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New Pharma Business Model Increases Pressure on Staff Communicating Trial Data
Date:5/23/2008

CHAPEL HILL, N.C., May 23 /PRNewswire/ -- With increased FDA scrutiny around new medicines and heightened competition from generics in the pharmaceutical market, marketing teams and science staff have to be even more delicate when communicating clinical trial results of new drugs in development. With less products making it through development, communications for the ones that do have to be spot on to favorably impact launch success. Marketers see coordination and timing activities as top challenges. One interviewed marketing executive states, "we have to worry about competitors stealing your thunder, but also worry about physicians forgetting what our trial was about."

According to a Best Practices, LLC benchmarking study, the marketing team creates preliminary communication plans to create a memorable identity linking study results to the product and to identify target audiences, key messages and effective activities for disseminating the study results long 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."

Download the complimentary research summary of this benchmarking study including the table of contents, sample best practices and data charts at http://www3.best-in-class.com/rr948.htm.

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 http://www3.best-in-class.com/rr948.htm. To drill down on the numerous metrics presented in this report more deeply contact our Solution Specialists at (919) 403-0251 or bestpractices@best-in-class.com.

ABOUT BEST PRACTICES, LLC

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.


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SOURCE Best Practices, LLC
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