Generating good data to define unmet need, support changes to clinical practice or to help stimulate debate is just the first step. The impact of that effort is really only realised when desired action or change is experienced in the market target audience. Adoption can be slow and uncertain, highly dependent upon 2 key factors, awareness and advocacy.
Awareness can often be generated by investment in communication or promotional activities, employing various online or offline channels to reach the audience effectively.
Advocacy can be somewhat harder to achieve, particularly when data is new and maybe presenting a challenge to the ‘status quo’. The reality is however, that without the advocacy and support of peers within the market, new data will take much longer to gain the sort of traction that has the potential to influence current clinical or health system practice. Selection of the approach to generate data and the stakeholders involved in this are important aspects that should be carefully considered at the outset if potential for advocacy and ultimate impact are to be achieved.