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Best Practice Database
Sales and Marketing » New Product Development and Launch » Planning and Coordinating Launch » Communication Activities
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The principal goal of disease state awareness programs for HCPs is to help them better diagnose diseases through a complete understanding of the clinical and physical traits of the disease. Disease awareness programs are considered vital for orphan products given that these therapies are for patients who are often difficult to diagnose.
Best Practices, LLC conducted this short study to inform biopharmaceutical organizations about current approaches to disease awareness programs for orphan products. Using three orphan products as examples, the study explores program goals, content, timing and execution for each of the three products.
Sales is not Involved in disease education until post-launch, if at all. There is a general consensus that sales – even specialty sales – is not involved in disease state education for orphan products. This is particularly true pre-approval and pre-launch. Organizations rely on their medical or scientific field force to execute disease awareness for HCPs. It appears some organizations use specialty sales for general education post-launch but they do not handle discussions around science, treatments or off-label uses.
Best Practices, LLC reviewed three orphan drug Disease Awareness programs – two approved products and one that is under review. Researchers performed secondary research and primary research that included interviews with two vendors that have done orphan product Disease Awareness and two medical affairs leaders from organizations that have orphan products.
AstraZeneca; Alexion Pharmaceuticals; Bristol-Myers Squibb; Vertex Pharmaceuticals
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