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!