Patient Factors that Shape a Successful Oncology 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 oncology product's market entry. Patients learn about new oncology products from a number of sources, but the principal source of new product information is the manufacturer. Two important ways that biopharma organizations deliver oncology 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 oncology products, including education programs and DTC marketing. Biopharmaceutical leaders can use this research to determine effective approaches to educating patients about new oncology 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, Oncology accords different relative importance to each of these constituents compared to other therapeutic areas. This reflects a pitfall to avoid: Generalized marketing allocation models are prone to error. Winning brands allocate resources to reflect TA specific needs and market-entry order.

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.

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