Oncology Market Education: Communicating with the Medical Community

STUDY OVERVIEW

The success of an oncology product launch hinges on many things but one of the critical components is the reception in the medical community. Thus market education efforts directed at the medical community are a part of every biopharma organization's launch plan, especially those in the oncology sector.

Best Practices, LLC conducted this study to explore the best practices in informing and preparing the medical community for new oncology products. In particular, it examines the use of data disclosures and scientific publications. In addition, the study looks at the balanced use of multi-channel education efforts to ensure the medical community understands the value of a new oncology product and its place among the many cancer weapons physicians can utilize.

KEY TOPICS

• Use data disclosures to inform the medical community of both progress and commitment
• Communicate clinical science through journals and congresses to position company as a thought leader
• Utilize scientific publications to link together productivity and insights
• Use multi-channel medical education to inform health care providers
• Balance the mix of CME, grants and tools to best utilize medical education.

• Data types employed on first release to inform the marketplace and comply with regulatory requirements for data integrity
• Importance of publishing clinical results in various channels
• Publishing mix in each of three tiers of publications during phase III to launch period
• Number of publications expected to issue during the phase III to launch period to adequately prepare market for product entry
• Top five most important activities in educating physicians
• Start period of different activities for educating

• Using Public Relations and Technology: New technologies and Public Relations are both “leveraged,” cost-efficient tools for education; both permit less control than companies customarily want. The development and pre-launch cycle offer many opportunities to use new technologies (e.g., social media, Internet, You Tube/video communication channels) to educate physicians, patients, payers and government.

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