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Study Examines Smart Pharma Strategies for Effective Messaging around New Products and the Medical Conditions they Treat

CHAPEL HILL, NC, Oct. 28, 2012 /PRNewswire/ -- According to recent research, more than 50% of leading pharma companies expect social networking, online video, and other types of Digital Marketing to grow in use as critical tools for communicating disease state and product information.

New pharmaceutical products - particularly those that are first-in-class - require not only external disease state communication but also internal communication to win support in the marketplace. 

Now, a critical Best Practices, LLC benchmarking report, "Raising Disease State Awareness: Best Practices in Internal Brand Messaging for New Products," examines how companies communicate at the brand and disease state levels in order to educate employees internally and create a consistent, credible external message surrounding new products.

The study spells out 10 key best practices culled from in-depth interviews with benchmark participants, who were involved in pre-launch, internal communication for Viagra, Gardasil, Prozac and many other successful brands.

Comprising in-depth surveys and interviews with 32 top biopharma companies, this report enables marketing and brand team leaders to implement the type of well-timed and well-targeted internal communications strategies essential for cementing both the medical and commercial framework for a new product's market entry and supporting its overall success as a brand.

Key topic areas analyzed in this study include:

  • Effective communication channels & use of new communication technologies
  • Timing of communication activities by product development phase
  • Advantages & disadvantages of employee message segmentation
  • Tracking internal message effectiveness
  • Preventing sensitive-information leaks
  • Using KOLs to influence employees
  • Needs creation marketing tactics

For a free summary of this 67-page report, go to:

For more information on this study and other recent primary research studies, contact us at 919.403.0251 or at

BEST PRACTICES, LLC is a leading benchmarking, consulting and advisory services firm serving biopharmaceutical and medical device companies worldwide. Best Practices, LLC's clients include all the top 10 and 48 of the top 50 global healthcare companies.

The firm conducts primary research and consulting using its comprehensive proprietary benchmarking tools and analysis. The operational insights, findings and analysis form the basis for our Benchmarking Reports, databases and advisory services to support executives in commercial and R&D operations.

Best Practices, LLC believes in the 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.


SOURCE Best Practices, LLC
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