Optimizing Internal Disease State Communication to Build Employee Support for a New Product

Dec 02, 2010, 15:31 ET from Best Practices, LLC

CHAPEL HILL, N.C., Dec. 2, 2010 /PRNewswire/ -- Disease state education is a widely recognized critical success factor in the launch of a new pharmaceutical product – particularly if the therapy is first in its class, treats a previously unknown condition or is socially sensitive. While external disease state communication paves the way for a receptive market for these types of products, internal communication is important to build disease understanding and to win support among employees.

Leading biopharma companies have employed a structured approach to effectively communicate disease state information regarding introductions of first-in-class therapies for new or socially sensitive conditions like benign prostatic hypertrophy, social phobia, PMS, panic attack, insomnia, restless legs, overactive bladder, HIV and fibromyalgia.

A new Best Practices, LLC benchmarking report, Raising Disease State Awareness: Best Practices in Internal Brand Messaging for New Products, examines the tactics and strategies companies utilize to help communicators and brand leaders understand how to deliver the right information to the right employees at the right time for maximum positive impact on the brand. Comprising in-depth surveys of 32 top biopharma companies and a series of executive interviews, this 67-page written report will enable marketing and brand team leaders to implement the type of well-timed and well-targeted communications strategies essential for generating internal support for a new product's overall success as a brand. 

Key topics covered in this research include:

  • Ten best practices for internal disease state communication excellence
  • Effective communication channels & use of new communication technologies
  • Timing of communication activities by product development phase
  • Advantages & disadvantages of employee message segmentation
  • Tracking internal message effectiveness
  • Preventing sensitive-information leaks
  • Using KOLs to influence employees
  • Special challenges for products treating socially sensitive conditions or diseases, first-in-class products, or new disease states or conditions
  • Needs creation marketing tactics

To learn more about this report, including information about the research participants, key findings and sample best practices, please download a complimentary excerpt and study overview at: http://www3.best-in-class.com/rr1032.htm.


Best Practices, LLC serves 48 of the world's 50 top pharmaceutical companies.  For more than 17 years, we have conducted work based on the simple yet profound 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 the company, go to www.best-in-class.com.

SOURCE Best Practices, LLC