Medical Affairs: Product Launch Activities & Thought Leader Targeting

STUDY OVERVIEW
BENCHMARK CLASS
SPECIAL OFFER

Non-members: Click here to review a complimentary excerpt from " Medical Affairs Launch Support: Activities and Thought Leader Targeting"

STUDY OVERVIEW

The Medical Affairs function plays a significant role in product launch. There is a range of launch activities that involves the Medical Affairs function, pre-launch and at launch. One area that is recognized as critical is identification and communication with thought leaders. Other aspects are early stage thought leader identification, thought leader segmentation, and medical science liaison (MSL) interactions with thought leaders.

Best Practices, LLC undertook this benchmarking study to identify launch activities that Medical Affairs is currently involved with for product launches. In addition, the study includes metrics and insights around thought leader segmentation and MSL coverage. This study will serve as a benchmark for Medical Affairs leaders in creating value-based and science-driven launch strategies.

NOTE: This study has three segments - Product’s Projected Peak Annual Revenue, Targeted Physicians and Product’s Launch Year.

KEY TOPICS

Medical Affair’s Role in Launch Activities
Thought Leader Tiering
Thought Leader Targeting and MSL Coverage

SAMPLE KEY METRICS

Medical Affairs’ Role in Listed Activities During Pre-launch and Launch Phase
Thought Leader Tiering Criteria Before and After Launch
Criteria Used to Segment Thought Leaders During Pre-launch
Number of Thought Leaders Targeted During Pre-launch and Post-Launch Phase
Number of Medical Science Liaisons (MSLs) Employed During Pre-launch and Post-Launch Phase
Number of Thought Leaders Per Medical Science Liaison
Average Thought Leaders Per Medical Science Liaison

SAMPLE KEY FINDING

Thought Leader Tiering: More than half of the benchmark class use five criteria during both pre-launch and post-launch while segmenting their TLs: Therapeutic Area, TLs’ Experience, TLs’ Influence Network, TLs’ Expertise, TLs’ Scientific Publications. In addition, majority of the benchmark class use TLs’ Patient Demographics during pre- as opposed to post-launch.

METHODOLOGY

This study engaged 28 executives from 24 leading life sciences companies. Segmentation analysis was key to examining trends and effective practices. Segments are based on three criteria: Projected Peak Annual Revenue of the product, Targeted Physicians for the product, Launch Year of the product.

Industries Profiled:
Biotech; Pharmaceutical; Health Care; Biopharmaceutical; Clinical Research; Laboratories; Consulting; Manufacturing; Consumer Products; Diagnostic; Medical Device

Companies Profiled:
Amgen; Pfizer; Onyx Pharmaceuticals; ProStrakan; Merz Pharma; Purdue Pharma; Medunik Canada; Sanofi; Janssen; UCB Pharma; Merck; Upsher-Smith; Insys Therapeutics; Xenoport; Jazz Pharmaceuticals; Astellas; Lundbeck; Insyght; Axon Pharma; Bayer; Baxter BioScience; Boehringer Ingelheim; Eisai; Incyte

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.

Medical Affairs Launch Support: Activities and Thought Leader Targeting

ID: 5354

Features:

Pages/Slides: 41

Published: Pre-2019

Delivery Format: Online PDF Document

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