Launching New Biopharma Products in Competitive Markets: Thought Leader Engagement and Benchmarking Differentiation Factors

While myriad issues affect a pharmaceutical new product launch, it's recognized that thought leaders and other key stakeholders like physicians, payers and patients play a critical role in how a product fares in the marketplace.

Consequently, organizations are incorporating stakeholder education and engagement tactics into their pre-launch and launch plans.

Best Practices, LLC undertook this benchmarking research to help biopharma leaders avoid launch risks and capitalize on key launch success factors across a number of dimensions and stakeholders.

The study captures benchmarks and insights around launch success factors, differentiation factors with stakeholders, effective thought leader engagement and education for market entry, risk factors, and common launch pitfalls.

KEY TOPICS

• Top success factors observed from launch leaders
• Current and future risks for launch
• The relative value and importance of differentiation factors with different stakeholder audiences (Physicians, Payers, Patients)
• The effectiveness of engagement and education tactics across stakeholder audiences

• For your most recent market entry experience, rate the effectiveness of various thought leader engagement & education strategies that were used to create an informed and receptive marketplace at launch for your new product
• Please rate the importance of different thought leader resources for successful new product entry
• Rate which factors are most helpful in differentiating a product’s positioning and core message to physicians, payers and patients when coming into a competitive marketplace
• Rate the effectiveness of early physician and payer education activities that were used in your most recent market entry experience
• Assess which factors most help physicians understand what patient type, segment or sub-population is best for a new product in order to drive successful initial physician trials in a competitive marketplace
• Please estimate the current and future risk level of each pitfall – physician, payer and patient - that can derail a new product coming into a crowded market
• Please assess which product differentiation factors best permit superior pricing against competitors with payers
• Estimate the minimum level of superior efficacy required to charge more than a branded competitor product in a crowded marketplace
• Rate the effectiveness of the listed forms of patient education, program support, and grants/sponsorships that you consider most valuable during the Phase III to Launch phase in a competitive marketplace

• Ensure that the right TLs are identified for engagement, in sufficient numbers: Launch leaders identified that resources for identifying the right thought leaders are the most important among TL-based launch activities. The most critical tools for TL identification are profiling and mapping – where top performing companies balance standardized processes with planning that reflects the specific product and person.
  

Best Practices, LLC engaged 31 launch leaders from 27 companies in this research through a benchmarking survey instrument and interviews.

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.