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Mastering Internal Disease State Communication to Build Momentum for New Product Launches

CHAPEL HILL, N.C., April 25, 2014 /PRNewswire/ -- Organizations spend enormous resources externally when launching new pharmaceutical and biotech products. Despite this, only a few leading organizations have mastered the critical task of building internal product momentum. Companies launching a product for a new or relatively unknown condition must acquaint the public as well as employees with the new disease before introducing a new product to treat it.

According to research by benchmarking firm, Best Practices, LLC, leaders use a variety of different communication channels to reach multiple internal audiences. Study participants generally agreed that the most powerful channels are well-designed internal websites and talks by Key Opinion Leaders or executive "experts". Understanding the industry best practices in disease state communication can help to ensure that your organization is effective and successful.

The report, "Raising Disease State Awareness: Best Practices in Internal Brand Messaging for New Products," provides leaders with pitfalls to avoid and best practices to emulate in developing or improving internal brand communications. The research will also help communicators and brand leaders to better understand how to deliver the right information to the right employees at the right time for maximum positive impact on the 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 access the full report, or to download a complimentary summary containing insights found in this report, click on the following link: http://www.best-in-class.com/rr1286.htm.

For more information on other recent primary research studies, contact us at 919.403.0251. For related research, visit our Best Practices, LLC website at http://www.best-in-class.com/.


Best Practices, LLC is a leading benchmarking, consulting and advisory services firm serving biopharmaceutical and medical device companies worldwide. Best Practices, LLC's clients include all the top 10 and 48 of the top 50 global healthcare companies. The firm conducts primary research and consulting using its comprehensive proprietary benchmarking tools and analysis. The operational insights, findings and analysis form the basis for our Benchmarking Reports, databases and advisory services to support executives in commercial and R&D operations. Best Practices, LLC believes in the 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.

SOURCE Best Practices, LLC

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