Supporting Successful Oncology Product Launches: Tactics for Educating Payers

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

Study Overview

Effective payer education of new products - in particular new oncology therapies - has become paramount in the face of the ever-growing role of the payer and government sectors in the marketplace. Specifically, the cost of oncology therapies necessitates that payers are not only well educated in the benefits of the therapies but also how the products are different from existing treatments. This Best Practices, LLC study delivers benchmarks around timing of education tactics for payers and identifies the most important edcation activities for payers. Additionally, this study contains qualitative insights from industry executives regarding methods for effectively communicating with payers. Executives can use this research to compare their 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
• Post-Approval Early Access Programs: Getting to First Reimbursed Prescription Quickly
• Payer Education Starts Early: Focus on Cost and Outcomes
• Voices From the Field: Best Practices, Lessons Learned & Pitfalls
• Future Trends & Issues

• Timing of Education Activities for Payers and Government Entities
• Top Five Education Activities for Payers and Government Entities
• Mix of Market Education Investment

Methodology

Research was conducted through surveys and interviews. 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.

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