Case Study

Outcomes beyond the scientific platform: gaps in educational tools for physicians and payers

Outcomes beyond the scientific platform: gaps in educational tools for physicians and payers
Cello Health Communications
STRATEGY & STORY

THE CLIENT

US team from a global pharmaceutical company preparing for launch of transformational, first-in-class treatment for dyslipidaemia, in partnership with a US-based alliance partner

 

THE BUSINESS CHALLENGE

The US team at both alliance partners suspected that they would have unique communication needs, and the global team had not created a scientific platform telling the story of the product. The team lacked a clear narrative focus for their communications programming

THE APPROACH

We implemented a scientific platform development process involving a range of stakeholders across both alliance partners in the United States, and uncovered 2 critical communications gaps: 1 was the need to educate cardiologists on the new technology of the product (although used by other specialties, this was the first such product for this specialty), and the other was the need to educate payers on unmet need and burden within specific subpopulations targeted within the clinical trial program. Two separate workstreams involving both alliance partners were created to craft audience-specific content to address specific communications of these audiences


THE RESULT

Development of 2 distinct core educational slide decks that provided the foundation for scientific field team interactions as well as medical communications tool and resources in support of the pending launch

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