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Probing Best Practices for Successful Primary Care Launch & Physician Engagement

ID: PSM-372


68 Info Graphics

28 Data Graphics

690+ Metrics

36 Narratives

Pages: 104

Published: 2020

Delivery Format: Shipped


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Maximizing a new biopharma product launch often requires a distinct and comprehensive primary care strategy, where innovative physician targeting and engagement becomes a critical facet of launch planning.

Best Practices, LLC conducted this meta-analysis research to assist launch planning in five critical areas spanning primary care targeting, launch uptake, promotion and messaging, primary care physician characteristics, and internal organization considerations. The meta-analysis distills need-to-know insights from a detailed probe of 18 of our primary benchmark research and launch case studies.

This report not only examines successful primary care physician engagement tactics for an effective launch, but also illustrates how companies can leverage key product advantages and avoid common industry pitfalls.

Industries Profiled:
Pharmaceutical; Biotech; Medical Device; Biopharmaceutical; Laboratories; Clinical Research; Health Care; Manufacturing; Consumer Products; Diagnostic; Consulting; Chemical; Public Relations; Media; Technology; Communications; Computer Software; Telecommunications; Research; Medical; Professional Services; Science; Marketing

Companies Profiled:
Abbott Laboratories; Abbvie; Actavis; Actelion; Adamas Pharmaceuticals; ADC Therapeutics; Advanced Accelerator Applications; AeroGen; Agios; Aimmune Therapeutics; Alcon Laboratories; Alexion Pharmaceuticals; Align Technology; Alkem; Alkermes; Allergan; Almirall; Alnylam Pharmaceuticals; AMAG Pharmaceuticals; Amgen; Amicus Therapeutics; Amylin; Apellis Pharmaceuticals; Apex Pharma; Aptus Clinical; Arena Pharmaceuticals; Ascend Therapeutics; Ascensia; Asklepion Pharmaceuticals; Aspen Pharmacare; Astellas; AstraZeneca; Atara Biotherapeutics; Avadel Pharmaceuticals; Avanir; Avant Healthcare; Avantor Performance Materials; B. Braun; Baxalta; Baxter Healthcare; Bayer; Berlex Laboratories; Biocon; BioDelivery Sciences International; Biofrontera; Biogen; Boehringer Ingelheim; Bracco Diagnostics Inc.; Braeburn; Bristol-Myers Squibb; Cadila Pharmaceuticals; Caldera; Canopy Growth; Cara Therapeutics; Cascadia Drug Development Group; Catalyst Pharmaceuticals; Cegedim; Celgene; Celyad; Centocor Ortho Biotech Inc.; Cephalon; Chiesi; Cipla; Cofactor Group; Consensus Orthopedics; ConvaTec; Crown Laboratories; CSL Behring; Cubist Pharmaceuticals; Daiichi Sankyo; DBV Tehcnologies; Deciphera Pharmaceuticals; Dendreon Pharmaceuticals LLC; DiaSorin; Dr Reddy's Laboratories; Eagle Pharmaceuticals; Egis; EHOB; Eisai; Eli Lilly and Company; EMD Serono; eNeura Therapeutics; Ethypharm; EyePoint Pharmaceuticals; FerGene; Ferozsons Laboratories Limited; Ferring Pharmaceuticals; FleishmanHillard; Frankel Advisory Group LLC; Fresenius Medical Care AG & Co. KGaA; Galderma; GE Healthcare; Genentech; Genmab; Genzyme; Getz Pharma; GlaxoSmithKline; Greenwich Biosciences; Grifols; Grünenthal; Guerbet; Halloran Consulting Group; Helsinn; Horizon Therapeutics; Hospira; IDbyDNA; Idorsia; IDS Canada; Indivior; Ipsen; Iridex; Ironwood; Janssen; Joerns Healthcare; Johnson & Johnson; Kala Pharmaceuticals; Kaleo; Karyopharm Therapeutics; Kiniksa Pharmaceuticals; Kyowa Kirin; Laboratorios Deramtologicos Darier; Leica Biosystems; LeMaitre Vascular; LEO Pharma; Lilly; Linde; Lundbeck; Lupin; Mallinckrodt; Mayne Pharma; Meda Pharmaceuticals; Medacta USA; Medexus Pharmaceuticals; Medicure; MedImmune; MedinCell; Medis; MEDiSTRAVA; Medrad; Medrobotics; Medtronic; Melinta Therapeutics; Merck; Merck KGaA; Merial; Milestone Pharmaceuticals; Mint Pharmaceuticals Inc.; Mirador Global LP; Mission Bio; moksha8; Monebo Technologies; MSD; Nabriva Therapeutics; Nestle Health Science; Nevakar; NexGen Healthcare Communications; Nobio; Novartis; Novo Nordisk; Nuvisan; Ora; Organon; Ortho-McNeil; Osmotica Pharmaceuticals; OTSUKA; Panacea Biotec; Paratek Pharmaceuticals; PerkinElmer; Pfizer; Pharmacia; Piramal Group; Prime Global; ProCaps Laboratories; Prometheus Therapeutics & Diagnostics; Proteus Digital Health; Purdue Pharma; QED Therapeutics; Quintiles; RECKITT BENCKISER; Retrophin; Rigel Pharmaceuticals; Roche; Samumed; Sandoz; Sanofi; Sanofi Genzyme; Sanofi Pasteur; Sanofi-aventis; Santen; Santhera Pharmaceuticals; Sarah Cannon; Schering-Plough; Scilex Pharmaceuticals; Servier; Shionogi Inc.; Shire; Sivantos Pte. Ltd.; SK Life Science; Smith & Nephew; Solvay Pharmaceuticals; SomaGenics Inc; Stgilesmedical London & Berlin; Straumann; Sumitovant BioPharma; Sunovion; Supernus; Surrozen; Synapse biomedical; Syneos Health; Takeda Pharmaceuticals; Talecris; Taro; TEAMM Pharmaceuticals; Tecan; TerSera Therapeutics; Teva Neuroscience; Teva Pharmaceutical Industries Ltd; TG Therapeutics; The Medical Affairs Company; The Stem; Theravance; Thermo Fisher Scientific; Ther-Rx; Think Surgical; Thompson Surgical Instruments; Tiber Laboratories; Tibotec; Tibotec-Virco; Tokai Pharmaceuticals; UCB Pharma; unichem; United BioSource; Upsher-Smith; Vertex Pharmaceuticals; Vifor Pharma; ViiV Healthcare; Visioneering Technologies Inc.; Wellspect HealthCare; West 53rd St Digital; Worldwide Clinical Trials; XACT Robotics; Xanodyne Pharmaceuticals; XG Sciences; Zeiss Pharma; Zosano Pharma; ZS Pharma; Zydus Cadila

