From Breakthrough to Blockbuster: Best Practices in Communicating Clinical Trial Results

Pharmaceutical companies spend considerable resources conducting large clinical studies to support the launch of new products or expand indications for currently marketed products. With substantial investments in large clinical studies, those pharmaceutical companies that can best leverage the outcomes of a branded clinical study by associating it with a key product, and effectively communicating these benefits will gain significant advantage in the market.

Best Practices, LLC conducted this study to understand how world-class pharmaceutical companies develop and execute strategies for communicating clinical trial results. This report discusses the most effective practices for communicating clinical trial results to physicians, the managed care community, investors and consumers. It also includes a summary Communication Toolkit that walks executives through the communication process from the planning stages of a large clinical trial through the post-launch period. Best Practices, LLC conducted initial surveys with executives at leading pharmaceutical companies. Analysts then performed in-depth interviews with 15 executives at nine leading pharmaceutical companies.

To maximize return on clinical trial investment, pharmaceutical companies must identify the most effective ways to communicate results to key stakeholders. Successful communication efforts for clinical trials enhance product positioning -- ultimately leading to increased sales.

Best Practices LLC analysts identified several key elements for effectively communicating clinical trial results to physicians, the managed care community, investors and consumers. Key findings include:

• Coordinate and time activities to deliver clinical study results with the maximum immediate impact and long-term reinforcement of key messages - This report discusses how companies balance the need to make an immediate impact with the announcement of clinical study results with a series of activities designed to promote long-term retention of the results. The report details how top companies prioritize, time and coordinate activities aimed at diverse physician, managed care, investor and consumer audiences. A Communication Toolkit provides an overview of key activities from the planning stages of a large clinical trial through the post-launch period.
• Match key messages and resources with the needs of the physician audience to ensure greatest impact for communication efforts - This report identifies the strategies and tactics that leading companies use to create lasting memories of clinical trial results in the minds of physicians. Real-life examples from participating companies focus on customizing message development, segmenting the target audience, capitalizing on the initial announcement of results and other such topics.
• Create customized messages for the managed care community prior to product launch to speed formulary inclusion - This report details how messages around clinical study results should be modified for presentation to the managed care community. Topics discussed include what types of data managed care audiences seek and how to successfully present this information.