The Value of a Gap Analysis inThe Value of a Gap Analysis inPublication PlanningPublication Planning

Kelly Reith, MS, MBAKelly Reith, MS, MBASenior Medical DirectorSenior Medical Director

Complete Healthcare CommunicationsComplete Healthcare Communications

Presentation GoalsPresentation Goals

Purpose of a publication gap analysisPurpose of a publication gap analysisSteps in conducting an analysisSteps in conducting an analysisEndpoints to consider for researchEndpoints to consider for researchUsing findings in publication planningUsing findings in publication planning

What is a Publication GapWhat is a Publication GapAnalysis?Analysis?

Study of the published literature and/orStudy of the published literature and/orcongress abstracts/presentations tocongress abstracts/presentations toidentify communication gaps in theidentify communication gaps in thepublication planpublication plan

Purpose of a Gap AnalysisPurpose of a Gap AnalysisIdentify communication gaps inIdentify communication gaps in–– Current plan vs objectivesCurrent plan vs objectives–– Publication plan vs competitor activityPublication plan vs competitor activity–– Educational needsEducational needs

Develop or refine publication plansDevelop or refine publication plans–– ObjectivesObjectives–– Target audiencesTarget audiences–– MessagesMessages–– Target journalsTarget journals–– PrioritiesPriorities

Maximize impact of publications with limitedMaximize impact of publications with limitedresourcesresourcesBackground/foundation for new publication teamBackground/foundation for new publication team

Key QuestionsKey Questions

What is the status of the publicationWhat is the status of the publicationactivity vs team objectives?activity vs team objectives?–– Specific to the publication planSpecific to the publication plan–– In context of overall literatureIn context of overall literatureWhat are the characteristics ofWhat are the characteristics ofpublications vs those frompublications vs those fromcompetitors?competitors?

Potential GapsPotential GapsNoise levelNoise levelAudiencesAudiences–– Specialty and/or regionSpecialty and/or region

IndicationsIndicationsTypes of articlesTypes of articles–– Clinical studies, reviews, case reportsClinical studies, reviews, case reports

Messages/dataMessages/dataQuality of dataQuality of dataTimingTimingReachReach–– Circulation, posting on web sitesCirculation, posting on web sites

Placement in key journalsPlacement in key journals

Conducting a Gap AnalysisConducting a Gap AnalysisIdentify key areas of focus (potentialIdentify key areas of focus (potentialgaps) that are gaps) that are relevant to the product orrelevant to the product ortherapeutic areatherapeutic area–– Target audiences will differ acrossTarget audiences will differ across

products/therapeutic areas/indicationsproducts/therapeutic areas/indications–– Key messages for a first-in-class agent mayKey messages for a first-in-class agent may

not be applicable to competitive agents innot be applicable to competitive agents inother classesother classes

Conducting a Gap AnalysisConducting a Gap AnalysisDetermine a meaningful timeframeDetermine a meaningful timeframe–– Historical analysis (Historical analysis (egeg, last 5 y), last 5 y)

Benchmarking against competitor activity pre-Benchmarking against competitor activity pre-launch, launch, post-launchlaunch, launch, post-launchSearch for trends in publication activity over timeSearch for trends in publication activity over timeto predict future trendsto predict future trends

–– Current publication activity (Current publication activity (egeg, 1 y), 1 y)What is relevant todayWhat is relevant todayMay allow for more in-depth evaluation of theMay allow for more in-depth evaluation of theliterature and meeting abstractsliterature and meeting abstracts

Conducting a Gap AnalysisConducting a Gap Analysis

Identify scope of researchIdentify scope of research((ieie, databases/ meeting abstracts), databases/ meeting abstracts)–– PubMed, EMBASE, Cochrane LibraryPubMed, EMBASE, Cochrane Library–– Non-indexed journalsNon-indexed journals–– Abstract databases from scientific meetingsAbstract databases from scientific meetings–– Press releasesPress releases

Conducting a Gap AnalysisConducting a Gap Analysis

Determine parameters for searchDetermine parameters for search–– Drug namesDrug names–– Other key wordsOther key words

Disease target (Disease target (egeg, cystic fibrosis, tumor site), cystic fibrosis, tumor site)Data of interest (Data of interest (egeg, quality of life), quality of life)

–– Fields to search (Fields to search (egeg, all or abstract only), all or abstract only)–– English/non-English journalsEnglish/non-English journals

Results: Quantitative InformationResults: Quantitative InformationNumber of publications by:Number of publications by:

CompoundCompoundYearYearIndicationIndicationOther key wordsOther key words((egeg, population subgroup, efficacy endpoint), population subgroup, efficacy endpoint)AudienceAudienceType of articleType of articleKey journalsKey journalsReach/circulationReach/circulationImpact factorImpact factor

