Scientific Publications Strategy: Managing Reputation, Clinical Trial Results and Commercial Relevance
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.
Sales and Marketing > Marketing Management
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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
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