Transcript Integrating Communication/Publication Strategy as Part of

Integrating Communication/Publication
Strategy as Part of HEOR Strategic Plan
Robert J. Matheis, PhD, MA
Executive Director, Global Scientific Communications Celgene Corp.
Past President, International Society for Medical Publication Professionals (ISMPP)
Disclosure
The views and opinions expressed in this
presentation are my own and do not necessarily
reflect those of Celgene Corporation.
Agenda
Why is integration critical?
What are best practices?
What can I begin doing today?
Why is integration Important?
In the beginning. . .
• Providers were healthcare decision makers
• Provider decisions primarily determined access to medicine
• We aimed to inform physicians on research, education, and communication
Why is integration Important?
Why is integration Important?
Healthcare (globally) costs are unsustainably high.
We don’t have the resources to manage
costs and needs.
There are many stakeholders in
today’s healthcare environment.
There is no room for error.
Why is integration Important?
Scientific and Medical Evidence Support
Optimal Treatment Decisions and
Product Access
It’s all about communication.
Why is integration Important?
Are You A Communicator?
Scientific Publications Planning
Research & Data Generation
There are many capabilities that contribute to
medical communication and education.
We all have a role in orchestrating the delivery
of value proposition.
Medical Writing
What are best practices?
How do we communicate?
Point 1: Tell the entire value proposition story.
What are best practices?
Efficacy vs. Effectiveness
Communication is
critical.
Laboratory
Real World
Don’t keep the journal in
the dark.
Point 2: Inform your reviewer what part of the story you are telling.
What are best practices?
Clinical Plan
HEOR/Market Access Plan
Point 3: Value proposition is not additive it is integrative.
What are best practices?
Its not a book. It’s a chapter of a larger story.
Point 4: Its never just one research study or publication.
What are best practices?
There are many
tools available.
Point 5: Know your location in the evidence continuum.
Select the right tools for the right need.
What are best practices?
Collaborate. The “Book Ends.”
Write
Identify gap
Generate
Data
Publish
Point 6: Capabilities must work together.
What are best practices?
In a 2014 survey of large pharmaceutical companies…..
Only half engaged multiple
stakeholders at the time a
HEOR study was being
conceptualized.
We can do better.
What can I do Today?
Five items to take with you.
1. Start with the end in mind. Ask BIG questions.
2. Communicate with EVERYONE. Make your intentions clear.
3. Develop science and EDUCATION not projects.
4. Remember the “book ends”. Research and publish to fill GAPS.
5. Don’t forget the PATIENT. They are payers too!
Thank you.
What questions do
you have for me?
Robert J. Matheis, PhD, MA
Executive Director, Global Scientific Communications Celgene Corp.
Past President, International Society for Medical Publication Professionals (ISMPP)