Optimizing Brand Success Through Effective Publication Planning

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Optimizing Brand Success Through Effective
Publication Planning Management
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Effective Publication Plan Development
Management (PPDM) is an essential and critical
factor in the successful commercialization and
marketing strategy of any pharmaceutical product
or medical device
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Publication Planning Process
Establish a publication management team and
mission
Create an implementation process and timelines
that align with team goals and company systems
Evaluate current literature create publication
strategy
Establish a relational database and tracking
system
Choose appropriate meetings and symposia
Develop a primary publication plan
Develop a secondary publication plan
Ensure senior management endorsement of plan,
timing, resources, and process
Maintain communications and working relationships
Track progress
Adjust and update
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Who Are We?

• About Sunvalley Communication

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Introduction About Sunvalley Communication

• 1997
• Founded in Canada as the North American operation
  of The Visual Consultancy Corporation
• 1999 - 2004
• Significant expansion including medical
  publication, exhibition, meeting organization and
  management, medical education and
  promotional/commercial services
• 2004
• Consolidation of North American operation to a
  fully integrated communication agency
• Continues as an independent agency, from its
  former European owners/partners
• 2006
• Establishes its new North American headquerters
  in near Phoenix, Arizona
• Maintains in-house capabilities to provide
  fully-integrated communication services
• Is among the fastest growing privately held
  medical communication agencies
• Senior management is comprised of experiences
  pharmaceutical marketers
• Senior management is involved in day-to-day
  brand team support

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Introduction Integrated Communication

• Publication Planning
• KOL Development
• Enduring Materials
• Advisory Consultant Meetings
• International Medical Societies Meeting
  Exhibition

• Disease Education
• MedEd Development Implementation
• Physicians
• Allied Health Professionals
• Patient education
• Patients
• Family Friends

• Strategic Brand Consulting
• Meeting Content Development Programming
• Local Meeting Event Planning, Execution and
  Logistic Services
• Peer-to-Peer Strategy Promotion
• Rep Driven Programming
• Sales/Marketing training

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Who Are We?

• Our Team of Professionals

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Our People (1)

• Passionate and enthusiastic medical communication
  experts
• Best-in-class talent
• Content vs. commodity experts
• Ability to understand abstract scientific data
  and theory
• Willingness to think outside the box
• Committed to implementing ideas with passion and
  enthusiasm

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Our People (3)

• We invest in a program of ongoing professional
  development for all our writers and editors
• We have earned a strong reputation for high
  quality, strategically focused medical
  communications

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Our People (4)

• Our skills include
• Scientific writing for different audiences and
  media
• Statistical analysis and interpretation
• Data interpretation
• Publication guidelines
• PhRMA, OIG, ICMJE, CONSORT
• Copy editing, proofreading, and formatting
• Quality control

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Our Approach

• Strategic focus with scientific integrity
• Evidence-based
• Media agnostic

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Our Mission Goal

• Partner with clients to produce and disseminate
  current and accurate diagnostic and therapeutic
  information
• Identify relevant educational needs and
  objectives, develop innovative, comprehensive and
  strategic educational plans (by joining with
  respected key opinion leaders)
• Strive to maintain strong professional
  relationships that foster ongoing program
  initiatives
• Produce high-quality programs and/or enduring
  materials for global and domestic healthcare
  professionals

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Our Value Proposition

• Establish the scientific basis and support for
  product differentiation
• Build opinion leader infrastructure (global,
  national, regional, and local) through
  consulting, training, and education
• Publish and communicate key data and information
• Present scientific and clinical information to
  target audiences
• Use data, theory, and experience to broaden the
  message and strengthen the brand image

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Tactical Delivery (1)

• Thought Leader Engagement
• Publication Planning Manuscript Development
• Managed Care Strategy Implementation
• Consultative Programming (Advisory Boards
  Integrated Programming)

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Tactical Delivery (2)

