Many life science companies wait too long to initiate critical communication efforts that can speed clinical development and ensure a successful product launch and uptake. So how late is too late? Thoughtful preparation as early as Phase 2 can set the course for commercial success. Here are things to think about:
Clinical trial recruitment: Driving efficient enrollment
Navigating regulatory milestones and, ultimately, FDA approval, hinges upon effective and efficient recruitment of trial participants. While relationships with Principal Investigators (PIs) may drive progress for some clinical trials, companies with trials in more competitive disease areas or those impacting niche patient populations like rare diseases require more aggressive strategies to drive enrollment.
- Strong trial brand development and tailored messaging: Trial branding and focused messaging can help capture attention and interest in a trial. Insights to drive trial branding should center on a deep understanding of the patient journey with messaging tailored to effectively engage investigators, caregivers, and patients most likely to benefit from participation in the clinical trial
- Building trust: Establishing trust through transparent and reliable communication about the trial's purpose, procedures, and potential benefits creates goodwill with investigators and the healthcare professional (HCP) community and fosters participant engagement and retention
- Multichannel approach: Leveraging various channels such as paid and social media, partnerships with patient advocacy groups, and engagement with referring physician networks can broaden the reach of recruitment efforts
In action for clients: Creation of unique, ownable clinical trial branding and communication in a crowded oncology field strengthened relationships with patient advocacy groups, streamlined communications about multiple programs with investors, and aligned with patient-centric focus to strengthen culture and purpose.
Data promotion: Building trust, credibility, and momentum
The generation of data and evidence is central to a biopharma company’s operations, building credibility for the organization and its science and therapies, while laying the foundation for regulatory pathways and early product awareness. Clinical data readouts, particularly for Phase 2 and 3 trials, serve as pivotal milestones and opportunities to communicate the evidence that will inform a product’s label and, ultimately, its use in the clinic.
Thoughtful planning to ensure timely submission of data for publication and presentation at medical congresses and peer-reviewed journals is crucial, along with consideration of the messaging surrounding these announcements. These moments serve as opportunities for earned media outreach, Key Opinion Leader (KOL) engagement, and collaboration with patient advocacy groups, propelling the trajectory toward Phase 3 trials and the product's future.
- Investor confidence: Clear and transparent communication of clinical trial results enhances investor confidence, potentially attracting additional funding crucial for advancement through subsequent phases
- Regulatory compliance: As a given, regulatory agencies require comprehensive data to evaluate the safety and efficacy of new treatments. Transparent data communication can help streamline the regulatory approval process. Further awareness of data in HCP and patient communities can create early champions and advocates
- Building credibility: Transparent and honest communication fosters credibility and sets expectations among HCPs, patients, and the broader community, crucial for establishing relationships and creating market opportunities
- Establishing and supporting the need: Demonstrating strong clinical data sets the stage for a potential solution to an existing unmet need for HCPs and patients
In action for clients: Sharing data regularly and openly in a trusted forum, including scientific and medical meetings, demonstrated the company’s progress. Transparency in the science paved the way for successful financing to fuel future clinical development, drove clinical trial recruitment, and enabled strong relationships with HCPs.
Advocacy relations: Amplifying patient voices
Though patients are clearly at the heart of every life science company’s mission, many organizations fail to consider the importance of patient advocacy relations to inform decision-making. Early and consistent engagement with advocates on everything from trial design and understanding the patient journey and challenges that may still be present, to trial recruitment efforts and communication of news and data announcements, can strengthen a company’s strategy and build community for the long-term.
Here are a few ways patient advocacy creates impact:
- Understanding: Advocacy engagement ensures the company has a thorough understanding of challenges and issues facing patients and caregivers. It provides important information that can guide development of meaningful trial endpoints and helps drive more meaningful communications based on clear understanding
- Empowerment: Involving patients in the development process empowers them and reinforces the importance of their role in advancing medical science
- Awareness and support: Patient advocates are very active within their communities and can raise awareness about the disease and treatment options, provide valuable insights into patient needs, and provide support for research efforts
- Navigating challenges: Patient advocacy groups can help clinical-stage companies navigate challenges such as recruitment, retention, and adherence to protocol, ultimately improving trial milestones and outcomes
In action for clients: By prioritizing and participating in active advocacy relations, including an in-person visit and talk from a patient advocate, the company established leadership in sharing data, the plan for future clinical development, and the overall commitment to the community. These advocacy relations activities also served as the opportunity to connect advocates with their internal team to demonstrate the full impact of the company’s work and mission.
Establishing unmet need: Disease awareness
Synthesizing data, advocacy efforts, and a forward-looking vision, educational campaigns centered on areas of unmet need can create support for patients and establish the need for important new therapies. By sharing insights and perspectives tailored to specific patient populations, disease awareness initiatives bridge gaps within communities, fostering understanding of future products and underscoring their significance for patients.
- Educating stakeholders: From investors to HCPs to potential patients, stakeholders need to understand the disease burden and the urgency for new treatments
- Creating advocates: By raising awareness, clinical-stage companies can cultivate a community of advocates who can champion their cause, driving support and engagement in the short-term and long-term
- Attracting funding: Increased awareness can often translate into increased funding opportunities as investors recognize the market potential and societal impact of addressing the highlighted disease
In action for clients: In a little known and understood rare condition, a disease awareness campaign ignited patient understanding of a disease they previously may not have had a name for, drove quicker diagnosis times for patients, created a community of patients, and reached thousands of undiagnosed patients and HCPs through a multimedia education campaign.
The trajectory from clinical development to commercial success is complex and often nonlinear, but strategic planning and regular communication with key stakeholders can pave the way for progress. By prioritizing clinical trial recruitment, scientific and data communications, advocacy relations, and disease awareness, clinical-stage companies can navigate the path to commercialization with purpose and efficacy, ultimately realizing the mission of advancing patient care.
