Clinical Data Communications: What Biotech Teams Need to Get Right
How to Effectively Communicate Clinical Trial Results
Clinical data results are the most anticipated update a biotech or life science company will communicate, making it critical to do so effectively. Well executed communications can build substantial credibility for your team, even in cases where the results are equivocal or disappointing. Conversely the cost of poorly executed data communications is high, even when results are favorable. Here are some ideas to ensure your clinical data communications strategy and content is effective:
Work Through the Scenarios Beforehand. Proactively contemplating the full spectrum of potential outcomes in advance of data results is time well spent. It ensures you are strategic in your communications approach and are better equipped to handle results that may be differ from expectations, either positively or negatively.
Keep “Spin” to a Minimum. When crafting your data story and messaging make sure you lead with realism and minimize spin. Avoid overplaying the positive and downplaying the negative. Provide straightforward context, and relevant details that analysts and investors can then use to inform their perspectives.
Present Data, Don’t Data Dump. Data results often include a multitude of dense data points, tables and charts. Where possible, condense data to what is most relevant, adapt and simplify technical content, and leverage clear visual presentation for more optimal data consumption.
Provide Takeaways and Next Steps for Investors. Clinical data can be complex and difficult to interpret, even for sophisticated investors. Clearly state key conclusions up front, don’t leave it up to market interpretation! Highlight areas of differentiation and any potential impact for treatment paradigms. If appropriate, communicate “what’s next” for further clinical development and your company.
Remember Your Broader Audience. While investors are a key audience and disclosure requirements may dictate the timing of your communication, it is important to consider your broader audience when working through messaging and dissemination. Your content must also serve other key stakeholders including clinicians, patients, partners and employees.
Effective communication of clinical data trial results is a critical competency for all biotech and life science companies. A strategic approach requires forethought and preparation, and the ability to deliver clear communications with proper context and minimal bias no matter what the outcome – positive, negative or in between.