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Products & Services Medical Affairs Launch Optimization

Maximizing the Impact of Medical Affairs in Hematology Product Launches

ID: POP-323


Features:

33 Info Graphics

22 Data Graphics

420+ Metrics

14 Narratives


Pages: 73


Published: 2020


Delivery Format: Shipped


 

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919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
Biopharma manufacturers seeking to differentiate their hematological therapies at launch are increasingly turning to their own medical experts. As a critical conduit between biopharma and external healthcare decision makers, the Medical Affairs function drives many of the vital activities that spanning pre-launch, launch and post-launch - all of which can help determine the ultimate success of a new hematology product.

Best Practices, LLC conducted this benchmarking research to explore how savvy Medical Affairs teams can deliver high-caliber, measurable value to each of their organization's hematology product launches.

This report provides insights and benchmarks around Medical Affairs’ role, activities and timelines, cross-functional collaboration, strategy planning, staffing, budgeting, preparedness metrics, tools and technology for a successful hematology product launch. This report also identifies the critical success factors and major pitfalls for Medical Affairs during hematology product launch.

Industries Profiled:
Pharmaceutical; Biotech; Chemical; Medical Device; Health Care; Biopharmaceutical; Clinical Research; Laboratories


Companies Profiled:
AbbVie; Celgene; Crescendo Bioscience; Curis; Daiichi Sankyo; Grifols; Orchard Therapeutics; Roche; Sandoz; Sanofi; Servier; Shire; Takeda Pharmaceuticals; Zydus Cadila

Study Snapshot

Best Practices, LLC engaged over 19 hematology Medical Affairs experts from 14 pharmaceutical and biotechnology companies in this research study through a benchmarking survey, interviews and a roundtable discussion.

Key topics covered in this report include:

  • Hematology Launch Strategy and Work Plan
  • Hematology Launch Timeline Overview
  • Hematology Launch Resourcing
  • Hematology Launch Enablers


Key Findings

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

Medical Affairs can significantly boost its launch performance by improving brand team collaboration and alignment (A), developing and sticking to a launch roadmap (B), and deploying effective launch enablers (C)

A. Improve cross-functional collaboration (1) and alignment (2)

  • 1. Improve brand team collaboration through team leadership structures, clear roles and responsibilities and by enabling activity ownership structures.
  • 2. Improve brand team alignment by deploying work timelines and increasing strategy transparency to 24 months before the launch.

C. Develop and put in place launch enablers to ensure continuous improvement and efficient processes

  • 1. Develop and deploy performance metrics.
  • 2. Code and share best practices, work progress and critical information through a launch room (war room).
  • 3. Put in place a feedback loop to leverage insights from the field to influence brand team’s activities.

Table of Contents

Sr. No.
Topic
Slide No.
I.
Launch Strategy and Work Plan7
Medical Affairs Role and Activity Effectiveness15
Ensuring Cross-functional Alignment and Collaboration20
Adapting to Ongoing Changes in Medical Affairs Landscape24
Medical Affairs Leading vs. Supporting Brand Teams29
II.
Launch Timeline Overview32
Launch Timeline Details34
III.
Launch Resourcing42
IV.
Launch Enablers45
Technology45
Launch Preparedness Metrics49
Critical Success Factors and Major Pitfall54
V.
Appendix59
Medical Affairs Role and Activity Effectiveness59
Launch Timeline66
Glossary71

    List of Charts & Exhibits

    I. Launch Strategy and Work Plan

    • Structuring the hematology launch framework
    • Laying the groundwork for Medical Affairs hematology launch excellence
    • Understanding the hematology disease landscape
    • Setting medical strategic imperatives: Hematology launch value pyramid
    • Setting aspirational behaviors for key stakeholders
    • Planning hematology stakeholder engagement
    • Planning resourcing and facilitating cross-functional collaboration

    I A . Medical Affairs Role and Activity Effectiveness

    • Growth in Medical Affairs’ role across multiple areas in hematology in recent years
    • Lead and support role of Medical Affairs in hematology therapeutic area
    • Medical Affairs’ effectiveness in hematology launch activities

    I B . Ensuring Cross-functional Alignment and Collaboration

    • Collaboration with internal groups to ensure successful hematology launch
    • Medical Affairs’ role in cross-functional teams
    • Tactics to improve cross-functional collaboration and work alignment in hematology

    I C . Adapting to Ongoing Changes in Medical Affairs Landscape

    • Medical Affairs’ focus area
    • Change in Medical Affairs’ hematology launch role within the last 3 years – Research and data generation
    • Change in Medical Affairs’ hematology launch role within the last 3 years – Data dissemination and communication
    • Change in Medical Affairs’ hematology launch role within the last 3 years – Education and Organizational support

    I D . Medical Affairs Leading vs. Supporting Launch Teams

    • Medical Affairs’ role in cross-functional hematology launch teams
    • Drivers and benefits of leading/co-leading brand launch team in hematology

    II. Launch Timeline Overview

    • Actual vs. ideal time to start hematology launch activities


    II A . Launch Timeline Details

    • Hematology launch timeline – Planning and budgeting Medical Affairs work
    • Hematology launch timeline – Building Medical Affairs team and deploying progress trackers
    • Hematology launch timeline – Organizational support and data generation
    • Hematology launch timeline – Education and advisory boards
    • Hematology launch timeline – Leading internal communication and building medical data
    • Hematology launch timeline – Publications and medical congresses
    • Hematology launch timeline – Engaging key external stakeholders

    III. Launch Resourcing

    • Hematology launch budget breakdown before and post launch
    • Hematology staffing breakdown before and post launch

    IV. Launch Enablers

    IV A . Technology

    • Communication tools used by Medical Affairs to support hematology launch excellence and their relative popularity
    • CRM and collaboration tools used by Medical Affairs to support hematology launch excellence and their relative popularity
    • Content management and materials building tools used by Medical Affairs to support hematology launch excellence and their relative popularity

    IV B . Launch Preparedness Metrics

    • Existence of hematology launch dashboard at benchmark companies and reported metrics usage by category type
    • Potential hematology drug launch metrics (reported & Best Practices generated) – Strategy planning, project management, education and organizational support
    • Potential hematology drug launch metrics (reported & Best Practices generated) – Communications and stakeholder engagement
    • Potential hematology drug launch metrics (reported & Best Practices generated) – Stakeholder engagement

    IV C . Critical Success Factors and Major Pitfalls

    • Critical factors that drive successful hematology launches for Medical Affairs
    • Six steps to a stronger Medical Affairs launch in hematology
    • Major pitfalls for Medical Affairs during hematology launch
    • Four pitfall areas in hematology launch

    V. Appendix

    • Medical Affairs’ role in hematology launch planning and research activities
    • Medical Affairs’ role in education, data dissemination and organizational support activities
    • Effectiveness of launch research activities in hematology
    • Effectiveness of education activities in hematology
    • Effectiveness of communication and data dissemination activities in hematology
    • Effectiveness of Medical Affairs organizational support activities
    • Involvement of Medical Affairs in evidence generation and FBM related hematology launch activities
    • Involvement of Medical Affairs in medical information and regulatory related hematology launch activities
    • Involvement of Medical Affairs in HEOR and medical/scientific communication related hematology launch activities
    • Involvement of Medical Affairs in independent medical education and external engagement/collaboration related hematology launch activities
    • Glossary