Communicating Clinical Results: Driving Market Uptake Through Successful Physician Messaging.

Business Editors/Health/Medical Writers

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CHAPEL HILL, N.C.--(BUSINESS WIRE)--Dec. 2, 2003

Executives at pharmaceutical companies consider major conferences and peer-reviewed journals as the best channels for communicating clinical trial results to physicians, according to a just-released study by pharmaceutical research firm Best Practices, LLC.

"From Breakthrough to Blockbuster: Best Practices in Communicating Clinical Trial Results," is available at: http://www3.best-in-class.com/rr289.htm

This study describes how companies promote study findings to build long-term physician recall. For example:

-- Benchmarked companies kickoff clinical trial communication at

major conferences or publications. Afterward, companies

cascade results through levels of key opinion leaders.

-- Companies keep the message alive through subsequent

presentations and publications. Companies also seek to

integrate study results into treatment guidelines and CME 

courses.

-- After launch, companies heavily reinforce clinical findings to

physicians through sales force detailing.

The leading practices, managerial insights and benchmark metrics in "From Breakthrough to Blockbuster: Best Practices in Communicating Clinical Trial Results," are drawn from interviews and benchmark surveys with 12 top-performing pharmaceutical companies.

In addition to best practices related to communicating trial results to physicians, the report includes:

-- Tips on integrating communication needs into the design of a

clinical study

-- Winning tactics for communicating study findings to managed

care organizations, investors and consumers

-- Insights on avoiding the "class effect" in which study results

favorably impact other brands

-- Methods to leverage study results to positively impact other

indications for the same brand

"Pharmaceutical companies invest considerable resources in conducting large clinical studies," said Paul Meade, vice president at Best Practices, LLC. "Those that can best leverage study outcomes by associating them with a key product and effectively communicating benefits will gain significant advantage in the marketplace."

Download a summary of "From Breakthrough to Blockbuster: Best Practices in Communicating Clinical Trial Results" at: http://www3.best-in-class.com/rr289.htm

For more information about this report or other benchmarking reports, contact Jeanne Langley at [phone] or at [e-mail]

ABOUT BEST PRACTICES, LLC

Best Practices, LLC is a research and consulting firm that conducts work based on the 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. For more information about Best Practices, LLC, call [phone], or visit the corporate website at http://www.best-in-class.com/.