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Sales and Marketing » New Product Development and Launch » Ensuring Market Focus » Customer and Thought Leader Involvement
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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 effectively reach and influence Thought Leaders. This study examines a number of issues that revolve around Thought Leader education tactics and strategies. 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 can use this research to compare their Thought Leader education strategies and tactics with those of leading organizations.