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Best Practice Database
Product Launch » Market Entry and Oncology
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Note: Data in this study are segmented to present views for Total Benchmark Class and Oncology respondents.
Educating the marketplace about a new product is an essential component of a successful launch and market positioning. Thought Leaders who can influence the thinking and habits of both physician and patient communities are one of the key ways that organizations seek to separate their products from competitors. Thus it is critical for companies to ensure that education efforts around new products - particularly those in the oncology therapeutic area - effectively reach and influence Thought Leaders. This study examines a number of issues that revolve around Thought Leader education tactics and strategies, for oncology as well as other product types. This field research and benchmarking study also presents benchmarks around targeted number of thought leaders by development phase, number of MSLs employed by phase, relationship development timing by type of Thought Leader, and roles of Thought Leaders. Executives, especially those working in the oncology therapeutic area, can use this research to compare their Thought Leader education strategies and tactics with those of leading organizations.
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