Study Snapshot

Best Practices, LLC employed a four-step approach in conducting this meta-analysis. Phase I involved search around key physician engagement areas, phase II involved a detailed probe of 18 of our benchmark studies, data was harvested in phase III to develop insights, and phase IV involved the organization of insights in a framework.

Key topics covered in this report include:

  • Primary Care Targeting
  • Launch Uptake
  • Promotion and Messaging
  • Primary Care Physician Habits
  • Internal Organization Considerations

Key Findings

Select key insights uncovered from this report are noted below. Detailed findings are available in the full report.

  • Primary Care Targeting:
    • Employ multiple patient diagnostic factors to help PCPs recognize target patient profile
  • Launch Uptake:
    • Brand the science to simplify PCP education
    • Collaborate with patient advocacy groups to educate market
    • Bring together PCPs & specialists to cross-pollinate care ideas
  • Primary Care Physician Habits:
    • PCPs generally require less in-depth science than specialists
    • Highlight franchise commitment & leadership to win credibility
Table of Contents

Sr. No.
Slide No.
Research OverviewPg. 3
Universe of LearningPg. 4
Critical Areas of AnalysisPg. 5
TargetingPg. 6
Launch UptakePg. 29
Promotion and MessagingPg. 48
PCP HabitsPg. 69
Internal Organization ConsiderationsPg. 83
About Best Practices, LLCPg. 104

