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An introduction to Publication Planning and Sunvalley Communication.

An introduction to Publication Planning and Sunvalley Communication.

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Optimizing Publication Planning Introduction Va Optimizing Publication Planning Introduction Va Presentation Transcript

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