Communicating Clinical Trial Results DTC: Message Drives Product Uptake.

Business Editors

CHAPEL HILL, N.C.--(BUSINESS WIRE)--Oct. 6, 2003

Executives at top pharmaceutical companies consider factors such as audience receptivity and location when communicating clinical study results to consumers, according to a newly released study by pharmaceutical research firm Best Practices, LLC. The study demonstrates how marketing executives vary clinical trial results messages to consumers based on characteristics associated with the drug.

"From Breakthrough to Blockbuster: Best Practices in Communicating Clinical Trial Results" is available at: http://www3.best-in-class.com/rr226.htm

This study reveals how leading companies evaluate appropriate messages for consumers for landmark trial findings. For example:

-- Products in certain therapeutic areas, such as AIDS and

oncology, target an informed consumer audience that is likely

to be actively seeking the latest treatment information.

-- Likewise, patients with chronic diseases--such as diabetes,

arthritis and migraines--are more receptive to clinical trial

information because of the ongoing nature of the illness

coupled with patient involvement in prescription decisions.

-- Consumers are not as likely a target audience for clinical

trial results for drugs where the consumer impact on

prescribing is small, such as sepsis or heart failure

treatments.

The leading practices, managerial insights and benchmark metrics in this study are drawn from interviews and benchmark surveys with 12 top-performing pharmaceutical companies. Additionally, the report includes:

-- Roles and responsibilities of clinical, medical and marketing

teams

-- Team structures and designs

-- Pre-landmark study, physician, managed care and

consumer-related promotional activities

-- Suggested promotional activity timelines

"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/rr226.htm

For more information, contact David Burton 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/.