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Products & Services Medical Affairs Launch Optimization

Medical Affairs Launch Excellence: Medical Affairs Role at Launch in Medical Device Companies

ID: POP-274


Features:

14 Info Graphics

16 Data Graphics

150+ Metrics

2 Narratives


Pages: 42


Published: 2016


Delivery Format: Shipped


 

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Single User: Authorizes use by the person who places the order or for whom the order was placed.

Sitewide: Authorizes use of the report for a geographic site. All people at site can view the report for a year and copies can be printed.

Corporate: Authorizes use for the entire company for a year and copies can be printed. No limitations for usage inside the company.




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919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
As a conduit between medical device organizations and key decision makers, the Medical Affairs function plays an important role in key product launch activities, extending from the pre-launch phase to well beyond market entry. An effective medical affairs launch strategy focuses on early stage thought leader identification and engagement, clear guidance for commercial strategies and launch resources management.

Best Practices, LLC undertook benchmarking research to identify the critical success factors for a strong medical affairs launch support, as well as highlight strategies for thought leader targeting and communication. This study will serve as a benchmark for medical device companies in developing successful medical affairs launch strategies.


Industries Profiled:
Health Care; Pharmaceutical; Diagnostic; Consulting; Biotech; Medical Device; Manufacturing; Consumer Products; Biopharmaceutical; Clinical Research; Laboratories


Companies Profiled:
Abbott; Arthur F. Morelli and Associates; Axon Pharma; BARD Medical; Baxter International; Bayer; Covidien; Fresenius Kabi; Johnson & Johnson Vision Care; Medtronic; Novo Nordisk; Sanofi; Terumo Corporation


Study Snapshot

Best Practices, LLC engaged 14 Medical Affairs leaders at 13 medical device companies through a benchmarking survey. Additional deep-dive interviews were conducted with 5 selected participants. More than 70% of the participants are at the level of VP /CEO/ Director and around a quarter of participants are managers.

Key Findings

  • Medical Affairs’ Role in Launch Activities: Medical Affairs is heavily involved in five launch activities within participating organizations: Scientific Publications, MSL Activities, Advisory Boards, Thought Leader identification and development and Speaker Training. More than 60 percent of medical device companies are involved in these top 5 activities.
  • Thought Leader Tiering: More than 75 percent of the benchmark class use five criteria while segmenting their TLs in the pre-launch stage: Regional Diversity, Therapeutic Area, Product Types, TLs’ Experience, & TLs’ Expertise.

Table of Contents

  • Executive Summary, pgs. 3-9
  • Research Overview, pg. 4
  • Participating Companies, pg. 5
  • Key Recommendations, pg. 6
  • Abbreviations, pg. 7
  • Key Findings & Insights , pgs. 8-9
  • Benchmark Class Profile, pgs. 10-13
  • Medical Affair’s Role in Launch Activities, pgs. 14-17
  • Thought Leader Tiering , pgs. 18-21
  • Thought Leader Targeting and MSL Coverage, pgs. 22-27
  • Launch Investment, pgs. 28-31
  • Medical Affairs Investment Allocation, pgs. 32-36
  • Participant Demographics, pgs. 37-40
  • About Best Practices LLC, pgs. 41-42


List of Charts & Exhibits

  • Role of Medical Affairs in Different Launch, Pre-launch and Post-launch Phase Activities
  • Role of Medical Affairs in Internal Product Launch Communication
  • Criteria Used to Segment Thought Leaders Before and Post Launch
  • Timing of Strategies Used for Thought-Leader (TL) Tiering
  • Case Example: Segmentation of ‘KOLs’ by Level of Influence Before Evaluations
  • Total Number of TLs Targeted and MSLs Employed for a Product during Pre-launch and Post-launch Period
  • Number of TLs Targeted per MSL Employed
  • Core Responsibilities of MSLs
  • Total Launch Investment for the Product during Pre-launch and Post-launch Period
  • Total Number of FTEs Allocated for the Product during Pre-launch and Post-launch Period
  • Critical Role of Payers And Patients
  • Total Medical Affairs Launch Investment Per Product Supported During Pre-launch and Post-launch Phase
  • Total Number of Launch FTEs Per Product Supported During Pre-launch and Post-launch Phase
  • Percentage of Total Medical Affairs Launch Investment Allocated to Listed Medical Affairs Activities During Each Time Period
  • Percentage of Total Medical Affairs launch FTEs Allocated to Listed Medical Affairs Activities During Each Time Period
  • Launch Success Factors