Physician Factors that Shape a Successful Oncology Market Entry: Initial Trial, Thought Leader Engagement, Early Education and New Technologies

STUDY OVERVIEW

The pharmaceutical industry is constantly developing and launching new oncology products. While many factors affect a new oncology product launch, physicians play an important role in a product's market entry. Some of the key interactions between pharma and physicians that affect a launch include initial trials, thought leader engagement, early education and use of new technologies.

Best Practices, LLC conducted this study to surface strategies and tactics to address each of these important physician-related areas that are part of a successful oncology product launch. Marketing and launch leaders can use this research to compare their approach to these physician-related launch interactions with the approaches used by leading organizations.

This study includes two segments: one representing the entire benchmark class and one representing the oncology therapeutic area.

KEY TOPICS

• Winning a physician's initial trial of a new product
• Thought leader engagement
• Early physician education
• New technologies for informing patients and physicians
• Preparing market constituents

• Effectiveness rating for winning initial trail for new product by physician
• Effectiveness rating of thought leader engagement strategies
• Ranking of most important thought leader strategies
• Effectiveness rating for physician education and engagement strategies
• Effectiveness rating of new technologies used for educating patients and doctors
• Importance ranking of stakeholders and winning their support at entering market, winning share and market growth stages of launch

• Medical Affairs Sub-Groups Are Key To Winning KOLS: Identifying the right key opinion leaders to support a scientific platform is critical for successful launches. Just as important is having the right number of KOLs involved. Speaker programs and special studies by specialists are also highly important engagement tools in Oncology. All require the active support and coordinated engagement of Medical Affairs.

The research employed a data gathering approach that gleaned quantitative data from seven leaders in oncology, although their participation varied across the question set. The total benchmark class included 44 executives and managers from 38 leading companies in pharmaceutical, biotechnology and medical device industries. In addition, nine executives participated in in-depth interviews.

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