[e-drug] Marketing influence over Pharma publications

["Robert Weissman" <rob@essential.org>]

E-DRUG: Marketing influence over Pharma publications
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Dear E-druggers,

A new report, "*Scientific Publications Strategy: Managing Reputation, 
Clinical Trial Results and Commercial Relevance," issued by 
BenchmarkingReports.Com,* indicates the crucial role that pharmaceutical 
company marketers play in developing the companies' global publications 
strategy. In 86% of surveyed companies, marketing representatives are 
involved in developing publications strategies. Fourteen companies, 
including Pfizer, GlaxoSmithKline, Lilly and Merck, were included in the 
survey.

Here is an excerpt from the executive summary:

The study found that all of the companies that participated used a
medical director in the development of their global publications
strategies and plan.  Only two companies that were surveyed did not
use global or regional marketing representatives in the development
of global publications.  Just over half, 57%, of the participants
reported using regional or national market representatives in the development of the strategy and plan.

The news release on the study, which includes a link to the executive 
summary, follows. Unfortunately, the entire report sells for $3695.

Robert Weissman,
Essential Action

--

Industry Executives Finding Value in Shift of Scientific Publications 

CHAPEL HILL, N.C., Feb. 15 /PRNewswire/ -- The landscape of scientific publications strategy, planning and delivery is changing with the advent of transparency guidelines. Half of global publications groups are fully located in the marketing function, but publications leaders foresee a shift to medical groups to increase clinical presentation, according to a new report released by Best Practices, LLC.

In a benchmarking study that included such influential companies as Pfizer, GlaxoSmithKline, Lilly and Merck, it was found that 14 percent of participating pharmaceutical and biotech companies avoid using global or regional marketing representatives to develop their global publications strategy. These companies, which align publications strictly within the medical group, receive strategic input from medical directors, advisor physicians and biostatisticians.

For a complimentary summary of the full report "Scientific Publications Strategy: Managing Reputation, Clinical Trial Results and Commercial Relevance," click on the following link http://www3.best-in-class.com/rr790.htm. The study guides pharmaceutical and biotechnology companies in the transition to the new publishing environment to create the desired synergy between credibility of scientific rigor and increased commercial success.

  Other key topic areas in the research include:
   - Impact of transparency guidelines on publications, planning and
     delivery
   - Tactics for handling publication of neutral or negative clinical trial
     results
   - Optimal structure for the global publications function
   - Transition of global publication function from commercial to clinical
   - Strategy changes for the new marketplace

  Among the key topics gathered in this report are:
   - Centralization of publications strategy, planning and delivery
   - Trends surrounding regional strategy contribution
   - Strategies for publishing neutral/negative results
   - Outsourcing of global publications resources
   - Measures used for performance evaluation



For more information on this report, contact Robert Naylor at rnaylor@best-in-class.com or (919) 767-9244. To access the full report or download a complimentary copy of the report summary, go to http://www3.best-in-class.com/rr790.htm.

ABOUT BEST PRACTICES, LLC

Best Practices, LLC, conducts 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 than 15 years, our highly credentialed research staff has conducted primary research exclusively for our Fortune 500 client base. 

First Call Analyst: 
FCMN Contact: 

Source: Best Practices, LLC

CONTACT:  Kim Hardin, +1-919-767-9221, or khardin@best-in-class.com

Web site:  http://www.best-in-class.com/
http://www3.best-in-class.com/rr790.htm