Healthy Skepticism Library item: 12844

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

 

Publication type: media release

Weissman R.
Industry Executives Finding Value in Shift of Scientific Publications
PRNewswire 2008 Feb 15

Full text:

A new report, “*Scientific Publications Strategy: Managing Reputation, Clinical Trial Results and Commercial Relevance,” issued by
BenchmarkingReports.Com,* indicates the crucial role that pharmaceutical company marketers play in developing the companies’ global publications strategy. In 86% of surveyed companies, marketing representatives are involved in developing publications strategies. Fourteen companies, including Pfizer, GlaxoSmithKline, Lilly and Merck, were included in the survey.

Here is an excerpt from the executive summary:

The study found that all of the companies that participated used a medical director in the development of their global publications strategies and plan. Only two companies that were surveyed did not use global or regional marketing representatives in the development of global publications. Just over half, 57%, of the participants reported using regional or national market representatives in the development of the strategy and plan.

The news release on the study, which includes a link to the executive summary, follows. Unfortunately, the entire report sells for $3695.

Robert Weissman,
Essential Action

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Industry Executives Finding Value in Shift of Scientific Publications

CHAPEL HILL, N.C., Feb. 15 /PRNewswire/ — The landscape of scientific publications strategy, planning and delivery is changing with the advent of transparency guidelines. Half of global publications groups are fully located in the marketing function, but publications leaders foresee a shift to medical groups to increase clinical presentation, according to a new report released by Best Practices, LLC.

In a benchmarking study that included such influential companies as Pfizer, GlaxoSmithKline, Lilly and Merck, it was found that 14 percent of participating pharmaceutical and biotech companies avoid using global or regional marketing representatives to develop their global publications strategy. These companies, which align publications strictly within the medical group, receive strategic input from medical directors, advisor physicians and biostatisticians.

For a complimentary summary of the full report “Scientific Publications Strategy: Managing Reputation, Clinical Trial Results and Commercial Relevance,” click on the following link http://www3.best-in-class.com/rr790.htm. The study guides pharmaceutical and biotechnology companies in the transition to the new publishing environment to create the desired synergy between credibility of scientific rigor and increased commercial success.

Other key topic areas in the research include: – Impact of transparency guidelines on publications, planning and delivery – Tactics for handling publication of neutral or negative clinical trial results – Optimal structure for the global publications function – Transition of global publication function from commercial to clinical – Strategy changes for the new marketplace Among the key topics gathered in this report are: – Centralization of publications strategy, planning and delivery – Trends surrounding regional strategy contribution – Strategies for publishing neutral/negative results – Outsourcing of global publications resources – Measures used for performance evaluation

For more information on this report, contact Robert Naylor at rnaylor@best-in-class.com or (919) 767-9244. To access the full report or download a complimentary copy of the report summary, go to http://www3.best-in-class.com/rr790.htm.