Optimizing Publication Planning Introduction Va


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An introduction to Publication Planning and Sunvalley Communication.

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Optimizing Publication Planning Introduction Va

  1. 1. Presented by Peter Hofland, PhD Sunvalley Communication
  2. 3. Publication Planning Process
  3. 4. About Sunvalley Communication
  4. 5. Introduction: About Sunvalley Communication <ul><li>1997 </li></ul><ul><ul><li>Founded in Canada as the North American operation of The Visual Consultancy Corporation </li></ul></ul><ul><li>1999 - 2004 </li></ul><ul><ul><li>Significant expansion including medical publication, exhibition, meeting organization and management, medical education and promotional/commercial services </li></ul></ul><ul><li>2004 </li></ul><ul><ul><li>Consolidation of North American operation to a fully integrated communication agency; </li></ul></ul><ul><ul><li>Continues as an independent agency, from it’s former European owners/partners </li></ul></ul><ul><li>2006 </li></ul><ul><ul><li>Establishes it’s new North American headquerters in near Phoenix, Arizona </li></ul></ul><ul><ul><li>Maintains in-house capabilities to provide fully-integrated communication services </li></ul></ul><ul><ul><li>Is among the fastest growing privately held medical communication agencies </li></ul></ul><ul><ul><ul><li>Senior management is comprised of experiences pharmaceutical marketers </li></ul></ul></ul><ul><ul><ul><li>Senior management is involved in day-to-day brand team support </li></ul></ul></ul>
  5. 6. Introduction: Integrated Communication <ul><li>Strategic Brand Consulting </li></ul><ul><li>Meeting Content Development & Programming </li></ul><ul><li>Local Meeting & Event Planning, Execution and Logistic Services </li></ul><ul><li>Peer-to-Peer Strategy & Promotion </li></ul><ul><li>Rep Driven Programming </li></ul><ul><li>Sales/Marketing training </li></ul><ul><li>Publication Planning </li></ul><ul><li>KOL Development </li></ul><ul><li>Enduring Materials </li></ul><ul><li>Advisory & Consultant Meetings </li></ul><ul><li>International Medical Societies Meeting & Exhibition </li></ul><ul><li>Disease Education </li></ul><ul><li>MedEd Development & Implementation </li></ul><ul><ul><li>Physicians </li></ul></ul><ul><ul><li>Allied Health Professionals </li></ul></ul><ul><li>Patient education </li></ul><ul><ul><li>Patients </li></ul></ul><ul><ul><li>Family & Friends </li></ul></ul>
  6. 7. Our Team of Professionals
  7. 8. Our People (1) <ul><li>Passionate and enthusiastic medical communication experts </li></ul><ul><li>Best-in-class talent </li></ul><ul><li>Content vs. commodity experts </li></ul><ul><li>Ability to understand abstract scientific data and theory </li></ul><ul><li>Willingness to ‘think outside the box’ </li></ul><ul><li>Committed to implementing ideas with passion and enthusiasm </li></ul>
  8. 9. Our People (3) <ul><li>We invest in a program of ongoing professional development for all our writers and editors </li></ul><ul><li>We have earned a strong reputation for high quality, strategically focused medical communications </li></ul>
  9. 10. Our People (4) <ul><li>Our skills include </li></ul><ul><ul><li>Scientific writing for different audiences and media </li></ul></ul><ul><ul><li>Statistical analysis and interpretation </li></ul></ul><ul><ul><li>Data interpretation </li></ul></ul><ul><ul><li>Publication guidelines </li></ul></ul><ul><ul><ul><li>PhRMA, OIG, ICMJE, CONSORT </li></ul></ul></ul><ul><ul><li>Copy editing, proofreading, and formatting </li></ul></ul><ul><ul><li>Quality control </li></ul></ul>
  10. 11. Our Approach <ul><li>Strategic focus with scientific integrity </li></ul><ul><li>Evidence-based </li></ul><ul><li>Media agnostic </li></ul>
