Non-members: Click here to review a complimentary excerpt from " Medical Affairs Launch Support: Activities and Thought Leader Targeting"
The Medical Affairs function plays a significant role in product launch. There are a range of launch activities that involve the Medical Affairs function, pre-launch and at launch. One area that is recognized as critical is identification and communication with thought leaders. Other aspects are early stage thought leader identification, thought leader segmentation, and medical science liaison (MSL) interactions with thought leaders.
Best Practices, LLC undertook this benchmarking study to identify launch activities that Medical Affairs is currently involved with for product launches. In addition, the study includes metrics and insights around thought leader segmentation and MSL coverage. This study will serve as a benchmark for Medical Affairs leaders in creating value-based and science-driven launch strategies.
NOTE: This study has three segments - Product’s Projected Peak Annual Revenue, Targeted Physicians and Product’s Launch Year.
- Medical Affair’s Role in Launch Activities
- Thought Leader Tiering
- Thought Leader Targeting and MSL Coverage
SAMPLE KEY METRICS
- Medical Affairs’ Role in Listed Activities During Pre-launch and Launch Phase
- Thought Leader Tiering Criteria Before and After Launch
- Criteria Used to Segment Thought Leaders During Pre-launch
- Number of Thought Leaders Targeted During Pre-launch and Post-Launch Phase
- Number of Medical Science Liaisons (MSLs) Employed During Pre-launch and Post-Launch Phase
- Number of Thought Leaders Per Medical Science Liaison
- Average Thought Leaders Per Medical Science Liaison
SAMPLE KEY FINDING
Thought Leader Tiering: More than half of the benchmark class use five criteria during both pre-launch and post-launch while segmenting their TLs: Therapeutic Area, TLs’ Experience, TLs’ Influence Network, TLs’ Expertise, TLs’ Scientific Publications. In addition, majority of the benchmark class use TLs’ Patient Demographics during pre- as opposed to post-launch.
This study engaged 28 executives from 24 leading life sciences companies. Segmentation analysis was key to examining trends and effective practices. Segments are based on three criteria: Projected Peak Annual Revenue of the product, Targeted Physicians for the product, Launch Year of the product.