Field-based medical programs must align in all elements with the overall strategy and objectives of a company. Given limited staff and resources, pharmaceutical launch teams need the best information in planning the deployment of their field-based medical specialists in strategically important areas, both therapeutically and geographically, for greatest impact on their activities. This 22-page document includes insights that will help program directors successfully target thought leaders who can provide the greatest benefit to the company.
- Segmentation, Targeting, and Deployment
- Identifying and Addressing Economic Value Drivers
- Aligning with Corporate Strategy
Sample Best Practices
- Segment thought leaders and align relationship development activities with their specific needs. One benchmark company has found significant differences between national/global thought leaders and regional thought leaders and segments them so that their specific needs can be addressed.
- Use field-based medical specialists to prepare market for launch. One studied benchmark company’s field-based medical specialists spends 80 to 90 percent of their time on pre-launch activities, and has, as a result, seen a dramatic difference in the uptake of products when field-based medical specialists have been involved from the start.
- Align field-based medical specialist mission with the company’s overall objectives. At one company, the field-based medical program is oriented toward the long-term and emphasizes science over sales.
The findings in this report are based on a Best Practices, LCC benchmarking project.