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25DB




Products & Services Product Launch Influences on Market Entry

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

ID: 5117


Features:

18 Info Graphics

14 Data Graphics

125+ Metrics

10 Narratives


Pages/Slides: 43


Published: Pre-2014


Delivery Format: Online PDF Document,


 

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  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • SPECIAL OFFER
Non-members: Click here to review a complimentary excerpt from "Physician Factors that Shape a Successful Market Entry: Initial Trial, Thought Leader Engagement, Early Education and New Technologies"

STUDY OVERVIEW

The pharmaceutical industry is constantly launching new products across multiple therapeutic areas. While many factors affect a new 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 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.


KEY TOPICS

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

SAMPLE METRICS
  • Effectiveness rating for winning initial trial for new product by physician
  • Effectiveness rating of thought leader engagement strategies
  • Raking 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

SAMPLE KEY FINDING

  • 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. MSL and scientific publications are also highly important engagement tools across therapeutic areas. All require the active support and coordinated engagement of Medical Affairs.


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. In addition, nine executives participated in in-depth interviews.


Industries Profiled:
Pharmaceutical; Biotech; Medical Device; Health Care; Chemical; Manufacturing; Consumer Products; Diagnostic; Media


Companies Profiled:
Abbott Laboratories; Amgen; Actelion; AstraZeneca; GlaxoSmithKline; Bristol-Myers Squibb; Roche; Lilly; Novartis; Merck; Genentech; MedImmune; Bayer; Cephalon; Inc.; Teva Neuroscience; Novo Nordisk; Amylin; Laboratorios Deramtologicos Darier; IDS Canada; UCB Pharma; Quintiles; Ther-Rx; ProCaps Laboratories; Baxter Healthcare; Synapse biomedical; Talecris; Eisai; Shire; Takeda Pharmaceuticals


If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.