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Products & Services Product Launch Market Entry: Metabolic and Cardiovascular Diseases

Patient Factors that Shape a Successful Metabolic Market Entry: Education and DTC Marketing

ID: 5139


Features:

13 Info Graphics

16 Data Graphics

100 Metrics

5 Narratives


Pages/Slides: 38


Published: Pre-2013


Delivery Format: Online PDF Document


 

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  • STUDY OVERVIEW
  • BENCHMARK CLASS
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Non-members: Click here to review a complimentary excerpt from "Patient Factors that Shape a Successful Metabolic Market Entry: Education and DTC Marketing"

STUDY OVERVIEW

Patients are one of the critical stakeholders in the healthcare marketplace and thus play an important part in a new metabolic product's market entry. Patients learn about new metabolic products from a number of sources, but the principal source of new product information is the manufacturer. Two important ways that biopharma organizations deliver metabolic new product information to patients are education programs and direct-to-consumer marketing.

Best Practices, LLC conducted this research to explore different avenues for informing patients about new metabolic products, including education programs and DTC marketing. Biopharmaceutical leaders can use this research to determine effective approaches to educating patients about new metabolic products.

KEY TOPICS

  • Patient advocacy and education
  • Preparing market constituents
  • Direct to consumer marketing: When and why
  • New technologies for informing patients

SAMPLE METRICS

  • Effectiveness of various forms of patient education, program support, and grants/sponsorships during the Phase III to Launch period
  • Importance rating of educating and winning support from different market constituents in order to enter market, win share, and grow market
  • Percentage of companies employing DTC campaigns in their most recent launch
  • Factors that contribute to using DTC campaigns after launch
  • Factors that contribute to not using DTC campaigns after launch
  • Most effective new technologies for educating patients when bringing a new product into a crowded market

SAMPLE KEY FINDING

  • Key Stakeholder Education Allocations Are Changing With Payers & Patient Advocacy Gaining Influence: Payers and patient advocacy are becoming more important constituents for educating the market. Importantly, Generalized marketing allocation models are prone to error. Winning brands allocate resources to reflect TA specific needs and market-entry order.
  • DTC Ads Can be a Valuable Tool: DTC ads are favored as a tool to reach large numbers of patients, encouraging patients to engage with their doctors on disease state information and new products. Organizations considering DTC ads – especially television spots – should consider sending out an alert to relevant physicians about the DTC campaign. That way doctors can be prepared when their patients show up with questions.

METHODOLOGY

The research employed a data gathering approach that gleaned quantitative data from 44 executives and managers from 38 leading companies in pharmaceutical, biotechnology and medical device industries.


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


Companies Profiled:
Abbott Laboratories; Amgen; Actelion; AstraZeneca; GlaxoSmithKline; Bristol-Myers Squibb; Roche; Lilly; Novartis; Merck; Genentech; MedImmune; Bayer; Cephalon; Inc.; Teva Neuroscience; Novo Nordisk; Amylin; Laboratorios Deramtologicos Darier; IDS Canada; UCB Pharma; Quintiles; Ther-Rx; ProCaps Laboratories; Baxter Healthcare; Synapse biomedical; Talecris; Eisai; Shire; Takeda Pharmaceuticals


If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.