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Shaping the Marketplace to Support Successful Oncology Product Launches: Tactics for Educating KOLs, Physicians, Patients and Payers

ID: PSM-243


Features:

65 Info Graphics

39 Data Graphics

475 Metrics

41 Narratives

12+ Best Practices


Pages: 149


Published: Pre-2014


Delivery Format: Shipped


 

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  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
The bio-pharmaceutical marketplace – and the oncology therapeutic area in particular – continues to evolve as new medicines and technologies create valuable market opportunities. It’s in this competitive and challenging environment that organizations are scrutinizing their strategies to support market education for new products. Companies with new products find it essential to educate the marketplace to ensure successful market entry; those that fail to inform and prepare the market often witness failed or disappointing product launches.

This research will inform launch leaders on the most effective physician, payer and patient education practices conducted from clinical development through launch. Metrics address KOL development tactics and timing, including MSL staff numbers and calls; Physician education by publication type and timing and CME by type and timing; Patient and Advocacy Group education by timing and type and Payer education by timing and type.

Executives and managers involved in market education efforts for new products can use this research to compare their market education tactics and strategies with those of leading organizations.

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


Companies Profiled:
GlaxoSmithKline; ARIAD; Pfizer; Integrated Communications Corp.; Novartis; Genitope Corporation; NeoVista; Inc.; Amgen; Novo Nordisk; Johnson & Johnson; AstraZeneca; Roche; Lilly; Bayer; Human Genome Sciences; Boehringer Ingelheim; Nobel Biocare; Abbott; Solvay Pharmaceuticals; Genentech; Sanofi-aventis; Smith & Nephew; Amylin; Janssen Cilag Pharmaceutical; Dr Reddy's Laboratories; Spectrum Pharmaceutical

Study Snapshot

Project Methodology
Research was conducted through survey and interviews of 34 executives and managers from 26 leading pharmaceutical, biotech and medical device companies of the world. Additionally, nine deep-dive interviews were conducted with selected participants.


Note: Most of the data in this research are segmented into two response groups: Total Benchmark Class (n=34) and Oncology Class (n=11).

Key Topics

  • Identification of Key Education Tactics for Thought Leaders, Physicians, Patients, and Payers
  • Identification of Key Timing for Educational Activities for KOLs, Physicians, Patients and Payers
  • Assessment of Key Market Education Practices, including Thought Leader Activities, CME, Scientific Publication Strategy and Tactics, Patients and Patient Advocacy Education, Clinical Trials & Payer Education
  • Description of Critical Market Education Pitfalls and Future Trends

Sample Key Findings

  • Building Bridges To Patients: Building good relationships with important Patient Advocacy Groups is essential for early patient education. PR tools are effective to stimulate disease education coverage. Marry science and pathos when educating patients. New technologies create new avenues by which to inform. Early Access programs are beneficial for patients, physicians and the company.
  • Using Public Relations & Technology New technologies and PR are both “leveraged,” cost-efficient tools for education. Both permit less control than companies customarily want. The development and pre-launch cycle offer many opportunities to use new technologies (e.g. Social Media, Internet, YouTube/Video communication channels) to educate physicians, patients, payers and government.
Table of Contents

BACKGROUND
Summary of Key Insights, Findings and Lessons Learned 4
Universe of Learning: Research Participants, Launch Experience
And Therapeutic Area Demographics 8
MARKET ENTRY SUCCESS DRIVERS
Develop Integrated Continuous Thought Leader Strategies 16
Thought Leader Targeting 20
Thought Leader Relationship and Value Management 25
Manage Clinical Trials to Win Highly Regarded Thought Leaders and
Investigators into your Clinical Trials 34
Managing Investigator-Initiated Studies 43
Early Access Programs: Helping Patients and Expanding Physicians
Experience 52
Post-Approval Early Access Programs: Helping Patients, Physicians
And Marketplace Buzz 55
Data Disclosures: Inform Medical Community of Your Progress
And Commitment 59
Communicate Clinical Science through Journals & Congresses 65
Using Scientific Publications: Marrying Productivity & Insights 72
Use Multi-Channel Medical Education to Inform Health Care Providers 79
Medical Education: Balancing the Mix of CME, Grants and Tools 83
Inform Patients through Education & Advocacy Group Collaborations 87
Payer Education Starts Early; Focus on Costs and Outcomes 97
Use PR & New Technologies for Leveraged Reach to Patients,
Physicians and Payers 109
Use New Technologies for Educating and Informing Patients 126
Orchestrate Medical Education Timing to Reach Right Constituencies
At Right Times 129
Allocate Market Education Mix to Reflect Therapeutic Area Needs
& Competitive Landscape 130

LESSONS LEARNED
Voices from the Field: Best Practices, Lessons Learned
& Pitfalls to Consider 133
Future Trends & Issues 137
Appendix I: Orchestrate Medical Education Timing to Reach
Right Constituencies at Right Times 141

ABOUT BEST PRACTICES, LLC

List of Charts & Exhibits

THOUGHT LEADER EDUCATION
  • Timing and Importance of Key Educational Tactics for KOLs
  • Number of KOLs Targeted/Planned to Target During each Phase III Period Pre-launch
  • Timing of Relationship Building Activities with Different Thought Leader Segments Across Full Development Cycle
  • Number of MSLs Assigned During each Phase III period Pre-launch for New Product
  • Frequency of MSL Calls with KOLs During each Phase III Period Pre-launch to Launch
  • Role of Global/Regional KOLs Across Key Educational Activities
  • Rating of Tactics/Factors for Building Credibility for Company Entering New Therapeutic Area

PHYSICIAN/PAYER EDUCATION
  • Stages During Which Investigator Initiated Studies are Conducted
  • Timing of Public Release for Various Therapy Data (MOA,etc.)
  • Importance Rating for Publishing Results in Various Channels
  • Percentage of Papers Appearing in Tier 1-3 Publications
  • Number of Publications (by type) Expected from Phase III to Launch
  • Top Five Activities for Educating Physicians
  • Timing of Physician Education Activities Across Full Development Cycle
  • Provision of CME Grants by Program Type for Products/TAs Pre-Launch
  • Timing of Education Activities for Payers and Government Entities
  • Top Five Education Activities for Payers and Government Entities

PATIENT EDUCATION
  • Timing of Educational Activities for Patients and Advocacy Groups
  • Top Five Education Activities for Patients and Advocacy Groups
  • Effectiveness of Public Relations Tools Pre-Launch and Launch
  • Effectiveness of Calls to Action Leading Patients to Website
  • Rank/Order Seven Most Effective New Technologies for Educating Patients/Physicians
  • Percentage of Resources Invested for Different Target Groups Phase III to Launch
  • Timing of Education Activities for Different Healthcare Professionals