• Speaker Training Facilitation Support
• Content, Training, and Implementation
• Multi-media Educational Tool Development
• Live Events, Enduring and Interactive Materials
• High-volume Programming / Speaker Bureau
  Management

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What Have We Done?
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Oncology Hematology Experience

• Experience with a wide range of treatments and
  devices
• Knowledge of and relationships with journals,
  congresses, opinion leaders, and associations
• Physician-based
• Association-based (ASCO, SABCS, ASH, ESMO, ECCO)
• Centre- and institution-based
• Nurse-based (ONS)
• Pharmacist-based
• Extensive strategic, publications, and
  communications activities

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Publication Planning Experience (General)

• Oncology/Hematology
• Gastroenterology/hepatology
• Rheumatology
• Infectious Diseases
• Lysosomal Storage Disorders
• Renal Disease

• Cardiology
• Dermatology
• Diabetes
• Neurology
• Pain Management
• Psychiatry

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What Can We Do?
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Medical Education Capabilities
Sunvalley Communication
Publications

• Peer-reviewed articles
• Monographs
• Supplements
• Abstracts, Posters

Influence Mapping
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Why a Strategic Education Plan?

• Medical education planning is crucial throughout
  the product lifecycle
• Continued Brand Essence
• Scientific Credibility
• A comprehensive medical communications strategy
  is an important step in accelerating product
  goals year after year
• Creating forums for consistent educational
  messages and continuously building/strengthening
  relationships is necessary for the success of a
  brand

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Development of a Strategic Education Plan
ManagedMarkets
HealthcareProfessionals
ProfessionalAssociations
Public Health
Patients
Competitors
Government
ConstituencyGroups
Caregivers
The patient is central to all stakeholders
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Our Value Proposition (2)

• Establish the scientific basis and support for
  product differentiation
• Build opinion leader infrastructure (global,
  national, regional, and local) through
  consulting, training, and education
• Publish and communicate key data and information
• Present scientific and clinical information to
  target audiences
• Use data, theory, and experience to broaden the
  message and strengthen the brand image

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Strategic Plan Development Process
Understanding the Opportunity Objectives
Understanding the Market
Market Situation Analysis
Situation
Objective
What Is Our Destination?
Understand the Customers
Understand Companys Therapy Future Insights
Where Are We?

• Disease State Analysis
• Current Treatment Protocols
• Current Therapeutic Insights
• Future Therapeutic Directions
• External Market Influences
• Current/Future Market Landscape

What Are The Milestones?
Strategy
Where Do We Want To Be?
Who are they? What are their unmet needs? What
are their perceptions? How do we need to reach
them?
How Do We Track Success?
Tactical Plan
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Setting the Objective
All new product entrants need to determine
theirpath of entry into the market place
1 Market Creation Condition has notbeen
previously treated. No competition exists
2 Market Penetration Market share willbe
gained from treated population from
existingcompetition
3 Market Expansion Market share willbe gained
from untreatedor undiagnosed population
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Establishing the Strategy
Market Belief Product Belief
Market Belief Product Belief
Market Belief Product Belief
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How Do We Do It?

• Phase I Publication Planning

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What Are the Goals for the Publication Plan?

• Replicate historical success or establish new
  publication standards?
• Strategy Development?
• Data Dissemination?
• Message Development and Repetition?
• Infrastructure and Process?
• Gap Analysis?
• Tactical Plan Development?
• Maintain / Evolve Company Presence?

