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Sales and Marketing » New Product Development and Launch » Managing Thought Leader Programs » Support and Communication
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This case study reviews the strategy and tactics utilized by Genentech for the Rheumatoid Arthritis (RA) indicated product, Rituxan, to communicate with KOLs regarding a new mechanism of action treatment for moderate-to-severe RA. The company started by using advisory boards early to harvest insights and seed new ideas before turning to communication vehicles such as peer-to-peer discussions and seminars to redefine RA's existing scientific model for the medical community. The approach created understanding and acceptance for Rituxan's new mechanisms of action. Executives and managers can use this study to gain insights into the creation of messages that communicate how a product with a new MOA changes a dominate treatment paradigm.