Dedicated Publication Planning Analytics Part 1
In the previous article we talked about the necessary metrics for Field Medical professionals (MSLs). Now we’ll show how dedicated medical affairs analytics can be used by headquarters’ publication planners to support key objectives
The 4Ws of Publication Planning
To publication planners, content is king. How you choose to represent that content in order to effectively communicate the information is both a challenge and art. Which specific meetings, which journals and when, in what format and by which KOLs are all critical decisions for publication planners.
Making the right decisions so that your data are meaningful and impactful for readers and conference attendees requires comprehensive information and analysis – “Medical Affairs Analytics.”
Let’s look first at the what, who, when and where of Medical Affairs Analytics and how these data apply to Publication Planning. Later we’ll look at specific analytic tools to help you address:
- What: Your data are the centerpiece of all scientific communications, and publication planners need to choose wisely which aspects to highlight in specific venues. For example, pharmacokinetics and pharmacodynamics may resonate with one audience, while improvements in quality of life will be more engaging to another. A comprehensive literature survey can reveal the most-discussed drugs or molecules in any therapeutic . Further analysis can determine which of their attributes are most relevant to particular publications. Using that information helps you build a publication plan that bridges knowledge gaps or taps into ongoing scientific conversations in a way that ensures your data is relevant in the context of current scientific conversations.
- Who: Generating your data starts with the scientists leading your research efforts and, ultimately, presenting and publishing this information as part of your plan. Surveying a decade of data can identify the most prolific authors and speakers, segment them by therapeutic area, their research with specific drug class, where they have published and assess their current and historic activity in those areas. It also identifies which academic institutions or pharmaceutical companies are publishing and presenting in your areas of interest. Consequently, with good medical affairs analytics, you can select principal investigators to conduct studies and speakers and lead authors to present data. You can even identify emerging competitors.
- When: Reviewing the communications activities in the years before and after a highly successful drug launch can help you develop a timeline of launch activities and its key elements. Analyzing competitors’ communications starting three years before a launch should reveal who those companies talked with, which scientific leaders were enlisted, who co-authored papers, where they presented and published and what they said. Such analyses are integral to publication planning and help time your communications for events (like launch activities and conferences) and ensure physicians anticipate your product.
- Where: Publishing in leading journals isn’t always ideal. Their prestige is largely irrelevant if you miss your target audience. Likewise, tracking scientific communications from a global to a granular, local level to identify thought leaders and opportunities is vital as pharmaceutical manufacturing nations become developer nations. Planning your publication schedule based upon analytics – listing key scientific endpoints and timing communication to the venues that meet your goals – helps ensure your publication plan incorporate the elements that resonate with your intended audiences. Building an analytic-based publication plan not only supports your decisions, but helps you collaborate more effectively with other departments to ensure they have the scientific material – posters, papers, for example – to support their own outreach activities.
Dedicated Medical Affairs Analytics
Answering the “what, who, when and where” of publication planning is easier with a dedicated analytics tool box designed specifically for Medical Affairs professionals. With analytics tools focused on Medical Affairs, publication planners can make strategic decisions supported by concrete, objective findings, and avoid “opinion-based” decisions that we so often must deal with.
Discovering the metrics that matter to Medical Affairs publication planners requires a deep dive into the data, but confers a competitive advantage that helps you deliver the right information to the right audience at the right time. And that constitutes success
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