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Communicating Clinical Trial Data: Timing Remains Key Challenge for Marketing Teams

CHAPEL HILL, N.C., Oct. 23 /PRNewswire/ -- Coordinating and timing activities is a top challenge that pharmaceutical companies face when communicating the results of clinical trials. Marketers, who have the primary responsibility for communicating the results of clinical trials, need to "worry about competitors stealing your thunder, but also worry about physicians forgetting what your trial was about," states one interviewed executive.

According to a Best Practices, LLC benchmarking study, the marketing team creates preliminary communication plans to identify the target audiences, key messages and effective activities for disseminating the study results before the study even begins.

Planning and communication tactics along with other key strategies for optimizing the likelihood of a drug's market success are compiled in the benchmarking report, "From Breakthrough to Blockbuster: Best Practices in Communicating Clinical Trial Results."

The report is available online with a complimentary report excerpt at

The report presents the lessons learned and best practices gleaned from survey responses and interviews with pharmaceutical executives at world-class companies, including Abbott, AstraZeneca, Aventis, Bristol-Myers Squibb, Eli Lilly, GlaxoSmithKline, Janssen, Merck, Novartis, Schering-Plough and Wyeth.

In the report, executives reflect upon the critical steps to communicating clinical trial results to diverse physician, managed care, investor and consumer audiences. Specifically the report examines the following areas:

-- Establishing a landmark clinical study

-- Choosing winning tactics for communicating study findings to

physicians, managed care organizations, investors and consumers

-- Avoiding the "class effect" in which study results favorably impact

other brands

-- Leveraging study results to positively impact other indications for the

same brand

The report, which also contains a Communication Toolkit, will inform pharmaceutical executives and managers who want to strategically craft preliminary communication plans as well as post-launch communication tactics.

Download a complimentary research summary including sample best practices and data charts at To drill down on the numerous metrics presented in this report more deeply contact our Solution Specialists at (919) 403-0251 or

If this study is not meeting your current business needs, inquire about starting your own research study or internet survey. Our custom client research will answer your pressing business questions and provide you with actionable insights and process best practices. Please contact Anna Buhr, Manager of Research Operations at to learn more about custom research in HR and other business fields.


Best Practices, LLC, conducts work based on the simple yet profound principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics and winning strategies of world-class companies. Best Practices, LLC has been a leader in pharmaceutical research and consulting for nearly 15 years; our clients include 43 out of the top 50 pharmaceutical companies.

SOURCE Best Practices, LLC
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