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Best Practice Database
Sales and Marketing » Marketing Management » Designing Marketing Strategies » Product Positioning and Differentiation
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Approved in 2004 for colorectal cancer, Avastin was quickly embraced by the oncology community and went on to become a blockbuster in its first full year on the market in 2005. Genentech and its then-partner Roche used speaker programs as one of its principal avenues for informing the medical community about the therapy - a vital approach as Avastin was the first anti-angiogenesis product. This case study reviews the strategy and tactics used to inform the oncology community about this important first-in-class cancer therapy. Additionally, the study reports metrics and insights around the strategy and tactics for recruiting healthcare providers to promotional programs. Benchmarks, metrics and field insights enumerated in this document will enable organizations to devise successful promotional program strategies and tactics for new and inline therapies.
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