Best Practices in Internal Brand Communication: Strategies for Educating Employees

STUDY OVERVIEW

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.

KEY TOPICS

• Naming or branding a new medical condition
• Putting a human face on a medical condition
• Various tactics for effectively educating employees
• Using a structured approach for effective communication
• Communication channels, topics, audience segmentation
• Insights and lessons learned

• Percentage not using various communication channels
• Estimated usage level of new communication technologies
• Ranking of communication topics sent before NDA
• Ranking of communication topics sent after NDA
• Ranking of employee segmentation types to optimize communications
  

• Prevent Leaks: Set up precautions to prevent sensitive information leaks. One pitfall of internal disease state education programs is the leakage of sensitive information. This can occur because employees do not understand – and are not briefed on – the sensitivity of key information elements.

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.

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