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A MEDIA AND ADVOCACY ANALYSIS FOR INCREASING KNOWLEDGE AND FORMULATING EDUCATIONAL STRATEGIES FOR THE CURRENT PHARMACEUTICAL AND PATIENT SUPPORT ENVIRONMENTS REGARDING SOFT TISSUE SARCOMA, RENAL CELL CARCINOMA, OVARIAN CANCER AND BREAST CANCER. EA Cunningham1, JG Buescher2. 1Clinical Pharmacology & Discovery Medicine, GlaxoSmithKline, King of Prussia, PA. 2Department of Microbiology and Immunology, Thomas Jefferson University, Philadelphia, PA.
This research was performed to gain a fuller understanding of current media and patient advocacy environments regarding four tumor types: soft tissue sarcoma, renal cell carcinoma, ovarian cancer and breast cancer, and nine medications that have approved or potentially approved indications for treatment of these tumor types. For the media analysis, medical and consumer/lay press publications were reviewed in the USA, UK, Italy, France, Spain, and Germany to find coverage on these medications. Three specific time periods from June 2006 to Q1 2007 were examined, and articles were analyzed for outcomes including message, quality, level of coverage, tone and relevance. It was determined that: (i) the highest volume of coverage for all medications surrounded the American Society of Clinical Oncology (ASCO) meeting during 2006, (ii) Sutent (sunitinib) received the strongest overall coverage, (iii) renal cell carcinoma was the tumor type most discussed, and (iv) soft tissue sarcoma is the area of greatest opportunity. For the advocacy audit, online, educational and media research was done into International, Pan-European and Regional organizations that are generalized or specific to the four tumor types. It was determined that: (i) better communication on new targeted therapies is needed, (ii) education on ovarian cancer and soft tissue sarcoma needs to be strengthened, and (iii) tumor specific groups would be best to work with in these areas.
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