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Using Internal Communications to Help Build a Credible External Message Regarding New Pharmaceutical Products
Date:9/17/2010

CHAPEL HILL, N.C., Sept. 17 /PRNewswire/ -- For Pfizer, a key success factor in bringing Viagra successfully to market involved effectively naming and clarifying the condition that the drug was designed to treat. In this process, the brand team was able to shift the nomenclature for the condition from "impotence" (with its negative connotations and somewhat judgmental overtone) to "erectile dysfunction" (more clinical-sounding) to "ED" (casual and conversationally appropriate).

Leading biopharma companies have employed similar naming and communication strategies in introducing other first-in-class therapies for new or socially sensitive conditions like benign prostatic hypertrophy, social phobia, PMS, panic attack, insomnia, restless legs, overactive bladder, HIV and fibromyalgia.

A new Best Practices, LLC benchmarking report, Best Practices for Internal Communications Regarding Brands & Disease State, examines how companies communicate at the brand and disease state levels in order to educate employees internally and build a consistent, credible external message surrounding new products. Comprising in-depth surveys of 32 top biopharma companies and a series of executive interviews, this study will enable marketing and brand team leaders to implement the type of well-timed and well-targeted 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 topics covered in this research include:

  • Ten best practices for internal disease state communication excellence
  • 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 effectiven
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SOURCE Best Practices, LLC
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