Primary Care Launch & Physician Engagement: Targeting and Launch Uptake

STUDY OVERVIEW

A new product launch often requires a distinct and comprehensive primary care strategy, with innovative physician targeting and engagement becomes a critical facet of launch planning.

Best Practices, LLC conducted this meta-analysis research to assist launch planning in two critical areas: primary care targeting and launch uptake. The meta-analysis distills need-to-know insights from a detailed probe of 18 of our primary benchmark research and launch case studies.

This study not only examines successful primary care physician engagement tactics for an effective launch, but also illustrates how companies can leverage key product advantages and avoid common industry pitfalls.

KEY TOPICS

• Executive Summary: Methodology, Participants, & Key Findings
• Primary Care Targeting
• Launch Uptake

• I. Targeting
  

• Summary of key insights – Targeting
• Employing super targeting for productivity
• Target tiering
• Cymbalta’s multiple targeting tactics to successfully enter a highly competitive market
• Sales effectiveness of super targeting tactics versus covering all targets within a full territory at launch
• Key insights from Januvia’s launch
• Message, target and timing coordination
• Ongoing target refinement
• Key criteria used to set individual sales force size
• Importance of educating and winning support from each market constituency in order to grow market
• Effective factors in re-defining the product’s core message at re-launch
• Identifying the right target group
• E-Sampling benefits
• Aligning education by PCP treatment priorities
• Targeting education by PCP diagnostic preferences/biases
• Tailoring education to the HCP target
• Segment differences
• Effient’s launch targeting, and sequencing failure
• Factors that help PCPs in recognizing target patient profile
• Doctors residing within a typical sales territory
• Consensus target per day by country type
• Critical roles of District Managers

• Summary of key insights - Launch uptake
• Timing of relationship building
• Timing of launch communications
• Byetta’s data-driven medical engagement strategy
• Cymbalta’s winning strategy for new method-of-action drugs to gain acceptance
• Byetta’s launch lessons for market-preparation and entry
• Collaboration with patient advocacy groups to educate market
• Januvia’s launch sequence
• Amylin and Lilly’s three-phase go-to-market strategy aimed at creating awareness amongst critical specialist physicians
• Creating synergistic effect to lift the larger PCP market
• Extending brand promise from specialty to primary care
• Effient’s launch sequence mis-steps
• Using digital analytics to inform faster corrections
• Byetta’s launch message cascade across four clinical cornerstones
• Effectiveness of early physician education and engagement activities that prove most helpful to market entry and success in a competitive marketplace
• Use of speaker programs to drive PCP awareness
• Importance of educating primary care physicians
• Cross-pollination of ideas during joint programs
  

• Targeting: Targeting is a cornerstone of sales force productivity. At key points in product and territory life cycles, high performing sales representatives further “target within their targets.” This concept might be called super targeting.
  

Best Practices, LLC employed a four-step approach in conducting this meta-analysis. Phase I involved search around key physician engagement areas, phase II involved a detailed probe of 18 of our benchmark studies, data was harvested in phase III to develop insights, and phase IV involved the organization of insights in a framework.

Industries Profiled:
Pharmaceutical; Health Care


Companies Profiled:
Merck; Eli Lilly

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