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Products & Services Product Launch Thought Leader Development

Thought Leader Development for Global Pharmaceutical Launches

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ID: 4569


Features:

Metrics


Pages/Slides: 15


Published: Pre-2013


Delivery Format: Online PDF Document


 

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  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • SPECIAL OFFER
A pharmaceutical company’s relationship with key thought leaders is vital to the success of a new product because thought leaders communicate opinions and recommendations that are often the deciding factor in influencing a physician to prescribe a new drug.

This 15-page document describes how benchmark companies manage thought leader relationships. Pharmaceutical teams can use this information to develop and improve their relationships with thought leaders.

Key topics in this document include:
-Thought Leader Targeting and Segmentation
-Launch
-Medical Meeting Preparation
-Investment
-Cultivating Long-Term Relationships

Select best practices include:
1. Create an ideal profile to target thought leaders based on their potential and influence.
- One benchmark partner suggested that an ideal thought leader would have a commanding knowledge of the disease, a full understanding of the product’s treatment capabilities, excellent leadership skills, peer recognition and respect, as well as a broad sphere of influence.
2. Utilize input from market research, physicians, sales reps and payer groups to facilitate selection of the most influential thought leaders.
- By targeting physicians who write the most prescriptions for specific treatments, one benchmark company successfully helped the company identify possible thought leaders.
3. Employ physicians and sales reps as key sources for identifying thought leaders.
- Benchmark partners noted that it was important to engage globally recognized thought leaders early to help guide and focus development efforts from the earliest stages. One benchmark partner pointed out that an integrated thought leader development process begins with engaging the top 10 to 15 people in the field.

This research originated from a Best Practices, LLC consulting project.

Industries Profiled:
Pharmaceutical; Health Care; Biotech; Medical Device


Companies Profiled:
Sanofi-aventis; Merck; Eli Lilly; GlaxoSmithKline; Novartis; Pfizer; Johnson & Johnson; Bristol-Myers Squibb; AstraZeneca; Roche; Schering-Plough


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.