Susan PacconiSenior Manager, Global Scientific
Communications, Celgene Corporation
March 27, 2015
Making it Fit: Building Integration, Collaboration, and Trust among HEOR and Scientific Publications Teams
Disclosures
Please note that the views and opinions expressed in this presentation are my own, and do not necessarily reflect those of Celgene Corporation.
So, by now it’s loud and clear, HEOR and Scientific Publications Plans are similar, but clearly different
The Steps in Publication Planning may be similar, but there are clear differences in HEOR and scientific publications:
AudienceAnalysisClinical Trial vs Retrospective vs ProspectiveWriting StyleTarget journalsTiming
HEOR and Publications Reporting Structures
Reporting structures are variable for HEOR teams
Does this impact your teams ability to plan and communicate cohesively?
ISMPP survey and roundtable discussion 2013
The Obvious Differences
HEOR isn’t Clinical and Clinical isn’t HEOR
Be open to what works versus trying to
retrofit
• New England Journal isn’t looking for
the same information as
Pharmacoeconomics
Provide the right content, to the right audience, in the right journal
The Right Content
Medical/Clinical HEOR
Efficacy Health Utility
Safety Pharmacoeconomics
Overall Survival Cost Effectiveness
Adverse Events Direct/Indirect Costs
Weigh out the content appropriately for your reader.
The Right Audience
Medical/Clinical HEOR
Physicians Payer
Nurses P&T Committees
Pharmacists Employer
Patients Patient
Students Government
Patient Advocacy
Some audiences overlap. It’s important to consider your primary audience when writing the publication.
The Right Journal
Knowing the Right Target Saves Time and Resources
Of note: with HEOR’s growing importance, many of the top scientific journals are starting to publish HEOR.
Medical/Clinical HEOR
NEJM American Journal of Managed Care
Leukemia Value in Health
JAMA Journal of Health Economics and Outcomes Research
Annals of Internal Medicine Journal of Managed Care & Specialty Pharmacy (JMCP)
British Medical Journal American Journal of Health-System Pharmacy (AJHP)
Nature Journal of Clinical Epidemiology
HEOR & Traditional Publications Should be Planned Together
Sources of Data are Vast and Far Reaching
Pu
blic
atio
ns
PharmacistsNurses
Payers
HCPs
Scientists
Patients
StudentsCaregivers
Gold Standard:RCTsReal World Evidence Real World Evidence
HEOR research provides Real-World Data to external stakeholders casting a wider net beyond traditional publications— covering current scientific, health economic, and health policy research
How do we INTEGRATE the two?
Identify your key players in the HEOR and Publications teams
• Communicate effectively and efficiently
Ensure alignment on the development and delivery of publications
• Participate in meetings together and share updates/key learnings
Make the integration part of the teams goals and objectives
• If you know their plan, and they know yours, it becomes ONE Plan
Interplay Between the Teams—Communication Should be Multi-Directional
As a Medical Writer, Publications Professional, Journal Editor, Statistician, HEOR/CRO, how do you open the lines of communication?
The Steps to COLLABORATION
5 Steps to Successful Collaboration
1. Identify the right type of collaboration for your particular team
2. Secure leadership support in your goals
3. Use great process, but be flexible!
4. Allow time
5. Reset the dial when necessary
http://www.greenbiz.com/blog/2013/02/19/5-steps-successful-collaboration
Lead the way and IMPLEMENT Change
So, let’s get to the tough question.
Why aren’t we comfortable sharing strategy?
Transparency
Trust
Territory
When Vision Becomes Reality
The importance of alignment among colleagues isn’t much different than Ford’s vision of the value of an assembly line
Produce ResultsTeamwork/ImplementationIdentify a Gap or Need
Do you see the parallels?“Ford had a global vision, with consumerism as the key to peace. His intense commitment to systematically lowering costs resulted in many technical and business innovations”
http://en.wikipedia.org/wiki/Ford_(person)
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Planning Makes the Seemingly Impossible, POSSIBLE
Include HEOR in all publication planning & vice versa
Communicate frequently and participate in strategic discussions
Agree upon appropriate target congresses/journals
Manage the timeline by proactively managing the team Statistics Medical Clinical Vendors Authors
Planning makes the impossible POSSIBLE!
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