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25DB




Products & Services Product Launch Market Entry and Oncology

Supporting Successful Oncology Product Launches: Tactics for Educating Patients

ID: 5061


Features:

25+ Info Graphics

15+ Data Graphics

200+ Metrics


Pages/Slides: 61


Published: Pre-2013


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 "Supporting Successful Oncology Product Launches: Tactics for Educating Patients"




Note: Data in this study are segmented to present views for Total Benchmark Class and Oncology respondents.

Study Overview

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 with new oncology products are scrutinizing their strategies and tactics to support market education for patients.
This field research and benchmarking study probes the types and value of medical education and marketing tactics used to inform patient groups about new therapies - and oncology therapies in particular. A quantitative survey helped identify patient education strategies and tactics that organizations use pre- and post-launch. Qualitative and quantitative data is presented across a broad array of educational approaches, from public relations and new technologies to advocacy groups and early access plans.

Marketing executives can use this research to compare their patient education strategies and tactics with those of leading organizations.

Key Topics

  • Summary of Key Insights, Findings and Lessons Learned
  • Research Participants, Launch Experience, and Therapeutic Area Demographics
  • Early Access Programs: Helping Patients & Expanding Physicians Experience
  • Post-Approval Early Access Programs: Helping Patients, Physicians and Marketplace Buzz
  • Inform Patients Through Education & Advocacy Group Collaborations
  • Use PR & New Technologies For Leveraged Reach to Patients
  • Use New Technologies For Educating & Informing Patients
  • Allocate Market Education Mix To Reflect Therapeutic Area Needs & the Competitive Landscape
  • Voices From the Field: Best Practices, Lessons Learned & Pitfalls To Consider
  • Future Trends & Issues

Sample Key Metrics
  • Appropriate time to start each activity for educating patients and advocacy groups
  • Top five most important activities for educating Oncology patients and advocacy groups
  • Percentages of participants indicating PR Tool is effective during pre-launch/launch
  • Effectiveness ratings given to different calls-to-action leading patients to Web sites
  • Importance of various tactical elements influencing Public Relations Marketing effectiveness
  • Importance of various tactical elements influencing Public Relations effectiveness
  • Percentage of resources to be invested ideally in different educational categories
Sample Key Findings
  • 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.
  • Winning Payers On Board: Commence work earlier than in past to win payers, who are increasingly important to market entry in both oncology and diabetes. Focus on cost and health outcomes. Understand payer needs and engineer them increasingly into clinical trials.

Methodology

Research was conducted through surveys and inteviews. Research participants included 34 executives and managers from 26 leading pharmaceutical, biotech and medical device companies. Oncology/Immunology research participants included 11 executives and managers at 11 different industry leading companies. Insight was drawn from successful and well known cancer / immunology treatments as well as compounds that are awaiting FDA approval or in Phase II & III clinical development.

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


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.