Educating the Marketplace to Support Successful Diabetes Product Launches
The bio-pharmaceutical marketplace – inculding the diabetes therapeutic area – continues to evolve as new medicines and technologies create valuable market opportunities. It’s in this competitive and challenging environment that organizations are scrutinizing their strategies to support market education for new products.
Companies with new products find it essential to educate the marketplace to ensure successful market entry; those that fail to inform and prepare the market often witness failed or disappointing product launches. This research will inform launch leaders on the most effective physician, payer and patient education practices conducted from clinical development through launch.
Metrics address KOL development tactics and timing, including MSL staff numbers and calls; Physician education by publication type and timing and CME by type and timing; Patient and Advocacy Group education by timing and type and Payer education by timing and type. Executives and managers involved in market education efforts for new products can use this research to compare their market education tactics and strategies with those of leading organizations.
Sales and Marketing > New Product Development and Launch d
Industries Profiled:
Pharmaceutical; Biotech; Health Care; Service; Medical Device; Technology; Consumer Products; Diagnostic; Manufacturing
Companies Profiled:
GlaxoSmithKline ; ARIAD; Pfizer; Integrated Communications Corp.; Novartis; Genitope Corporation; NeoVista; Inc.; Amgen; Novo Nordisk; Johnson & Johnson; AstraZeneca; Roche; Lilly; Bayer; Human Genome Sciences; Boehringer Ingelheim; Nobel Biocare; Abbott; Solvay Pharmaceuticals; Genentech; Sanofi-aventis; Smith & Nephew; Amylin; Janssen Cilag Pharmaceutical; Dr Reddy's Laboratories; Spectrum Pharmaceutical
Study Snapshot
Project Methodology
Research was conducted through survey and interviews of 34 executives and managers from 26 leading pharmaceutical, biotech and medical device companies of the world. Additionally, nine deep-dive interviews were conducted with selected participants.
Note: Most of the data in this research are segmented into two response groups: Total Benchmark Class (n=34) and Diabetes Class (n=11).
Key Topics
- Identification of Key Education Tactics for Thought Leaders, Physicians, Patients, and Payers
- Identification of Key Timing for Educational Activities for KOLs, Physicians, Patients and Payers
- Assessment of Key Market Education Practices, including Thought Leader Activities, CME, Scientific Publication Strategy and Tactics, Patients and Patient Advocacy Education, Clinical Trials & Payer Education
- Description of Critical Market Education Pitfalls and Future Trends
Back to Top
Sample Key Findings
Building Bridges To Patients: Building good relationships with important Patient Advocacy Groups is essential for early patient education. PR tools are effective to stimulate disease education coverage. Marry science and pathos when educating patients. New technologies create new avenues by which to inform. Early Access programs are beneficial for patients, physicians and the company.
Using Public Relations & Technology New technologies and PR are both “leveraged,” cost-efficient tools for education. Both permit less control than companies customarily want. The development and pre-launch cycle offer many opportunities to use new technologies (e.g. Social Media, Internet, YouTube/Video communication channels) to educate physicians, patients, payers and government.
Back to Top
Related Research:
R&D Quality Assurance Excellence Library
 |
A must-have for all pharmaceutical, biotech and medical device manufacturing executives, this Best Practices' R&D Quality Assurance bundle tells you everything you need to know about quality... (ID OPS-95)
Companies Profiled: aaiPharma, Sanofi-aventis, Abbott, Abbott Laboratories, more ...
Price: $21100.00 Free Excerpt Available
| |
Best Practices in Global Pharmaceutical Launches
 |
Discover how the world's leading pharmaceutical companies develop global launch strategies, manage launch teams, cultivate thought leader support, integrate marketing activities, and conduct a host of other critical launch activities... (ID SM-120)
Companies Profiled: Merck, Sanofi-aventis, Eli Lilly, Wyeth, more ...
Price: $7000.00 Free Excerpt Available
| |
|