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
  

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

• 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.

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