First-to-Market Pioneers Must Listen to the Voices of the Patients and Providers to Evolve Brand Messaging

Session details:

The advent of gene therapies as a novel innovation in the treatment of numerous conditions created a true paradigm shift in care. These therapies also required a new language and a way of thinking and communicating about the choices now available to providers and patients. Biopharmaceutical companies that are first-to-market pioneers in gene therapy have a responsibility to listen to patients and infuse their lived experiences into brand messaging.  

Ferring Pharmaceutical’s David Bell, Vice President of the Uro-Oncology Business Unit, can talk about how, in reimagining the treatment of bladder cancer, Ferring also developed a cyclical process of both educating patients and providers while simultaneously learning from their experiences to evolve the messaging for their new gene therapy.  

The presentation will discuss:

• The unique position of the first-to-market biopharma as an innovation educator and as a student of the patient’s lived experience;
  
  
• The importance of cultivating real-world evidence on the effectiveness and safety of a paradigm-shifting treatment along with testimonials and feedback from patients and providers;
  
  
• Infusing new perspectives into the narrative and product messaging that will educate and inform providers and patients about the choices they now have in their care; and
  
  
• Working with key stakeholders – from corporate leadership to salesforce – in the implementation of evolving brand messaging across the spectrum of external engagement.