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Best Practice Database
Product Launch » Market Entry and Oncology
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Informing critical stakeholders about new therapies is an important part of any new product launch - and new oncology products are no different. As part of this effort to inform the marketplace, it is important to target the right stakeholder segments at the appropriate time. Timing is especially important for the oncology therapeutic area as launch leaders reach out to inform critical stakeholders such as thought leaders, physicians, patients, payers and advocacy groups about new oncology products.
Best Practices, LLC designed this study to determine appropriate timing for preparing the marketplace for new oncology products – through thought leader, physician, patient, and payer education and communication strategies. This study also includes a chapter with insights from launch leaders regarding lessons learned and future trends for product launches. Executives can use this study to plan and execute their programs for informing the marketplace about new oncology products.
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.