An integral yet sometimes overlooked component of a successful drug launch is the development of a comprehensive strategic and tactical medical communications (med comms) plan. At SAKS MedComm we believe this plan should align commercial and medical teams on a cohesive story that will serve as a road map to deliver scientifically sound messages to healthcare professionals (HCPs) and other stakeholders across appropriate channels using a variety of formats. Plan development starts early in the drug development process and extends through to the post-launch period.
Done properly, the plan will ensure that a consistent and cohesive story is being communicated to the appropriate audience at the right time and across the most impactful channels. With a trend toward customizing data delivery, more patient focused approaches and the increasing use of digital strategies and asynchronous interactions these plans often look different than the ones our SAKS MedComm team helped clients develop 10 years ago.
Although med comms planning has advanced, its primary goal remains the same: to create a cohesive and consistent scientific communications strategy and tactical plan that extends throughout the drug lifecycle. Importantly this document reflects the product vision and value proposition that will be communicated to a multitude of external stakeholders.
That all being said, med comms plans are not fixed, cookie cutter documents, but rather designed to be fluid and to evolve as the landscape changes. Most plans need to be reevaluated and updated periodically during the drug’s lifespan.
What is included
Comprehensive med comms plans do vary but generally our SAKS MedComm approach helps our clients develop a framework made up of the following:
Current opportunities and challenges – Plan development typically begins by gathering data to inform strategies and tactics and setting communication priorities. Data gathering includes analysis of the disease state and treatment landscape, review of the literature, needs assessment, consultation with KOLs and internal discussions with cross functional teams. Once this data is aggregated and assessed, internal alignment on communication priorities can proceed
Goals and objectives - The next area of focus is usually development of the goals/objectives. Their development should correlate with the overall product vision, the company’s strategic imperatives, the unmet need in the market and the scientific platform pillars. In addition, the audience that is being targeted with this communication should also be taken into consideration
Strategic imperatives – The strategic imperatives form the core of the med comms plan. Generally, 4-5 imperatives are agreed upon internally supported by objective(s) for each imperative. Then goals for each objective are detailed. (Example below)
Scientific platform and narrative – The scientific platform serves as a guide for internal teams as they develop their external and internal communications. It establishes the foundation for the disease state narrative, the scientific basis for product-related language and provides support for communication tactics. Its development should follow an integrated approach to ensure accurate and precision-directed stakeholder messaging
Medical communication gaps –This section identifies barriers and unmet needs to be considered during plan development. Once acknowledged, these gaps can lead to a better understanding of where the plan must focus to be effective and thus can aid in informing appropriate tactics. Each gap unveiled should be prioritized and supported by a strategy
Tactical plan – Once the gaps are identified and there is consensus among cross functional teams regarding the strategy to close these gaps, tactics can be developed. Often teams participate in a prioritization workshop that the SAKS MedComm team facilitates to gain alignment on the most critical gaps and the most effective tactics to address them. Creating the tactical plan is about understanding the how and the who and developing a timeline of key priorities and milestones
Monitoring and evaluating results – KPIs or metrics need to be determined to gauge the success of the medical plan. Outcomes-based metrics are needed to assess the impact of med comm plan objectives. On the other hand, goal-based metrics that analyze quantitative and qualitative metrics against key milestones and deliverables are more performance based
Along with the above steps it is important to understand how the target audience prefers to consume content. By identifying the best channels and communication formats, the plan design will be better optimized for stakeholder engagement.
On a final note, and as alluded to earlier, med comms plans are not fixed documents but rather need to be flexible enough to always be current and relevant. These documents should be reviewed on a regular basis (at least yearly as a minimum) and include cross-functional stakeholders as part of the review process.
By keeping aligned with the current landscape, our SAKS MedComm clients remain poised to more effectively communicate important information to target audiences while striving for a Better Healthcare Tomorrow™.
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