Pharmaceutical Executive Europe - May 2008 - (Page 24) 24 Sales and Marketing May 2008 Pharmaceutical Executive Europe By working with carefully selected healthcare providers to develop activation of evidence programmes that include elements such as those above, pharma can build new, mutually-beneficial relationships with health care professionals that bring real benefits to all parties. For patients, the programmes will help provide optimal evidencebased treatments that have shown the best outcomes for similar patients. Healthcare providers will get the tools, support and feedback mechanisms they need to appropriately implement and accurately assess the impact of new treatment practices, instead of relying on the traditional ad hoc approach of trying newer treatments on a few suitable patients to informally assess their benefits. From the pharmaceutical company’s perspective, activation of evidence initiatives will increase return on the investment that goes into clinical trial design and execution. In effect, they are a way to further leverage the clinical trial investment by applying findings in the real-world clinical setting. They also provide additional clinical practice differentiation as physicians recognise that successful activation of evidence initiatives can help them change prescribing behaviour in a way that has real benefits for their patients. Conclusion Differentiation of products, even when based on persuasive evidence, may struggle to drive effective changes in prescribing as communications may only get physicians over the first of several hurdles needed for lasting change to clinical practice. When physicians are not educated about relevant differentiating benefits in ways that actively assist with implementation in practice, patients do not get the benefits of research quickly enough and pharmaceutical companies often do not see the return on investment they should on successful clinical trials. By implementing mutually beneficial programmes based on activation of evidence methods, pharmaceutical companies not only help the healthcare community close clinical care gaps in key areas, they also leverage successful clinical trials to increase sales of appropriate drugs, often by using new evidence or key data to differentiate a brand within a class. In short, providing practical tools and support to bring evidence into practice settings can be a cost-effective and quantifiable means of maximising the impact of your products differential advantage in a meaningful and credible manner. About the Authors Carlyle Ware, Charlie Buckwell, Stephen Small and Richard Wood hold positions at Complete Medical Group (CMG). CMG is a global team of experts in healthcare communications and strategy. For more information, please contact Carlyle Ware, client services director, on +41 61 271 5412, Richard Wood, strategic consultant, on 0781 274 7290, or email: info@consultcomplete.com
Table of Contents Feed for the Digital Edition of Pharmaceutical Executive Europe - May 2008 Pharmaceutical Executive Europe - May 2008 Contents From the Editor News and Analysis Calendar Rising in the East Use Your Strategic Discretion A Blueprint for Success Market Access and the Patient Activating Effective Product Differentiation What Doctors Want IC Success in Four Steps Pharmaceutical Executive Europe - May 2008 Pharmaceutical Executive Europe - May 2008 - (Page Bellyband1) Pharmaceutical Executive Europe - May 2008 - (Page Bellyband2) Pharmaceutical Executive Europe - May 2008 - Pharmaceutical Executive Europe - May 2008 (Page Cover1) Pharmaceutical Executive Europe - May 2008 - Pharmaceutical Executive Europe - May 2008 (Page Cover2) Pharmaceutical Executive Europe - May 2008 - Contents (Page 3) Pharmaceutical Executive Europe - May 2008 - From the Editor (Page 4) Pharmaceutical Executive Europe - May 2008 - From the Editor (Page 5) Pharmaceutical Executive Europe - May 2008 - News and Analysis (Page 6) Pharmaceutical Executive Europe - May 2008 - News and Analysis (Page 7) Pharmaceutical Executive Europe - May 2008 - Calendar (Page 8) Pharmaceutical Executive Europe - May 2008 - Calendar (Page 9) Pharmaceutical Executive Europe - May 2008 - Calendar (Page 10) Pharmaceutical Executive Europe - May 2008 - Calendar (Page 11) Pharmaceutical Executive Europe - May 2008 - Rising in the East (Page 12) Pharmaceutical Executive Europe - May 2008 - Rising in the East (Page 13) Pharmaceutical Executive Europe - May 2008 - Use Your Strategic Discretion (Page 14) Pharmaceutical Executive Europe - May 2008 - Use Your Strategic Discretion (Page 15) Pharmaceutical Executive Europe - May 2008 - A Blueprint for Success (Page 16) Pharmaceutical Executive Europe - May 2008 - A Blueprint for Success (Page 17) Pharmaceutical Executive Europe - May 2008 - Market Access and the Patient (Page 18) Pharmaceutical Executive Europe - May 2008 - Market Access and the Patient (Page 19) Pharmaceutical Executive Europe - May 2008 - Market Access and the Patient (Page 20) Pharmaceutical Executive Europe - May 2008 - Market Access and the Patient (Page 21) Pharmaceutical Executive Europe - May 2008 - Activating Effective Product Differentiation (Page 22) Pharmaceutical Executive Europe - May 2008 - Activating Effective Product Differentiation (Page 23) Pharmaceutical Executive Europe - May 2008 - Activating Effective Product Differentiation (Page 24) Pharmaceutical Executive Europe - May 2008 - What Doctors Want (Page 25) Pharmaceutical Executive Europe - May 2008 - What Doctors Want (Page 26) Pharmaceutical Executive Europe - May 2008 - What Doctors Want (Page 27) Pharmaceutical Executive Europe - May 2008 - IC Success in Four Steps (Page 28) Pharmaceutical Executive Europe - May 2008 - IC Success in Four Steps (Page 29) Pharmaceutical Executive Europe - May 2008 - IC Success in Four Steps (Page 30)
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