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Companies with new products find it essential to educate the marketplace to ensure successful market entry; those that fail to inform and prepare the market often witness failed or disappointing product launches. This research will inform launch leaders on the most effective physician, payer and patient education practices conducted from clinical development through launch.
Metrics address KOL development tactics and timing, including MSL staff numbers and calls; Physician education by publication type and timing and CME by type and timing; Patient and Advocacy Group education by timing and type and Payer education by timing and type. Executives and managers involved in market education efforts for new products can use this research to compare their market education tactics and strategies with those of leading organizations.
Pharmaceutical; Biotech; Health Care; Service; Medical Device; Technology; Manufacturing; Consumer Products; Diagnostic; Chemical
GlaxoSmithKline; ARIAD; Pfizer; Integrated Communications Corp.; Novartis; Genitope Corporation; NeoVista; Inc.; Amgen; Novo Nordisk; Johnson & Johnson; AstraZeneca; Roche; Lilly; Bayer; Human Genome Sciences; Boehringer Ingelheim; Nobel Biocare; Abbott; Solvay Pharmaceuticals; Genentech; Sanofi-aventis; Smith & Nephew; Amylin; Janssen Cilag Pharmaceutical; Dr Reddy's Laboratories; Spectrum Pharmaceutical
Research was conducted through survey and interviews of 34 executives and managers from 26 leading pharmaceutical, biotech and medical device companies of the world. Additionally, nine deep-dive interviews were conducted with selected participants.