  11. 12. Our Mission & Goal <ul><li>Partner with clients to produce and disseminate current and accurate diagnostic and therapeutic information </li></ul><ul><li>Identify relevant educational needs and objectives, develop innovative, comprehensive and strategic educational plans (by joining with respected key opinion leaders) </li></ul><ul><li>Strive to maintain strong professional relationships that foster ongoing program initiatives </li></ul><ul><li>Produce high-quality programs and/or enduring materials for global and domestic healthcare professionals </li></ul>
  12. 13. Our Value Proposition <ul><li>Establish the scientific basis and support for product differentiation </li></ul><ul><li>Build opinion leader infrastructure (global, national, regional, and local) through consulting, training, and education </li></ul><ul><li>Publish and communicate key data and information </li></ul><ul><li>Present scientific and clinical information to target audiences </li></ul><ul><li>Use data , theory , and experience to broaden the message and strengthen the brand image </li></ul>
  13. 14. Tactical Delivery (1) <ul><li>Thought Leader Engagement </li></ul><ul><li>Publication Planning & Manuscript Development </li></ul><ul><li>Managed Care Strategy & Implementation </li></ul><ul><li>Consultative Programming (Advisory Boards & Integrated Programming) </li></ul>
  14. 15. Tactical Delivery (2) <ul><li>Speaker Training Facilitation & Support </li></ul><ul><ul><li>Content, Training, and Implementation </li></ul></ul><ul><li>Multi-media Educational Tool Development </li></ul><ul><li>Live Events, Enduring and Interactive Materials </li></ul><ul><li>High-volume Programming / Speaker Bureau Management </li></ul>
  15. 17. Oncology & Hematology Experience <ul><li>Experience with a wide range of treatments and devices </li></ul><ul><li>Knowledge of and relationships with journals, congresses, opinion leaders, and associations </li></ul><ul><ul><li>Physician-based </li></ul></ul><ul><ul><li>Association-based (ASCO, SABCS, ASH, ESMO, ECCO) </li></ul></ul><ul><ul><li>Centre- and institution-based </li></ul></ul><ul><ul><li>Nurse-based (ONS) </li></ul></ul><ul><ul><li>Pharmacist-based </li></ul></ul><ul><li>Extensive strategic, publications, and communications activities </li></ul>
  16. 18. Publication Planning Experience (General) <ul><li>Oncology/Hematology </li></ul><ul><li>Gastroenterology/hepatology </li></ul><ul><li>Rheumatology </li></ul><ul><li>Infectious Diseases </li></ul><ul><li>Lysosomal Storage Disorders </li></ul><ul><li>Renal Disease </li></ul><ul><li>Cardiology </li></ul><ul><li>Dermatology </li></ul><ul><li>Diabetes </li></ul><ul><li>Neurology </li></ul><ul><li>Pain Management </li></ul><ul><li>Psychiatry </li></ul>
  17. 20. Medical Education Capabilities <ul><li>Peer-reviewed articles </li></ul><ul><li>Monographs </li></ul><ul><li>Supplements </li></ul><ul><li>Abstracts, Posters </li></ul>Publications Sunvalley Communication
  18. 21. Why a Strategic Education Plan? <ul><li>Medical education planning is crucial throughout the product lifecycle </li></ul><ul><ul><li>Continued Brand Essence </li></ul></ul><ul><ul><li>Scientific Credibility </li></ul></ul><ul><li>A comprehensive medical communications strategy is an important step in accelerating product goals year after year </li></ul><ul><li>Creating forums for consistent educational messages and continuously building/strengthening relationships is necessary for the success of a brand </li></ul>
  19. 22. Development of a Strategic Education Plan The patient is central to all stakeholders
  20. 23. Our Value Proposition (2) <ul><li>Establish the scientific basis and support for product differentiation </li></ul><ul><li>Build opinion leader infrastructure (global, national, regional, and local) through consulting, training, and education </li></ul><ul><li>Publish and communicate key data and information </li></ul><ul><li>Present scientific and clinical information to target audiences </li></ul><ul><li>Use data , theory , and experience to broaden the message and strengthen the brand image </li></ul>
  21. 24. Situation Objective
