Abstract
Abstract
STUDY OVERVIEW
Study Background - Over the past few years, scientific journals and government
regulators have increased the scrutiny and expectations facing pharmaceutical
companies looking to publish the results of their clinical trials. While
picking and choosing favorable findings may have been acceptable a decade ago
it is now considered unethical and potentially illegal. As a result of these
changing expectations and regulations, global publications leaders at
pharmaceutical companies are carefully building strategy that ethically
presents all study findings while still driving brand strength.
Study Objective - This research was launched to determine how leading
pharmaceutical and biotechnology companies are shaping their global
publications strategies and plans in order to maintain scientific credibility
while also delivering commercially relevant publications that drive brand
success. Benchmark participants from 14 leading pharmaceutical companies
provided their insights and metrics to identify industry trends and
performance standards.
KEY TOPICS COVERED IN THE RESEARCH
- Global Publications Structure and Functional Home (Medical vs. Marketing)
- Key Contributors and Stakeholders in Strategy Development and Plan Delivery
- Effective Publications Vehicles, Content and Audiences
- Using Alternative Media
- Planning for Neutral/Negative Results
- Changes in Resources and Outsourcing
- Measuring Performance
- Strategic Next Steps
KEY METRICS
- Centralization for Publications Strategy, Planning and Plan Delivery
- Percent of Companies Where Regional Groups Contribute to Strategy Percent
of Companies With Strategies for Publishing Neutral/Negative Results
- Percent of Global Publications Resources that are Outsourced
- Measures Used for Performance Evaluation
METHODOLOGY
This study was conducted through surveys and qualitative interviews with
pharmaceutical and biotechnology Global Publication Strategy executives.
Industries Profiled:
Pharmaceutical; Biotech; Health Care; Diagnostic; Manufacturing
Companies Profiled:
Pfizer; Eli Lilly; Abbott; Shire; Amgen; Genentech; AstraZeneca; Bristol-Myers
Squibb; GlaxoSmithKline ; Human Genome Sciences; Vertex Pharmaceuticals;
Merck; Biogen
Study Overview and Key Findings
- Study Overview
- Key Findings and Insights
About the Benchmark Class
- Participating Companies
- Figure 2.1-Benchmark Partners
- Participant Job Titles and Departments
- Regional Representation
- Functional Representation
Organization and Structure
- Functional Home: Medical vs. Marketing
- Structure: Publications Strategy
- Structure: Publications Planning
- Structure: Publications Plan Delivery
- Influencers in Strategy Development
- Key Contributors to Strategy and Plan
- Separation of Publications from Marketing
- Strategy Responsibility
- Planning Responsibility
- Plan Delivery Responsibility
- Successful Communication Tactics
- Regional Empowerment
- Tactics for Regional Plan Integration
Most Effective Strategies
- Best Publication Strategies: Early Development
- Best Publication Strategies: Phase III-Submission
- Best Publication Strategies: Launch-Post-Launch
- Changing Journals Emphasis
- Publications Outlet Focus
Neutral & Negative Results
- Planning for Neutral/Negative Results
- Commonly Used Public Websites
Resources & Outsourcing
- Resource Levels
- Plan Delivery Outsourcing
- Percent Publications FTEs Outsourced
- Use of Communication Agencies
Effectiveness Measures
Strategic Next Steps
Best Practices
- Best Practices in Publications Management
- About Best Practices, LLC
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