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Best Practice Database
Brand Management and Product Leadership » Branding and Identity
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Disease state education has long been viewed as a critical component of pre-launch communication for a new product, especially for a therapy with a new mechanism of action or in a socially sensitive therapeutic area. While this approach is universally embraced for educating external stakeholders, organizations are less united in their approach to brand and disease state education directed internally to employees.
Leading organizations have found effective education directed at employees regarding new products can have a positive impact on the brand. Best Practices, LLC conducted this research to identify the best practices for communicating disease state or brand information within an organization. The study gives particular attention to communication challenges around products that are first in class or treat socially sensitive conditions.
The research employed a data gathering approach that gleaned quantitative data from 32 managers and executives from 22 leading companies in pharmaceutical, biotechnology and medical device industries. In addition, 11 leaders participated in in-depth interviews.