Results: Qualitative InformationResults: Qualitative InformationQuality of evidenceQuality of evidence–– RCT, post hoc analysis, case studyRCT, post hoc analysis, case studyMessages/key dataMessages/key data–– Review of the literature from search toReview of the literature from search to

identify trends in messagesidentify trends in messagesPositive or negative messagesPositive or negative messages

ExamplesExamples

SAMPLES NOT REPRESENTATIVE OF ANY PRODUCTSAMPLES NOT REPRESENTATIVE OF ANY PRODUCT

0

20

40

60

80

100

120

20062005200420032002

Compound A

Compound B

Compound C

Competitive LandscapeCompetitive LandscapePublication activity over time Publication activity over time ––benchmarkingbenchmarking

( =launch date)( =launch date)

Competitive LandscapeCompetitive LandscapePublications to target audiencesPublications to target audiences

0

20

40

60

80

100

120

140

Pediatricians Primary Care Phys NP/PA

Compound A

Compound B

Compound C

Competitive LandscapeCompetitive LandscapePublications to target regionsPublications to target regions

0

20

40

60

80

100

120

Europe Japan

Compound A

Compound B

Compound C

Competitive LandscapeCompetitive LandscapePublications by key journalsPublications by key journals

2.51.2

7.5

5.2

3.2

ImpactFactor

60,000100,000

25,000

15,000

20,000

Circulation

2103Journal 58172Journal 4

102012Journal 3

53015Journal 2

7510Journal 1

CompoundC

CompoundB

CompoundA

Journal

Competitive LandscapeCompetitive LandscapeQuality of dataQuality of data

0

25

50

75

RCT Extension Study Cohort Study

Compound A

Compound B

Compound C

Competitive LandscapeCompetitive LandscapePublications with positive or negativePublications with positive or negativedatadata

-100

-50

0

50

100

150

Compound A Compound B Compound C

-100

-50

0

50

100

150

Compound A Compound B Compound C

Competitive LandscapeCompetitive LandscapeKey data/communicationsKey data/communications(number of publications by message)(number of publications by message)

323Faster hairgrowth

235Robust flavor

3410Whiter teeth

721Increasedhappiness

CompoundC

CompoundB

CompoundAMessages

Other InformationOther InformationIn addition to identifying gaps in theIn addition to identifying gaps in thepublication plan, other valuablepublication plan, other valuableinformation can be obtained from theinformation can be obtained from theresearchresearch–– Thought leaders in various disciplinesThought leaders in various disciplines–– Topics most likely or unlikely to be acceptedTopics most likely or unlikely to be accepted

by particular journals, low tier or high tierby particular journals, low tier or high tier–– Target journals for new audiences Target journals for new audiences –– Concepts for competitive trialsConcepts for competitive trials–– Ideas for other medical communicationsIdeas for other medical communications

Evaluate the Pub PlanEvaluate the Pub PlanWhat are the current gaps between theWhat are the current gaps between theobjectives, actual publication activity,objectives, actual publication activity,and current publication landscapeand current publication landscapeamong competitors?among competitors?–– Are the key audiences being reached?Are the key audiences being reached?–– Are there points of differentiation that needAre there points of differentiation that need

to be communicated more effectively?to be communicated more effectively?–– Should there be a more focusedShould there be a more focused

communication at scientific meetings?communication at scientific meetings?

Evaluate the Pub PlanEvaluate the Pub PlanHow many publications in the publicationHow many publications in the publicationplan support each plan objective?plan support each plan objective?–– Articles publishedArticles published–– SubmittedSubmitted–– In progressIn progress–– PlannedPlannedDo the objectives need to be modifiedDo the objectives need to be modifiedbased upon gaps or needs identified inbased upon gaps or needs identified inthe literature audit?the literature audit?

Refine the Pub PlanRefine the Pub Plan

Revise priorities if necessary Revise priorities if necessary –– yearly yearlyreviewreviewEvaluate target journals to ensure timelyEvaluate target journals to ensure timelycommunicationcommunicationDevelop publication ideas to addressDevelop publication ideas to addressgaps in communication topicsgaps in communication topicsAddress new or underrepresentedAddress new or underrepresentedaudiences, based on unexpected eventsaudiences, based on unexpected events

Establish Measures for SuccessEstablish Measures for SuccessNumber of publications by objective orNumber of publications by objective ordata/messagedata/messageNumber of publications by audienceNumber of publications by audienceQuality of publicationsQuality of publications–– Recognition of target journalRecognition of target journal–– Quality of data/ reviewQuality of data/ review

Number of first-time acceptancesNumber of first-time acceptancesTiming of publicationsTiming of publicationsReach of publicationsReach of publications–– Web sites (Web sites (egeg, , MedscapeMedscape))–– Reference in other articlesReference in other articles

Questions?Questions?