Successfully Marketing Clinical Trial Results
Subtitle: Winning in the Healthcare Business
Edition: First edition.
Publisher: Taylor and Francis
Published: 2017
Place of publication: London
Language: eng
Number of pages: 220
ISBN-13: 9781351148368
Subjects: Drugs; Marketing; Testing; Médicaments; Essais cliniques
Description: "In the US alone, pharmaceutical companies spend around $7 billion a year on clinical trials for drugs; all this in a global market where increasing competition and pressure on healthcare financing are both impacting on margins and profitability. One solution for pharmaceutical companies lies within the clinical trials themselves. If only you can communicate the trial findings to the right people, in the right way, you can benefit from this huge investment and add significant value to your product range and your brand. Successfully Marketing Clinical Trials Results is a comprehensive guide for every marketing professional faced with the challenge of using marketing to convert scientific data into sales. The book offers you practical knowledge on how to use medical research data to maximise the revenue from your products. There are sections explaining how to:? identify your market and devise your strategy;? develop your content and translate data into a message that has impact;? use language, layout and illustrations to best effect;? communicate internally as well as externally;? make best use of the resources available;? align your sales force and the external agencies with whom you work;? lead the people in the project team;? co-operate with the medical researchers, external experts and the press. In this book are answers for everything from how to handle class-effect questions to developing a shared brand vocabulary. There are plenty of vivid examples and real-life applications to reinforce the ideas. Cases studies illustrate solutions to problems; checklists and tips will help to implement the suggestions and recommendations. Günter Umbach has distilled the essence both of 25 years' experience in the healthcare market and of his highly successful seminar series on marketing clinical trials into the professional advice given in this book. The text is accompanied by a CD ROM containing detailed Powerpoint slides supporting e"--Provided by publisher.
Table of contents: title: Cover; Half Title; Title; Copyright; Contents; Acknowledgements; To the Reader; Codes of Practice; Introduction; Personal story; Designed for your career; The blueprint for your success; Examples and case studies as illustrations; Section 1: Personal Goals and Objectives; Imagine your goals; Define your success criteria; Identify success criteria for the clinical development team; Get everything on the table; Seize your opportunities; Section 2: Analysing the Market and Devising a Strategy; Design a winning strategy; Get to know your market; Identify and study your target groups.; title: Apply the Pareto PrincipleFind out what doctors want; Use evidence to shape perception; Which image do you want to create?; Section 3: Developing Your Content; Study the scientific results; Interpret the data; Develop your message; Avoid irrelevant messages; Look for competitive advantages; Work the angles considering all data; Ask the right questions; Seek insights from the investigators; Set the right focus; Beware of questions about the â#x80;#x98;class effectâ#x80;#x99;; Keep tight-lipped about theories; Learn the power of language; Think positive; Capture the spirit; Create a convincing message.; title: Keep it simpleCheck for clarity; Avoid pitfalls when developing content; Be concise; Move from features to benefits; Solve customersâ#x80;#x99; problems; Offer solutions; Follow the solution imperative; Understand the real needs; Pin down your solution; Communicate explicit benefits; The COMET case study; The ACTION case study; The 4â#x80;#x98;Sâ#x80;#x99; case study; The Examplex case study; Sell the product, not the study; Know and respect statutory limits; Handle â#x80;#x98;negative dataâ#x80;#x99; appropriately; Choose your words with care; Beware careless emails; Section 4: Winning Attention; Give impact; Capture attention.; title: Apply proven eye-catchers in your documentsEmphasize uniqueness; Add attractive adjectives when appropriate; Use precise numbers; Be culturally sensitive; Offer practical tips to the reader; Section 5: Making Best Use of Language; Develop the complete package to convey your message; Find the right vocabulary; Be clear and convincing; Tailor your headlines; Evoke an emotional response; Evoke imagination if the evidence supports it; Capture the imagination; Learn the â#x80;#x98;magicâ#x80;#x99; words; Establish a trial vocabulary; Check your brand vocabulary; Build a vocabulary for the press.; title: Avoid loaded wordsBeware of arrogance; Avoid clichÃ©s; Beware of jargon; Plan an inner logic in your texts; Remember Zarathustra; Beware of hidden connotations; Use positive language; Accentuate the positive and keep a fair balance; Be affirmative; Always choose concision; Emphasize the benefits; Find alternatives to â#x80;#x98;proveâ#x80;#x99;; Replace â#x80;#x98;differenceâ#x80;#x99;; Use the active voice; Edit your scientific texts; Convert â#x80;#x98;blindâ#x80;#x99; headlines; Insert pertinent subheadings; Post your vocabulary; Section 6: Design: Choosing Style; Make use of bullets; Try lists of three; Choose suitable symbols.