STUDY SAYS FIRMS CAN IMPROVE COMMUNICATION OF TRIAL RESULTS
Effectively spreading the word about clinical trial results could improve awareness and support for new drugs, but many companies are not making the best communication decisions, according to a new study that recommends improvements.
While physicians and investors may hear details about clinical studies, the products' end users never know the brand name of the drug under investigation or the clinical outcomes of the study, according to Best Practices, a research and consulting firm in Chapel Hill, N.C.
"Most benchmarked pharmaceutical firms tend to approach physicians and investors first, followed by [managed care organizations] and, finally, consumers," the company said. "In fact, the majority of companies communicate results to end users just two months prior to launch and allocate a much smaller budget to consumer marketing."
Best Practices' report, "From Breakthrough to Blockbuster: Best Practices in Communicating Clinical Trial Results," looks at how large pharmaceutical companies develop and execute strategies for communicating clinical trial results, according to the research company. In addition, the report includes more than 100 best practices, metrics and narratives, and a clinical communication toolkit, according to the company.
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