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Case Study C - Medical Communications
Our client, a major global
pharmaceutical company, retained PPRG to
develop their medical communications and
education plans for the launch of a new
oncology product in colorectal cancer. Our
brief was to develop a series of initiatives
to prime the market in the 18 months pre-launch,
bearing in mind our client had no presence
in the oncology field. Following on from
this, we developed a launch plan and all
promotional and educational materials to
support the product.
Our first initiative was to
organise a scientific meeting in London,
attracting around 70 KOLs from all over
the UK, which highlighted possible future
treatment modalities. Key patient groups
were represented and presented data. Funding
issues were also highlighted and debated.
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A national advisory board was established
and from this a series of regional advisory
boards were set up to discuss and debate
issues, develop strategic and tactical plans.
All promotional, education and patient
materials were developed by PPRG for launch.
In order to prepare for a subsequent NICE
review, a group of KOLs, pharmacists, nurses
and internal client staff were media-trained
by PPRG.
The overall result was the most successful
UK launch of a new product in this area
and a client who was quickly established
as a reputable player in the field of oncology.
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