The Situation

Wability was hired by a biotechnology client to take on the entire function of Medical Affairs including drug safety and Phase IV program for a novel inhalation therapy. The main challenge of this engagement was linked to the unique nature of the new therapy. The therapy required a significant degree of preparation in a relatively short period of time. The challenge with this situation was heightened because the unique and innovative nature of this therapy was not well understood by the medical community.

Strategy

A Wability team of expert medical and marketing professionals was formed to undertake this project. An extensive review of the product’s medical information and clinical data was conducted. Several tools including news flashes, recruitment packages, investigator slide packs, teleconferences, Internet marketing and periodic meetings with all involved were used to develop a comprehensive marketing plan and build awareness of the therapy. Wability also designed and implemented multiple-objective studies to enhance the Phase IV program.

Solutions

Because of the unique nature of this therapy, and the exceptional challenges it presented, establishing a top-notch team was viewed as a critical factor in our approach to this project. Our team assisted the client in the development of a strategic product position, enabling key medical professionals to better understand the unique benefits of the product as well as its appropriate indications and usage.

Additionally, our team developed a cutting-edge response matrix addressing inquiries about the new therapy. In as much as the process of exchanging information was an important factor in the completion of accurate and timely safety reports, it was also key in encouraging investigators to enroll patients in the newly designed Phase IV studies.

Success