to Consumers 50
Figure 3.7-Execute “Teaser” Campaigns 53
Investors 54

DEALING WITH SPECIAL SITUATIONS 56
Avoiding the Class Effect 56
Figure 4.1-Avoid the Class Effect 57
Creating a Halo Effect with Results for New Indications 58
Figure 4.2-Create a “Halo” Effect 59

COMMUNICATION TOOLKIT 61
Introduction 61
Pre-Landmark Study Activities 62
Activity Planning: Physicians 63
Activity Planning: Managed Care 64
Activity Planning: Consumers 65
Duration: Pre-Landmark Study 66
Duration: Physician Activities 68
Duration: Managed Care 71
Duration: Consumers 73

    List of Charts & Exhibits

    Lessons Learned
    Communication Responsibilities: Clinical vs. Medical vs. Marketing
    Cross-Functional Team
    Five P’s of Acceleration
    Physicians: Communication Timing
    Physicians: Key Communication Channels
    Initiating Cascade of Influence
    Announcing Study Results
    Publishing Study Results
    Establishing Credibility
    Reinforce Trial Messages
    Segment Communications
    Measure Memorability of Trial
    Managed Care Organizations: Communication Timing
    Managed Care Organizations: Key Communication Channels
    Investors: Communication Timing
    Consumers: Communication Timing
    Consumers: Key Communication Channels
    Communicate to Consumers
    Execute "Teaser" Campaigns
    Avoid the Class Effect
    Create a "Halo" Effect
    Pre-Landmark Study Activities
    Duration: Pre-Landmark Study
    Activity Planning: Physicians
    Duration: Physicians
    Activity Planning: Managed Care
    Duration: Managed Care
    Activity Planning: Consumers
    Duration: Consumers