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Publication Planning Process Management

• Create an implementation process and timelines
  that align with team goals and company systems
• Evaluate current literature
• Analyze Publications for Message inclusion
• Tweak Message for Publication and Target Audience
  
• Create publication strategy
• Align with medical education strategy
• Align with marketing strategy
• Align with regulatory and clinical strategy

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Create an Effective Implementation Process (1)

• Establish team meeting calendar
• Identify and prioritize current and new projects
• Align projects with publication strategies and
  competitive analyses
• Create routing and approval lists
• Editorial, Clinical/Medical, Regulatory,
  Marketing

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Create an Effective Implementation Process (2)

• Initiate article development process
• Create and approve executive summary
• Draft 1 internal and author reviews
• Draft 2 internal and author reviews
• Sign off
• Manuscript submission
• Evaluate success upholding process and meeting
  strategic objectives

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Evaluate Current State (1)

• Disease state and competitor evaluation
• Determine methodology for initial information
  gathering and routine updates
• publications, positioning, message, authors,
  journals, etc
• Determine competitive set (current and future)
• Product data / publication gap analysis
• Message development
• Primary and secondary messages and preferred
  citations
• Development of reference binder and overall and
  specific scientific narrative

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Evaluate Current State (2)

• Product data and timing assessment
• Clinical data availability
• Filing status updates
• Publication strategy development

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Establish a Relational Database

• Conduct internal needs assessment to determine
  desired functionality and user preferences
• Must include
• Journals, Congresses, Messages
• Includes sub-messages, and preferred citations
• Brand strategies
• Authors
• All proposed, in progress, and completed projects
  and associated details
• Abstracts, posters, pivotal manuscripts and
  secondary manuscripts

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Who Will Do It?

• Team Structure, Ramp-up and Staffing

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Organizational Structure and Staffing

• Multidisciplinary team model with two major areas
  of staffing
• Dedicated account teams comprised of business
  management and content development personnel
• Centralized support staff of meetings, editorial,
  and creative teams
• Flexible team growth model with decisions made
  collaboratively with client as business expands
• Staffing to meet the needs of the customer and
  the target audience not the medical education
  company

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Content Development Specialists

• Based on scope of work and timing, our resources
• All medical writers have deep experience in the
  specific therapeutic area and disease indication
• Scope of experience includes manuscripts (primary
  and secondary), monographs, abstracts, posters,
  competitive backgrounders, etc.
• Experience with physicians, nurses and
  pharmacists
• Established working relationship with all
  selected writers

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Why us?

• Reasons for Selecting Sunvalley Communication

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Why Us? (1)

• Experience
• Accessibility to relevant therapeutic information
  limited ramp up time required
• Significant lifecycle management planning and
  publication planning expertise
• Effective, time-tested Systems and Process
• Standardized processes in strategic planning,
  publication planning, budget management
• Team
• Team built to meet the needs of Brand
• Resources ready to begin immediately

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Why Us? (2)

• Strategic Thinking
• Proactive, long-term planning driven by clinical
  trials
• Parallel with overall communication and education
  plans
• Scientific Understanding
• Experienced staff of scientific writers, editors
  and consultants
• Specific to therapeutic area
• Sophisticated Application
• Effective decision-making
• Transparent review process

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Why Us? (3)

• Based in North America
• Global capabilities (North America, Europe, Asia)
• Evidence-based approach
• Broad therapeutic areas of expertise
• Media agnostic perspective
• Grounded in publication planning management and
  adult learning principals
• In-house/network services and technologies
• Efficiency and quality control

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Why Us? (4)

• Our team provides unprecedented marketing
  experience to our clients, providing them
  strategic guidance and counsel, and guiding our
  recommendations to exquisite tactical execution.
  
• As our clients corporate citizens, we are
  dedicated to upholding their fortitude as
  responsible healthcare-related marketers.

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Why Us? (4)
Speakers Bureaus
Professional Society Meetings
Integrated Portfolio of Offerings
KOL Science
Publications
Medical Content Strategy
Disease Education
Strategic Partnerships
Sales/MSL Training
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Why Us? (4)
Therapeutic Diversity and Experience (2008)
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The End

• Thank you for your attention
• To receive more information, please contact our
  team
• Sunvalley Communication
• 4960 South Gilbert Rd
• Suite 1286
• Chandler, AZ 85249
• 480 626 7218
• Info_at_sunvalleycommunication.com