Supporting Successful Oncology Product Launches: Tactics for Educating Physicians

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

Study Overview

Educating the marketplace about a new product is a vital prerequisite for both a therapy's launch and the critical first years on the market. Physicians in particular are an important focal point of the market education process because they are both prescribers and influencers and are thus a key way that organizations seek to gain a firm foothold in the marketplace. This study examines a number of issues that revolve around physician education tactics and strategies - for oncology as well as other product types. This field research and benchmarking study also presents benchmarks around types and timing of physician education activities, publication productivity, CME preferences and prevalence and new technology approaches. Executives, especially those working in the oncology therapeutic area, can use this research to compare their physician 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
• Market Entry Success Drivers
• Voices From the Field: Best Practices, Lessons Learned & Pitfalls To Consider
• Future Trends & Issues

• Timing of Publishing Various Data Types for Physician Education
• Rating of Importance of Publishing Clinical Results in Various Channels
• Number of Publications (by type) Expect to Issue Phase III to Launch
• Top Five Activities for Educating Physicians
• Timing of Various Physician Education Activities
• Provision of CME Grants by Program Type for Products/TAs Pre-Launch
• Ranking of Most Effective New Technologies for Educating Physicians

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