A Valuable Tool in Preparing the Market for a Drug Launch
Science branding establishes a unified scientific concept with key messages in a powerful, memorable, and intuitive manner that independently stimulates adoption of the new drug.
By Edward Perper, MD, and William R. Hahn
By applying product branding principles, pharmaceutical companies have enjoyed the benefit of producing blockbuster products for over a century. More recently, science branding has emerged as an important element in the branding process of selected pharmaceuticals, particularly those with novel or complex science issues. The purpose of science branding is similar to that of product branding, namely, to differentiate the compound in the minds of the target audience in a specific and compelling manner that results in greater adoption. While product branding focuses on a variety of compound attributes, science branding specifically focuses on the scientific rationale for utilization of the compound in a specific disease state. The goal is to establish a unified scientific concept with key messages—using both words and images—regarding the compound's science in a powerful, memorable, and intuitive manner that supports product branding messages and independently stimulates adoption of the drug.

Science branding creates a scientific rationale—a “reason to believe”— that complements and explains the compound's clinical trial results. Science branding can be an essential tool in achieving product launch success.

Awareness, Acceptance, Anticipation, Adoption
Because the patent life of newly approved drugs is brief, companies must recoup research costs as soon as possible after approval and maximize lifetime sales. In fact only 2 in 10 approved drugs bring in enough revenue to recoup the cost of research and development.1
Prelaunch market preparation activities, including science branding, are essential to product success. Awareness of the compound’s science often begins with published articles in peer-reviewed journals. Other approaches include introducing the science of a new compound at medical congresses, either in session or at a company-sponsored scientific exhibit booth. Acceptance of the scientific rationale underlying the clinical trial results ideally follows multiple exposures to both science branding messages and positive clinical efficacy and safety data.

At launch, much attention is paid to the rate of adoption and the number of new prescriptions. (See Figure 1. on TOOLS) This early adoption curve is a predictor of overall lifecycle revenue. A well-designed science branding campaign in combination with clinical data will create the attention and excitement necessary for early adoption.

Science Branding Components
A systematic approach to science branding is essential to creating a powerful science brand that is both scientifically accurate and effective. We recommend the first phase in the science branding process to be development of a Science Foundation. We have found this to be one of the most valuable tools in the new compound commercialization effort. The Science Foundation is composed of content and visuals necessary to communicate a simple main science concept and a limited number (4 to 6) of key supporting science messages that tell the story of the compound’s science in an intuitive and memorable manner. A selected number of key visuals to support the main science concept and supporting science messages should be developed and will become critical components of the science branding portfolio. The Science Foundation is, as its name implies, a solid foundation for communication programs, both before and after NDA approval.

The methodology for achieving the Science Foundation differs among agencies. Here again, a systematic approach is highly advantageous. Many advertising agencies utilize workshops or advisory boards. Leading science agencies focus on providing a more in-depth, iterative process involving key thought leaders. We believe that involvement of carefully selected internal and external thought leaders at the beginning of the science branding process is critical to its success.

Validation of both the content and graphics is essential before finalizing the communication strategy, including the science branding strategy, and custom tactics. Well-known validation methods include traditional market research using focus groups, presentation at advisory board meetings, scientific council meetings, and face-to-face meetings with thought leaders. It is important that all target audiences be included and the content conform to preapproval regulatory guidelines. In addition, keep in mind that the overuse of focus groups may be considered promotion by the regulatory authorities.

Once the content and graphics have been validated, it is important to build a communication strategy to address the needs of each target audience. The science communication strategy should be integrated with your publication strategy and product branding strategy. Tactics are determined by target audience needs, the complexity of your messaging, delivery channels available, regulatory and legal requirements, time before expected approval, and budget.

Characteristics of Effective Science Branding
The science issues underlying many investigational compounds can be extremely complex (see Figure 2). Although physicians want to understand “how the drug works,” they are not interested in overly scientific or complex explanations. Two reasons for this are 1) practicing physicians, especially primary caregivers, don't have deep scientific knowledge, and, 2) busy practitioners don’t have patience for extended scientific discussions. Nevertheless, healthcare professionals greatly value understanding the latest science regarding diseases they treat in the clinic as well as the mechanisms by which new compounds treat these diseases. The challenge for the science branding team is therefore to simplify the scientific complexities of the disease and the compound without oversimplifying, while maintaining strict adherence to scientific accuracy.

