1<!DOCTYPE html>
2
3Anonymous
4/bestp
5/bestp/domrep.nsf
6A65BD6AC0150FC57852576490024AD3B
8
9
10
11
12
13
140
15
16
17/bestp/domrep.nsf/products/avastin-case-study-using-medical-education-to-inform-physicians?opendocument
18
19opendocument
203.88.220.93
21
22
23www.best-in-class.com
24/bestp/domrep.nsf
25DB




Products & Services Sales and Marketing Marketing Management Designing Marketing Strategies Product Positioning and Differentiation

Avastin Case Study: Using Speaker Programs To Inform Physicians

ID: 5063


Features:

17 Info Graphics

6 Data Graphics

20 Metrics


Pages/Slides: 30


Published: Pre-2014


Delivery Format: Online PDF Document


 

License Options:
close

Single User: Authorizes use by the person who places the order or for whom the order was placed.

Sitewide: Authorizes use of the report for a geographic site. All people at site can view the report for a year and copies can be printed.

Corporate: Authorizes use for the entire company for a year and copies can be printed. No limitations for usage inside the company.




Buy Now

 


  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • SPECIAL OFFER
Non-members: Click here to review a complimentary excerpt from "Avastin Case Study: Using Speaker Programs to Inform Physicians"

STUDY OVERVIEW

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.

KEY TOPICS

  • AvastinL: Building a "Hall of Fame" Cancer Therapy Through Anti-Angiogenesis
  • Avastin: Using Speaker Programs to Inform Physicians about a First-in-Class Product
  • Using Field Insights to Enhance Productivity with Speaker Programs

KEY METRICS
  • Avastin sales from the year 2004 to 2008
  • Avastin Launch versus other cancer therapies
  • Distribution of physicians at promotional education programs regarding colorectal cancer

SAMPLE LESSON LEARNED
  • The most common reasons physicians do not accept an invitation for promotional programs are:
    1. It’s a promotional event
    2. personal/family demands
    3. prior commitments.
  • Organizations rely heavily on sales forces to recruit for promotional programs with 81 percent of field research participants using reps for at least half of all their programs in 2008.

METHODOLOGY
The data for this case study was collected utilizing primary and secondary research and executive interviews.

Industries Profiled:
Biotech; Chemical; Pharmaceutical; Medical Device


Companies Profiled:
Genentech; Roche


If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.