Communication Strategy for a Novel MOA in a Neurological Disorder

Scenario.

• Client had a molecule recognized for its efficacy in reducing innate immunogenicity, previously applied in other therapeutic areas (TAs). They sought to extend its application to a degenerative neurological disorder, which posed a significant departure from their established TAs.
• This indication presented a highly competitive landscape with numerous approved, developmental, and failed therapies. Moreover, the scientific understanding of innate immunogenicity in this disorder was limited, making the Client's approach novel. It was also met with skepticism from KOLs due to a lack of evidence and literature support.
• Client's budget limitations constrained extensive data collection efforts, mainly focusing on an ongoing Ph2 trial. Despite biomarker assays being conducted, there was an absence of a clear scientific narrative to validate the rationale for clinical development.

The Ask.

• Client had aspirations to treat aspects of the disorder through a unique mechanism, challenging conventional therapeutic approaches. However, the scarcity of data and scientific support posed significant hurdles in advancing the clinical development of the molecule for this specific indication.
• Client needed to determine the most efficient and cost-effective way to communicate the scientific rationale of their therapy and continue driving forward the program. 

Our Solution and Value Delivered.

It was critical for Client to map out their desired scientific narrative for their therapy in this indication before starting to disseminate information and clinical data. Given the skepticism around their unique MOA, understanding the perceptions of academics and KOLs helped guide their decision-making. Additionally, traditional initiatives were too cost-prohibitive, requiring us to identify and partner on the most strategically relevant and highest ROI activities:
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1. Strategic Story Development – Budget could not support the development of a scientific platform. Therefore, we supported the medical team by mapping out a high-level strategic narrative aligning their MOA with the indication MOD. This involved identifying strong available data and aspirational statements to drive evidence generation.
2. Communication Strategy – Leveraging this story, a communication strategy was developed, focusing on the evolution of the desired narrative over time pre- and post-data readout. High ROI activities were identified, which required strong academic KOL engagement and focused congress presentations.
3. KOL Engagement – Concurrently, we set up advisory boards with KOLs knowledgeable about the disease pathophysiology and relevance to Client’s MOA. Critical biomarkers were identified for investigation and publication, helping to bolster the communication strategy.
4. Scientific Posters / Presentations – We developed key scientific abstracts and posters for priority regional congresses. This cost-effective approach facilitated dissemination of relevant information to the right stakeholders.

Overall, the approach involved iterative refinement of communication strategies through engagement with KOLs, scientific poster presentations, and gathering feedback to ensure alignment with stakeholder needs and scientific developments.

Meet The Authors

Chris Zealey
Principal, Science & Strategy​