    List of Charts & Exhibits

    I. Targeting

    • Summary of key insights – Targeting
    • Employing super targeting for productivity
    • Target tiering
    • Cymbalta’s multiple targeting tactics to successfully enter a highly competitive market
    • Sales effectiveness of super targeting tactics versus covering all targets within a full territory at launch
    • Key insights from Januvia’s launch
    • Message, target and timing coordination
    • Ongoing target refinement
    • Key criteria used to set individual sales force size
    • Importance of educating and winning support from each market constituency in order to grow market
    • Effective factors in re-defining the product’s core message at re-launch
    • Identifying the right target group
    • E-Sampling benefits
    • Aligning education by PCP treatment priorities
    • Targeting education by PCP diagnostic preferences/biases
    • Tailoring education to the HCP target
    • Segment differences
    • Effient’s launch targeting, and sequencing failure
    • Factors that help PCPs in recognizing target patient profile
    • Doctors residing within a typical sales territory
    • Consensus target per day by country type
    • Critical roles of District Managers

    II. Launch Uptake

    • Summary of key insights - Launch uptake
    • Timing of relationship building
    • Timing of launch communications
    • Byetta’s data-driven medical engagement strategy
    • Cymbalta’s winning strategy for new method-of-action drugs to gain acceptance
    • Byetta’s launch lessons for market-preparation and entry
    • Collaboration with patient advocacy groups to educate market
    • Januvia’s launch sequence
    • Amylin and Lilly’s three-phase go-to-market strategy aimed at creating awareness amongst critical specialist physicians
    • Creating synergistic effect to lift the larger PCP market
    • Extending brand promise from specialty to primary care
    • Effient’s launch sequence mis-steps
    • Using digital analytics to inform faster corrections
    • Byetta’s launch message cascade across four clinical cornerstones
    • Effectiveness of early physician education and engagement activities that prove most helpful to market entry and success in a competitive marketplace
    • Use of speaker programs to drive PCP awareness
    • Importance of educating primary care physicians
    • Cross-pollination of ideas during joint programs

    III. Promotion and Messaging

    • Summary of key insights - Promotion and messaging
    • Building education programs to prepare for market-entry and growth
    • Most effective education topics for healthcare providers in increasing pull-through
    • Building market understanding and acceptance through physician education
    • Targeting multiple segments
    • Mapping and managing communication across the patient journey
    • Percentage of the total patient initiatives spend for the franchise/brand invested in patients at
      each stage of their journey
    • Effectiveness of various channels/media for delivering education programs to customers
    • Using the complete market research toolkit to glean market insights
    • Informing physicians about both the disease and the drug
    • Key education and communication insights from Januvia’s launch
    • Educating and informing the “Total Office Call” framework
    • Parallel physician and staff relationships development
    • Addressing coverage concerns
    • Constructing clinic and institution archetypes to guide effective PCP interactions
    • Using integrated Total-Office-Call performance metrics
    • Selling messages per PCP sales call
    • Accelerated use of virtual PCP engagement models owing to COVID-19
    • Necessary digital resources to execute roles efficiently

    IV. PCP Habits

    • Summary of key insights - PCP habits
    • Tailoring physician education approaches to reflect the backgrounds of the audience
    • Highlighting franchise commitment and leadership to win credibility
    • Defining target patient population / candidates for PCPs
    • Winning physician's initial trial of a new product
    • Habit disruption model to break through with reluctant physicians
    • Impact of personal interactions
    • Effectiveness of early physician education and engagement activities that prove most helpful to market entry and success in a competitive marketplace
    • Targeting non-physician prescription writers
    • Advantages of PCP e-sampling
    • E-sampling for high-potential PCPs
    • Effect of therapeutic area and market size on physician e-sampling sample volume
    • Education initiatives for non-physician decision-makers

    V. Internal Organization Considerations

    • Summary of key insights - Internal organization considerations
    • Primary structure determining sales rep distribution
    • Sales rep to District Manager target span of control
    • District (first-line) managers to regional managers span of control
    • Timing of sales force training prior to a new product launch
    • Selling days in field
    • Physician sales call frequency by country type
    • Most important sales performance measures used when evaluating sales reps on administration skills
    • Anatomy of how top performers get into phone favorites list
    • Critical skills for primary care penetration
    • Virtual training for rep development
    • Average number of hours of launch training provided per District Manager and per sales representative in advance of a new product launch
    • Ideal percentage of total pre-launch training that should be allocated to key launch training activities
    • Effectiveness of various approaches to deliver launch training
    • Use of iPads, zoom and other digital tools for effective presentations
    • Januvia’s buzz creation among physicians
    • Utilization ranking of social media activities to generate disease awareness
    • Volume of District Manager launch training
    • District Manager launch training curriculum topics
    • Adjusting global training rollout to meet local requirements