CHAPEL HILL, N.C., July 29, 2011 /PRNewswire/ — New
pharmaceutical products – particularly those that are
first-in-class, socially sensitive or treat a previously unknown
condition – require not only external disease state communication
but also internal communication to win support in the marketplace.
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.
One step that companies have used to do this effectively is to
“brand” the disease state or condition well before launch. Branding
the condition highlights the need for a new drug to treat it and
aids the process of professional education and discussion. Leading
biopharma companies have employed naming and communication
strategies before introducing first-in-class therapies for new or
socially sensitive conditions like erectile dysfunction, social
phobia, PMS, panic attack, insomnia, restless legs, overactive
bladder, HIV and fibromyalgia.
A Best Practices, LLC benchmarking report, Raising Disease
State Awareness: Best Practices in Internal Brand Messaging for New
Products, examines how companies communicate at the brand and
disease state levels in order to educate employees internally and
build a consistent, credible external message surrounding new
Built around qualitative information from a series of executive
interviews and quantitative data from an in-depth survey that drew
32 top biopharma companies, this 67-page study details how to
implement the type of well-timed and well-targeted communications
strategies essential for a new product’s market entry.
Pharmaceutical, biotech and medical device managers and executives
who supervise or interact with brand communications or new product
development teams will be able to use this research to understand
how and when veteran brand leaders introduc