189_PROM002 MAPS 2018 US Poster 16Feb18_rev1.pdf (867.63 kB)
Managing communications activities for a multi-drug, multi-indication oncology portfolio
poster
posted on 2018-02-25, 17:51 authored by Kelly Crispin-Kelly, Eli Berdougo, Jennifer Davis, Philip Joseph, Suhaida Selamat, Brian FalconeObjective: To describe an effective approach that addresses the challenges and needs
associated with managing the communications activities for a multi-drug, multi-indication
oncology portfolio.
• Challenge/problem: Oncology agents hold a distinct position in the pantheon of
therapeutics, as many of these agents can treat >1 type of cancer. Correspondingly,
communication strategies surrounding these agents present a unique challenge in
that information must simultaneously maintain a consistent scientific narrative for
the drug itself while meeting the specific needs for the differing tumor types. This
problem is further complicated when a franchise of agents is considered.
• Solution: In collaboration with a medical communications consultancy partner, a
multi-pronged strategy for aligning scientific messaging among key oncology brands
was developed. Key components of this strategy included: (1) development of and
achieving consensus on a core clinical narrative for each agent; (2) alignment of
the scientific platforms to the consensus narratives; (3) development of medical
objectives based on the communications needs; and (4) creation of a unified
communication strategy that capitalizes on synergies within and between agents.
Novel strategies for developing consensus and tracking metrics will be discussed.
• Outcome: Consensus was reached quickly, informed by novel live and virtual
interactions in 2016-2017. Communication plans were subsequently developed and
actioned, and metrics were monitored over time. Plan revisions were minimal and
consistent with natural expansions of brand strategy.
• Benefit: A collaborative unified approach to a portfolio strategy for communicating
key scientific messages for oncology assets proved to be an effective and efficient
means of disseminating pertinent information.