The Situation

Challenge

Introduction of a novel, first-in-class product into an ill-defined marketplace

CHC response

• Establish the scientific foundation and the unmet medical need and
   develop the rationale-for-use through publication planning and execution

• Introduce and reinforce points of product differentiation

• Raise awareness regarding the quality-of-life impact of the disorder
   through targeted publications

• Gain disease acceptance by financial stakeholders (i.e. managed care,
   formulary)

• Educate all target audiences and stakeholders

The Partnership

Results

A profoundly successful product launch and an ongoing 12⁺-year client relationship 

Tactics

• Generation of quality-of-life and outcomes research publications

• Pharmacoeconomics/Medicaid letters

• Electronic publications database

• Labeling and landmark publications      

• An effective bibliography including

   • 241 manuscripts

   • 745 abstracts

   • 153 presentations

   • 285 posters

   • 5 supplements

   • 4 monographs

   • 8 editions of investigator bibliography CDs