  22. 25. All new product entrants need to determine their path of entry into the market place #1 Market Creation Condition has not been previously treated. No competition exists #2 Market Penetration Market share will be gained from treated population – from existing competition #3 Market Expansion Market share will be gained from untreated or undiagnosed population
  23. 26. Market Belief Product Belief Market Belief Product Belief Market Belief Product Belief Current Launch Indication Post Launch & other Indications
  24. 27. Phase I Publication Planning
  25. 28. What Are the Goals for the Publication Plan? <ul><li>Replicate historical success or establish new publication standards? </li></ul><ul><li>Strategy Development? </li></ul><ul><li>Data Dissemination? </li></ul><ul><li>Message Development and Repetition? </li></ul><ul><li>Infrastructure and Process? </li></ul><ul><li>Gap Analysis? </li></ul><ul><li>Tactical Plan Development? </li></ul><ul><li>Maintain / Evolve Company Presence? </li></ul>
  26. 29. Publication Planning Process Management <ul><li>Create an implementation process and timelines that align with team goals and company systems </li></ul><ul><li>Evaluate current literature </li></ul><ul><ul><li>Analyze Publications for Message inclusion </li></ul></ul><ul><ul><li>Tweak Message for Publication and Target Audience </li></ul></ul><ul><li>Create publication strategy </li></ul><ul><ul><li>Align with medical education strategy </li></ul></ul><ul><ul><li>Align with marketing strategy </li></ul></ul><ul><ul><li>Align with regulatory and clinical strategy </li></ul></ul>
  27. 30. Create an Effective Implementation Process (1) <ul><li>Establish team meeting calendar </li></ul><ul><li>Identify and prioritize current and new projects </li></ul><ul><li>Align projects with publication strategies and competitive analyses </li></ul><ul><li>Create routing and approval lists </li></ul><ul><ul><li>Editorial, Clinical/Medical, Regulatory, Marketing </li></ul></ul>
  28. 31. Create an Effective Implementation Process (2) <ul><li>Initiate article development process </li></ul><ul><ul><li>Create and approve executive summary </li></ul></ul><ul><ul><li>Draft 1 internal and author reviews </li></ul></ul><ul><ul><li>Draft 2 internal and author reviews </li></ul></ul><ul><ul><li>Sign off </li></ul></ul><ul><ul><li>Manuscript submission </li></ul></ul><ul><li>Evaluate success upholding process and meeting strategic objectives </li></ul>
  29. 32. Evaluate Current State (1) <ul><li>Disease state and competitor evaluation </li></ul><ul><ul><li>Determine methodology for initial information gathering and routine updates </li></ul></ul><ul><ul><ul><li>publications, positioning, message, authors, journals, etc </li></ul></ul></ul><ul><ul><ul><li>Determine competitive set (current and future) </li></ul></ul></ul><ul><ul><ul><li>Product data / publication gap analysis </li></ul></ul></ul><ul><ul><ul><li>Message development </li></ul></ul></ul><ul><ul><li>Primary and secondary messages and preferred citations </li></ul></ul><ul><li>Development of reference binder and overall and specific scientific narrative </li></ul>
  30. 33. Evaluate Current State (2) <ul><li>Product data and timing assessment </li></ul><ul><ul><li>Clinical data availability </li></ul></ul><ul><ul><li>Filing status updates </li></ul></ul><ul><li>Publication strategy development </li></ul>
  31. 34. Establish a Relational Database <ul><li>Conduct internal needs assessment to determine desired functionality and user preferences </li></ul><ul><li>Must include: </li></ul><ul><ul><li>Journals, Congresses, Messages </li></ul></ul><ul><ul><ul><li>Includes sub-messages, and preferred citations </li></ul></ul></ul><ul><ul><li>Brand strategies </li></ul></ul><ul><ul><li>Authors </li></ul></ul><ul><ul><li>All proposed, in progress, and completed projects and associated details </li></ul></ul><ul><ul><ul><li>Abstracts, posters, pivotal manuscripts and secondary manuscripts </li></ul></ul></ul>
  32. 35. Team Structure, Ramp-up and Staffing
