Scientific publications are the foundation on which a drug’s identity is created, serving a vital role for all marketing and communications efforts behind the brand.
The publication plan for a pharmaceutical product is one of the most important elements of a communications strategy. Publishing clinical-trial results not only provides a valuable source of information for the scientific community, but also a powerful tool for marketers to build awareness for their products.
“Publication planning is integral and essential to the entire marketing plan,” says Norma-Jeanne Hennis, president of MedPharm Communications. “Even though doctors have limited available time, they’ll still read the abstracts and conclusions or pick up a journal that a colleague recommends. Publications create noise, interest, and discussion. They also create quotes and references for visual aids. Publication planning is the seed from which everything else grows…
Key Elements of a Publication Strategy
P.R.I.N.T. Approach to Publication Planning
Experts on this Topic
Tim Bacon. President and CEO, PeerView Inc., Yardley, Pa.; PeerView provides a range of Web-based decision-support, program management, and competitive intelligence products that support publication strategy and other commercialization processes for its pharmaceutical and biotech clients. For more information, visit epeerview.com.
James Gurr, Ph.D. Associate Director, Clinical Publications, Wyeth Research, Wyeth, Madison, N.J.; Wyeth is a research-based, global pharmaceutical company responsible for the discovery and development of some of today’s most innovative medicines. For more information, visit wyeth.com.
Norma-Jeanne Hennis. President, MedPharm Communications LLC, Randolph, N.J.; MedPharm is a comprehensive medical-education and communications agency. For more information, visit medpharmcom.com.
Laurence J. Hirsch, M.D. Executive Director, Medical Communications, Merck Research Laboratories, Merck & Co., Whitehouse Station, N.J.; Merck is a global research-driven pharmaceutical products company. For more information, visit merck.com.
Richard F. Lamb. Director, Scientific Publications, U.S. Medical Research, Aventis, Bridgewater, N.J.; Aventis is dedicated to treating and preventing disease by discovering and developing innovative prescription drugs and human vaccines. For more information, visit aventis.com.
Neil Matheson. CEO, AXIS Healthcare Communications LLC, Yardley, Pa.; AXIS provides healthcare communications services throughout the complete life cycle of a pharmaceutical product. For more information, visit axis-healthcare.com.
Gisela Paulsen. General Manager, Health Learning Systems, Wayne, N.J.; HLS, a CommonHealth company, creates comprehensive and groundbreaking medical-education solutions that are changing the face of communications within the medical and scientific communities. For more information, visit commonhealth.com.
Destry J. Sulkes, M.D. Managing Director, Medsn, Jersey City, N.J.; Medsn is a medical-education company that designs and implements balanced media-educational programs for pharmaceutical, medical-device, biotechnology, and healthcare organizations. For more information, visit medsn.com.