An effective science branding campaign has a single unified science message that can be expressed in fewer than 25 words. That succinct message must communicate the scientific rationale for the compound for treatment of a specific condition while simultaneously differentiating and distinguishing the compound from its competitors. The next layer of the verbal form of science branding is a limited number (4 to 6) of key supporting science messages that sequentially hang together to tell a coherent and more detailed story that supports the scientific concept. The last layer of communication is a visual one. Effective science branding must also include a number of graphical elements carefully selected to visually support the unified scientific concept and the key supporting science messages. Such graphics are most effective when they are simple, easy to remember, and are strongly related to well-known scientific concepts.

Building Effective Communications
Effective science branding communications begins with a thorough understanding of your target audience’s needs, perceptions, understanding of the science, educational channel preferences, and current prescribing behaviors.
Each audience should receive customized communications based on their individual needs. For example, specialist physicians usually desire a more in-depth science explanation than would a primary care physician. Primary care physicians respond better to programs that focus on the clinical results.

Due to tight communication budgets, it is recommended to first build a library containing a lexicon of terms, thought leader audio and video, 2D graphics, and 3D animation. If it is built and managed correctly, you will be able to amortize your investment by building more effective and lower-cost communication programs throughout the prelaunch and postlaunch periods.

Communication Options
Selection of content, media, and channel for pre-approval science branding programs are determined by the commercialization team, budget, and regula- tory/legal guidance. Some choose a conservative approach that may include publications and grants for CME and others may choose a more aggressive campaign that maximizes disease state messaging through the use of a disease state Website, scientific exhibits, science liaisons, and symposia.

Internal and External Audiences
Both internal and external audiences require a consistent, validated understanding of the scientific information surrounding your compound expressed in both words and visuals. Internal audiences consist of employees, agencies, and other supporting companies under contract. These include domestic and global employees, consultants, investigators, and partner agencies. External audiences are composed of physician practitioners, allied health professionals, managed care organizations, regulatory agencies, key opinion leaders, educators, and other stakeholders.

Overzealous Regulatory and Legal Compliance
In today’s sensitive regulatory environment, companies are creating and enforcing strict regulatory guidelines for content intended for external communication. In some cases, this has led to complete cessation of preapproval communications. A common mistake is the application of postapproval off-label regulations to preapproval communications. Current FDA regulations of preapproval communications allow for the “dissemination of scientific findings in scientific or lay media.”2 An important caveat is that such communication programs must not contain any form of promotion or implied claims of safety or efficacy.

Pitfalls and Land Mines
It’s been our experience over the past decade that many companies encounter similar communication challenges in the prelaunch period. These include functional silos, understaffing and staffing changes, communication breakdowns, short production timelines, unanticipated medical/legal regulatory review issues, and limited budgets. In many cases, these challenges occur a year to 18 months before launch and just after positive data has been received for a pivotal Phase III clinical trial. It’s at this time that market preparation budgets are released, additional vendors are selected, the launch staff is increased, and audience communication tasks are assigned.

Summary
Science branding has become an essential component of product branding for selected compounds, especially those that have novel or complex science issues that must be well understood by prescribers in order to provide them with a scientific “reason to believe.” A systematic and methodical approach is the key to development of science branding elements that effectively differentiate a new compound in the minds of prescribers. Both market preparation and postlaunch activities benefit from the input of a specialized science branding agency. The true measure of success is a high early adoption rate at launch and increased sales over the lifecycle of the product.

FOOTNOTES
1 J. Vernon, J. Golec, and J. Dimasi,"Drug Development Costs When Financial Risk Is Measured Using the Fama-French Three Factor Model,"" Unpublished Working Paper, January 2008.
2 Food and Drug Administration, Code of Federal Regulations Title 21, Volume 5, 21CFR312.7a

Edward Perper, MD, is CEO of Science Branding Communications, based in Colts Neck, NJ. He can be reached at eperper@sciencebranding.com.

William R. Hahn is the company’s President; he welcomes comments at bhahn@sciencebranding.com.