Healthy Skepticism Library item: 13215

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Ware C, Buckwell C, Small S, Wood R.
Activation of evidence: A new approach to knowledge translation and closing the clinical care gap
Journal of Medical Marketing 2008; 8:(2):127–136
http://www.palgrave-journals.com/jmm/journal/v8/n2/abs/5050142a.html

Abstract:

The demand for product differentiation is particularly important in today’s crowded and highly competitive markets. Increasingly complex networks of customers and decision makers, and diminishing access to doctors, also require pharmaceutical companies to interact with the healthcare system in new ways. By analysing strategies successful in translating evidence into behaviour change in clinical settings, pharmaceutical companies can devise and implement mutually beneficial ‘activation of evidence’ programmes that can help them leverage successful clinical trials to: increase sales; contribute to the development of new and updated guidelines; and help the healthcare community close clinical care gaps in key areas, providing benefits to patients, payers and practitioners.

Keywords:
activation of evidence, behaviour change, clinical guidelines, knowledge translation, outcome data, product differentiation