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Best Practice Database
Product Launch » Market Entry and Oncology
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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.
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.