Oncology Market Education: Informing Patients and Payers

STUDY OVERVIEW

Patient and payer support plays an important part in the success of a new oncology product entering the market. To build this support, oncology launch leaders look for ways to raise awareness among patients and payers. For patients, advocacy groups are key way to learn about new products while on the payer side, it's important for companies to set their new products apart from existing products.

Best Practices, LLC designed this study to explore the best practices in educating, informing and preparing patients and payers for a new oncology product. In particular, this study examines effective collaboration tactics with advocacy groups and how to engage payers. In addition, the study reviews how public relations is an effective tool for reaching both stakeholder groups.

KEY TOPICS

• Utilizing patient education and advocacy group collaborations to inform patients
• Focusing on cost and outcomes to enhance early payer education success
• Using Public Relations and new technologies in order to leverage reach to patients, physicians and payers
• Using new technologies for educating and informing patients

• Time phase to start each activity for educating patients and advocacy groups
• Top five most important activities in educating oncology patients and advocacy groups
• Time phase to start each activity for educating payer and government agencies
• Top five most important activities for educating payer and government agencies
• Effectiveness rating of following calls to action leading patients to websites
• Importance of various tactical elements influencing public relations marketing effectiveness
• Effectiveness rating of PR tool during the launch period
• Importance of various tactical elements influencing public relations effectiveness
• Seven most effective new technologies for educating patients
• Seven most effective new technologies for educating physicians

• 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.
• Winning Payers on Board: Commence work earlier than in past to win payers, who are increasingly important to market entry in Oncology. Focus on cost and health outcomes; understand that payers need and engineer them increasingly into clinical trials.

The benchmark class includes 34 executives and managers at 26 leading pharmaceutical, biotech and medical device companies. In addition, deep-dive executive interviews were conducted with selected participants to provide qualitative insights and emerging trends.

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