Shaping the Message
Structuring your storyline for optimum attention
Step by Step
  -Early Stage
  -Mid to Late Stage
  -Pre-launch and Launch
    -Managed Care Orgs
    -Physicians
    -Sales Force
    -Pharmacists
    -Consumers
  -Post-Launch
  -Shaping the Message 		 

Presenting persuasive and exciting facts to an audience is always a good idea. But what do you do when that audience is made up of varied groups with vastly different perspectives? We can help you identify and present your most compelling information to the right audience through the right channels.

  
Audience

 

 

 

 

 

 

 

 

 Target Emphasis

Investors and Partners

· Science and technology
· Risk vs. reward – likelihood of success
· High profile
· Financial payback
· Investment required
· Time to return on investment
· Competitive analysis
· Pricing model
· Intellectual property – patent estate
· Strategic fit of the product
· Joint venture and in-licensing possibilities
· Purchase costs at various development milestones
Media and General Public
 · Advancement of science in fighting debilitating diseases
· Impact on practice of medicine
Key Opinion Leaders
· Leading edge science in their field
· Advancement on Standard of Care
· Prestige
· Competitive analysis
· Safety/Efficacy
Researching Physicians
· Advancement of standard of care
· Participation in research of novel product, leading edge of their field
· Prestige
· Opportunity to publish
· Peer acknowledgment
· Safety/Efficacy
Clinical Research Subject Candidates
· Advancement of standard of care
· New hope
Regulatory Authorities
 · Compliance with regulations
· Safety/Efficacy
· Buttoned down organization
· Straightforward approach to agency
· Advancement on standard of care (Fast track opportunity)
· No games, no “marketing” hype over what can be proven with study results
Managed Care Organizations
· Health economics
· Patient outcomes
· Pricing
· Advancement on standard of care
· Disease management
· Safety/Efficacy
Pharmacy Benefit Management Groups
· Health economics
· Patient outcomes
· Pricing
· Advancement on standard of care
· Disease management
· Safety/Efficacy
Pharmacy and Therapeutics Committees
· Health economics
· Patient outcomes
· Pricing
· Advancement on standard of care
· Disease management
· Safety/Efficacy
Prescribing Physicians
 · Advancement on standard of care
· Disease management
· Formulary restrictions
· Safety/Efficacy
· Convenience
· Patient Compliance
Pharmacists

· Safety/Efficacy
· Drug/Food interaction issues
· Dosage
· Toxicity
· Disease awareness
· Competition
· Stock/inventory control

Detail Sales Force
· Compelling arguments for prescribing
· Broadest possible therapy range for approved indications
· Physician pre-marketing to establish market
· Support tools and marketing support systems
· Incentive programs
  
Consumers/Patients
 · Awareness of therapy options
· Awareness of disease
· Brand bias
· Compliance and Persistency (C&P) once prescribed
  
           
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