A successful discovery deserves expert support

The SciPlat moderated workshop process focusses on determining an evidence-based Scientific (Communication) Platform based around core concepts related to the i) disease state, ii) the clinical need, and iii) product-related aspects (SciPlat informed by scientific evidence and available and/or expected data). The SciPat workshop process faciliates global cross functional, multidisciplinary project team members from clinical, biostatistics, legal/regulatory, medical/medical affairs, commercial/marketing, market access and patient advocacy to work collaboratively and co-create the Scientific Platform as a basis for all future communications.

The PosStrat process combines an internal moderated workshop with in-market testing that looks at i) market environment analysis, ii) target audience evaluation, iii) competitor assessment and iv) review of the products’ features and benefits to determine an aspirational and sustainable positioning proposition and messaging as a basis for future communication strategy development and delivery of integrated communication plan.

Based on the desired positioning proposition for a product – the ComStrat moderated workshop process concerns development of a 3-5 year communication strategy with the client’s cross-functional global team.

Following on from product positioning and communications strategy development, the moderated cross-functional workshop process incorporates input from the client’s global cross functional team’s i.e, medical affairs, market access, commercial/marketing, clinical operations, business intelligence, etc, to develop an integrated communications launch plan for the brand.

The SciPlan process focuses on planning and delivering a publication plan consisting of primary data (both pre-clinical and clinical) abstracts, posters & papers, secondary review articles and further outreach publications – designed to maximise awareness and interest in the product’s scientific profile and clinical potential.

The MarPlan market access, strategy and planning process focuses-on how best to demonstrate the clinical and economic value of a product’s evidence to key stakeholders, including payers, reimbursement bodies, and healthcare professionals with budget responsibility. It also involves mapping out local healthcare system payer policies and regulatory frameworks in advance of HTA submissions. MarPlan also looks at optimizing the HEOR and evidence generation strategy to support the product’s value proposition required for adoption success.

Identifying influential expert thought leaders within a disease area with a view to collaborating with them to raise awareness of, understanding about and advocacy towards the client company’s R&D/product portfolio.

Starting with branding the science and clinical trial acronyms, ‘branding’ can be required as early as phase 2 in a product’s lifecycle. The PHASE II BrandPlan process incorporates several layers including :

1. Branding Strategy: Branding the Science | Corporate Branding | Product Branding inclusive of identity, architecture & equity.

2. Brand Naming: Non-proprietary Naming | Scientific Lexicon Development | Trade Name Development | Clinical Trial Branding | Brand Logo Development & Brand Label & Packaging Design.

3. Creative Advertising Campaigns: i) Unbranded (e.g. disease awareness, unmet needs) and ii) Branded, i.e. promotional campaign planning targeting healthcare professionals (HCPs) and, in some cases, e.g. US market, directly to patients as consumers.

PatPlan concerns gathering intelligence about the patient advocacy group environment and planning an engagement strategy the disease area of interest. In the first instant PatPlan focusses on delivering a detailed assessment of the patient advocacy group (PAG) / patient association ecosystem to deliver landscape map detailing the following for each PAG : leadership, operational management, their strategic focus, programs, membership of any umbrella group(s) and key contacts. Additionally an assessment of each PAG’s priorities is used to propose an engagement strategy which can be pursued with each PAGs depending on mutual objectives. Global and or international umbrella groups would also be profiled as part of PatPlan.