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
Table of Contents
BACKGROUND 4
Summary of Key Insights, Findings and Lessons Learned 4
Universe of Learning: Research Participants, Launch Experience,
And Therapeutic Area Demographics 8
MARKET ENTRY SUCCESS DRIVERS 16
Develop Integrated Continuous Thought Leader Strategies 16
Thought Leader Targeting 20
Thought Leader Relationship & Value Management 25
Manage Clinical Trials to Win Highly Regarded Thought Leaders &
Investigators in Your Clinical Trials 34
Managing Investigator-Initiated Studies 43
Early Access Programs: Helping Patients & Expanding
Physicians’ Experience 52
Post-Approval Early Access Programs: Helping Patients, Physicians,
And Marketplace Buzz 55
Data Disclosures: Inform Medical Community of Your Progress
And Commitment 59
Communicate Clinical Science Through Journals & Congresses 65
Using Scientific Publications: Marrying Productivity & Insights 72
Using Multi-Channel Medical Education to Inform Health Care Providers 79
Medical Education: Balancing the Mix of CME, Grants & Tools 83
Inform Patients Through Education & Advocacy Group Collaborations 87
Payer Education Starts Early; Focus on Cost and Outcomes 97
Use PR & New Technologies For Leveraged Reach to Patients,
Physicians, and Payers 109
Using New Technologies for Educating & Informing Patients 126
Orchestrate Medical Education Timing to Reach Right Constituencies
At the Right Times 129
Allocate Market Education Mix to Reflect Therapeutic Area Needs
And the Competitive Landscape 130
LESSONS LEARNED
Voices From the Field: Best Practices, Lessons Learned, & Pitfalls
To Consider 133
Future Trends & Issues 137
Appendix I: Orchestrate Medical Education Timing to Reach
Right Constituencies at the Right Times 141
Appendix II: Responding to New Clinical Guidelines & Safety Concerns 150
ABOUT BEST PRACTICES, LLC
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