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Educating KOLs, Physicians, Patients and Payers to Support Successful Product Launches

ID: PSM-248


Features:

65 Info Graphics

39 Data Graphics

450+ Metrics

41 Narratives

12+ Best Practices


Pages: 139


Published: Pre-2019


Delivery Format: Shipped


 

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919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
The bio-pharmaceutical marketplace continues to evolve as new medicines and technologies create valuable market opportunities. It’s in this competitive and challenging environment that organizations are scrutinizing their strategies to support market education for new products.


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.

Industries Profiled:
Pharmaceutical; Biotech; Health Care; Service; Medical Device; Technology; Manufacturing; Consumer Products; Diagnostic; Chemical


Companies Profiled:
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

Study Snapshot

Project Methodology

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.


Key Topics

  • Identification of Key Education Tactics for Thought Leaders, Physicians, Patients, and Payers
  • Identification of Key Timing for Educational Activities for KOLs, Physicians, Patients and Payers
  • Assessment of Key Market Education Practices, including Thought Leader Activities, CME, Scientific Publication Strategy and Tactics, Patients and Patient Advocacy Education, Clinical Trials & Payer Education
  • Description of Critical Market Education Pitfalls and Future Trends

Key Findings

  • Building Bridges To Patients: Building good relationships with important Patient Advocacy Groups is essential for early patient education. PR tools are effective to stimulate disease education coverage. Marry science and pathos when educating patients. New technologies create new avenues by which to inform. Early Access programs are beneficial for patients, physicians and the company.
  • Using Public Relations & Technology New technologies and PR are both “leveraged,” cost-efficient tools for education. Both permit less control than companies customarily want. The development and pre-launch cycle offer many opportunities to use new technologies (e.g. Social Media, Internet, YouTube/Video communication channels) to educate physicians, patients, payers and government.
Table of Contents

KEY INSIGHTS AND LESSONS LEARNED 4
Research Approach 8
Key Themes from Market Education Research 6

UNIVERSE OF LEARNING 8
Participating Companies 9
Participant Job Titles and Executive Interviews 10
Participant Industry Representation 11

DEVELOPING INTEGRATED THOUGHT LEADER STRATEGIES 14
Thought Leader Education and Services 15
Using Investigators in Protocol Development 16

THOUGHT LEADER TARGETING 17
Study Meetings, Journals, Ad Boards to Spot KOLs 18
Thought Leader Segments and Successful Market Entry 20
MSL Pre-Launch Coverage 21

THOUGHT LEADER RELATIONSHIP & VALUE MANAGEMENT 22
National Thought Leaders and Other Influencers 23
Building Thought Leader Relationships 26
Advisory Board Member strategies 28

MANAGING CLINICAL TRIALS 30
Benefits of the Right Investigators 31
Building Company Credibility and Long Term Commitment 32
Investigators 34

MANAGING INVESTIGATOR-INTITIATED STUDIES 39
Investigator-Initiated Studies 40
Product’s Clean Safety Profile 42
Investigator-Initiated Study Needs 43
Intellectual Property Rights and Investigator-Initiated Studies 47

EARLY ACCESS PROGRAMS 48
EAPs Common in Oncology 49
Cost of Doing Business 50

POST-APPROVAL EARLY ACCESES PROGRAMS 51
PAEA Programs Accelerate Path to Paying Patients 52
PAEA Coordination and Field Execution Excellence 53
PAEA Programs for Patients, Physicians, and Marketplace Buzz 54

DATA DISCLOSURES 55
Data Disclosure Through Full Development Cycle 56
Pipelines 57
Positioning Your Company as a Thought Leader 59

CLINICAL SCIENCE THROUGH JOURNALS AND CONGRESSES 61
Publishing Strategy 62
Payer Focus in Crowded Market 67

USING SCIENTIFIC PUBLICATIONS 68
Scientific Publishing Productivity Factors 70
Congresses and Clinical Publishing 73

MULTI-CHANNEL MEDICAL EDUCATION 75
Benchmark Start Periods 76
Congresses that Match Your Product 77

MEDICAL EDUCATION 78
Accredited CME Support 79
Non-Accredited MedEd Programs 80
CME Funding 81

EDUCATION AND ADVOCACY GROUP COLLABORATIONS 82
Patient Education and Advocacy 83
Patient Advocacy and Reimbursement 88
Linking Public Relations and Advocacy 90

PAYER EDUCATION 91
Relationships with Payers 92
Creating Brand Identity 98

USING PUBLIC RELATIONS AND NEW TECHNOLOGY 102
Public Relations and Media Outreach 103

USING NEW TECHNOLOGIES TO INFORM PATIENTS 119

ALLOCATING MARKET EDUCATION MIX 123

BEST PRACTICES AND LESSONS LEARNED 126
Pitfalls to Avoid 129

FUTURE TRENDS AND ISSUES 130

APPENDIX 134

ABOUT BEST PRACTICES 139

List of Charts & Exhibits

THOUGHT LEADER EDUCATION
  • Timing and Importance of Key Educational Tactics for KOLs
  • Number of KOLs Targeted/Planned to Target During each Phase III Period Pre-launch
  • Timing of Relationship Building Activities with Different Thought Leader Segments Across Full Development Cycle
  • Number of MSLs Assigned During each Phase III period Pre-launch for New Product
  • Frequency of MSL Calls with KOLs During each Phase III Period Pre-launch to Launch
  • Role of Global/Regional KOLs Across Key Educational Activities
  • Rating of Tactics/Factors for Building Credibility for Company Entering New Therapeutic Area

PHYSICIAN/PAYER EDUCATION
  • Stages During Which Investigator Initiated Studies are Conducted
  • Timing of Public Release for Various Therapy Data (MOA,etc.)
  • Importance Rating for Publishing Results in Various Channels
  • Percentage of Papers Appearing in Tier 1-3 Publications
  • Number of Publications (by type) Expected from Phase III to Launch
  • Top Five Activities for Educating Physicians
  • Timing of Physician Education Activities Across Full Development Cycle
  • Provision of CME Grants by Program Type for Products/TAs Pre-Launch
  • Timing of Education Activities for Payers and Government Entities
  • Top Five Education Activities for Payers and Government Entities

PATIENT EDUCATION
  • Timing of Educational Activities for Patients and Advocacy Groups
  • Top Five Education Activities for Patients and Advocacy Groups
  • Effectiveness of Public Relations Tools Pre-Launch and Launch
  • Effectiveness of Calls to Action Leading Patients to Website
  • Rank/Order Seven Most Effective New Technologies for Educating Patients/Physicians
  • Percentage of Resources Invested for Different Target Groups Phase III to Launch
  • Timing of Education Activities for Different Healthcare Professionals