Over the past decade, medical communications have evolved from a publication-planning activity into a strategic vision of driving scientific communications across multiple platforms and phases of a product's lifecycle. Likewise, medical affairs teams are embracing new technologies to transform.
Medical Communication strategy and plan is a process for aligning Medical Communications with the product's overarching Medical Strategy. Its overall objective is to establish a coherent and consistent centralized scientific narrative for various dissemination channels (traditional and digital).
Difference between discrete Medical Communications deliverable’s and an Integrated Communications Strategy and plan:
Discrete Medical communication deliverable | Integrated communication strategy and plan |
Plans for publications, congresses, and scientific communication platforms existing independently or with minimal connectivity | Organizes the communication plan in a way that encompasses all of the distinct deliverables and ties them together in a seamless way |
Created in silos with limited cross-functional interaction | Developed in consultation with medical strategy teams, as well as cross-functional stakeholders inside and outside of medical affairs. |
Planned with a focus on shorter-term goals. May not align with long-term medical and product objectives . | Focuses on both short- and long-term goals and is fully in alignment with the larger product, medical, and digital strategy. |
Currently, medical affairs teams are working closely with cross-functional teams like R&D and medico marketing to create discrete medical communication deliverable s. However, iMC S/P is a strategically designed approach designed to facilitate effective work by the medical affairs team within the context of data milestones and addressing the educational gaps.
Structure and components of iMC S/P:
Step-1: Define objectives: Determine the key scientific communication priorities and objectives for the product and the therapeutic area.
Step-2: All objectives are aligned with the overall product vision, the product strategy (Product/Brand strategy), the TA strategy, and strategic pillars in the SCP.
Step-3: Identify target audiences (HCPs, KOLs, Digital Opinion Leaders, payers, policy holders, patients/caregivers).
Step-4: What sources do they trust and use? (Peer-reviewed journals, scientific congresses, social media, symposia, societies, physician networks).
Step-5: Identify focus areas, detail tactics and implementation plan.
Step-6: Define and measure success
Representation of iMC S/P work flow
Collaboration of Medical Affairs teams and Medical strategy plays a significant role in ensuring that a consistent and cohesive scientific narrative is communicated to the right stakeholder/target audience at the right time and across the right channels, formats, and touchpoints.
References:
MS-MC-BL-22-5