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Products & Services Sales and Marketing New Product Development and Launch Ensuring Market Focus Customer and Thought Leader Involvement

Nexavar Case Study: Using Publications and Presentations to Inform Practitioners and Patients

ID: 5057


Features:

Graphics


Pages/Slides: 32


Published: Pre-2013


Delivery Format: Online PDF Document


 

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  • STUDY OVERVIEW
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Non-members: Click here to review a complimentary excerpt from "Nexavar Case Study: Using Publications and Presentations to Inform Practitioners and Patients"


STUDY OVERVIEW

As the first oral cancer therapy that inhibits both tumor and tumor blood vessel growth, Nexavar has proven to be an important weapon against advanced kidney and liver cancers. This case study presents a broad perspective on how Bayer and Onyx – Bayer’s marketing and development partner – approached publishing and medical congresses as valuable opportunities to educate physicians and patients. This study also reviews how Nexavar’s data disclosures of clinical results were strategically used as not only key communication milestones but also opportunities to start brand building. Executives and managers in publishing or new product planning can use this research to gain insights into methods for educating the practitioners and patients via publications and presentations.

KEY TOPICS

  • Nexavar Background and Publishing Strategy
  • Nexavar and Kidney Cancer
  • Nexavar and Liver Cancer
  • Product Overview

SAMPLE LESSONS LEARNED
  • Use Pipeline to Map Out Expected Flow of News
  • Use Top Tier Journals and Congresses to Build Brand Name

METHODOLOGY

The data for this case study was collected utilizing secondary research

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


Companies Profiled:
Bayer; Onyx Pharmaceuticals


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