SOURCE: Cutting Edge Information

January 10, 2008 07:27 ET

New Study Finds That Medical Publications Must Target Audiences and Craft Messages

RESEARCH TRIANGLE PARK, NC--(Marketwire - January 10, 2008) - A new study released last week by business intelligence leader, Cutting Edge Information, reveals that pharmaceutical medical publication departments must understand their audiences to maximize efficacy of publications. The study, titled "Pharmaceutical Medical Publications: Market Preparation & Strategic Support," can be found at:

With higher patient awareness and wider dissemination of information, the audience for medical publications no longer resides solely in the medical and scientific communities. More than ever, patients are attempting to understand their diseases and know their pharmaceutical options before taking a definite step in treatment. With a more diverse community interested in medical developments, medical publications must cater their message and diversify their mediums to inform a much broader and heterogeneous population. If companies can do this effectively they can increase the impact of their publications.

Today people can be overwhelmed by the vast amount of information available through the internet, for instance, so it is critical for medical publication teams to synthesize their messages efficiently. To successfully accomplish this, medical publications' messages and language must be tailored to an individual audience's needs, whether it is a doctor, a patient or a payer. Many publication departments rely on their companies' market research function to help them understand what messages are most relevant to the different audiences.

"Patients who have a disease often want to understand the method and efficacy of a potential treatment," said Amanda Zuniga, lead author of the report. "However, companies must communicate with patients differently than they do with physicians, who tend to be more interested in the science behind a particular drug. The most successful publications departments understand that having a message is not enough; they have to have a message that resonates with the audience they are trying to reach."

"Pharmaceutical Medical Publications: Market Preparation & Strategic Support" (, was designed to explore pharmaceutical companies' medical publications structures, strategies and processes. The study delves into the resource support and funding that various medical publication departments and teams benefit from in the report's 14 company profiles.

Download a free summary of "Pharmaceutical Medical Publications: Market Preparation & Strategic Support" at

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