Please login to the form below

Advance the way you work with your experts

Written by Jan Steele PhD, operations director, Lucid
In this era of change, where we often focus on ‘new stakeholders’, the art and science of working with medical experts and ensuring that your relationship is productive for both parties is often neglected. However, there is still an important place for knowing your experts and working with them on carefully chosen projects to ensure a strong partnership.

Why work with experts?
Essentially, medical experts will lead change. For example, it will be these experts who will discuss the appropriate and effective use of new medicines. Similarly, when there are new data in a therapeutic area, it will be the experts who interpret the data and explain to other healthcare professionals what these data mean for their clinical practice.
What’s more, experts hold the key to effective working: they are the people who can help you have really good insight into the diseases you are treating and the medicines you are developing/commercialising.

For many of the experts, working with pharma not only provides a welcome diversion from their daily routines, but pharma is increasingly seen as an important partner for new trials, important disease awareness campaigns and scientific exchange. Companies who want to be known for scientific leadership should have working with experts as their top priority.

What do experts say about working with pharma?
In a recent survey of how experts felt about working with pharma, the average score was 4.5/10. The main reasons for this low score were:

  • “A transactional approach by pharmaceutical staff”
  • “Too frequent changes in staff”
  • “The general approach is far too commercial”
  • “Pharmaceutical companies don’t listen”
  • “I never know what pharma really wants”

So, clearly there is room for improvement!

How to work with experts
Although not rocket science, we believe a carefully crafted process, adopted by all the team responsible for working with experts, enhances the experience for all parties.
We propose a five-stage process to help clients work more effectively with their experts, advancing partnership.

ADVANCE partnership process

1.    Identify and understand your experts
Desk research of professional societies, publications’ databases and recent meetings will yield a good list of experts who are important and/or active in the field. However, the list gives you a very one dimensional picture.
Our ADVANCE partnership methodology has an extra step: where we find out how each expert exerts his influence on his peers and we understand how each expert likes to work with pharma, his passion for science and enthusiasm for innovation.

2.    Engage your experts fully in your plans
Once you have understood your group of experts, you can identify a core team who will be motivated to work with you on your strategic goals. It is critical at this stage of your planning to ENGAGE the experts, and work with them to form your plans.

3.    Programme development: ensure an alignment between your objectives and clinical needs and questions
By discussing the major questions that experts (and other HCPs) have in the area and by asking about the clinical hot topics and how your brand fits, programmes that add value to your brand and to the medical community will be devised.

4.    Right expert, right job!
If you have understood your team of experts well, and engaged it in the development of your plans, aligning the right expert to the right programme will be straightforward.

5.    Transparent plans and contracts
In this era of increased scrutiny of both pharma and experts’ relationships with pharma, it is critical to agree and update a plan or contract with each expert in your team at least annually.

In summary, working with experts well is not rocket science, but all the steps in the ADVANCE expert alignment model must be followed. This ensures the work you do profits not only you, but the experts and the wider medical community. And it also supports you to advance your partnership with your experts, and this is critical, as you need their support and guidance to help you effect change.


For more information click here: http://www.lucid-group.net/

25th September 2013

Share

Tags

Company Details

Lucid Group Communications Limited

0345 0536671

Contact Website

Address:
First Floor, Jubilee House
Third Avenue
Globe Park
Marlow
Bucks
SL7 1EY
UK

Latest content on this profile

We let your whole self shine
People are at the heart of who we are. Our aim is to transform the lives of those we touch without prejudice or discrimination. At Lucid, the magic we create relies on harnessing the unique, diverse and individual talents of those we work with. To do this we must empower each person to bring their whole self to work so we can be fully inclusive and collaborate with a full heart – fulfilling the potential of everything we do and everyone we work with. Equally.If you're looking for a purpose-driven healthcare communications consultancy with a mission to transform the lives of those it touches, including patients, clients, our teams and our community, then please get in touch.Our industry-leading learning and development programmes are designed to support your ambitions and professional growth.So come and join our gang; let's be the change together and help transform lives.You can check out our open roles here https://bit.ly/3rbPIiYOr contact one of our talent acquisition managers for a chat:Elaine DowneyDaniel NewburyJon TurnerEllen Field Assoc CIPD
Lucid Group Communications Limited
Climbing my own Lucid Ladder

Lucid Group Communications Limited
A Lucid Thirsty Thursday D&I Special

Lucid Group Communications Limited
Connecting capabilities in healthcare communications

Lucid Group Communications Limited
Connecting capabilities in healthcare communications
The account management/medical writing paradigm was the cornerstone of medcomms for many years, but evolution in technology, storytelling and an increasingly sophisticated audience has changed this.Instead, today's environment requires an integrated, multi-disciplinary approach to cut through the noise, change behaviour, build mental availability for a brand, and advance health outcomes.Connecting multiple capabilities has never been so important. So, how are agencies managing this today?In this webinar, we discuss how our client teams have evolved and how traditional roles have had to change and adapt to help solve today's healthcare challenges.The Lucid Group panel are Jonathan Andrew, Hannah Clarke, Cheryl Harrison Doyle and Madeleine Tye. Please reach out to them on LinkedIn should you have any questions relating to this. As you will hear in this webinar, we are constantly evolving and growing our team's capabilities; both through talent acquisition and internal training opportunities. So, if you're looking for a new career move with a company that offers industry-leading learning development opportunities and growth within your role, please check out all our open roles here:  https://bit.ly/3C9NEva
Lucid Group Communications Limited
Lucid Group: Orange the World

Lucid Group Communications Limited