Shaping Markets Through Early Communication Of Clinical Trial Data

Armen Hareyan's picture
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Pharmaceutical firms need to develop effective strategies for communicating clinical trial results early.

Companies that master their communication planning and execution will gain a significant advantage in the marketplace.

According to research and consulting firm Best Practices, LLC, successful companies create communication plans long before the interim or final results for a landmark trial are available. For example, one surveyed company establishes its integrated communication strategy as early as Phase I. In addition, leading companies also develop early scenario planning for good, bad, neutral and most likely study results.

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"From Breakthrough to Blockbuster: Best Practices in Communicating Clinical Trial Results" - available with a complimentary study excerpt at best-in-class.com - examines the most effective practices for communicating clinical trial results to physicians, the managed care community, investors and consumers.

The extensive report includes over 100 best practices, metrics and narratives; a clinical communication toolkit that can help executives with the development of a communication plan or activity checklist to prepare for post- launch communication tactics. Study findings include:

-- Communicating to Physicians: 60% of benchmarked pharmaceutical companies begin communicating to physicians more than six months prior to the drug launch. However, executives also warn that too early communication might trigger the opposite.

-- Communicating to Managed Care Organizations: The information requirements are significantly different from the needs of physicians, because in addition to drug indications MCOs are also looking for complex pricing information. One benchmarked company involves pharmacy directors in ancillary studies that look at utilization data, activities necessary for government or private payers and cost-benefit- ratios for the drug.

-- Communicating to Consumers: One executive identified tailoring messages to community and patient advocacy groups by therapeutic area as the most innovative public relations activity. For example, the company hosts separate events for consumer and advocacy leaders in the community.

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