Healthy Skepticism Library item: 17967

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Publication type: news

Market Analysis: Study reports on how companies communicate clinical trial results
Biotech Business Week 2003 Aug 11

Full text:

Executives at top pharmaceutical companies consider factors such as audience receptivity and location when communicating clinical study results to consumers, according to a newly released study by pharmaceutical research firm Best Practices, LLC.

The study demonstrates how marketing executives vary clinical trial results messages to consumers based on characteristics associated with the drug.

The study is entitled, “From Breakthrough to Blockbuster: Best Practices in Communicating Clinical Trial Results.”

This study reveals how leading companies evaluate appropriate messages for consumers for landmark trial findings. For example:

1) Products in certain therapeutic areas, such as AIDS and oncology, target an informed consumer audience that is likely to be actively seeking the latest treatment information. 2) Likewise, patients with chronic diseases — such as diabetes, arthritis and migraines — are more receptive to clinical trial information because of the ongoing nature of the illness coupled with patient involvement in prescription decisions. 3) Consumers are not as likely a target audience for clinical trial results for drugs where the consumer impact on prescribing is small, such as sepsis or heart failure treatments. “Pharmaceutical companies invest considerable resources in conducting large clinical studies,” said Paul Meade, vice president at Best Practices, LLC. “Those that can best leverage study outcomes by associating them with a key product and effectively communicating benefits will gain significant advantage in the marketplace.” This article was prepared by Biotech Business Week editors from staff and other reports.

Here’s a summary of the report from the website of Best Practices http://www.benchmarkingreports.com/

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.