Making it Fit:
Building Integration, Collaboration,
and Trust among HEOR and Scientific
Publications Teams
Susan Pacconi
Senior Manager, Global Scientific
Communications, Celgene Corporation
March 27, 2015
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:
Audience
Analysis
Clinical Trial vs Retrospective vs Prospective
Writing Style
Target journals
Timing
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
Medical/Clinical
NEJM
Leukemia
JAMA
Annals of Internal Medicine
British Medical Journal
Nature
HEOR
American Journal of
Managed Care
Value in Health
Journal of Health Economics
and Outcomes Research
Journal of Managed Care &
Specialty Pharmacy (JMCP)
American Journal of HealthSystem Pharmacy (AJHP)
Journal of Clinical
Epidemiology
Of note: with HEOR’s growing importance, many of the top scientific
journals are starting to publish HEOR.
HEOR & Traditional Publications Should be Planned Together
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
Nurses
Pharmacists
Payers
Caregivers
Students
HCPs
Patients
Publications
Scientists
Real World Evidence
Gold Standard:
RCTs
Real World Evidence
Sources of Data are Vast and Far Reaching
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
Identify a Gap or Need
Teamwork/Implementation
Produce Results
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)
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
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15
Planning makes the impossible
POSSIBLE!