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» Products & Services » » Product Launch » Product Launch Excellence

Managing Hostile Stakeholders During the Launch of a Breakthrough New Medicine

ID: PSM-380


Features:

107 Info Graphics

4 Data Graphics

80+ Metrics

76 Narratives


Pages: 127


Published: 2021


Delivery Format: Shipped


 

License Options:


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919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
Launching a new breakthrough medicine is often like a double-edged sword for pharma companies. While some drugs go on to achieve blockbuster status owing to factors such as fulfilling an unmet need or first-mover advantage, other drugs face a hostile response from key stakeholder groups in instances where there is stigma or controversy associated with the condition or its treatment.

Considering the millions of dollars at stake during a new product launch, forward-looking pharma companies have developed rapid response teams to map and engage the full range of hostile stakeholder groups.

Best Practices, LLC engaged senior launch leadership from pharma companies and conducted extensive secondary research to identify effective strategies for managing hostile stakeholders during the launch of a breakthrough new medicine.

This report delves into key aspects, including: enabling rapid response to hostile issues, communication tactics to prevent issues and soften hostile voices, using science to defuse hostility and build the value story, working with various hostile stakeholder groups among KOLs and HCPs, activist groups, payers, pricing opposition groups, and patient advocacy groups during product launch.

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


Companies Profiled:
Bayer; Boehringer Ingelheim; Eli Lilly and Company; Gilead Sciences; GlaxoSmithKline ; Johnson & Johnson; Merck; Pfizer; Roche; Sprout Pharmaceuticals; Trimeris

Study Snapshot

Best Practices, LLC engaged and examined front-line executives at 11 companies across 9 therapeutic areas to conduct this analysis on hostile stakeholders management.

Key topics covered in this report include:

  • Developing early warning systems and enabling rapid response to hostile actions issues
  • Communication practices that help prevent issues and soften hostile voices
  • Mapping and managing hostile groups across the market landscape
  • Using science to communicate data to defuse hostility and build the value story
  • Working with different hostile stakeholder groups

Key Findings

Select key insights uncovered from this report are noted below. Detailed findings are available in the full report.

  • Fast-Response Structures: Pre-set roles, responsibilities, hierarchy, assignments, and procedures enable rapid response to hostile actions or issues.
  • Communicate Value Through Science: Use clinical data to build the value story through disease awareness, education campaigns & media kits - always with compliance in mind.
  • No Go Zones: Avoid engaging advocacy groups that provide services misaligned with your product but monitor them for potential conflicts.
  • Working with Pricing Opposition Groups: Employ a flexible discount strategy. Rather than lowering price, negotiate preferred discounts for public payers and key PBMs like Express Scripts.

Table of Contents

Sr. No.
Topic
Slide No.
I.
Universe of LearningPg. 3
II.
Leadership Best PracticesPg. 5
III.
Developing Fast Response and Early Warning SystemsPg. 14
IV.
Communication Practices that Help Prevent Issues and Soften Hostile VoicesPg. 20
V.
Mapping & Managing Hostile Groups Across the Market LandscapePg. 35
VI.
Using Science to Communicate Data to Defuse Hostility and Build the Value StoryPg. 45
VII.
Working with KOLs and HCPsPg. 52
VIII.
Working with Activist GroupsPg. 58
IX.
Working with Payer GroupsPg. 69
X.
Turning Citizens into Political InfluencersPg. 80
XI.
Working with Pricing Opposition GroupsPg. 88
XII.
Working with Patient Advocacy GroupsPg. 101
XIII.
Winning Patients on Your SidePg. 119