  33. 36. Organizational Structure and Staffing <ul><li>Multidisciplinary team model with two major areas of staffing </li></ul><ul><ul><li>Dedicated account teams comprised of business management and content development personnel </li></ul></ul><ul><ul><li>Centralized support staff of meetings, editorial, and creative teams </li></ul></ul><ul><li>Flexible team growth model with decisions made collaboratively with client as business expands </li></ul><ul><li>Staffing to meet the needs of the customer and the target audience – not the medical education company </li></ul>
  34. 37. Content Development Specialists <ul><li>Based on scope of work and timing, our resources </li></ul><ul><ul><li>All medical writers have deep experience in the specific therapeutic area and disease indication </li></ul></ul><ul><ul><li>Scope of experience includes manuscripts (primary and secondary), monographs, abstracts, posters, competitive backgrounders, etc. </li></ul></ul><ul><ul><li>Experience with physicians, nurses and pharmacists </li></ul></ul><ul><ul><li>Established working relationship with all selected writers </li></ul></ul>
  35. 38. Reasons for Selecting Sunvalley Communication
  36. 39. Why Us? (1) <ul><li>Experience </li></ul><ul><ul><li>Accessibility to relevant therapeutic information – limited ‘ramp up’ time required </li></ul></ul><ul><ul><li>Significant lifecycle management planning and publication planning expertise </li></ul></ul><ul><li>Effective, time-tested Systems and Process </li></ul><ul><ul><li>Standardized processes in strategic planning, publication planning, budget management </li></ul></ul><ul><li>Team </li></ul><ul><ul><li>Team built to meet the needs of Brand </li></ul></ul><ul><ul><li>Resources ready to begin immediately </li></ul></ul>
  37. 40. Why Us? (2) <ul><li>Strategic Thinking </li></ul><ul><ul><li>Proactive, long-term planning driven by clinical trials </li></ul></ul><ul><ul><li>Parallel with overall communication and education plans </li></ul></ul><ul><li>Scientific Understanding </li></ul><ul><ul><li>Experienced staff of scientific writers, editors and consultants </li></ul></ul><ul><ul><li>Specific to therapeutic area </li></ul></ul><ul><li>Sophisticated Application </li></ul><ul><ul><li>Effective decision-making </li></ul></ul><ul><ul><li>Transparent review process </li></ul></ul>
  38. 41. Why Us? (3) <ul><li>Based in North America </li></ul><ul><ul><li>Global capabilities (North America, Europe, Asia) </li></ul></ul><ul><li>Evidence-based approach </li></ul><ul><ul><li>Broad therapeutic areas of expertise </li></ul></ul><ul><li>Media agnostic perspective </li></ul><ul><ul><li>Grounded in publication planning management and adult learning principals </li></ul></ul><ul><li>In-house/network services and technologies </li></ul><ul><ul><li>Efficiency and quality control </li></ul></ul>
  39. 42. Why Us? (4) <ul><li>Our team provides unprecedented marketing experience to our clients, providing them strategic guidance and counsel , and guiding our recommendations to exquisite tactical execution. </li></ul><ul><li>As our clients’ corporate citizens, we are dedicated to upholding their fortitude as responsible healthcare-related marketers. </li></ul>
  40. 43. Why Us? (4) Medical Content & Strategy Speakers’ Bureaus Professional Society Meetings Publications Strategic Partnerships Sales/MSL Training KOL Science Integrated Portfolio of Offerings Disease Education
  41. 44. Why Us? (4) Therapeutic Diversity and Experience (2008) Cardiology (6%) Oncology / Hematology (36%) Other (16%) Endocrinology (12%) Vaccines/Infectious Disease (17%) Neuroscience (13%
  42. 45. <ul><li>Thank you for your attention </li></ul><ul><li>To receive more information, please contact our team </li></ul><ul><ul><li>Sunvalley Communication </li></ul></ul><ul><ul><li>4960 South Gilbert Rd </li></ul></ul><ul><ul><li>Suite 1286 </li></ul></ul><ul><ul><li>Chandler, AZ 85249 </li></ul></ul><ul><ul><li>480 626 7218 </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul>