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Case Studies
Case Study #1: Turnkey Publication Resource Program
Turnkey Publication Resource Program Clinical Perspectives on Acute Asthma Therapy: Solu-Medrol
**Selected as a “Best Practice” by Pfizer Diversified Products Worldwide Marketing**
Situation
Solu-Medrol® is a globally marketed product with a rich clinical history. It is a mature product and as such, minimal funding was available to initiate clinical development. This caused a decline in the number of current, promotionally relevant publications. In many countries, Solu-Medrol was still an important promoted product, with asthma and COPD as key indications. Marketing teams in these countries sought new published clinical information from the Worldwide Medrol Team that they could leverage to drive local Solu-Medrol sales.
Task
Identify and implement and economical way to provide new information and product-related materials to interested local teams for distribution to key market places.
Action
Planning and Program Development
- Premier Healthcare working along side the Worldwide Medrol Team developed the program in response to the needs of the key international markets for Solu-Medrol (i.e. countries with high sales of Solu-Medrol that could either maintain or increase those sales)
- Asthma and COPD were identified as key indications for these important markets
- Three key opinion leaders were identified who had worked on a different clinical aspect (asthma or COPD) of Solu-Medrol in the past, and were involved in a landmark trial or participated in developing global guidelines for asthma and/or respiratory groups
- Premier Healthcare contacted the KOLs by phone and email and interview them using an outline developed by Premier and approved by the Medrol Team. The interview began with an overview of a specific landmark clinical trial, and then progressed to cover their clinical development programs since that time.
- The interviews’ main objective was to link past and present to generate fresh clinical information
- The interviews were developed into a CME-type publication designed in similar fashion to a presentation at a medical meeting. The information included:
- Standard therapy for the treatment of exacerbations of the disease
- Best therapeutic options for the treatment of exacerbations of the disease
- Additional information about Solu-Medrol
- Once approved by the Worldwide Medrol Team’s regulatory committee, the publication was distributed via CD-ROM
