Case Studies : Healthcare/Pharmaceutical/BioTechnology

Novartis Pharmaceuticals Corporation

The Challenge
Novartis Pharmaceuticals Corporation, an enduring CommCore client since 2002, sought our presentation training to prepare its medical specialists to give peer-to-peer talks on cardiovascular disease research and development. One of Novartis’ and key opinion leader speaker bureaus distinctive areas of innovation was hypertension treatment, and its Diovan and Lotrel medications were leaders in this market.

Novartis developed the Patient Integrated Learnings (PILs) case-based program, in which specialists in cardiology, nephrology and endocrinology presented the latest medical data to their healthcare peers in small group or dinner environments. Novartis sought CommCore’s experienced consultants to deliver rigid speaker and facilitation training to coach their physicians for these PILs presentations.  

The Strategy
CommCore’s experience in delivering customized, peer-level communications coaching to leaders in the medical and scientific fields enabled us to develop a unique presentation and facilitation skills program.  While our coaching modules and communication theory are practical and applicable to any situation, we focused on rehearsing the types of presentations that the physicians faced most often: complex scientific talks in interactive, small group environments among medical professionals.

CommCore’s program was designed to enhance each presenter’s ability to educate peer audiences on the latest scientific data on hypertension and its Diovan and Lotrel products.  The workshop included teaching distinct skills of a facilitator.  Our coaching targeted the specific areas of the participants’ presentations that could benefit from additional refinement, such as highlighting key points on a complex slide, presenting scientific information, developing a compelling opener and preparing for difficult questions.

The Results
CommCore successfully conducted over 250 workshops for Novartis.  We trained over 5,000 physicians in 25 cities.

• Key opinion leaders delivered and facilitated more clear and compelling talks and discussions that raised the level of care for hypertensive patients.
• Diovan is currently the #1 prescribed medication in its class by cardiologists and primary care physicians, despite its second place entry into the market.
• Since 2002, Lotrel has been the #1 fixed combination treatment for hypertension in the US.

Testimonials

• ”This was an excellent informative presentation; the moderator was very effective in getting his point across and was very interesting.”
  Sheldon Lebovitz, MD

• “I truly enjoyed the course; [it was] engaging and friendly. Excellent interaction!”
  Gabriel Fernandez, MD

• “Much more interesting and focused than the typical speaker presentation skills seminar.” 
  Edward Julie, MD

Services Provided

Facilitation Skills Training

Presentation Skills Training

Tylenol

Tylenol remains a one-word example of the best aspects of Crisis and Public Relations. It’s a case study for both business and public relations schools. But why, since it’s still an unsolved crime.

Johnson & Johnson, the maker of Tylenol, made all the right moves.  Management first communicated the appropriate care and concern for those who had been poisoned. They removed products from the shelves and took measures that were stronger than those recommended by law enforcement authorities.

CommCore CEO Andrew Gilman was one of the lead consultants assisting J&J throughout the communications process.  First, Andrew conducted Media Training for teams of J&J managers who were asked to go to local markets and explain the comeback strategy, including the tamper resistant packaging.  Gilman then was asked to work with CEO James Burke to prepare for the most critical communications efforts:  National press conference to announce the reintroduction of Tylenol to consumers, as well as specific rehearsal for the make-or-break “60 Minutes” interview.  

CommCore’s role was to help decide on the best and most powerful messages, rehearse and coach the CEO for the most important business communications that J&J had faced to date. The results speak for themselves.

Services Provided:

Media Skills Training

Public Relations

Crisis Communication

Lipitor

The Challenge
Launching a new drug into a crowded market is always a challenge.  In 1999, Parke-Davis (Warner Lambert) were ready to launch what we now refer to as the largest selling medicine for treating high cholesterol.

Yet, when approved by the FDA, it was not the first drug in the “statin” category. Therefore, the public relations and communications efforts had to include an extensive and creative outreach and education campaign to reach both lay and scientific audiences across the globe.   

The Strategy
With messages to develop and refine, and hundreds of spokespeople to train, CommCore worked with the clients to provide a deep bench of experienced consultants to deliver consistent advice and coaching in scores of locations throughout the U.S. and abroad.

CommCore was tasked with collaborating with the public relations agencies, product managers, in-house corporate communication specialists, management, as well as logistics companies and investor relations firms to implement this large-scale training initiative.  We were able to coach internal and external spokespeople, clinical trial investigators, key opinion leaders and even celebrities and athletes.

The Results
CommCore was part of the launch and ongoing communications team, successfully conducting workshops over several years.   

• Key opinion leaders spoke in consistent and understandable terms to reach the millions of potential patients who suffer from high cholesterol and related heart ailments
• Lipitor remains the most successful selling pharmaceutical in history
• Since its launch, CommCore has continued to coach counsel and advise spokespeople and scientists to speak to issues, advancements and patent status
• CommCore has coached spokespeople throughout the U.S. and in most countries where the drug is marketed
• By 2008, revenues were more than $13 billion with 26 million Americans prescribed to the drug.

Services Provided:

Media Training

Presentation Skills Training

Message Development

Industry: Healthcare / Pharmaceutical