Extensively Researched Report 'From Breakthrough to Blockbuster: Best Practices in Communicating Clinical Trial Results' Includes over 100 Best Practices, Metrics and Narratives

Business Wire, Jan 25, 2008

From Breakthrough to Blockbuster: Best Practices in Communicating Clinical Trial Results examines the most effective practices for communicating clinical trial results to physicians, the managed care community, investors and consumers.

The extensive report includes over 100 best practices, metrics and narratives; a clinical communication toolkit that can help executives with the development of a communication plan or activity checklist to prepare for post-launch communication tactics.

Study findings include:

- Communicating to Physicians: 60% of benchmarked pharmaceutical companies begin communicating to physicians more than six months prior to the drug launch. However, executives also warn that too early communication might trigger the opposite.

- Communicating to Managed Care Organizations: The information requirements are significantly different from the needs of physicians, because in addition to drug indications MCOs are also looking for complex pricing information. One benchmarked company involves pharmacy directors in ancillary studies that look at utilization data, activities necessary for government or private payers and cost-benefit-ratios for the drug.

- Communicating to Consumers: One executive identified tailoring messages to community and patient advocacy groups by therapeutic area as the most innovative public relations activity. For example, the company hosts separate events for consumer and advocacy leaders in the community.

Companies Mentioned:

- Abbott Laboratories

- AstraZeneca

- Aventis

- Bristol-Myers Squibb

- Eli Lilly

- GlaxoSmithKline

- Janssen

- Merck

- Novartis

- Pharmacia

- Schering-Plough

- Wyeth

For more information visit http://www.researchandmarkets.com/reports/c80779